Surfactant adsorption in porous media remains poorly understood, as the microscopic collective behavior of these amphiphilic molecules leads to nonconventional phenomena with complex underlying kinetics/structural organization. Here, we develop a simple thermodynamic model, which captures this rich behavior by including cooperative effects to account for lateral interactions between adsorbed molecules and the formation of ordered or disordered self-assemblies. In more detail, this model relies on a kinetic approach, involving adsorption/desorption rates that depend on the surfactant surface concentration to account for facilitated or hindered adsorption at different adsorption stages. Using different surfactants/porous solids, adsorption on both strongly and weakly adsorbing surfaces is found to be accurately described with parameters that are readily estimated from available adsorption experiments. The validity of our physical approach is confirmed by showing that the inferred adsorption/desorption rates obey the quasi-chemical approximation for lateral adsorbate interactions. Such cooperative effects are shown to lead to adsorption kinetics that drastically depart from conventional frameworks (e.g., Henry, Langmuir, and Sips models).