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 ❤️