Facebook Ads Cost Per Lead Benchmarks for Agriculture

Introduction

Agriculture’s cost-per-lead story in Facebook Ads through 2025 is one of compression and volatility: a dramatic spike to start the year, followed by a steady descent into year-end, consistently cheaper than the global all‑industry benchmark. After January’s unusually high CPL, the category settled into the high-teens to low‑20s for most of the year, with a final leg down in Q4. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Agriculture across all countries compared to the global benchmark.

The story in the data

Agriculture began 2025 at a high-water mark: CPL hit $58.63 in January, the category’s peak for the year. From there, costs fell sharply to $24.51 in February (a $34 drop month over month) and never returned to January levels. The year ended at $8.48 in December — the low — marking an 86% decline from January to December.

Across 2025, Agriculture’s CPL averaged $22.89, with a wide 6.9x range between the high ($58.63) and low ($8.48). Excluding January’s spike, the February–December average was $19.64. Notable inflection points included a modest rebound in May ($24.57), stabilization in July ($22.79), a dip to $12.16 in September, and a brief October lift to $20.76 before sliding to the December trough.

Volatility was pronounced: the average absolute month-to-month move was $7.9, more than double the global benchmark’s $3.1. The largest monthly swing was January to February (−$34.12), while the biggest uptick came from September to October (+$8.60).

For context, the global all‑industry benchmark averaged $41.53 over the same period, with a far narrower range (roughly 1.5x between its high and low).

Seasonal and monthly dynamics

Seasonally, Agriculture showed a Q1 comedown after an outsized January, averaging $36.89 across the quarter but driven by that first-month spike. Q2 and Q3 settled into a tighter band, with Q2 averaging $21.75 and Q3 averaging $17.69, mostly in the teens and low‑20s. Q4 brought a brief October lift before re-accelerating downward: the quarter averaged $15.23, ending at the year’s lowest CPL in December.

This diverged from typical marketplace pressure: while the broader market often tightens in Q4, Agriculture’s CPL continued to ease into year-end.

Country vs. Global

Agriculture across all countries ran materially below the global benchmark for 11 of 12 months. Only January sat above market (+67% versus global). The gap was narrowest in March (−18% below global) and widest in December (−80%). Overall, Agriculture’s average CPL trailed the global all‑industry norm by about 45% ($22.89 vs. $41.53). Trend lines diverged as well: the global benchmark climbed from January into the fall (+39% from January to October), while Agriculture fell steadily over the year (−86% January to December) and was more volatile throughout.

Closing

Understanding Facebook Ads benchmarks for cost per lead in the Agriculture industry across all countries shows a year defined by early spikes, midyear stabilization, and year-end easing — consistently below the global market. This CPL-focused benchmark, alongside broader CPC trends, CPM analysis, and CTR performance context, helps frame industry ad performance against global patterns.