Facebook Ads Cost Per Lead Benchmarks for Transportation and Logistics

Introduction

Transportation and Logistics lead costs ran cheaper than the market most months, but with sharper swings and a dramatic spring spike. From a low in January to a peak in April, cost per lead surged, then reset quickly into early summer before rebuilding into September. By November, the category sat modestly above the global mark, closing the period higher year over year while the all‑industry benchmark ended lower.

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

Starting at $29.40 in November 2024 and ending at $33.11 in November 2025, Transportation and Logistics cost per lead rose 12.6% across the period. The category averaged $34.57, ranging from a trough of $21.42 in January to a peak of $58.41 in April. The path between those ends was eventful: a steady lift across Q1 (+173% from January to April), a sharp reset into June (−58% from April to June), a late‑summer build into September (+33% July to September), and a softer October followed by a mild November rebound (+10%).

Volatility was pronounced. Month-to-month absolute movements averaged $9.96 per lead—more than double the global benchmark’s $4.23—driven by large swings such as April to May (−$23.80), September to October (−$16.13), and February to March (+$11.96). The calmest transition came in July to August (+$0.17).

The global, all‑industry benchmark averaged $39.83 over the same months, with a high of $47.62 in September and a low of $28.58 in November. It started at $41.51 and finished at $28.58, a 31% decline—an inverse trajectory to Transportation and Logistics.

Seasonal and monthly dynamics

Seasonality showed in the category’s rhythm: a Q1 trough (January low at $21.42), a pronounced spring spike peaking in April ($58.41), and a reset through early summer ($24.61 by June). The category then rebuilt through late summer to a secondary high in September ($46.16), softened in October ($30.03), and nudged higher in November ($33.11). The global pattern was steadier: a climb through Q3, an elevated October, then a notable November drop to the period’s low.

This aligns with common dynamics where competition can elevate costs in late Q3 and early Q4, though in this dataset the global benchmark cooled sharply by November while Transportation and Logistics ticked up.

Country vs. Global

Across all countries, Transportation and Logistics generally ran below market CPLs. The category undercut the global benchmark by 15–40% in many months—January (−40%), February (−23%), June (−40%), August (−21%), and October (−33%). It moved above market in select points: March (+29%), April (+54%), and November (+16%). The gap was narrowest in September (3% below the benchmark) and widest at both ends—a deep discount in January/June (−40%) and a premium in April (+54%).

Trend lines diverged: the global benchmark eased 31% from November to November, while Transportation and Logistics rose 13%, reflecting both category‑specific pressure in the spring and a stronger finish into late Q4.

Closing

In sum, Facebook Ads benchmarks for cost per lead in Transportation and Logistics across all countries show below‑market costs on average ($34.57 vs. $39.83), but with materially higher month‑to‑month volatility and standout spikes in March–April and September. Understanding cost‑per‑lead dynamics for the Transportation and Logistics industry across all countries helps teams contextualize country‑specific ad costs, compare category performance to global patterns, and track CPL trends against the all‑industry baseline.