Facebook Ads Benchmarks 2026
CPC, CPM, CTR, and ROAS benchmarks across 12 industries. Based on analysis of $48M+ in tracked Meta ad spend from Q4 2025 through Q1 2026.
Avg CPC
Avg CPM
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Avg ROAS
Benchmarks by Industry
| Industry | CPC | CPM | CTR | ROAS |
|---|---|---|---|---|
| E-commerce / Retail | $0.97 | $11.20 | 1.59% | 3.42x |
| SaaS / Technology | $2.14 | $18.70 | 0.94% | 2.18x |
| Finance & Insurance | $3.89 | $28.40 | 0.73% | 4.12x |
| Healthcare | $1.84 | $14.30 | 0.91% | 2.76x |
| Education | $1.12 | $6.80 | 1.42% | 2.94x |
| Real Estate | $1.67 | $13.50 | 1.08% | 3.67x |
| Legal Services | $3.42 | $24.10 | 0.82% | 5.21x |
| Home Services | $1.53 | $10.90 | 1.31% | 4.38x |
| Fitness & Wellness | $1.28 | $9.40 | 1.52% | 2.89x |
| Travel & Hospitality | $0.83 | $8.20 | 1.78% | 3.91x |
| Automotive | $2.31 | $16.40 | 0.96% | 3.14x |
| Apparel & Fashion | $0.63 | $7.90 | 1.87% | 3.68x |
Data based on analysis of $48M+ in Meta Ads spend across 340+ accounts, Q4 2025 - Q1 2026.
Year-over-Year Trends
| Metric | 2024 | 2025 | 2026 | YoY |
|---|---|---|---|---|
| Average CPC | $1.41 | $1.58 | $1.72 | +9% |
| Average CPM | $10.10 | $11.30 | $12.47 | +10% |
| Average CTR | 1.62% | 1.54% | 1.49% | -3% |
| Average ROAS | 3.14x | 2.98x | 2.87x | -4% |
Key Findings
CPMs continue rising
Average CPMs increased 10% year-over-year, driven by increased competition from AI-native brands and expanded Advantage+ adoption. Finance and insurance saw the largest increases at +16%.
CTR decline is slowing
After years of declining click-through rates, the pace of decline slowed to just 3% in 2026. AI-generated creative and dynamic creative optimization are helping advertisers combat ad fatigue.
Advantage+ Shopping reshapes e-commerce
E-commerce brands using Advantage+ Shopping campaigns saw 23% higher ROAS on average compared to manual campaign structures. Adoption of Advantage+ reached 67% among e-commerce advertisers.
Video outperforms static by 2.1x
Short-form video ads (under 15 seconds) delivered 2.1x the ROAS of static image ads across all industries. Reels placement specifically drove 34% lower CPMs than feed placements.
Frequently Asked Questions
What is the average CPC for Facebook Ads in 2026?
The average CPC across all industries on Facebook in 2026 is $1.72. However, this varies significantly by industry — finance and insurance averages $3.89 while apparel averages $0.63.
What is a good CTR for Facebook Ads?
The average Facebook Ads CTR in 2026 is 1.49%. A good CTR is above your industry average. E-commerce typically sees 1.2-1.8%, while B2B services average 0.78-1.1%.
How much does Facebook advertising cost per 1000 impressions?
The average Facebook CPM in 2026 is $12.47. CPMs range from $6.80 in education to $28.40 in finance. CPMs tend to spike during Q4 due to holiday advertising competition.
What is a good ROAS for Facebook Ads?
A healthy ROAS for Facebook Ads varies by industry. E-commerce brands typically target 3-5x ROAS, while B2B companies with higher LTV may be profitable at 2-3x. The cross-industry average is 2.87x.
Are Facebook Ads still worth it in 2026?
Yes. Despite rising CPMs, Facebook (Meta) Ads remain one of the highest-ROI paid channels. Advantage+ campaigns and AI-driven creative optimization have improved performance for most advertisers in 2026.
How does your Meta Ads performance compare?
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