Facebook Ads Cost Per Lead Benchmarks for IT Services & Outsourcing

Introduction

Cost per lead for IT Services & Outsourcing across all countries moved through a year of sharp peaks and deep troughs, consistently pricier than the global, all‑industry benchmark for most months before flipping below it late in the period. The category opened very elevated in November–December 2024, then unwound rapidly in early Q1, spiked again in March, and eased into a late‑summer low. The standout months bookended the story: December 2024 hit a high of $109 per lead, while September 2025 dropped to $18 — a swing that underscored unusually high volatility versus the steadier global trend.

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 compared to the global benchmark.

The story in the data

• Starting at $87 in November 2024 and ending at $21 by October 2025, the category’s CPL fell 76% across the period.
• The average CPL was $56, ranging from a high of $109 in December to a low of $18 in September — a $91 span.
• Month to month, CPL moved by an average of $23, about seven times the global market’s $3 average swing over the same months.
• Key movements: a 25% lift from November to December, a 67% drop into January, a 157% surge in March, and a 61% slide from August to September before a mild October rebound to $21.

By contrast, the global benchmark averaged $41 with a much narrower range ($33 in March to $48 in September) and a gradual rise into late summer before a small October pullback.

Seasonal and monthly dynamics

The pattern followed a recognizable, if exaggerated, social ads rhythm. Q4 2024 was the costliest stretch (Nov–Dec average: $98), with competition likely pushing CPLs higher across the ecosystem. Early Q1 softened, with January–February averaging $34, before a forceful March rebound to $81. Q2 stayed elevated (average: $63), then costs cooled through Q3, culminating in the year’s least expensive month in September ($18). October ticked up but remained low relative to earlier periods.

The global series showed a smoother cadence: mild softness in March, then a steady climb from spring into September and a modest easing in October — far less choppy than IT Services & Outsourcing.

Country vs. Global

Across the full window, IT Services & Outsourcing CPL averaged 38% above the global benchmark ($56 vs. $41). The category sat above market in 8 of 12 months, notably in December (+175%), March (+142%), and May (+80%). It hovered near parity in January (+1%) and August (+3%), and moved decisively below global levels in February (−22%), September (−62%), and October (−53%). The gap was widest in December and narrowest in August and January. While the global baseline edged up roughly 9% from November to October, IT Services & Outsourcing trended the opposite way, declining steeply into late Q3 before stabilizing.

Closing

Understanding Facebook Ads cost‑per‑lead benchmarks for IT Services & Outsourcing across all countries helps marketers gauge where CPL trends diverge from the global pattern. This CPL‑focused readout complements broader Facebook Ads benchmarks across CPC trends, CPM analysis, CTR performance, and industry ad performance, providing a clear view of country‑specific ad costs at a worldwide level.