See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Manufacturing lead-gen costs in 2025 moved in dramatic waves. Across all countries, the industry started the year expensive, plunged into an April trough, then surged to late-summer peaks before easing into year-end. Against the global cross‑industry benchmark, Manufacturing ran meaningfully higher on average, but with sharper swings and two notable mid-year dips that reset momentum.
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 Manufacturing in all countries compared to the global benchmark.
Cost per lead (CPL) for Manufacturing averaged 58.76 in 2025, versus 41.53 for the global market. The year opened at 77.10 in January and closed at 51.05 in December, a 34% decline from start to finish. The lowest point hit in April at 16.01, while the highest cost arrived in August at 82.79, closely followed by September (79.74), June (77.33), and January (77.10).
Month to month, the narrative was choppy: a steady slide from January to April (−61 points), a sharp rebound through June (+61 points from April), a brief July dip (26.71), then the strongest stretch of the year in August–September (82.79 and 79.74). Q4 cooled but remained mid-range: October at 54.43, a mild lift in November (63.89), and a softer December (51.05).
Volatility stood out. Manufacturing’s average absolute month‑over‑month move was 25.4 points, far more turbulent than the global benchmark’s 3.1 points. The widest single jump occurred from April to May (+56.26), and the steepest drop from June to July (−50.62).
The rhythm of the year showed a classic trough-to-peak arc: Q1 averaged 60.3 before collapsing in April; Q2 rebounded decisively as May and June restored higher CPLs; Q3 was the priciest quarter on average (63.1), driven by August–September highs; Q4 cooled to a 56.5 average, with October and December notably lower than the late-summer peak. While CPLs often tighten or rise with heightened competition in Q4, this series delivered a mixed finish, with a brief November lift but no return to Q3 levels.
Manufacturing across all countries ran about 42% above the global cross‑industry average for the year (58.76 vs. 41.53). The gap shifted widely month to month: January set the widest premium at +120% over global levels, while April marked the deepest discount at 57% below the market. July also under-ran the benchmark (−35%). The narrowest premium appeared in October at +12%. Directionally, the global benchmark rose steadily across 2025 (+21% from January to December and higher quarter by quarter), while Manufacturing declined from its elevated start (−34%), with far greater volatility.
Understanding Facebook Ads benchmarks for cost per lead in the Manufacturing industry across all countries reveals a year defined by extreme swings, a pronounced late-summer peak, and a consistent premium versus the global market. This CPL-focused view complements broader CPC trends, CPM analysis, and CTR performance by grounding country‑agnostic, industry ad performance against a stable global benchmark.
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 Manufacturing 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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