Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Construction

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Construction

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, the Construction industry across all countries available shows median Facebook Ads cost per lead consistently above the global baseline, averaging 48% higher over the last 12 months.
  • Clear seasonality is present: elevated costs in Q4 peaking in November, a brief rebound in January, then a steady decline through summer to a September low.
  • Volatility in Construction is higher than the global trend, with average month-to-month swings of $9.13 (16.6%) versus $4.75 (13.3%) for the baseline.
  • The premium over market narrows mid-year, hitting its smallest gap in August (+11% vs. baseline) before both series trough in September.

Scope and context

This analysis looks at cost per lead trends for industry Construction and target country all countries available compared to the global trend. It summarizes monthly medians from October 2024 to September 2025.

Selected data overview (Construction, all countries)

  • Average median cost per lead: $53.42
  • High: $69.08 in November 2024; Low: $27.29 in September 2025
  • Range: $41.80
  • Change from first to last month: down 56.9% (from $63.32 in October 2024 to $27.29 in September 2025)
  • Volatility: average absolute month-to-month change of $9.13 (16.6%)
  • Notable moves:
  • Q4 lift: October to November +9.1% to the annual high.
  • Year-end reset: November to December -21.1%, followed by a January rebound (+21.4%).
  • Early Q1 to Q2 swings: January to February -22.5%, February to March +22.4%.
  • Late-summer dip: August to September -33.5%, the sharpest monthly decline.

Comparison to the global baseline

  • Baseline average: $36.04; High: $41.58 (November 2024); Low: $20.63 (September 2025)
  • Change from first to last month: down 33.7%
  • Volatility: average absolute month-to-month change of $4.75 (13.3%)
  • Relative positioning:
  • Construction remained above market in every month.
  • Average premium: +48% versus baseline.
  • Premium range: from +11% in August to +103% in October; other peaks in January (+86%) and March (+91%).
  • Seasonal alignment:
  • Both series show Q4 pressure, peaking in November.
  • December eases modestly versus November in both series.
  • A broad downtrend unfolds through spring and summer, culminating in the annual low in September (Construction $27.29; baseline $20.63).

Seasonality and volatility signals

  • Costs typically rise into November, consistent with holiday-period competition, then normalize in December/January before trending down into late summer.
  • Construction’s higher absolute and percentage volatility suggests more pronounced monthly swings than the global market, especially around Q4 and late-summer resets.
  • The gap to the global trend narrows mid-year, indicating Construction CPLs move closer to broader market levels during summer before both hit September lows.

Understanding cost per lead benchmarks on Facebook Ads in industry Construction and all countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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