Facebook Ads Cost Per Lead Benchmarks for Construction

Introduction

Construction’s cost-per-lead ran materially above the global benchmark for most of the year, then pivoted lower into October. Across all countries, Construction CPL opened high in November 2024, swung through several sharp moves, and ultimately landed at its annual low in October 2025—opposite the broader market’s late-year firmness. Volatility was the tell: bigger month-to-month swings than the global median and a standout March spike before a late-year drop closed the gap and briefly flipped the relationship.

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.

The story in the data

• Starting point to finish: Construction CPL moved from $57.70 in November 2024 to $42.91 in October 2025, a 26% decline. Over the same period, the global benchmark rose from $41.47 to $45.08 (+9%).
• Range and average: Construction averaged $50.8, ranging from a high of $57.72 in March to a low of $42.91 in October. The global benchmark averaged $40.9, with a low of $33.35 in March and a high of $48.29 in September.
• Volatility: Average month-to-month absolute movement in Construction CPL was roughly $5.9, markedly more volatile than the global benchmark’s $3.2. Notable swings included a +$9.20 jump in March and a −$10.90 slide into October.
• Key moves: After a softening into February ($48.52), Construction spiked to $57.72 in March, fell back in April–May, rebounded in June and September, then broke lower to the year’s trough in October.

Seasonal and monthly dynamics

Typical platform seasonality shows softer efficiency in Q4 as competition intensifies, with leaner CPLs early in the year. The global benchmark reflected that: it bottomed in March, firmed through summer, and held elevated levels into September–October. Construction diverged. Instead of a March trough, the industry posted its annual high in March, then oscillated through Q2 and Q3 before a sharper-than-usual October pullback. The rhythm was choppy: brief rebounds (June, September) punctuated by larger drawdowns (April, July, October).

Construction vs. Global

• Level comparison: Construction CPL averaged about $9.9 above market, or +24% versus the global benchmark across the period.
• Gap dynamics: The premium was widest in March, when Construction’s $57.72 sat 73% above the $33.35 global level. It narrowed materially by August (+2% over market) and inverted in October, coming in 5% below the $45.08 benchmark—the only month below market.
• Momentum: While the global trend climbed steadily (+9%), Construction’s path was more volatile and ultimately down (−26%), moving from consistent “above market” territory to parity and a brief “below market” close.

Closing

Facebook Ads benchmarks show cost-per-lead for the Construction industry across all countries averaged $50.8, with a March high and an October low, and a year marked by larger swings than the global market. These CPL trends, read alongside CPC trends, CPM analysis, and CTR performance, highlight how industry ad performance for Construction globally can diverge from broader, all-industry patterns. Understanding cost-per-lead benchmarks for Construction across all countries helps advertisers contextualize global ad costs against the overall market baseline.