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Facebook Ads Cost Per Lead Benchmarks for Energy and Mining in Germany

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Cost Per Lead for Energy and Mining in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: Energy and Mining in Germany vs. global

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

Key takeaways

  • Germany Energy and Mining sits well above market in January 2025: 69.97 cost-per-lead versus the global baseline of 35.54 (+97%).
  • Relative to the broader 13‑month global average (35.80), Germany’s January value is about 95% higher.
  • The global baseline shows Q4 uplift (Nov–Dec), steadier costs through mid‑year, and a sharp dip in September 2025.
  • Baseline volatility averages about 4.50 month‑to‑month, or roughly 12–13% of the global average.

Selected data (Energy and Mining, Germany)

  • Coverage: 1 month (January 2025).
  • Average: 69.97; high: 69.97; low: 69.97.
  • Month-to-month volatility: not available (single observation).
  • Percent change first to last month: not available (single observation).
  • Notable positioning: January 2025 stands far above both the concurrent global baseline and the global average for the period.

Global baseline overview

  • Period: Sep 2024–Sep 2025 (13 months).
  • Average: 35.80; high: 41.58 (Nov 2024); low: 20.63 (Sep 2025).
  • Month-to-month volatility: average absolute change ≈ 4.50.
  • Change from first to last month: down 37% (32.88 in Sep 2024 to 20.63 in Sep 2025).
  • Seasonal pattern:
  • Q4 2024 uplift: 31.12 in Oct rising to 41.58 in Nov and 39.63 in Dec, above September’s 32.88.
  • Early 2025 mixed: 35.54 in Jan, peaking again in May (39.63), then generally mid-to-high 30s through August.
  • Sharp dip in Sep 2025 to 20.63.

Comparison: Germany vs. global baseline

  • Point-in-time (Jan 2025): Germany at 69.97 vs. global 35.54 is +96.9% above market—clearly above average.
  • Relative to global volatility: Germany’s January figure exceeds the global high for the entire period (41.58 in Nov 2024) by roughly 68%.
  • Context: The baseline’s Q4 uplift suggests seasonal pressure around the holidays; even against those elevated months, Germany’s January cost-per-lead remains substantially higher than global norms.

What this means for benchmarks

  • For Energy and Mining in Germany, January 2025 cost-per-lead is elevated versus both the concurrent global month and the broader global average, positioning the market as above overall trends.
  • The global series underscores typical seasonality with higher costs in late Q4 and a notable dip in September 2025.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Energy and Mining and Germany 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 Energy and Mining industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Germany, 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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.

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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