The short answer
- The average cost per lead is $66.69 on Google search and $27.39 on Meta lead campaigns across industries in 2026, per LocaliQ’s benchmarks.
- On Google, legal services cost the most ($131.63 a lead) and automotive repair the least ($29.96).
- On Meta, dental is the most expensive ($61.56) and career and employment the cheapest ($12.30).
- LinkedIn leads typically cost $200-$250 in North America and $120-$150 in Europe, per ZenABM’s 2026 benchmarks.
Cost per lead is ad spend divided by leads. It is also cost per click divided by conversion rate, which is why the tables below show both where the source publishes them: a high CPL is either expensive clicks or clicks that do not convert, and the fix differs for each. All figures are platform averages for 2026, in US dollars.
Cost per lead by industry: Google vs Meta
Both columns come from LocaliQ, which publishes its benchmarks with WordStream from thousands of customer campaigns. The Google figures are from its 2026 Search Advertising Benchmarks (Google Ads and Microsoft Ads search). The Meta figures are from its Facebook ads benchmarks, updated in September 2026, for campaigns using the leads objective.
| Industry | Google search CPL | Meta lead campaign CPL |
|---|---|---|
| Arts & Entertainment | $26.84 | $14.59 |
| Automotive: For Sale | $44.26 | $35.52 |
| Beauty & Personal Care | $39.25 | $50.91 |
| Career & Employment | $67.36 | $12.30 |
| Dentists & Dental Services | $72.97 | $61.56 |
| Education & Instruction | $77.48 | $26.31 |
| Furniture | $106.70 | $39.25 |
| Health & Fitness | $67.36 | $27.11 |
| Home & Home Improvement | $90.92 | $42.95 |
| Industrial & Commercial | $75.19 | $35.87 |
| Personal Services | $54.60 | $38.09 |
| Physicians & Surgeons | $40.04 | $32.14 |
| Real Estate | $102.51 | $13.74 |
| Sports & Recreation | $44.26 | $15.49 |
| All industries | $66.69 | $27.39 |
Sources: LocaliQ, 2026 Search Advertising Benchmarks; LocaliQ, Facebook advertising benchmarks (leads objective), September 2026.
Google search CPL for the remaining industries
LocaliQ’s Meta lead benchmarks cover 14 industries. These nine appear only in the Google data, shown with the click price and conversion rate behind each CPL.
| Industry | Google CPL | Avg CPC | Conversion rate |
|---|---|---|---|
| Attorneys & Legal Services | $131.63 | $9.87 | 5.55% |
| Apparel / Fashion & Jewelry | $97.51 | $4.44 | 4.50% |
| Business Services | $93.69 | $5.87 | 4.85% |
| Finance & Insurance | $74.44 | $3.39 | 2.64% |
| Shopping, Collectibles & Gifts | $49.40 | $4.14 | 4.01% |
| Travel | $44.70 | $2.14 | 5.83% |
| Animals & Pets | $31.50 | $4.06 | 16.22% |
| Restaurants & Food | $30.57 | $2.05 | 8.05% |
| Automotive: Repair, Service & Parts | $29.96 | $4.35 | 15.51% |
The pattern is clear in this table. Legal pays the most per lead because it pays the most per click. Finance and insurance pay little per click but convert only 2.64% of clicks, so leads still cost $74.44. More on clicks and conversion rates is in Google Ads benchmarks.
LinkedIn cost per lead
LinkedIn does not appear in LocaliQ’s data. ZenABM’s 2026 LinkedIn ABM Performance Benchmarks, drawn from 211 B2B companies, give typical CPL ranges by region:
| Region | Typical LinkedIn CPL |
|---|---|
| North America | $200-$250 |
| Europe | $120-$150 |
| APAC | $80-$120 |
| Latin America | $60-$90 |
The same report finds LinkedIn Lead Gen Forms deliver 20-30% lower cost per lead than sending clicks to an external landing page. CTR, CPC and form benchmarks by ad format are in LinkedIn ads benchmarks.
