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Facebook Ads Cost Per Lead Benchmarks for Energy and Mining in South Africa

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

Cost Per Lead for Energy and Mining in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Scope: This analysis looks at cost per lead (CPL) trends for industry Energy and Mining 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.
  • Data availability: No monthly values are available for the selected Energy and Mining segment in South Africa during the period provided, so relative positioning versus the global baseline cannot be determined.
  • Global benchmark: The global median CPL averaged 35.80 over the period (Sep 2024–Sep 2025), peaking at 41.58 in November 2024 and reaching a low of 20.63 in September 2025.
  • Trend and seasonality: Q4 showed the typical cost lift (notably November–December), mid-year was relatively steady (May–July), and September 2025 saw an unusually sharp dip.
  • Volatility: Average month‑to‑month absolute change in the global series was about 12.6%, with the largest move being a 44.3% drop from August to September 2025. From the first to the last month, the global CPL fell 37.3%.

Scope and dataset

  • Metric: cost per lead
  • Industry: Energy and Mining
  • Country: South Africa
  • Series: selected_data (no observations provided) versus a global baseline (all industries/countries)
  • Note: Because the selected_data series is empty for the period, the comparison focuses on the global baseline as a directional benchmark.

Global baseline: Facebook Ads cost per lead trends

Across September 2024 to September 2025, the global median CPL averaged 35.80. The highest monthly median was 41.58 in November 2024, and the lowest was 20.63 in September 2025, a span of 20.95 between the high and low.

Seasonality and timing patterns:

  • Q4 uplift: Costs rose into the holiday period, from 31.12 in October to 41.58 in November, then eased slightly to 39.63 in December.
  • Early-year normalization: January dipped to 35.54, with February rebounding to 38.86 and March softening to 32.84.
  • Mid-year steadiness: April through August mostly ranged 37.03–39.63, with July nearly flat month over month (+0.8%).
  • Late-period dip: September 2025 fell sharply to 20.63 (−44.3% versus August).

Volatility:

  • Average absolute month-to-month change was about 12.6%.
  • Notable moves:
  • +33.6% in November 2024 versus October (31.12 → 41.58)
  • −44.3% in September 2025 versus August (37.03 → 20.63)
  • Overall change from September 2024 to September 2025 was −37.3% (32.88 → 20.63).

Selected segment vs. global baseline

  • Selected Energy and Mining in South Africa: No monthly data points were available in the provided period.
  • Relative positioning: With no observations in the selected series, it is not possible to determine whether South Africa’s Energy and Mining CPL is above market, below average, or in line with overall trends. The global baseline described above serves as the only benchmark for this window.

Understanding cost per lead benchmarks on Facebook Ads in industry Energy and Mining 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 Energy and Mining 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.

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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.

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.

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