Facebook Ads Cost Per Lead Benchmarks for Transportation and Logistics

Introduction

Transportation and Logistics lead costs told a choppy story across all countries in 2025: a sharp climb into an April peak, a swift mid-year reset, and a late-year slide that ended close to where the year began. Compared to the global Facebook Ads benchmarks across all industries, this market was mostly below average but punctuated by two standout months that ran well above the norm. 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 in all countries compared to the global benchmark.

The story in the data

Cost per Lead (CPL) for Transportation and Logistics started at $21.42 in January and ended at $22.27 in December—virtually flat over the year (+4%). The path between those endpoints was anything but flat:

• High: $58.41 in April (the annual peak)
• Low: $21.42 in January (with a similar trough at $22.27 in December)
• Average: $35.77 for the year
• Range: $37 across the year, from $21.42 to $58.41
• Volatility: average month-to-month swing of $11.9, far sharper than the global benchmark’s $3.1

The year opened soft, then surged: January to April rose from $21.42 to $58.41, a +173% climb in three months. The peak was followed by a hard reset—April to June fell from $58.41 to $24.61 (−58%). Mid-year settled into a mid-$30s plateau (July–August), before two higher-cost pulses in September ($44.26) and November ($44.02). December closed with a steep pullback to $22.27.

Seasonal and monthly dynamics

The rhythm of 2025 combined an early Q2 crest with stop-start recovery later in the year:

• Q1: A gradual firming—$21.42 in January to $43.67 in March—paved the way for April’s spike.
• Q2: Peak in April, then rapid normalization by June. Despite the internal swings, Q2’s average ($39.21) matched the global average for the same period almost exactly.
• Q3: A steadier phase around the mid-$30s, lifted by September’s $44.26.
• Q4: Mixed. October softened ($35.04), November rebounded ($44.02), and December slid to the second-lowest month of the year ($22.27). Typical year-end competition in the broader market did not translate into higher CPL here, producing a notably soft December.

Country vs. Global

Against the global all-industry benchmark (average $41.53), Transportation and Logistics across all countries averaged $35.77—about 14% below the market. The gap was consistent: this industry sat below global CPLs in 10 of 12 months.

• Above market: Only March (+31%) and April (+56%) ran higher than global levels.
• Below market: January (−39%), June (−40%), October (−28%), and December (−47%) were the deepest discounts versus global CPLs. The narrowest gaps appeared in September (−8%) and November (−9%).
• Trend shape: Globally, CPLs rose steadily from spring into late fall (+21% from January to December), while Transportation and Logistics ended the year roughly flat and far more volatile (3.8x the monthly movement of the global baseline).

Closing

In 2025, Facebook Ads cost-per-lead benchmarks for the Transportation and Logistics industry across all countries were lower than the global average but markedly more volatile—peaking in April, stabilizing mid-year, and easing sharply in December. Understanding CPL benchmarks for Transportation and Logistics across all countries helps marketers gauge industry ad performance and compare acquisition costs to broader global patterns.