See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Global manufacturing lead costs bucked the broader market in a year defined by sharp swings and late-year elevation. While the all‑industry global benchmark drifted lower into December, manufacturing’s Cost Per Lead (CPL) surged back toward its highs, closing the year almost double its starting point. The story is one of volatility and big month-to-month pivots: a January spike, an April collapse, and a sustained late‑summer lift that held through Q4.
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.
Across all countries, Manufacturing’s Facebook Ads CPL averaged $56.71 over the last 13 months, ranging from a low of $14.64 in April to a high of $80.64 in August. The period opened at $31.99 in December 2024 and ended at $61.81 in December 2025—an +93% rise. Peaks clustered at the start and end of the period: $77.09 in January, $76.73 in June, $80.64 in August, and $79.31 in September, with a secondary rise in November–December ($64.40 → $61.81). The trough was abrupt: April’s $14.64 was the year’s standout dip.
Volatility was pronounced. The median absolute month-to-month move averaged $27.08, driven by large swings such as +$57.63 from April to May, +$50.09 from June to July, and +$53.99 from July to August. This choppiness contrasts with a smoother global backdrop.
For context, the global all‑industry CPL averaged $40.06, with a narrower range: $32.53 to $48.41. The global series opened at $38.44 in December 2024 and closed at $32.53, a −15% decrease.
Manufacturing’s CPL shows a dramatic Q1 spike (January $77.09) followed by a normalization through March and a sharp April trough ($14.64). From there, costs pivoted into a higher summer regime: May and June rebounded strongly ($72.27 and $76.73), July softened ($26.64), and August–September marked the year’s high plateau ($80.64 and $79.31). Q4 settled into a moderately elevated band—October eased to $48.19, then November–December held above $60.
The global benchmark followed a more typical arc: modest firmness through late Q3 (peaking around $48 in September–October) before easing into December ($32.53), a familiar end‑of‑year pattern as auction dynamics shift.
Manufacturing across all countries ran materially above the global benchmark on average (+42%). The gap swung widely month to month: from −60% versus global in April (manufacturing $14.64 vs. global $37.04) to +121% in January ($77.09 vs. $34.89). At its narrowest, October was effectively at parity (manufacturing $48.19 vs. global $48.41). Volatility in manufacturing CPL was about seven times higher than the global series ($27 vs. $4 average monthly moves). While the global trend declined −15% from December to December, manufacturing rose +93%, finishing the year well above market levels.
Understanding Facebook Ads benchmarks for Cost Per Lead in the Manufacturing industry across all countries highlights a market with higher average lead costs, wider month‑to‑month swings, and a strong late‑year lift versus the global all‑industry trend. These CPL trends ground country‑agnostic, industry ad performance comparisons against the broader 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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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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