Facebook Ad Benchmarks for YOUR Industry [New Data]


Facebook is one of the fastest growing ad networks – in fact, the number of advertisers using Facebook has more than doubled in the last 18 months.

If you’re one of the 2 million advertisers who decided to start advertising on Facebook in the past 2 years, you may have found that it can be easy to get overwhelmed on the new platform. Facebook has nearly countless ad targeting options to explore, and performance differs for every client. Just like on AdWords, performance can differ across different industries on Facebook, so what numbers should you be looking to beat in your industry?

We dug into our data to find out! Check out the Facebook ad performance benchmarks our clients are seeing, including:

  • Average Click-Through Rate (CTR) on Facebook by industry
  • Average Cost per Click (CPC) on Facebook by industry
  • Average Conversion Rate (CVR) on Facebook by industry
  • Average Cost per Action (CPA) on Facebook by industry

You’ll find averages across these Facebook metrics for eighteen industries: Apparel, Auto, B2B, Beauty, Consumer Services, Education, Employment & Job Training, Finance & Insurance, Fitness, Home Improvement, Healthcare, Industrial Services, Legal, Real Estate, Retail, Technology, and Travel & Hospitality. Let’s dig in!

Average Click-Through Rate on Facebook

What's a good click-through rate on Facebook ads?

average click through rate for facebook ads

Legal advertisers may struggle with low click-through rates on the SERP, but they’re lucky to have the highest CTRs on Facebook (1.61%). No doubt, it can be hard to impress the prospective client looking for a lawyer when your ad is one among seven ads on the SERP, but a lawyer’s high-value offer and call to action certainly stands out more when it’s standing alone on a prospect’s social feed.

Other advertisers with high CTRs are in the retail (1.59%), apparel (1.24%), beauty (1.16%), and fitness (1.01%) industries. It’s no surprise that these industries often feature models and high-quality images in their ads, and those ads perform particularly well on highly visual platforms like Facebook and Instagram.

You have to be pretty crafty to distract potential job hunters from their social feeds, and employment & job training services can have relatively low CTRs on Facebook (0.47%). Facebook and Instagram may not be the network for job seekers, but LinkedIn may have promise for these advertisers!

The average click-through rate (CTR) for Facebook ads across all industries is 0.90%.

Average Click Through Rate (CTR) for Facebook Ads by Industry
Industry Average CTR
 Apparel  1.24%
 Auto  0.80%
 B2B  0.78%
 Beauty  1.16%
 Consumer Services  0.62%
 Education  0.73%
 Employment & Job Training  0.47%
 Finance & Insurance  0.56%
 Fitness  1.01%
 Home Improvement  0.70%
 Healthcare  0.83%
 Industrial Services  0.71%
 Legal 1.61%
 Real Estate 0.99%
 Retail 1.59%
 Technology  1.04%
 Travel & Hospitality  0.90%

Average Cost Per Click (CPC) on Facebook

What's a good cost per click for Facebook ads?

average facebook cost per click

Even though financial advertisers have the highest CPCs on Facebook at $3.77 per click, advertisers may still be quite satisfied with that CPC on Facebook. The terms “Insurance,” “Loans,” and “Mortgage” are the three most expensive keywords on Google, each costing about $50 per click.

The cheapest clicks on Facebook are reserved for the apparel ($0.45 per click), travel and hospitality ($0.63) and other retailers ($0.70) industries, with clicks well below a dollar. These industries often have the largest audiences so even at these low CPCs, it’s important to understand how to manage your budgets so that your Facebook costs don’t run amok.

The average cost per click (CPC) for Facebook ads across all industries is $1.72.

Average Cost Per Click (CPC) for Facebook Ads by Industry
Industry Average CPC
 Apparel $0.45
 Auto $2.24
 B2B $2.52
 Beauty $1.81
 Consumer Services $3 .08
 Education $1.06
 Employment & Job Training $2.72
 Finance & Insurance $3.77
 Fitness $1.90
 Home Improvement $2.93
 Healthcare $1.32
 Industrial Services $2.14
 Legal $1.32
 Real Estate $1.81
 Retail $0.70
 Technology $1.27
 Travel & Hospitality $0.63

Average Conversion Rates on Facebook

What's a good conversion rate on Facebook ads?

average conversion rate on facebook ads

Fitness studios have plenty to sweat about, but finding prospects on Facebook doesn’t appear to be one of them! Facebook can connect driven prospects into the hands of fitness advertisers and help them convert at remarkably high rates, averaging 14.29% conversion rates from Facebook ads.

Other industries with high CVRs are education (13.58%), employment & job training (11.73%), healthcare (11.00%), real estate (10.68%) and B2B (10.63%). Facebook’s unique lead generation ads help these industries outperform most other ad platforms!

