Facebook Ads Benchmarks

2 million businesses have decided to start advertising on Facebook in the past 2 years. However, Facebook has countless ad targeting options to explore, and performance differs for every client.

Here are 4 Facebook ad performance benchmarks you should be using:

  • 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

Average Click-Through Rate

The average click-through rate (CTR) for Facebooks ad across all industries is 0.90%. Advertisers with high CTRs are found in the retail (1.59%), apparel (1.24%), beauty (1.16%), and fitness (1.01%) industries. Their ads perform particularly well on highly visual platforms like Facebook, as these industries often feature models and good quality images in their ads.

Average Cost per Click

The average cost per click (CPC) for Facebook ads across all industries is £1.35.

The cheapest clicks on Facebook are reserved for the apparel (£0.35 per click), travel and hospitality (£0.50) and other retailers (£0.55) industries, with clicks well below a pound. For good reasons, these industries often have the largest audiences. Beware that with low CPCs, it’s important to understand how to manage your budget so that your Facebook costs don’t go crazy.

Average Conversion Rate

Fitness (14.3%), education (13.58%), employment & job training (11.73%), healthcare (11.00%), real estate (10.68%) and B2B (10.63%) are the CVR winners. Facebook’s lead generation ads help these specific industries to 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. For them, remarketing on Facebook (remarketing works by following your leads around the web with related offers) may be particularly powerful to help improve conversion rates.

Average Cost per Action

Facebook may be a great place for education advertisers to find your new students (£6.00 average CPA ). Other industries much higher CPA, but thinking of the lifetime value of a new client in these industries, it can make it all worthwhile in the end. The average cost per action (CPA) for Facebook ads across all industries is $18.68.

To summarise...

Facebook advertising is really taking off now! This is because it offers an abundance of opportunity for advertisers of many industries. If you’re not advertising on Facebook yet, why not give a go at our free trial on lead generation?

There’s plenty of room for improvement! To learn how to improve your ads on Facebook, get in touch with us today. We can help targeting your audience and get you noticed. We always strive to stand out by writing the best ad copy and creating leads that convert better than anyone else!