Mar 19 • ⁉️Q&A
What CPL should I expect on Facebook ads?
Let me answer a question I've been getting a lot lately 👇
Here's the thing — your cost per lead isn't random. It's largely driven by one thing: how big your target audience is.
The smaller the audience, the higher the CPL. Here's what to expect:
🌎 Nationwide → ~$20/lead
🗳️ 10–15 entire states → ~$25/lead
🏙️ 95 major metros → ~$30/lead
📍 1 entire state → ~$50/lead
📍 1 major metro → $75–$100+/lead
When your audience is small, Facebook has fewer people to show your ad to. More competition for the algorithm = higher cost to find the right person.
So if you're targeting one metro and seeing $80 CPLs — that's not your ads failing. That's just the math.
Benchmarks like these exist so you don't kill a perfectly good campaign too early.
Drop any questions below ❤️
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What CPL should I expect on Facebook ads?
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