Factors that increase competition:

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Competition in the niche
In 2025, the market continues to be more competitive. New players, growing advertising budgets, and technological advances make the fight for audiences more difficult. This directly affects the cost of a lead: the more advertisers fight for the same users, the more expensive it becomes to contact them.


Popularity of high-margin niches. For example, in B2B SaaS or e-commerce, the cost of a lead can reach record levels due to the many players.
Globalization of business. Companies are increasingly entering international markets, increasing competition for audiences in regions with high purchasing power.
Increased targeting complexity: Changes in data privacy laws (such as the move away from cookies) make segmentation more difficult, driving up advertising costs.
To reduce the impact of competition on CPL, focus on narrow audience segments (where competition is lower) and work on unique offers that distinguish you from others. And don’t forget to optimize your advertising campaigns.

Traffic quality
Low-quality traffic leads to low conversion and increases costs. The main challenge in 2025 is attracting relevant users.

To assess the quality of traffic, calculate the site conversion, analyze bounces and time on page, and also study the traffic sources and their ratio. Low conversion, high bounce rate and expensive sources are a sign of low-quality traffic.

How to work with traffic quality:

Optimize your advertising campaigns by excluding irrelevant audiences.
Use quizzes or contact forms to pre-qualify and warm up leads.
Geotargeting and seasonality
Geotargeting allows you to customize your ads for users from specific list of hong kong cell phone number regions. This tool is important because the behavior and solvency of the audience are highly dependent on location.

Factors that influence CPL in geotargeting:

Market development. In regions with high demand for your services, the CPL is higher.
Local competition. The more competitors in one region, the higher the cost of advertising.
Economic conditions. In countries with low purchasing power, the cost per lead may be lower, but the quality of the audience also suffers.
To take the region into account, segment the audience by region and test different strategies, study and take into account seasonality in local markets, work on adapting content for the local audience.

Seasonality affects the cost of a lead depending on the industry. Periods of high demand increase competition for the audience, which leads to increased costs. For example, in B2C, before holidays like New Year, the cost of a lead can increase 2-3 times. In B2B, activity usually increases at the beginning of quarters or the financial year.

How to take seasonality into account:

Run campaigns during low season to save on CPL.
Plan budgets taking peak loads into account.
Use analytics data to predict seasonal changes.
Quality of creatives and content on the site
These moments directly affect click-through rate (CTR), and therefore the cost of a lead. In 2025, it is becoming increasingly difficult to win the attention of users. Template or low-quality materials not only increase costs, but also reduce brand loyalty .