Facebook lead campaigns average an 8.78% conversion rate and $21.98 cost per lead (WordStream 2024)
Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "average Facebook cost per lead" / "Facebook lead ads conversion rate"
- True origin
- WordStream by LocaliQ — Facebook Ads Benchmarks 2024
- Type
- Reference fact: A frequently needed number or rule taken directly from a primary source (e.g. Pew, Census, IAB/PwC, FTC), with its as-of date.
- Year
- 2024
- Data as of
- 2024 benchmark report
- Last checked
- What the source says
The average click-through rate in Facebook ads for leads campaigns across all industries is 2.53%. ... The average conversion rate in Facebook ads for leads campaigns across all industries is 8.78%. ... The average cost per lead in Facebook ads for leads campaigns across all industries is $21.98.
- Method & sample
- Averages across WordStream/LocaliQ client Facebook campaigns using the leads objective.
- Drift between quote and source
- Range: CPL runs from about $20 to over $100 (legal services $104.58) by industry
- Interest
- WordStream (LocaliQ, part of Gannett) sells search and social ad management services and software.
Safe rephrasing
WordStream's 2024 benchmarks from client accounts show Facebook lead campaigns averaging a 2.53% CTR, 8.78% conversion rate and $21.98 per lead, varying widely by industry.
Sources we opened
Machine-readable: /api/claims/wordstream-facebook-lead-ads-cvr-8-78-cpl-21-98.json · Last checked 2026-10-16