Why Meta leads are cheaper, and why that is not the whole story
- The form is in the feed. Meta lead ads collect details without sending the person to a website, which removes the biggest drop-off.
- The clicks are cheap. Meta lead campaign CPCs average $1.80 across industries in LocaliQ’s data, against $5.42 for Google search.
- Intent is lower. A Google lead searched for the service. A Meta lead was interrupted while scrolling. Expect more follow-up and a lower close rate.
Real estate shows the gap at its widest: $13.74 a lead on Meta against $102.51 on Google. Beauty and personal care is the exception, where Meta leads cost more ($50.91) than Google leads ($39.25).
From cost per lead to cost per customer
CPL is not the number that pays the bills. Cost per customer is:
Cost per customer = CPL / lead-to-customer rate
A worked example for a dental practice, using the 2026 dental benchmarks and illustrative close rates:
| Google search | Meta lead ads | |
|---|---|---|
| CPL (LocaliQ 2026) | $72.97 | $61.56 |
| Leads that book and show (assumed) | 30% | 15% |
| Cost per new patient | $243 | $410 |
| New patients from $3,000 | 12.3 | 7.3 |
The cheaper lead lost. The close rates are assumptions, not benchmarks, and yours will differ, which is exactly why you should measure them from your own CRM or front desk. Run the numbers with the CPA calculator and set the acceptable ceiling with the CAC calculator.
How to lower cost per lead
- Check tracking. A CPL that looks far above benchmark is often leads that were never counted.
- Find which half is broken. CPL is CPC divided by conversion rate. Compare each against your industry before changing anything.
- Use native forms where intent allows. Meta lead forms and LinkedIn Lead Gen Forms cut the landing page drop-off.
- Qualify in the form. One or two qualifying questions raise CPL slightly and cost per customer a lot less.
- Cut waste. Irrelevant search terms on Google and broad, overlapping audiences on Meta spend money that never becomes leads.
For what Meta clicks and impressions cost in the first place, see Facebook ads cost; for how Meta ads are built and how long they run, the Meta ad benchmarks.
Where Sprites fits
Sprites runs Google, Meta and, on Grow, LinkedIn toward a CPL or CAC goal you set. It audits for wasted spend, builds lead forms and campaigns, moves budget between channels toward the cheaper customer, and stages every change for your approval. See pricing.
Frequently asked questions
What is the average cost per lead by industry?
On Google search, LocaliQ's 2026 benchmarks put the all-industry average at $66.69, from $26.84 for arts and entertainment to $131.63 for legal services. On Meta lead campaigns, LocaliQ's 2026 Facebook benchmarks put it at $27.39, from $12.30 for career and employment to $61.56 for dental.
What is a good cost per lead?
One that leaves room for profit after your close rate. Divide your CPL by the share of leads that become customers to get cost per customer, and compare that with what a customer is worth. A $100 lead is cheap if one in four closes on a $5,000 contract.
Is Facebook or Google cheaper per lead?
Meta is usually cheaper per lead: $27.39 on average for lead campaigns against $66.69 for Google search in LocaliQ's 2026 benchmarks. Google leads come from people searching for the service, so they often close at a higher rate, and the cost per customer can favor Google.
What is the average cost per lead on LinkedIn?
ZenABM's 2026 LinkedIn benchmarks give typical CPL ranges by region: $200-$250 in North America, $120-$150 in Europe, $80-$120 in APAC and $60-$90 in Latin America. LinkedIn costs more because you are buying job title, seniority and company targeting.
How do you calculate cost per lead?
Divide total ad spend by the number of leads. $3,000 of spend that produces 40 leads is a $75 CPL. It also equals cost per click divided by conversion rate, so a $5 click converting at 8% gives a $62.50 lead.
Why is my cost per lead higher than the benchmark?
Usually one of three things: clicks cost more than your industry average, too few clicks convert, or conversion tracking is missing leads. Check tracking first, then compare your CPC and conversion rate separately against the benchmark to see which one is off.