Nevada Access Solutions: $5.08 B2B cost per lead.

Objective

A B2B company selling high-ticket packages ($1K+) needed qualified leads at low cost. Their previous campaigns were not generating enough volume, and the leads that did come in were not converting into sales calls.

Strategy

• Built a full-funnel strategy with awareness and lead campaigns
• Awareness campaign: 3 ad sets, 6 creatives for top-of-funnel reach
• Lead campaign retargeting warm audiences
• 6 lead creatives tested to find winners
• Facebook Pixel and Conversion API tracking

Execution

The awareness layer ran first with a $100 spend, reaching 43,927 people. This built a warm audience that we could retarget with lead-focused ads. The lead campaign pulled in 64 website leads at $5.08 per lead. That number came in 63% below what Meta itself benchmarks for similar ad sets. The full-funnel approach made it possible to get quality B2B leads at a cost that most advertisers in this space would not expect.

This figure is one row in the Facebook Ads cost per lead benchmark, alongside the other accounts it sits next to.

What the numbers show

$5.08 per lead against a $13.19 industry median is the headline, but the structure is the more useful finding. The awareness layer ran first on $100 and reached 43,927 people; the lead campaign then retargeted that warm pool. Running lead ads cold to the same audience would almost certainly have cost more. The $100 was buying cheaper leads later, not awareness for its own sake.

Six lead creatives and three awareness ad sets is a deliberately small test matrix. On a B2B audience this size, more variants would have split the conversion data rather than improved it.

What I'd flag

64 leads is a modest sample. At that volume, cost per lead is still moving, and I wouldn't treat $5.08 as a stable long-run figure for this account: I'd expect it to drift upward as the addressable B2B pool saturates.

These are form leads, not qualified opportunities. For a company selling $1K+ packages, the number that ultimately matters is how many of the 64 became sales conversations, and that sits with the client's CRM rather than with Ads Manager.