🇳🇿 Learning People New Zealand Mar 2024 – Jun 2026
Paid Social Performance Report · NZD

Scaling leads,sharpening cost.

Over two years of Meta paid social in the New Zealand market — 24,000 leads delivered, with cost per lead cut from NZ$38 at its peak to under NZ$17, and lead volume scaling to record highs. Held to that peak cost per lead, those 23,997 leads would have cost around NZ$916k — delivered for NZ$578k, a saving of roughly NZ$338,000.

−44%
CPL reduction
From the December 2024 peak of NZ$38.16 to the July 2025 low of NZ$16.96.
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The numbers at a glance

Two years building New Zealand.

Every figure is pulled live from the Meta Ads API for the Learning People New Zealand ad account. All values in New Zealand Dollars. Meaningful lead volume began March 2024.

Total spend
NZ$0
Across 28 months
Total leads
0
From Mar 2024 onward
Impressions
0
Served lifetime
Total clicks
0
Link & engagement
Lifetime avg CPL
NZ$0
Blended all months
Cost saved
NZ$0
vs launch-peak CPL
Best month ever
NZ$16.96
Jul 2025 · 1,011 leads from NZ$17,147
Most expensive month
NZ$38.16
Dec 2024 · 700 leads from NZ$26,711
Record lead volume
1,846
October 2025 · the highest-volume month on record
Monthly performance

The 28-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 NZD.

Performance over time
Learning People NZ · Mar 2024 – Jun 2026 · NZD
Cost per lead (NZ$)
Monthly spend (NZ$)
↳ Bars show monthly spend (right axis); the line shows the selected metric (left axis). CPL trended down from the late-2024 peak as audiences matured and CPM fell — December 2025 to February 2026 saw the lowest CPMs (NZ$10.77–12.63) of the entire period.
Strategic narrative

Three phases of market growth.

New Zealand is a smaller, higher-CPM market than the UK. The journey reflects building audience depth from scratch and steadily driving efficiency as the account matured.

Phase 01 · Launch
Entering the market
Mar 2024 – Oct 2024
NZ$21 – NZ$32
Account launch with broad prospecting across its core course verticals. High CPMs (peaking at NZ$21.93) and a small-market audience drove elevated CPLs. Spend scaled quickly to gather signal, peaking at NZ$35.9k in June 2024.
Avg CTR
1.15%
Avg CPM
NZ$17.10
Peak spend
NZ$35.9k
Phase 02 · Optimisation
Building efficiency
Nov 2024 – Jul 2025
NZ$16.96 – NZ$38.16
A period of refinement. After a December 2024 spike to NZ$38.16 (peak-season competition), verified forms and restructured campaigns drove the all-time low of NZ$16.96 in July 2025. Retargeting pools matured and CPL volatility narrowed.
Best CPL
NZ$16.96
Avg CTR
1.10%
Verified forms
Live
Phase 03 · Scale
Record volumes, lower CPM
Aug 2025 – present
NZ$17 – NZ$26
The account hit full stride. October 2025 delivered a record 1,846 leads, and CPMs fell to the lowest of the entire period (NZ$10.77 in January 2026). A late-2025 shift to verified lead forms became the delivery backbone, mirroring the UK playbook.
Record leads
1,846
Lowest CPM
NZ$10.77
Strategy
Verified
Year-on-year

Efficiency improving each year.

Blended annual cost per lead across each year of activity. All values NZD.

2024 (Mar–Dec)
NZ$30.54
Blended cost per lead
SpendNZ$216.2k
Leads7,080
Avg CTR1.10%
↓ 31%
2025 (full year)
NZ$21.20
Blended cost per lead
SpendNZ$276.9k
Leads13,060
Avg CTR1.10%
↑ 4%
2026 (Jan–Jun)
NZ$22.06
Blended · seasonal mix
SpendNZ$85.1k
Leads3,857
Avg CTR1.09%
Key insights & market comparison

What the New Zealand data tells us.

NZ runs at a structurally higher CPL than the UK — a smaller market with higher CPMs — but the same optimisation playbook is working. Here's what stands out.

Insight 01
Verified forms drive efficiency
Campaigns with verified forms average NZ$16–17 CPL vs NZ$23–30 for unverified equivalents — roughly a 30% improvement, consistent with the UK pattern.
Insight 02
CPMs are falling fast
CPM dropped from NZ$21.93 (Nov 2024) to NZ$10.77 (Jan 2026) — a 51% reduction. Lower CPMs are the engine behind sustained CPL improvement.
Insight 03
Cyber content leads on CTR
The Cyber Only video campaign achieved the lowest IT CPL at NZ$14.10 and strong CTR — mirroring the UK, where cyber and ethical-hacker creative consistently outperforms.