Facebook Ads Cost Per Lead Benchmarks for Construction

Introduction

Construction’s cost-per-lead (CPL) runs hotter than the market overall, but with a choppier rhythm. Across all countries, Construction CPL started 2025 elevated, slid into a late-summer trough, then rebounded sharply into January 2026. Compared to the global benchmark (all industries), it spent most months above-market, briefly dipped below in late Q3–Q4, and finished the period still pricier than average. 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 the Construction industry across all countries compared to the global benchmark.

The story in the data

• Levels and range: Construction CPL averaged $49.49 across the 13-month window, higher than the $40.99 global average. The category ranged from a high of $59.51 in March 2025 to a low of $37.95 in August, a $21.56 spread. The market’s range was narrower ($33.43 in March to $48.83 in October; $15.41).
• Start and finish: Construction opened January 2025 at $57.06 and ended January 2026 at $53.65 (−6% vs. the start). The global benchmark moved from $35.04 to $34.46 (−2%).
• Month-to-month momentum: The category saw pronounced swings—down 11% in February, up 18% in March, and a steady softening through July (−13%) and August (−17%). A sharp September rebound (+27%) was followed by a softer Q4, then a steep January 2026 surge (+32% month over month).
• Volatility: Average absolute monthly change was $6.45 for Construction versus $3.52 for the global benchmark—about 83% more volatile.

Seasonal and monthly dynamics

The first half of 2025 was the costlier half for Construction leads. H1 averaged $53.47 (January–June), while H2 averaged $44.81 (July–December), a −16% shift. Costs eased through midsummer, bottomed in August, and partially recovered into early fall. By contrast, the broader market climbed into Q3–Q4: the global benchmark’s H1 averaged $37.71 and H2 rose to $45.35 (+20%). Q4 illustrated the divergence: Construction’s October–December averaged $45.72, slightly below the market’s $46.49. The pronounced January 2026 lift in Construction countered December softness and restored a premium over the global baseline.

Country vs. Global

Across all countries, Construction CPL sat about 21% above the global benchmark on average (13-month view). It outpaced the market in 9 of 13 months, with the widest gap in March 2025 (+78% vs. global). The narrowest gap came in September, when Construction essentially matched the market (within 0.2%). There were periods of under-market costs—August (−12% vs. global), November (−3%), and December (−4%)—clustered around late Q3 and Q4. While the global trend climbed steadily into autumn (+16% from March lows to October highs), Construction’s path was choppier (−7% across 2025 with a late-summer dip and a January rebound). In short, Construction remained above market overall, but with bigger month-to-month swings and brief intervals of parity or discount late in the year.

Closing

These Facebook Ads benchmarks highlight CPL dynamics for the Construction industry across all countries: higher-than-market costs, stronger volatility, and a late-year dip that briefly aligned with global levels before a sharp January rebound. Understanding cost-per-lead benchmarks—alongside CPC trends, CPM analysis, and CTR performance—helps frame industry ad performance and country-specific ad costs against global patterns for Construction.