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Facebook Ads Cost Per Lead Benchmarks for IT Services & Outsourcing in New Zealand

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Cost Per Lead for IT Services & Outsourcing in New Zealand

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, cost-per-lead for IT Services & Outsourcing in New Zealand sits well below the global baseline.
  • The selected segment averaged 14.50 over Jan–Feb 2025, roughly 60% below the global average of 35.80 across Sep 2024–Sep 2025.
  • A sharp month-to-month drop in the selected segment occurred from January to February (-52.6%), with no counterbalancing spike.
  • Globally, costs were elevated through Q4 and much of the following year, peaking in November before a pronounced dip in September, reflecting typical seasonal pressures (costs commonly rise in Q4 around holiday periods).

What this analysis covers

This analysis looks at cost-per-lead trends for industry IT Services & Outsourcing and target country New Zealand compared to the global trend. It summarizes averages, highs and lows, month-to-month changes, and noteworthy movements to help marketers benchmark Facebook Ads costs against market levels.

Selected segment (IT Services & Outsourcing, New Zealand)

  • Period covered: Jan–Feb 2025
  • Average: 14.50
  • High/Low: High in January (19.68); Low in February (9.32)
  • Volatility: Significant month-to-month decline from January to February of -52.6% (a drop of 10.36 points)
  • Notable movement: February marks a clear dip versus January, with no visible rebound within the observed window.

Global baseline (All industries, All countries)

  • Period covered: Sep 2024–Sep 2025
  • Average: 35.80
  • High/Low: High in November 2024 (41.58); Low in September 2025 (20.63)
  • Range: 20.95
  • First-to-last change: -37.3% from September 2024 to September 2025
  • Volatility: Mostly steady in the low-to-high 30s. Notable spikes in November (41.58) and May (39.63). A sharp dip from August to September (-44.3%).

How New Zealand compares to the global baseline

  • Overall level: Below market. The New Zealand IT Services & Outsourcing average (14.50) is about 60% below the global benchmark (35.80).
  • Month-by-month vs global:
  • January: 19.68 vs global 35.54 (about 45% below)
  • February: 9.32 vs global 38.86 (about 76% below)
  • Volatility: The selected segment shows higher short-term volatility (a -52.6% swing), while the global trend was more stable month-to-month except for the late-year drop.
  • Seasonal alignment: The selected data diverges from the global pattern. While the global series is elevated in Q4 and remains relatively high into early Q1, New Zealand costs fell sharply into February.

Seasonal context

  • Global seasonality shows higher cost pressure in Q4 (notably November) and resilience into the first half of the year, followed by a sudden correction in September.
  • The New Zealand series reflects a February dip rather than a Q4/Q1 peak, indicating a below-average and downward trend in the observed months.

Understanding cost-per-lead benchmarks on Facebook Ads in industry IT Services & Outsourcing and New Zealand helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting New Zealand, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

New Zealand Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 2Day after New Year's Day
Feb 6Waitangi Day
Apr 18Good Friday
Apr 21Easter Monday
Apr 25ANZAC Day
Jun 2King's Birthday
Jun 20Matariki
Oct 27Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)

Potential Advertising Impact

CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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