Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Across the twelve-month window, IT Services & Outsourcing cost-per-lead (CPL) moves with high drama compared to the broader market. 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 IT Services & Outsourcing in All countries available compared to the global benchmark.
IT Services & Outsourcing started the period at about $21.38 per lead (July 2025) and closed at roughly $45.02 (June 2026) — a full-period rise of about 110% from start to finish. The monthly median CPL averaged $30.94 for the IT Services vertical, with a low of $4.28 in February 2026 and a high of $57.56 in December 2025. By contrast, the global baseline for the same months averaged $46.04, with baseline monthlies running between ~$37 and ~$53. On average, IT Services CPLs ran about 33% below the global benchmark across the year, but that gap was volatile month-to-month.
Volatility in the IT Services series is pronounced: average absolute month-to-month movement was roughly $16.17, driven by several sharp swings (notably Dec → Jan and Nov → Dec). The baseline series was far steadier, averaging about $3.63 of absolute movement month-to-month — roughly one-quarter the volatility of the IT Services vertical.
The IT Services CPL sequence shows distinct spikes and troughs. A strong spike appears in December (peak ~$57.6), followed by a steep decline into January (~$14.8) and an extreme trough in February (~$4.3). Spring months rebound into the $30–$37 range, then climb again toward June (~$45.0). This rhythm suggests short windows of elevated CPL pressure interleaved with abrupt drops; the largest single swing was the December → January drop of about $42.8.
The baseline behaves more like a plateau with modest shifts: a mild dip in April and another in June, but without the dramatic month-to-month reversals seen in the IT Services numbers.
Relative to the global baseline, IT Services & Outsourcing CPLs were frequently below market but occasionally exceeded it. In most months the industry trailed the benchmark — July (about 50% of baseline), August (~47%), November (~42%), January (~30%) and the extreme February trough (~8% of baseline). Two months bucked that pattern: December saw IT Services CPL about 27% above baseline, and June ended the period roughly 21% above baseline. The narrowest gaps were in September and April, when IT Services CPL approached about 90% of the global level.
This summary traces cost-per-lead benchmarks and month-to-month dynamics for IT Services & Outsourcing across All countries available, situating industry ad performance against the global benchmark and broader Facebook Ads benchmarks and cost trends. Understanding these CPL movements for IT Services & Outsourcing in All countries available helps frame industry ad performance and country-specific ad costs relative to global patterns.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the IT Services & Outsourcing industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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