However, industries such as retail, travel & hospitality, and technology may not benefit as much from Facebook’s lead generation ads and consequently have much lower conversion rates (3.26%, 2.82%, and 2.31%, respectively). For these advertisers, remarketing on Facebook may be particularly powerful to help improve conversion rates. As it turns out, exposure to remarketing ads can help increase conversion rates over time!

The average conversion rate for Facebook ads across all industries is 9.21%.

Average Conversion Rate (CVR) for Facebook Ads by Industry
Industry Average CVR
 Apparel 4.11%
 Auto  5.11%
 B2B  10.63%
 Beauty  7.10%
 Consumer Services  9.96%
 Education  13.58%
 Employment & Job Training  11.73%
 Finance & Insurance  9.09%
 Fitness  14.29%
 Home Improvement  6.56%
 Healthcare 11.00%
 Industrial Services  0.71%
 Legal 5.60%
 Real Estate 10.68%
 Retail 3.26%
 Technology 2.31%
 Travel & Hospitality 2.82%

Average Cost Per Action on Facebook

What's a good CPA on Facebook?

average cpa on facebook

With an average CPA of $7.85, nearly all education advertisers agree that it’s a smart decision to cater to Facebook and Instagram’s relatively young audience. While Facebook may be a great place to find your new students, it can be an expensive place to find a new car, architect, or IT specialist – average Facebook CPAs for auto, home improvement, and technology services are $43.84, $44.66, and $55.21, respectively. Of course, the lifetime value of a new client in these industries is very high, making it all worthwhile in the end.

The average cost per action (CPA) for Facebook ads across all industries is $18.68.

Average Cost Per Action (CPA) for Facebook Ads by Industry
Industry Average CPA
 Apparel $10.98
 Auto $43.84
 B2B $23.77
 Beauty $25.49
 Consumer Services $31.11
 Education $7.85
 Employment & Job Training $23.24
 Finance & Insurance $41.43
 Fitness $13.29
 Home Improvement $44.66
 Healthcare $12.31
 Industrial Services $38.21
 Legal $28.70
 Real Estate $16.92
 Retail $21.47
 Technology $55.21
 Travel & Hospitality $22.50

What Does It All Mean?

Facebook advertising is really taking off because it offers an abundance of opportunity for advertisers of nearly all industries. If you’re not advertising on Facebook, try running our Facebook Opportunity Calculator to see how your ads could potentially perform on Facebook.

If you find yourself on the lower end of these numbers, that just means there’s plenty of room for improvement! To learn how to improve your ads on Facebook, visit PPC University or call us to speak with a Facebook expert today. If you’re hitting these benchmarks – don’t stop and settle for average either! Always strive to be a unicorn by writing the best ad copy and creating landing page unicorns that convert better than anyone else!

Check out the full infographic below:

facebook ad performance benchmarks

Hungry for even more Facebook statistics? Check out our collection of 75 fascinating and actionable Facebook stats.

Data Sources

This report is based on a sample of 256 US-based WordStream client accounts in all verticals (representing $553,000 in aggregate Facebook spend) who were advertising on Facebook between November 2016 and January 2017. Facebook campaigns can have several different objectives, so only Facebook campaigns with the objective of driving conversions were considered when determining average CVR and CPA numbers. Average figures are median figures to account for outliers. All currency values are posted in USD.

About the author

Mark is a Data Scientist at WordStream with a background in SEM, SEO, and Statistical Modeling. Follow him on Twitter, LinkedIn, and Google +.

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Jul 17, 2017

Do you have data broken country wise?If not not where will i find it?

Jul 17, 2017

So basically you're paying $200 for 1 click to a site (1% avg CTR and $2 avg per click) on Facebook... And that doesn't even factor in conversion ratios. Pretty rough out there.

Jul 27, 2017

wondering if there will be benchmarks for food/beverage, alcohol and entertainment (movies, video games, etc) in the future? thank you!

Jul 28, 2017

Great data. What country / countries is this information sourced from? What is the unit of currency used in the graphs?

Elisa Gabbert
Jul 28, 2017

US data!

Jul 31, 2017

Hi Mark,

Thank you very much for your report.

I'm also curious about the performance data of different FB ad formats, such as carousel ads, canvas ads, etc. Do you have any information on this?

Aug 02, 2017

Hi Mark,

Thank you very much for your report!

I'm also curious the ad performance metrics of different ad formats on Facebook, such as Carousel ads, Canvas ads, etc. Do you have any information on this as well?

Aug 02, 2017

Nice report. How large was the sample size ? Thanks!

Aug 11, 2017

Can you please add benchmarks for the consumer packaged goods category?

