Facebook Ads Cost Per Lead Benchmarks for Transportation and Logistics

Introduction

Transportation and Logistics advertisers saw a year defined by sharp swings in lead costs, largely running below the broader market, with two brief surges that briefly outpaced global levels. Median cost per lead (CPL) across all countries started modestly in November at $29 and finished in October at $27, a 7% slide over the period. In between, the category rallied to a spring peak before retrenching into early summer, then staged a late‑Q3 lift that faded by October. Across the same months, the global benchmark trended higher overall, creating a persistent gap.

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.

The story in the data

Across November–October, Transportation and Logistics CPL averaged $34, ranging from a low of $21 in January to a high of $58 in April. The path was choppy: a soft December ($28) fell into a January trough ($21), then momentum built through February ($31) and March ($43) to an April spike of $58—nearly 2.7x January levels. That strength reversed quickly: CPL fell to $35 in May and $25 in June. A measured rebound followed in July–August ($35 and $34), another lift in September ($44), and a downswing into October ($27).

Volatility was pronounced. The average month‑to‑month movement was about $10.6, more than three times the global swing of $3.2. Range tells the same story: a $37 span for Transportation and Logistics (January $21 to April $58) versus a $15 span for the global benchmark (March $33 to September $48).

Seasonal and monthly dynamics

Seasonal shape was clear. Q4 2024 was subdued (November–December averaging $28.75), and performance typically softened through early Q1 with the category’s lowest point in January. The market then gathered pace through March and crested in April—often a competitive period—before costs cooled into early summer (June the second‑lowest month at $24.72). Q3 steadied in the mid‑to‑high $30s, with a notable September lift to $44, and early Q4 2025 (October) reset back down to $27.

Quarterly medians underscore the rhythm: Q1 2025 averaged $31.8, Q2 rose to $39.2 (buoyed by April), Q3 eased to $37.6, and October alone marked $27 heading into Q4.

Country vs. Global

Relative to the global benchmark across all industries (average $40.94), Transportation and Logistics CPL averaged 16% lower at $34. The category undercut global levels in 10 of 12 months. The widest positive gap arrived in April, when Transportation and Logistics ran 52% above the global median ($58 vs. $38). The narrowest deficit came in September, just 8% below global ($44 vs. $48). At the other extreme, January, June, and October trailed the market by roughly 40%.

Momentum diverged as well. The global benchmark climbed about 9% from November to October ($41 to $45), while Transportation and Logistics slipped 7% over the same span. In other words, the market rose steadily, whereas Transportation and Logistics traced a choppier two‑wave pattern—spring spike, summer reset, early‑fall lift—before easing again.

Closing

These Facebook Ads benchmarks for cost per lead show Transportation and Logistics across all countries running below the global average most months, punctuated by a pronounced April peak and a late‑Q3 lift. For marketers tracking country‑specific ad costs and industry ad performance, this CPL view complements broader CPC trends, CPM analysis, and CTR performance benchmarks, helping contextualize Transportation and Logistics lead costs against the global pattern.