Facebook Ads Cost Per Lead Benchmarks for IT Services & Outsourcing

Introduction

IT Services & Outsourcing lead costs moved through 2025 like a market with two speeds: elevated and choppy in the first half, then an abrupt late-summer reset and a December rebound. Across all available countries, median Cost Per Lead (CPL) for IT Services & Outsourcing averaged $45.9, about 11% above the global benchmark’s $41.5. The category’s swings were pronounced—peaking at $80.57 in March before diving to a $17.90 low in September—making it far more volatile than 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 across all countries compared to the global benchmark.

The story in the data

The year opened at $36.18 in January and closed at $47.65 in December, a 32% rise end to end. The monthly median averaged $45.9, ranging from a high of $80.57 in March to a low of $17.90 in September—a $62.7 spread. After a softer February ($31.42), CPL spiked in March (+156% versus February), stayed elevated through May ($73.66), and cooled gradually into July ($59.47) and August ($45.69). The inflection came in September, when CPL fell 61% versus August, landing near the yearly floor and remaining suppressed through October ($19.53) and November ($22.02). December then rebounded sharply to $47.65 (+116% month over month).

Volatility was the headline. Average month-to-month movement in IT Services & Outsourcing CPL was $16.31, over five times the global benchmark’s $3.13. The sharpest jumps were February to March (+$49.16) and November to December (+$25.63), while the steepest drop occurred from August to September (−$27.79).

Seasonal and monthly dynamics

The category’s rhythm diverged from a typical platform-wide pattern. Globally, CPL climbed from Q1 into an October–November high before easing in December. IT Services & Outsourcing, by contrast, was most expensive in late Q1–Q2, then softened markedly through late Q3 and early Q4. The trough formed in September and persisted into November, making early fall the least expensive stretch of the year for leads in this category across all countries. A late-year rebound restored costs toward the annual average in December.

Country vs. Global

Relative to the global benchmark, IT Services & Outsourcing spent eight months above market and four below. The widest premiums appeared in March through May, when CPL ran 71% to 141% above global levels. The closest alignment came in January (+3%) and August (+5%). Undershoots were concentrated in September through November—when category CPL ran 55% to 63% below the global benchmark—and in February (−22%).

While the global market rose steadily from January to December (+21%), IT Services & Outsourcing was choppier: H1 averaged $56.4, then H2 fell 37% to $35.4 before the December bounce. The category’s range ($17.90–$80.57) was roughly four times wider than the global range ($33.43–$48.83), underscoring more pronounced swings in country-specific ad costs for this industry.

Closing

Within broader Facebook Ads benchmarks—spanning CPC trends, CPM analysis, and CTR performance—the Cost Per Lead picture for IT Services & Outsourcing across all countries shows a high-cost, high-volatility profile with a late-summer trough and a year-end reset. Understanding Facebook Ads CPL benchmarks for IT Services & Outsourcing across all countries helps teams gauge industry ad performance and compare it to global patterns.