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Facebook Ads Cost Per Lead Benchmarks for Manufacturing in Italy

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Cost Per Lead for Manufacturing in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, cost per lead (CPL) in Manufacturing for Italy sits slightly below the global benchmark overall and follows similar Q4 seasonality.
  • Across the observed months (Oct 2024, Nov 2024, Apr 2025), the segment averages 33.92, with a low in October and a sharp spike in November. From the first to the last observed month, CPL rises by about 71%.
  • Compared to the global baseline, the segment is about 8.6% lower on average across the same months; it is clearly below market in October and broadly in line in November and April.
  • Volatility is higher in the selected segment between observed points than in the global data, driven by an October-to-November surge.

What this analysis covers

This analysis looks at cost-per-lead trends for industry Manufacturing and target country Italy compared to the global trend. The selected_data includes: 2024-10, 2024-11, and 2025-04. The baseline_data spans 2024-09 through 2025-09.

Selected segment overview

  • Average CPL: 33.92 across the observed months.
  • High/low: High at 41.21 (Nov 2024); low at 22.32 (Oct 2024); range of 18.89.
  • Month-to-month moves:
  • Oct → Nov: +84.7% (from 22.32 to 41.21), a notable spike.
  • Nov → Apr: −7.2% (from 41.21 to 38.23).
  • First-to-last change: +71.3% (Oct 2024 to Apr 2025).
  • Notable pattern: A sharp lift in November aligns with peak-season dynamics.

Global baseline overview

  • Average CPL: 35.80 across Sep 2024–Sep 2025.
  • High/low: High at 41.58 (Nov 2024); low at 20.63 (Sep 2025).
  • First-to-last change: −37.3% (Sep 2024 to Sep 2025).
  • Volatility: Average absolute month-over-month change of ~12.6%, with the largest single drop in Sep 2025 (−44.3% from Aug).
  • Seasonality: Clear uplift in Q4—Oct (31.12) to Nov (41.58) and sustained into Dec (39.63)—followed by mixed adjustments in Q1 and relatively steady levels through mid-year.

How the selected segment compares to the global baseline

  • Against the same months:
  • Oct 2024: 22.32 vs 31.12 globally (≈28% below market).
  • Nov 2024: 41.21 vs 41.58 globally (≈1% below; essentially in line).
  • Apr 2025: 38.23 vs 38.59 globally (≈1% below; in line).
  • Average across matched months: 33.92 (selected) vs 37.10 (baseline) → ≈8.6% below the global benchmark.
  • Volatility:
  • Selected (between observed points): average absolute change ≈46%.
  • Baseline: average absolute month-to-month change ≈12.6%.
  • Interpretation: The selected segment is generally below average in cost, with a pronounced Q4 spike similar to the market, and stronger point-to-point fluctuation given the October surge.

Seasonality signals

  • The global data shows a typical Q4 lift (notably in November), which is also visible in Manufacturing in Italy (October low to November high).
  • Outside Q4, costs normalize closer to the baseline (April levels in line with global figures).

Understanding cost-per-lead benchmarks on Facebook Ads in industry Manufacturing and Italy 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 Italy, advertisers should consider local market factors and user behavior. 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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.

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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