See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Across all countries, Energy and Mining lead costs told a dramatic story versus the global benchmark: a sharp early spike, an uneven mid-year reset, and a steep late-year slide that carried into January 2026. The industry’s median Cost Per Lead (CPL) averaged $40.73 for the period, almost level with the $40.99 global benchmark, but the path to that average was far more volatile. A February surge more than doubled market levels, followed by choppy declines and a pronounced Q4 cooldown.
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 Energy and Mining in all countries compared to the global benchmark.
Energy and Mining CPL started at $35.60 in January 2025 and ended at $5.39 in January 2026, an 85% drop across the 13-month window. The period’s high was $104.65 in February 2025; the low came in January 2026. The full-year 2025 average landed at $43.67, about 5% above the global 2025 average of $41.53, before the index fell sharply to close the period below market.
Key movements defined the year:
Volatility was the standout theme. Average month-to-month absolute movement was $28.65 for Energy and Mining versus $3.52 for the global benchmark—over eight times more volatile. The industry’s range spanned $5.39 to $104.65 (a $99 spread), compared with a tighter global range of $33.43 to $48.83 (about $15).
Seasonally, the category ran hot in the first half: H1 2025 averaged $56.41 versus $30.93 in H2, effectively reversing the broader market rhythm. The second half leaned softer, with a mid-year trough in July, a brief peak in September, and a progressive Q4 cool-down that continued into January 2026. By contrast, the global benchmark typically firmed into Q3 and early Q4, then eased in December and January.
Relative to Facebook Ads benchmarks, Energy and Mining alternated between above-market and below-market positions:
Directionally, the global benchmark slipped modestly from $35.04 in January 2025 to $34.46 in January 2026 (−2%), while Energy and Mining declined far more sharply from $35.60 to $5.39. The result: a category that averaged close to market overall, but with wider month-to-month swings and a pronounced late-year contraction.
Understanding Facebook Ads cost-per-lead benchmarks for the Energy and Mining industry across all countries—set against global Facebook Ads benchmarks and CPL trends—helps quantify country-specific ad costs and industry ad performance patterns. This CPL analysis highlights a high-volatility category that diverged from global seasonality, with an early-year surge, mid-year resets, and a decisive Q4-to-January decline.
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 Energy and Mining 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.
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.
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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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.
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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.
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.
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.
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.
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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