Facebook Ads Benchmarks by Industry & Format in 2025
Facebook Ads Benchmarks by Industry & Format in 2025
Wondering how your FB Ads stack up? This 2025 guide shares Facebook Ads benchmarks like CTR, CPC, and CPM, so you know when to make adjustments.
August 3, 2025
Table of contents
- What are Facebook Ads benchmarks?
- Facebook Ads benchmarks by industry (2025)
- What’s a good CTR for Facebook Ads in 2025?
- What’s a good CPC for Facebook Ads?
- What’s a good CPM for Facebook Ads?
- Facebook Ads performance benchmarks by format
- What to do if your metrics are below benchmarks
- Frequently asked questions
- How Bestever helps you improve your FB ads
If you’re running Facebook campaigns, benchmarks give you a clear target. They tell you if a 1.2% CTR is good or if your $2.50 CPC needs work.
This guide breaks down the latest Facebook Ads benchmarks by industry and format, so you can spot underperforming metrics fast and know what to adjust.
In this article, we’ll cover:
- What Facebook Ads benchmarks are
- Benchmarks by industry in 2025
- What a good CTR, CPC, and CPM are in 2025
- What to do if your metrics are below benchmarks
Let’s start by discussing what Facebook Ads benchmarks are.
What are Facebook Ads benchmarks?
Facebook Ads benchmarks are average performance metrics that help you compare your campaign results to others. These show how your ads stack up across industries, formats, and objectives.
Marketers use benchmarks to set performance targets, spot issues early, and guide creative and budget decisions. Key Facebook benchmarks include:
- Click-through rate (CTR): How often people click your ad
- Cost per click (CPC): What you pay for each time a person clicks your ad
- Cost per mille (CPM): Your cost per 1,000 impressions (views)
- Cost per action (CPA): The cost for a conversion like a lead or sale
- Conversion rate (CVR): How often clicks turn into conversions
- Return on ad spend (ROAS): Revenue earned for every dollar spent
Your industry, funnel stage, and campaign type all shape your Facebook Ads benchmarks. A 1.2% CTR might be strong for B2B but low for ecommerce. CPMs also shift depending on whether you're running video, image, or Reels.
Facebook Ads benchmarks by industry (2025)
Facebook Ads benchmarks vary by industry because each audience behaves differently. A retail ad might get more clicks than a finance ad, but the finance lead could be worth more. The table below shows average CTR, CPC, and CVR for key industries in 2025:
| Industry | Average CTR | Average CPC | Average CVR |
|---|---|---|---|
| Legal | 1.61% | $1.32 | 5.60% |
| Retail | 1.59% | $0.70 | 3.26% |
| Apparel | 1.24% | $0.45 | 4.11% |
| Beauty | 1.16% | $1.81 | 7.10% |
| Technology | 1.04% | $1.27 | 2.31% |
| Fitness | 1.01% | $1.90 | 14.29% |
| Real Estate | 0.99% | $1.81 | 10.68% |
| Healthcare | 0.83% | $1.32 | 11.00% |
How we got these numbers
The Facebook Ads benchmarks in this article come from data published by WordStream, Triple Whale, and AgencyAnalytics. We reviewed reports from late 2024 and early 2025, then averaged key metrics across major industries.
These benchmarks are general guidelines, not fixed targets. Use them to spot trends and compare your performance, not to define your success.
What’s a good CTR for Facebook Ads in 2025?
The average click-through rate (CTR) for Facebook ads across all industries is around 1.57%, based on recent WordStream data. But that number only tells part of the story. A good CTR for Facebook Ads in 2025 depends on your industry, format, and targeting.
For example:
- Restaurants and food see CTRs around 2.19%
- Real estate hits about 2.60%
- Finance and insurance averages closer to 0.85%
If your CTR falls below 1%, that’s a signal to make changes. Start with your ad creative. Is the image too generic? Is the copy clear? Are you showing people something they actually care about? You might also need to refine your audience or try new placements.
What’s a good CPC for Facebook Ads?
The average cost per click (CPC) for Facebook ads across all industries is about $1.72. However, a good CPC varies widely based on the niche.
Finance and insurance often top the list, with clicks reaching $3.77. On the lower end, industries like apparel and travel can see CPCs under $0.70.
Your funnel stage matters too. Awareness ads usually cost less because you're not asking for much. Retargeting campaigns cost more because you're targeting a conversion. A higher CPC can still be worth it if your return is strong.
What’s a good CPM for Facebook Ads?
A good CPM for Facebook Ads in 2025 is between $8 and $15, but it changes based on your industry and the season. In 2025, many industries are seeing CPMs over $12, and some have gone much higher during seasonal peaks.
For example, art and baby products can spike above $18 to $20. These jumps often happen when demand spikes, especially around the holidays, when ad space gets more competitive.
Facebook Ads performance benchmarks by format
Not all Facebook ad formats perform the same. In 2025, here’s how the top four ad formats compare based on CTR, engagement, and cost:
Video ads
This type of ad gets the highest average CTR at around 0.98%. Videos perform well for awareness campaigns because they stop viewers from scrolling and tell a story quickly.
Carousel ads
Carousel ads average 0.90% CTR, slightly lower than video. However, they convert better and drive higher ROAS.
Image ads
Image ads have the lowest average CTR at around 0.88%. They’re easy to run and cost less to distribute.
Reels
Reels ads continue to lead in engagement, and they’re also proving strong for conversions.
What to do if your metrics are below benchmarks
If your Facebook Ads aren’t hitting benchmark levels, something’s probably misaligned. That could be your targeting, creative, placements, or even post-click experience. Here’s what to check and how to fix it, with clear examples for each part of the funnel:
Audit targeting and creative quality
Low CTR usually means one of two things. Either your ad is showing to the wrong people, or it isn’t saying something they care about. Fixing either one can make a noticeable difference.
Test ad types and hooks
If your performance is weak across formats or audiences, it might be time to try a new ad type or message. Some formats just work better for certain goals, and sometimes your hook needs a sharper angle to grab attention.
Optimize landing pages and conversion path
Sometimes your ad does everything right. It grabs attention and earns the click. But if conversions aren’t happening, the issue likely lives on the landing page or somewhere in your funnel.
Frequently asked questions
Which industries have the lowest CPM on Facebook?
Industries like retail, education, and local services tend to have the lowest cost per mille (CPM) on Facebook.
Why is my Facebook ad CTR below average?
Your Facebook ad CTR is probably below average because your creative or targeting isn’t resonating. Ads that look tired or repeat too often can lead to creative fatigue.
How can I reduce my CPC on Facebook?
You can reduce your CPC on Facebook by improving creative performance and targeting.