Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Hardware and Networking in South Africa

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

Cost Per Lead for Hardware and Networking in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Scope: This analysis looks at cost per lead trends for industry Hardware and Networking in 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 observations are available for the selected segment (Hardware and Networking, South Africa), so a direct comparison to the global baseline cannot be computed.
  • Global baseline: Average cost per lead over Sep 2024–Sep 2025 was 35.80, peaking in November 2024 (41.58) and bottoming in September 2025 (20.63).
  • Direction of travel: From September 2024 to September 2025, the global baseline declined 37.3%.
  • Seasonal pattern: Costs rose in Q4, with October–December averaging 37.44 (≈4.6% above the overall period average), a common holiday effect in Facebook Ads benchmarks.
  • Volatility: Typical month-to-month movement in the baseline was moderate (median absolute change ≈7.4%; average ≈12.6%), with a notable one-month dip in September 2025 (−44.3% vs. August).

Overview and scope

We benchmark Facebook Ads cost per lead (CPL) for Hardware and Networking in South Africa against a global baseline. Because the selected segment has no data points in the supplied period, the global series serves as the directional reference for market-level CPL.

Selected segment snapshot (Hardware and Networking, South Africa)

  • No monthly CPL values were reported for the selected segment during the period provided.
  • As a result, we cannot state whether the segment is above market, below average, or in line with overall trends.

Global baseline benchmarks for cost per lead

  • Period average: 35.80 across 13 months (Sep 2024–Sep 2025).
  • High: 41.58 in November 2024.
  • Low: 20.63 in September 2025.
  • Range: 20.95 across the period.
  • Change from first to last month: down 37.3% (32.88 in Sep 2024 to 20.63 in Sep 2025).

Notable monthly shifts:

  • Q4 surge: October to November jumped +33.6%, with December remaining elevated.
  • Early 2025: January pulled back (−10.3% vs. December), February rebounded (+9.4%), March dipped (−15.5%).
  • Mid-year stabilization: May to July moved within roughly ±3% and +0.8% month-to-month.
  • September 2025: sharp dip (−44.3% vs. August), setting the period low.

Seasonality and volatility

  • Seasonality: The global series shows a holiday lift in Q4; October–December averaged 37.44, approximately 4.6% higher than the overall average.
  • Volatility: Median absolute month-to-month change was ≈7.4%, indicating moderate variability under typical conditions. The average absolute change was ≈12.6%, skewed by the large decline into September 2025.

Relative positioning vs. global

  • Because the selected data is unavailable for Hardware and Networking in South Africa, we cannot determine whether the segment is above market, below average, or in line with overall trends. Use the global CPL level (35.80 average, with Q4 strength and a later-period dip) as the directional benchmark until local data is observed.

Understanding cost per lead benchmarks on Facebook Ads in Hardware and Networking 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 Hardware and Networking 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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