See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
August 2025 - August 2026
Detailed observation of presented 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.
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 IT Services & Outsourcing industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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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.
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.
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.
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.
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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