Facebook Ads Cost Per Lead Benchmarks for Energy and Mining

Introduction

Energy and Mining lead costs didn’t defy gravity this year—they surfed it. Across all countries, Cost Per Lead (CPL) for the category tracked close to the global all‑industry level on average, yet moved with far sharper swings. A December-to-February run-up set the early tone, followed by a steep mid-year trough, a brief September rebound, and a late-year slide to the lowest point of the period. 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.

Section 1: The story in the data

The series opens at $27.17 in November 2024 and closes at $4.10 in November 2025—an 85% decline end-to-end. In between, Energy and Mining hit a high of $112.20 in February 2025 and a second-high of $69.91 in December 2024. Five months clustered in the low-to-mid $40s (March, April, May, June, and September), while the low was set in November 2025 at just $4.10.

Across the full window, Energy and Mining CPL averaged $39.21, essentially on par with the $39.83 global all-industry benchmark. The difference wasn’t the level—it was the ride. Month-to-month movements averaged $28.28 for the category versus just $4.23 globally, with the largest upswing from January to February (+$74.04) and the sharpest drop from February to March (−$68.15). Other notable shifts included a summer slide from June to August (−83%) and a fivefold jump from August to September.

Section 2: Seasonal and monthly dynamics

The period shows a classic Q4/Q1 surge pattern followed by mid-year softening. CPL accelerated into December 2024 (+157% from November), peaked in February 2025 (+61% from December), and cooled through Q2, settling into the $42–48 range. Summer brought a pronounced trough: July fell to $13.92 and August to $7.20, before a September rebound to $43.90. The final stretch reversed again, with October at $16.55 and a fresh low of $4.10 in November. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; this series reflects that rhythm at an amplified scale.

Section 3: Country vs. Global

Compared with the global all-industry benchmark, Energy and Mining ran hotter in seven of the 13 months (December through June) and cheaper in six (November 2024, July through November 2025). At the widest premium, February’s CPL was 178% above global levels; at the deepest discount, November 2025 was 86% below. The narrowest gap came in May 2025, when Energy and Mining was just 3% above the benchmark.

The global series itself was steadier: it ranged from a high of $47.62 in September 2025 to a low of $28.58 in November 2025 and ended 31% lower over the period. Energy and Mining mirrored the global average level ($39–40) but was roughly seven times more volatile, swinging between triple-digit peaks and single-digit lows.

Closing

In short, Facebook Ads benchmarks for Cost Per Lead in the Energy and Mining industry across all countries show parity with global averages but far greater volatility—surging in late 2024 and early 2025, softening mid-year, and falling sharply into November 2025. For marketers comparing industry ad performance, CPL trends in Energy and Mining offer a clear contrast to the steadier global all-industry pattern, reinforcing how country-specific ad costs and category dynamics shape outcomes in an all-country view.