How Much Do Facebook Ads Cost? Benchmarks by Industry (2025)
Published July 5, 2026
How Much Do Facebook Ads Cost?
Facebook ad costs vary widely by industry, campaign objective, and audience targeting. According to WordStream's 2025 Facebook Ads Benchmarks report, the average cost-per-click (CPC) for traffic campaigns ranges from $0.34 (Shopping, Collectibles & Gifts) to $1.22 (Finance & Insurance). For lead generation campaigns, cost-per-lead (CPL) can be as low as $3.16 (Restaurants & Food) or as high as $76.71 (Dentists & Dental Services).
Below we break down the data by industry for both traffic and lead campaigns.
Facebook Ad Costs by Industry: Traffic Campaigns
Traffic campaigns aim to drive visits to your website. Here are the average CPC and click-through rates (CTR) for key industries:
| Industry | Avg. CPC | Avg. CTR |
|---|---|---|
| Animals & Pets | $0.78 | 1.64% |
| Apparel / Fashion & Jewelry | $0.86 | 1.29% |
| Arts & Entertainment | $0.49 | 2.10% |
| Attorneys & Legal Services | $0.86 | 1.76% |
| Automotive — For Sale | $0.79 | 1.48% |
| Automotive — Repair, Service & Parts | $0.81 | 0.80% |
| Beauty & Personal Care | $0.74 | 1.81% |
| Business Services | $0.75 | 1.38% |
| Education & Instruction | $0.86 | 1.45% |
| Finance & Insurance | $1.22 | 0.98% |
| Furniture | $0.85 | 1.39% |
| Health & Fitness | $0.80 | 1.63% |
| Home & Home Improvement | $0.99 | 1.28% |
| Industrial & Commercial | $0.86 | 1.36% |
| Personal Services | $1.00 | 1.70% |
| Physicians & Surgeons | $0.82 | 0.83% |
| Real Estate | $0.91 | 1.68% |
| Restaurants & Food | $0.72 | 1.67% |
| Shopping, Collectibles & Gifts | $0.34 | 4.13% |
| Sports & Recreation | $0.41 | 2.60% |
| Travel | $0.51 | 2.76% |
Key takeaway: If you're in a low-CPC industry like Shopping or Sports, you can drive traffic very cost-effectively. Finance and Personal Services tend to be more expensive per click.
Facebook Ad Costs by Industry: Lead Generation Campaigns
Lead campaigns focus on collecting user information (e.g., sign-ups, form fills). The table below shows average CPC, CTR, conversion rate (CVR), and cost-per-lead (CPL):
| Industry | Avg. CPC | Avg. CTR | Avg. CVR | Avg. CPL |
|---|---|---|---|---|
| Arts & Entertainment | $1.08 | 3.92% | 9.34% | $18.17 |
| Attorneys & Legal Services | $4.10 | 2.11% | 10.53% | $18.17 |
| Beauty & Personal Care | $3.06 | 2.55% | 5.29% | $51.42 |
| Career & Employment | $0.86 | 2.81% | 5.77% | $17.64 |
| Dentists & Dental Services | $9.78 | 1.05% | 6.38% | $76.71 |
| Education & Instruction | $1.65 | 1.86% | 10.08% | $28.22 |
| Furniture | $2.18 | 1.48% | 3.77% | $40.04 |
| Health & Fitness | $2.64 | 1.72% | 5.63% | $52.98 |
| Home & Home Improvement | $2.23 | 1.94% | 5.22% | $41.26 |
| Industrial & Commercial | $1.80 | 2.08% | 9.34% | $37.34 |
| Personal Services | $2.08 | 1.99% | 6.51% | $30.57 |
| Physicians & Surgeons | $2.23 | 3.02% | 4.51% | $47.47 |
| Real Estate | $1.57 | 3.75% | 9.53% | $16.61 |
| Restaurants & Food | $0.74 | 2.97% | 18.25% | $3.16 |
| Sports & Recreation | $1.07 | 3.41% | 5.48% | $19.30 |
Key takeaway: Restaurants & Food enjoy the lowest CPL ($3.16) thanks to high conversion rates. Dentists face the highest CPL ($76.71) due to expensive clicks and moderate conversion rates.
How Does Facebook Ads Pricing Work?
Facebook uses an auction system. You set a bid (e.g., cost-per-click or cost-per-impression), and Facebook shows your ad to users who meet your targeting criteria. Your actual cost depends on your bid, ad quality, and competition for that audience. You can set a daily or lifetime budget, and you only pay when someone clicks (for CPC) or sees your ad (for CPM).
Do Facebook Video Ads Cost More?
Video ads can sometimes have lower CPCs because they tend to engage users more, but costs vary. WordStream's benchmarks don't break out video separately, but in general, video ads may offer competitive costs if they drive strong engagement.
Do Facebook Marketplace Ads Cost Money?
Yes, Facebook Marketplace ads are paid placements. They work like regular Facebook ads but appear in the Marketplace tab. Costs follow the same auction model, and you can target users based on their shopping behavior.
How to Reduce Your Facebook Ad Costs
- Improve your ad relevance score by targeting precisely and using engaging creative.
- Use lookalike audiences to reach people similar to your best customers.
- Test different ad formats (carousel, video, single image) to find the most cost-effective.
- Optimize for conversions instead of clicks if your goal is leads or sales.
FAQ
Do Facebook ads cost money?
Yes, Facebook ads are a paid advertising platform. You set a budget and pay per click or impression.
How much do ads cost on Facebook and Instagram?
Costs vary by industry. For example, traffic campaigns average $0.34–$1.22 CPC, while lead campaigns average $0.74–$9.78 CPC (WordStream 2025).
Do Facebook video ads cost more?
Not necessarily. Video ads can sometimes have lower CPCs due to higher engagement, but costs depend on your targeting and competition.
Do Facebook Marketplace ads cost money?
Yes, Marketplace ads are paid placements within the Marketplace tab, following the same auction pricing.
How does Facebook ads pricing work?
You bid on ad placements in an auction. Your actual cost depends on your bid, ad quality, and competition. You control your daily or lifetime budget.
What is the average cost-per-lead for Facebook ads?
It varies by industry: from $3.16 (Restaurants & Food) to $76.71 (Dentists & Dental Services) according to WordStream 2025 benchmarks.