Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Construction in South Africa

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

Cost Per Lead for Construction in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • No monthly observations were provided for the selected dataset (Construction in South Africa), so a direct local benchmark for cost-per-lead cannot be computed from the input.
  • The global baseline shows a period average of 35.80, peaking in November 2024 (41.58) and dipping sharply in September 2025 (20.63). From the first to the last month, baseline cost-per-lead fell by 37.3%.
  • Volatility in the baseline is moderate overall, with an average absolute month‑over‑month change of 12.6%. Costs rose notably in Q4, then eased in Q1, with relative stability from April through August.

Scope and data provenance

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

Selected dataset highlights

  • Coverage: No monthly data points were supplied for Construction in South Africa in the provided period. As a result:
  • Average, high/low, and volatility for the selected dataset cannot be calculated.
  • Relative positioning versus the global market (above market, below average, or in line) cannot be determined from the inputs.

Global baseline overview (monthly medians)

  • Overall level:
  • Period average: 35.80
  • Period median: 38.35
  • High: 41.58 in November 2024
  • Low: 20.63 in September 2025
  • Range (high–low): 20.95
  • First-to-last change: −37.3% (from 32.88 in September 2024 to 20.63 in September 2025)
  • Volatility:
  • Average absolute month‑over‑month change: 12.6%
  • Notable moves:
  • October → November 2024: +33.6% surge to the period high (41.58)
  • February → March 2025: −15.5%
  • August → September 2025: −44.3% drop to the period low (20.63)
  • Seasonal pattern:
  • Q4 uplift: Costs rose into November and remained elevated in December (41.58 → 39.63).
  • Post‑holiday normalization: Costs eased in January and March 2025 (35.54 and 32.84).
  • Mid‑year stability: April–August 2025 hovered in a relatively tight band (~37–40) with small month‑to‑month changes (mostly under 4%).

Comparison: selected vs. global baseline

  • Because no Construction/South Africa observations were supplied, the selected dataset’s level and volatility cannot be compared to the global baseline. The global pattern indicates:
  • A typical Q4 increase around holiday periods.
  • A softening in Q1.
  • Relative steadiness mid‑year before a sharp late‑period dip.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Construction and South Africa 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 South Africa, 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.

Optimize Smarter with Superads

Improve your Facebook ad performance

• Instant performance insights – See which ads, audiences, and creatives drive results.

• Data-driven creative decisions – Spot patterns to improve ROAS.

• Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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.

Explore Facebook Ads Metrics

Discover detailed cost benchmarks for different Facebook advertising metrics:

CPC (Cost Per Click)

Average cost per click benchmarks across industries

CPM (Cost Per Mille)

Cost per thousand impressions across different markets

CTR (Click Through Rate)

Benchmark click-through rates for Facebook ads

Cost Per Lead

Cost per lead across different markets

Cost Per Purchase

Average cost per purchase benchmarks across industries

Cost Per App Install

See how much it costs to get users to install an app