See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Manufacturing lead costs moved through the year like a swing arm on a factory press: sharp rises, sudden resets, and long arcs back toward the market. Across all countries, Manufacturing’s median cost per lead (CPL) averaged $54.5 from November 2024 to October 2025—about 33% above the global benchmark’s $40.9. The category opened with a premium nearly double the market in November, then repeatedly whipsawed between discounts and surcharges before ending slightly below global levels in October. Volatility was the headline: monthly CPL shifts averaged $32, versus just $3.2 in the global series.
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 across all countries compared to the global benchmark.
Manufacturing CPL began at $82.61 in November 2024 and closed at $39.55 in October 2025—an overall 52% decline. The year’s low arrived in April at $13.71; the high was November at $82.61, with near-peaks in January ($76.10) and September ($75.91). The median month sat at roughly $62, signaling that typical costs were often well above the global median of $40.9 despite a few deep troughs.
The path between those bookends was choppy:
On average, Manufacturing swung ten times more per month than the global benchmark (average absolute move of $32 vs. $3.2), and its range ($69 from low to high) was roughly 4.6x the market’s ($15).
Manufacturing outpaced the global CPL in two-thirds of months (8 of 12), yet the gap was inconsistent:
While the global benchmark rose steadily across the year (+9% from November to October; +24% from Q1 to Q3), Manufacturing was markedly more volatile and ultimately trended down, moving from a sizable premium to a slight discount.
Understanding Facebook Ads benchmarks for cost per lead clarifies how industry ad performance diverges from the market. Throughout this period, Manufacturing across all countries faced higher, more variable CPLs than the global benchmark, with pronounced surges in January and September and a notable April trough. These CPL trends provide a clear, comparative view of country-specific ad costs at a global aggregate, complementing broader CPM analysis and CTR performance narratives for Manufacturing.
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.
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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