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Facebook Ads Cost Per Lead Benchmarks for Construction in Canada

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Cost Per Lead for Construction in Canada

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: Construction in Canada vs. global

This analysis looks at cost-per-lead (CPL) trends for industry Construction and target country Canada compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Main takeaways

  • Average CPL in Canada (Construction) over the period: 40.33, versus the global baseline at 37.06 — about 8.8% above market.
  • Volatility is high: average month-to-month change of 27.03, roughly 8x the global baseline (3.42).
  • High: 93.35 (Mar 2025). Low: 5.68 (Aug 2025). Range is far wider than the global baseline (31.12–41.58).
  • From first to last month, CPL fell 87.9% (46.63 in Sep 2024 to 5.68 in Aug 2025). Globally, CPL rose 12.6% over the same period.
  • Seasonal cues: a Q4 lift in November followed by a December reset; a sharp March spike not mirrored by the global trend; a steep dip in June and an extreme low in August.

Selected data highlights (Construction, Canada)

  • Period average: 40.33 across Sep 2024–Aug 2025.
  • Extremes: peak at 93.35 in March; trough at 5.68 in August.
  • Notable shifts:
  • Biggest MoM increase: +68.91 from February to March (24.44 → 93.35).
  • Biggest MoM decrease: −41.00 from March to April (93.35 → 52.35).
  • Seasonal pattern:
  • Q4: October 38.76 → November 64.85 (spike), then December 25.26 (reset).
  • Q1: low costs in January–February (21.10–24.44), followed by a March surge.
  • Q2–Q3: elevated April–May (52.35–50.11), sharp drop in June (15.75), rebound in July (45.62), then a pronounced August low (5.68).

Comparison to the global baseline

  • Overall positioning: above market on average (+8.8%).
  • Monthly positioning:
  • Above market in 7 of 12 months (Sep, Oct, Nov, Mar, Apr, May, Jul).
  • Below market in 5 months (Dec, Jan, Feb, Jun, Aug).
  • Key divergences:
  • November aligns with global Q4 pressure: Canada 64.85 vs. global 41.58 (about +56% vs. baseline).
  • March stands out: Canada 93.35 vs. global 32.84 — nearly 3x the global median.
  • June and August are well below the global trend: June 15.75 vs. 38.35 (−59%); August 5.68 vs. 37.03 (−85%).
  • Stability contrast: the global series remains tight (31.12–41.58) with modest month-to-month movement (3.42), while Canada’s Construction CPL shows pronounced swings (27.03 average MoM change).

Seasonality and timing

  • Q4: costs typically increase in November around holiday periods; this pattern appears in both the selected series and the baseline, though Canada’s spike is larger and followed by a sharper December pullback.
  • Q1 vs. Q2–Q3: the global trend stays steady; Canada’s Construction CPL varies significantly, with a March high and pronounced dips in June and August.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Construction and Canada 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. For campaigns targeting Canada, advertisers should consider local market factors and user behavior. 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.

Canada Advertising Landscape

National Holidays

Jan 1New Year's Day
Feb (3rd Mon)Family Day
Apr 18Good Friday
Apr 21Easter Monday (federal)
May (Victoria Day)Victoria Day
Jul 1Canada Day
Sep (1st Mon)Labour Day
Oct (2nd Mon)Thanksgiving
Nov 11Remembrance Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)

Potential Advertising Impact

CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.

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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