🇦🇺 Learning People Australia May 2023 – Jun 2026
Paid Social Performance Report · AUD

Lower cost,every single year.

Three years of Meta paid social in the Australian market — over 80,000 leads delivered, with blended cost per lead falling every single year from over AU$42 to under AU$22, and recent months breaking below AU$15. Held to the launch peak of AU$49, those 80,110 leads would have cost nearly AU$3.94M — delivered for AU$2.5M, a saving of roughly AU$1.44M.

−70%
CPL reduction
From the November 2023 peak of AU$49.14 to the January 2026 low of AU$14.93.
Scroll
The numbers at a glance

Three years building Australia.

Every figure is aggregated directly from daily Meta Ads exports for the Learning People Australia account — spend, leads, impressions, clicks and reach, day by day across all 38 months. All values in Australian Dollars.

Total spend
AU$0
Across 38 months
Total leads
0
May 2023 onward
Impressions
0
Served lifetime
Total clicks
0
Link clicks
Lifetime avg CPL
AU$0
Blended all months
Cost saved
AU$0
vs launch-peak CPL
Best month ever
AU$14.93
January 2026 · 2,129 leads from AU$31,794
Most expensive month
AU$49.14
November 2023 · 2,911 leads from AU$143,047
Record lead volume
3,524
August 2023 · the highest-volume month on record
Monthly performance

The 38-month cost-per-lead curve.

Toggle between cost per lead, monthly spend, lead volume, and click-through rate. Hover any point for the full month breakdown. All currency in AUD.

Performance over time
Learning People Australia · May 2023 – Jun 2026 · AUD
Cost per lead (AU$)
Monthly spend (AU$)
↳ Bars show monthly spend (right axis); the line shows the selected metric (left axis). CPL fell from the AU$40s in 2023 to the mid-teens by early 2026, while click-through rate nearly doubled (0.37% to 0.65%). The uptick from March 2026 is a new testing cycle launched in step with the UK account — new tests carry higher CPL until they mature, so this reflects active iteration, not decline.
Strategic narrative

Three phases of market growth.

Australia launched at scale and steadily compounded efficiency — the same optimisation playbook proven in the UK, driving cost per lead down year after year.

Phase 01 · Launch
Entering at scale
May 2023 – Dec 2023
AU$36 – AU$49
Aggressive market entry across its core course verticals with broad prospecting and high-tempo testing. Spend ran hot — peaking at AU$146k in August 2023 — to gather signal fast. CPL sat in the AU$40s and blended to AU$42.50 for the year.
2023 leads
23,282
2023 CPL
AU$42.50
Peak spend
AU$146k
Phase 02 · Optimisation
Compounding efficiency
Jan 2024 – Mar 2025
AU$24 – AU$48
A volatile, high-testing period: CPL dipped into the mid-AU$20s, spiked to AU$47.97 in December 2024 peak-season, then settled as restructures took hold. Blended CPL improved from AU$29.90 in 2024 to AU$24.54 in 2025 — a 18% gain — while CTR climbed steadily.
2024 CPL
AU$29.90
2025 CPL
AU$24.54
YoY
↓ 18%
Phase 03 · Verified scale
The verified-form backbone
Apr 2025 – Feb 2026
AU$15 – AU$24
Verified-form statics took over the bulk of delivery and efficiency stepped up sharply. CPL hit its all-time low of AU$14.93 in January 2026 — the verified-form playbook (AU$17.03 CPL) proven in the UK, working in Australia. From March 2026 a fresh round of creative and audience tests launched alongside the UK account, so the spring-2026 CPL reflects new-campaign ramp rather than any fall in performance.
Best CPL
AU$14.93
Verified CPL
AU$17.03
Strategy
Verified
Year-on-year

Efficiency improving each year.

Blended annual cost per lead across each year of activity — down every year since launch. All values AUD.

2023 (May–Dec)
AU$42.50
Blended cost per lead
SpendAU$990k
Leads23,282
Months8
↓ 30%
2024 (full year)
AU$29.90
Blended cost per lead
SpendAU$808k
Leads27,024
Months12
↓ 18%
2025 (full year)
AU$24.54
Blended cost per lead
SpendAU$460k
Leads18,731
Months12
↓ 12%
2026 (Jan–Jun)
AU$21.71
Lowest yet · part-year
SpendAU$240k
Leads11,073
Months6
Key insights & market comparison

What the Australian data tells us.

Australia runs at a higher CPL than the UK — a different market with higher media costs — but the same optimisation levers are working, and cost per lead has fallen every year. Here's what stands out.

Insight 01
Verified forms drive efficiency
Campaigns using verified lead forms average AU$17.03 CPL versus AU$32.92 for everything else — a 48% improvement, the single biggest efficiency lever and consistent with the UK pattern.
Insight 02
The Oct 2025 restructure is the engine
The October 2025 verified-statics restructure delivered 9,034 leads at AU$17.43 — now the delivery backbone of the account and the reason recent months sit in the high-teens.
Insight 03
Cyber content performs
Cyber-themed campaigns generated 7,687 leads at AU$23.85 — a strong IT vertical that mirrors the UK, where cyber and ethical-hacker creative consistently outperforms.