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
Transportation and Logistics ran a very different Cost Per Lead (CPL) story than the broader market this year. Across all countries, the industry’s median CPL averaged $35.9, about 13% below the $41.5 global benchmark for all industries. Yet the path wasn’t calm: costs nearly tripled from January into an April spike before falling back into the mid-30s and closing the year near the lows. While the global benchmark climbed steadily into Q4, Transportation and Logistics finished flat, with sharper month-to-month swings and a dramatic December reset.
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 Transportation and Logistics across all countries compared to the global benchmark.
Transportation and Logistics began the year with a median CPL of $21.42 in January and ended at $22.00 in December—essentially flat (+3%) after a turbulent journey. The annual average landed at $35.9, with a high of $58.41 in April and a low of $21.42 in January, a $37 range that equates to a 2.7x swing from trough to peak.
The early-year lift was steep: February (+$9.57), March (+$12.66), and April (+$14.76) stacked to a three-month climb of nearly $37, cresting at $58.41. The correction was equally forceful. From April to June, CPL fell by $33.80 (−58%), bottoming at $24.61. Through late summer and early fall, costs stabilized in a narrower band (mid-30s to low-40s), before another sharp move: November’s $43.60 slipped to $22.00 in December (−$21.60), the second-largest monthly drop of the year. Monthly volatility averaged $11.5, more than three times the global benchmark’s $3.2 average swing.
The industry’s rhythm diverged from typical Q4 escalation seen market-wide. Q1 built from a soft January to a firm March. Q2 was the outlier: an April spike, then a two-month unwind into June. Q3 steadied, with July and August in the mid-$30s and a September bump to $44.26. Q4 mixed signals—October eased to $36.79, November rebounded to $43.60, and December marked a clear reset at $22.00. By contrast, the global benchmark rose gradually from summer into fall, peaking in October, then easing in December.
Quarterly averages underscore the pacing:
Compared with the global Facebook Ads benchmarks for CPL, Transportation and Logistics across all countries spent most of the year below market levels. Only March (+31% vs global) and April (+56%) ran above. The gap was narrowest around late Q3–Q4 (September −9%, November −10%), and widest at the bookends: January (−39%), June (−40%), and especially December (−47%). While the global benchmark climbed 17% from January to December (35.08 to 41.13), the industry’s CPL finished essentially unchanged, but with far choppier month-to-month moves (average absolute change of $11.5 vs $3.2 globally).
In short, Cost Per Lead benchmarks for Transportation and Logistics across all countries were lower than the market average but markedly more volatile—spiking in April and retrenching into December—offering a distinct contrast to the steadier global rise into Q4. Understanding Facebook Ads benchmarks for CPL, alongside broader CPC trends, CPM analysis, and CTR performance, helps frame country-specific ad costs and industry ad performance against global patterns for Transportation and Logistics worldwide.
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 Transportation and Logistics 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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per lead across different markets
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