Facebook (Meta) Ads Cost by Industry
Average Facebook & Meta Ads costs by industry, split by campaign objective. Meta reports different benchmarks for traffic vs lead campaigns, so compare against the objective you actually run. Plug your numbers into the ROAS calculator to see profitability.
Traffic campaigns — 21 industries
| Industry | Avg. CPC | CTR |
|---|---|---|
| Finance & Insurance | $1.22 | 0.98% |
| Personal Services | $1.00 | 1.70% |
| Home & Home Improvement | $0.99 | 1.28% |
| Real Estate | $0.91 | 1.68% |
| Apparel / Fashion & Jewelry | $0.86 | 1.29% |
| Attorneys & Legal Services | $0.86 | 1.76% |
| Education & Instruction | $0.86 | 1.45% |
| Industrial & Commercial | $0.86 | 1.36% |
| Furniture | $0.85 | 1.39% |
| Physicians & Surgeons | $0.82 | 0.83% |
| Automotive — Repair, Service & Parts | $0.81 | 0.80% |
| Health & Fitness | $0.80 | 1.63% |
| Automotive — For Sale | $0.79 | 1.48% |
| Animals & Pets | $0.78 | 1.64% |
| Business Services | $0.75 | 1.38% |
| Beauty & Personal Care | $0.74 | 1.81% |
| Restaurants & Food | $0.72 | 1.67% |
| Travel | $0.51 | 2.76% |
| Arts & Entertainment | $0.49 | 2.10% |
| Sports & Recreation | $0.41 | 2.60% |
| Shopping, Collectibles & Gifts | $0.34 | 4.13% |
Lead generation campaigns — 15 industries
| Industry | Avg. CPC | CTR | Conv. Rate | Cost / Lead |
|---|---|---|---|---|
| Dentists & Dental Services | $9.78 | 1.05% | 6.38% | $76.71 |
| Attorneys & Legal Services | $4.10 | 2.11% | 10.53% | $18.17 |
| Beauty & Personal Care | $3.06 | 2.55% | 5.29% | $51.42 |
| Health & Fitness | $2.64 | 1.72% | 5.63% | $52.98 |
| Home & Home Improvement | $2.23 | 1.94% | 5.22% | $41.26 |
| Physicians & Surgeons | $2.23 | 3.02% | 4.51% | $47.47 |
| Furniture | $2.18 | 1.48% | 3.77% | $40.04 |
| Personal Services | $2.08 | 1.99% | 6.51% | $30.57 |
| Industrial & Commercial | $1.80 | 2.08% | 9.34% | $37.34 |
| Education & Instruction | $1.65 | 1.86% | 10.08% | $28.22 |
| Real Estate | $1.57 | 3.75% | 9.53% | $16.61 |
| Arts & Entertainment | $1.08 | 3.92% | 9.34% | $18.17 |
| Sports & Recreation | $1.07 | 3.41% | 5.48% | $19.30 |
| Career & Employment | $0.86 | 2.81% | 5.77% | $17.64 |
| Restaurants & Food | $0.74 | 2.97% | 18.25% | $3.16 |
Source: WordStream 2025 Facebook Ads Benchmarks · Platform Facebook / Meta · Data year 2025 · Updated 2026-07-05 · Current as of 2026 (no 2026 edition published yet; latest data shown)
Meta/Facebook Ads industry benchmarks by campaign objective (traffic vs lead). Real WordStream annual report data; not fabricated.