Aug 15, 2017

Is there any date on cost per video view by industry?
Particularly interested in apparel/retail.

Aug 23, 2017

Hi there,
Why would conversion rate much much higher than CTR? All contributed by lead ads? 10% average is... I cant understand

Sep 04, 2017

Hi Mark, thanks for sharing this. Could you please give some more insight into which brands / companies have you evaluated to arrive at the industry metrics? Are they established brands, startups, large / mid-sized?

Thank you in advance for your help!

Elisa Gabbert
Sep 05, 2017

Hi Kathan, the companies in this sample were all different sizes but leaning toward small/midsize rather than large established brands.

Sep 09, 2017

Hi, I'm from the insurance industry and was curious if there are any benchmarks for value of a like/ value of a share/ value of a chat on Facebook across industries or in general?

Sep 09, 2017

Hi, I'm from the insurance industry and was curious if there are any benchmarks for value of a like/ value of a share/ value of a chat on Facebook across industries or in general?

Sep 12, 2017

Hello! Thanks for the great report! Is the definition of Action the same for your Facebook and Google Benchmark study? If so, should I say that ROI on Facebook seems to be much better than on Google for most of the sectors when measured by CPA? Thanks.

Mike W
Sep 12, 2017

Using clicks (all) is misleading, most people define clicks = link clicks. Also, the ad formats make so much difference. RHS ads can have CTRs of 0.05% and newsfeed CTRs can be 7%. With so much data under your custodian, you really should be able to put together something much better than this.

colin mcandrew
Sep 13, 2017

I assume web site agencies are under technology

Leanne O'Sullivan
Oct 02, 2017

Are these CTR numbers CTR(ALL) or CTR (LINKS)

It would be great to know what is what.

Oct 12, 2017

Is this data based on USA only or worldwide?

Oct 17, 2017

As Leanne has asked - are these CTR numbers for CTR (all) or CTR (link click-through rate)?

Nov 05, 2017

Hi Mark,

Similar to Billy's inquiry on 7/7/17, I am curious of your definition of each industry and which companies fall into fall into each. Let's discuss Nike for example. Should Nike be placed in the retail, apparel, or even fitness? It seems that many companies can be placed in more than one of these industries. I would like to know how you determine the matching of companies and their respective industries.

Thank You!

Nov 21, 2017

Do you have any data on food & beverage or is that lumped inside Travel & Hospitality?

Dec 18, 2017

Have you done any comparisons with Adwords?

Allen Finn
Dec 18, 2017

Indeed! Here you go:

Dec 26, 2017

Where would mobile games fit in terms of the industry category?

Dec 28, 2017

There's no data for gaming?
This would be great benchmarks to add.

Jan 04, 2018

Hi, What about Restaurant / Food industry benchmarking?

Pat McKenna
Jan 17, 2018

My core problem with this article is your sample size and how the headline and discussion implies generalization to all of the the verticals presented. The results are little more than an interesting snapshot of your 256 clients, but that doesn't mean that your results can be generalized to total population of law firms, fitness spas, apparel retailers, etc. However, and judging by the comments, you've now launched hundreds of would be SMB marketers into their bosses offices to persuade them to invest in Facebook ads with unscientific data.

You even go so far as to say "If you find yourself on the lower end of these numbers, that just means there’s plenty of room for improvement!" That implies generalization, as does enlisting the word "benchmarks." There are three million businesses who actively advertise on Facebook, and no serious statistician would extend your data into any vertical. In fact, your "study" is the exact scenario laid out in statistics for dummies on the perils of generalization from small sample sizes. Google it, folks. smh

Jan 25, 2018

Do you guys have data for those in telecommunications? Like telephone carriers and MVNO's for example?

Sarah Mehlman
Feb 01, 2018


I was just wondering how the conversion rate (CVR) is being defined? These conversion rates seem pretty high and was just trying to figure out what numbers are being used to calculate them.

Feb 01, 2018

I find these conversion numbers hard to believe. Maybe signing up for something "free" would get you a low cost per conversion, or maybe a click? But not leads or sales for healthcare, education and financial services clients who are actually looking for new customers/enrollees. Does anyone else have industry info? I am seeing conversions from other companies ranging from $100 and $150 to $200. Not looking for CPL data for event signups or page likes, but actual CPLs for qualified leads of people interested in becoming customers for high-dollar surgeries, tuition enrollment, financial services accounts, etc.

Feb 20, 2018

Are Saas included in the Technology industry?

Stefani Angy
Feb 22, 2018

Great article! Now, does this data reflect ads that were only placed on Facebook (newsfeed, desktop right column, instant articles) or does this also include ads placed through Facebook on Instagram and the Audience Network?


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