Facebook Ads Cost Per Lead Benchmarks for Energy and Mining

Introduction

Energy and Mining lead generation costs moved through a year of sharp peaks and deep troughs, averaging close to the global benchmark but traveling a far rockier path. Across all countries, Cost Per Lead (CPL) for the category averaged $42.69, hovering about 4% above the overall market’s $40.94 median. The headline moments came early and mid-year: a dramatic surge in February, followed by a midsummer trough in July–August. By October, CPL had eased to $23.16, ending roughly 15% below where it began in November.

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 available compared to the global benchmark.

The story in the data

Energy and Mining started at $27.17 in November, lifted to $69.91 in December, then spiked to the annual high of $112.20 in February before sliding to $44.05 in March. The mid-year brought relative stability around the mid-$40s in April–June ($47.65, $41.96, $42.99), then a hard dip to the yearly low of $7.20 in August, rebounding to $43.90 in September and finishing at $23.16 in October.

Across the 12 months, the category’s CPL ranged from $7 to $112, a swing of roughly $105. Month-to-month volatility averaged $29, far choppier than the global benchmark’s average monthly move of about $3. Notable pivots included a $74 surge from January to February and a $68 correction from February to March, followed by the July–August slide (down to $13.92 and then $7.20) before September’s rebound.

Seasonal and monthly dynamics

The rhythm split into four chapters:

• Late Q4 (Nov–Dec) showed a low base in November and a year-end lift in December; October then softened again to $23.16.
• Q1 was the costliest stretch for leads: January–March averaged about $64.8, well above the global Q1 average (~$36.5). February’s $112.20 defined the peak.
• Q2 normalized near $44.2, suggesting steadier performance after the Q1 spike.
• Q3 marked the trough. July and August were the softest months of the year ($13.92 and $7.20), before a September rebound back to $43.90.

Global seasonality followed a steadier, gradual build into late Q3, peaking in September ($48.29) and easing slightly in October ($45.08), contrasting with Energy and Mining’s mid-year lull.

Country vs. Global

Compared with the overall benchmark, Energy and Mining was above market in 7 of 12 months and below in 5. The gap was narrowest in May (+3%) and June (+5%), and widest at both extremes: +178% above the global median in February and −84% below it in August. Directionally, the global benchmark rose about 9% from November to October, while Energy and Mining fell around 15%, indicating a more erratic trajectory for industry ad performance across all countries than the broader market.

Closing

Taken together, these Facebook Ads benchmarks show a high-variance Cost Per Lead profile for Energy and Mining across all countries: a Q1 spike, a mid-year trough, and an end-of-period fade, yet an annual average that sits just above the global market. Understanding CPL trends alongside CPC trends, CPM analysis, and CTR performance helps frame country-specific ad costs within a global view. This report summarizes Cost Per Lead benchmarks for the Energy and Mining industry across all countries available compared to worldwide patterns.