See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Construction’s Cost Per Lead ran hot early in the year and cooled meaningfully into late summer, ultimately converging with the global benchmark in the back half. Across all countries, the Construction industry started 2025 with elevated CPLs, spiked in March, then slid to an August trough before rebounding toward parity in Q3–Q4. Volatility was notably higher than the global market, with sharp swings around midyear and a pronounced late-summer reset.
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 Construction across all countries compared to the global benchmark.
Construction CPL averaged $49.26 for the year, versus a $41.46 global average. The year opened at $57.06 in January, peaked at $59.51 in March, and closed at $42.61 in December—down 25% from January to December. The low arrived in August at $37.97, marking a 36% drop from the March high before a partial rebound.
Month-to-month swings were pronounced. The average absolute move was $5.75 (~12% of the Construction average), larger than the global market’s $3.24 (~8%). The steepest declines were March to April (–$7.32) and July to August (–$7.32), while the strongest rebound came in August to September (+$10.29, +27%). H1 (Jan–Jun) averaged $53.43; H2 (Jul–Dec) averaged $45.09—a 15% step-down across halves, showing sustained easing after midyear.
The year followed a classic arc: high CPLs in Q1 when demand and competition tend to be firm, marginal easing in Q2, a sharper reset in Q3, and a measured return to near-market levels in Q4. Q1 averaged $55.69 for Construction, then moderated to $51.18 in Q2. Q3 found the floor, averaging $43.84, with August as the standout trough. Q4 steadied at $46.34, with a mild October lift and a gradual soften into December.
The pace of change, not just the levels, defines the rhythm here: Construction showed bigger amplitude in both the spring pullback and late-summer trough compared to the broader market, then tracked the global cadence more closely from September onward.
Relative to Facebook Ads benchmarks globally, Construction CPL sat 19% above the market on average for the year. The premium was widest from January to March—+63% in January, +26% in February, and +79% in March. The gap narrowed progressively: by July the premium was +11%, flipping to a discount in August (–12%) and hovering around parity in September (–1%) and October (+1%). November dipped slightly below market (–4%), with a small premium returning in December (+4%).
While the global benchmark climbed from $35.08 in January to $41.13 in December (+17%), Construction moved the other way, falling from $57.06 to $42.61 (–25%). The range for Construction ($21.54 between high and low) exceeded the global range (~$15.70), underscoring higher volatility across all countries for this industry.
Understanding Facebook Ads Cost Per Lead benchmarks for the Construction industry across all countries helps marketers interpret country-specific ad costs, compare CPL performance to global patterns, and frame CPL alongside related CPC trends, CPM analysis, and CTR performance within broader industry ad performance benchmarks.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Construction industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.
Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.
Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.
Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
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