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Facebook Ads Cost Per Lead Benchmarks for Manufacturing in Australia

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Cost Per Lead for Manufacturing in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: Manufacturing in Australia vs. global

This analysis looks at cost-per-lead trends for industry Manufacturing and target country Australia compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Manufacturing in Australia ran well above market throughout the period, averaging 102.53 versus the global baseline at 37.06 (+176%; ~2.8x higher).
  • Volatility in Australia was high, with a broad range from 37.26 (Aug) to 384.98 (Jul); the spread equals 339% of its average, versus just 28% for the baseline.
  • Seasonal patterns are visible: a clear December lift and an outsized July spike, followed by a sharp August reset. The global trend is steadier with a mild Q4 uptick.
  • From the first month to the last (Sep to Aug), Australia declined 11.8%, while the global baseline rose 12.6%.

Australia Manufacturing: trend highlights

  • Average: 102.53
  • High/low:
  • High: 384.98 in July
  • Low: 37.26 in August
  • Start-to-end change: 42.25 in Sep to 37.26 in Aug (−11.8%).
  • Notable movements:
  • December surge to 113.24 from 59.51 in November (+90%).
  • February spiked to 195.04 from 69.81 in January (+179%).
  • July reached 384.98 from 53.53 in June (+619%), then fell to 37.26 in August (−90% MoM).
  • Volatility: frequent double-digit month-to-month swings indicate an unstable cost environment within the period.

Global baseline: trend highlights

  • Average: 37.06
  • High/low:
  • High: 41.58 in November
  • Low: 31.12 in October
  • Start-to-end change: 32.88 in Sep to 37.03 in Aug (+12.6%).
  • Seasonal profile: gentle lift in November and December, otherwise tight month-to-month band (31–42), signaling broadly stable global costs.

Australia vs. global: how they stack up

  • Level: Australia remained above market in every month; the closest point to parity was August (37.26 vs. global 37.03).
  • Premium: On average, Australia’s Manufacturing cost-per-lead ran ~65.47 higher than the global median (102.53 vs. 37.06).
  • Peaks vs. baseline:
  • July’s 384.98 in Australia was ~10x the global median (38.67).
  • December and February also stood notably above the global trend.
  • Seasonality: Both series show Q4 uplift, but Australia’s pattern is amplified, with additional spikes in February and an extreme July peak followed by an August trough.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Manufacturing and Australia 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 Manufacturing industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.

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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