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Benchmarks / By industry

Facebook & Instagram Ads Benchmarks by Industry

Average Meta advertising cost per click and click-through rate across industries. These figures combine Facebook and Instagram placements, since most Meta campaigns run across both via automatic placements. (Meta does not publish reliable CPM broken down by industry — for CPM see the by-country table below and the CPM calculator.) Use these to see whether your paid social is priced in line with your vertical.

Meta (Facebook & Instagram)
Animals & Pets$0.781.64%
Apparel, Fashion & Jewelry$0.861.29%
Arts & Entertainment$0.492.1%
Attorneys & Legal Services$0.861.76%
Automotive — For Sale$0.791.48%
Automotive — Repair, Service & Parts$0.810.8%
Beauty & Personal Care$0.741.81%
Business Services$0.751.38%
Education & Instruction$0.861.45%
Finance & Insurance$1.220.98%
Furniture$0.851.39%
Health & Fitness$0.801.63%
Home & Home Improvement$0.991.28%
Industrial & Commercial$0.861.36%
Personal Services$1.001.7%
Physicians & Surgeons$0.820.83%
Real Estate$0.911.68%
Restaurants & Food$0.721.67%
Shopping, Collectibles & Gifts$0.344.13%
Sports & Recreation$0.412.6%
Travel$0.512.76%

No CPM column? Unlike click and conversion metrics, Meta CPM isn't published reliably at the industry level — the figures that circulate come from aggregators that disagree widely, so we don't show a CPM here rather than publish numbers we can't stand behind. For CPM, see the CPM by country table below or the CPM calculator.

Figures are averages, not guarantees — verify against your own account data. Last updated 2025. Source: WordStream / LocaliQ — Facebook Advertising Benchmarks.

How to use these benchmarks

Benchmarks are a reference point, not a target. Compare your own Meta (Facebook & Instagram) metrics against the industry closest to your business to see where you're ahead or behind — then focus on the gaps. A figure that's far from the benchmark is a prompt to investigate, not proof that something is wrong: your audience, offer, creative and season all move these numbers.

Why these numbers vary

Advertising costs and rates shift with competition, seasonality (many verticals see costs climb in Q4), audience targeting, ad quality and the objective you optimize for. Treat any single benchmark as the middle of a wide range rather than a fixed number, and re-check your own account data regularly.

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