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’s cost per lead (CPL) across all countries ran hotter than the market average and moved with far sharper swings. From a lofty start in November 2024, CPLs whipsawed through the year—dropping hard in December, rebounding in Q1, plunging to an April low, and then surging again into late summer before a Q4 cool-down. Compared to the steadier global benchmark, Manufacturing showed bigger peaks, deeper troughs, and a wider range of country-specific ad costs throughout the period.
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 the Manufacturing industry across all countries compared to the global benchmark.
Manufacturing CPL began at $79.41 in November 2024 and ended at $15.45 in November 2025—an 80% decline across the window. The monthly median averaged $51.09, notably above the global average of $39.83. The year’s high was November 2024 ($79.41); the low was April 2025 ($14.28), producing a wide $65 range (vs. $19 in the global benchmark).
The pattern was defined by abrupt turns:
Volatility averaged a 30.7-point monthly swing—about seven times the global benchmark’s 4.2-point average change—underlining a choppier industry ad performance profile for Manufacturing.
The rhythm across all countries showed elevated CPLs through Q1 2025 (Jan–Mar average: ~$57.6), a sharp trough in April, and a renewed run-up through May–September (Q3 average: ~$56.5), with momentum peaking in September. Performance then softened into Q4, culminating in November 2025 at one of the year’s lowest CPLs ($15.45). The global benchmark, by contrast, moved more gradually—steadily climbing from late Q1 into a September high before easing into Q4, with an outsized drop in November.
Manufacturing’s CPL averaged about 28% above the global benchmark. It ran above market in 8 of 13 months, most notably:
It dipped below market in five months, with the widest underperformance in April (−62%) and November 2025 (−46%). The gap was narrowest in October (Manufacturing just 10% below global). The global series rose steadily from January to September (+33%), while Manufacturing was markedly more erratic, oscillating between spikes and pullbacks yet still settling below its early highs by year-end.
Overall, Facebook Ads benchmarks for cost per lead in the Manufacturing industry across all countries point to a higher-than-market CPL level with pronounced volatility, punctuated by spring troughs and late-summer peaks. Understanding these CPL trends—alongside related CPC trends, CPM analysis, and CTR performance—helps frame industry ad performance in a global context.
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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