See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The headline: cost-per-lead (CPL) for IT Services & Outsourcing across All countries available ran materially below the global benchmark on average, but with episodic spikes that briefly pushed it above market. Across the 12 months sampled the IT Services & Outsourcing series showed low troughs in early 2026, sharp month-to-month swings, and one pronounced December spike. 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.
Starting in June 2025 at $6.30, IT Services & Outsourcing CPL climbed to an average of about $25.7 over the year, finishing May 2026 at $32.05 — a net rise of roughly $25.75 (about +409% from the June low). The series ranged from a low of $4.28 in February 2026 to a high of $57.56 in December 2025, a roughly 13.5x spread between extremes. Most months sat well below the global median CPL: the baseline average over the same window was about $46.6 per lead.
Key monthly movements include a jump from $20.49 in August to $43.20 in September, a dramatic surge to $57.56 in December, and a steep fall to $14.80 in January followed by a new trough of $4.28 in February. March through May showed a rebound into the low-to-mid $30s.
Volatility was extreme: average absolute month-to-month movement for IT Services & Outsourcing was roughly 127% (absolute percent change), compared with a much steadier baseline that averaged about 6.4% month-to-month. Put another way, the industry series was about 20x more volatile than the global benchmark on a month-over-month basis.
The pattern reads erratic rather than smoothly seasonal. There are recognizable pulses around typical budget cycles — a late‑Q3 to Q4 lift (September into December) and a pronounced post‑holiday drop in January–February — but the magnitudes are unusually large. December stands out as an outlier where CPL jumped above the global median ($57.56 vs $45.46 that month), whereas most other months showed the IT Services & Outsourcing CPL sitting materially below global levels.
Across Q1, the series dipped to its lowest point in February, then rebounded through spring. The rhythm shows sharper peaks and troughs than the baseline, with April–May holding a somewhat elevated but still below-global level.
Overall, IT Services & Outsourcing CPL trailed the global benchmark by roughly 45% on average ($25.7 vs $46.6). The gap narrowed in high months — December was the sole month where the industry exceeded the global median by about 27% — but for most of the year the industry was meaningfully below market and far more volatile.
Understanding Facebook Ads cost-per-lead benchmarks for IT Services & Outsourcing across All countries available helps advertisers and strategists evaluate industry ad performance, CPC trends, CPM analysis, CTR performance context, and broader country-specific ad costs.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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