Category: Ad Campaign Benchmarks

Want to know where your Facebook ads really stand and what to fix first? Here are the 2025 numbers and the fast plays that turn them into better results.

Heres What You Need to Know

Benchmarks tell you if your results are strong for the market you are in, not just your account history. Use them to choose the right lever, then test with intent.

• Traffic objective averages: CTR 1.71 percent and CPC 0.70. CTR is up year over year and CPC is down.
• Leads objective averages: CTR 2.59 percent, CPC 1.92, CVR 7.72 percent, CPL 27.66. CVR is down and CPL is up.
• Industry spread is real. For traffic, Shopping Collectibles and Gifts hits 4.13 percent CTR and 0.34 CPC, while Finance and Insurance sits at 0.98 percent CTR and 1.22 CPC.

Bottom line: anchor to the metric that matches your objective, then act on the biggest gap to benchmark.

Why This Actually Matters

Heres the thing. Consumer intent and auction pressure shift by objective and industry. Traffic remains efficient, so clicks are there if your creative earns them. Lead gen is pricier, so your form and offer need to carry more weight.

Think about it this way. If your numbers lag the market, you are likely paying a premium for the same attention. If you are beating benchmarks, double down on the drivers and protect that edge.

How to Make This Work for You

1. Match goals to the right metric

• Traffic campaigns: judge by CTR and CPC. If CTR is below 1.71 percent, fix creative first. If CTR is healthy but CPC is above 0.70, widen reach or refresh the hook.
• Lead campaigns: judge by CVR and CPL. If CVR is below 7.72 percent, reduce friction and strengthen the offer. If CVR is fine but CPL is above 27.66, audit audience and follow up speed.

2. Run a fast creative test for Traffic

1. Launch two to three concepts that change the scroll stopper in the first three seconds. Use motion when possible and show the product or outcome clearly.
2. Test one headline shift that states value plus proof, for example price, rating, or time saved.
3. Let each variant reach at least 5 to 10 thousand impressions or three to five days, then keep the winner and rotate in a new challenger.

Expected outcome: higher CTR and lower CPC, which expands reach at the same budget.

3. Remove friction in Lead ads

• Trim form fields to the essentials. Each extra field usually costs CVR.
• Use a two step flow and prefill where possible. Add a short privacy line to increase trust.
• Ask one qualifier that improves sales readiness, not five. You can filter in follow up.
• Respond fast. Calls or messages within five minutes tend to lift close rates and make a higher CPC worth it.

Expected outcome: CVR moves up toward 7.72 percent or better and CPL moves down toward 27.66.

4. Aim audiences by stage

• Cold education: broad or lookalike for Traffic to build cheap site visits and video viewers.
• Warm intent: retarget site visitors, video viewers, and engaged users for Leads.
• Keep frequency in check. If CTR falls and frequency climbs, refresh creative or widen reach.

5. Use a simple spend rule

Fund the bottleneck. If your Traffic CTR is below 1.71 percent, shift budget to creative testing. If your Lead CVR is below 7.72 percent, hold spend constant and fix the form and offer before adding budget. If you beat benchmarks, scale in small steps and recheck weekly.

6. Close the loop from click to revenue

• Tag traffic with clear UTM naming so you can see which creative and audience create pipeline, not just leads.
• Deduplicate and validate leads to protect CPL and sales trust. Block obvious spam patterns.

What to Watch For

• Traffic objective targets: CTR near 1.71 percent and CPC near 0.70. If you are in impulse friendly niches like Shopping 4.13 percent CTR is common. Service niches like Finance 0.98 percent CTR will run lower. Set goals by your category.
• Leads objective targets: CTR 2.59 percent, CVR 7.72 percent, CPC 1.92, CPL 27.66. Restaurants often see 18.25 percent CVR and 3.16 CPL, while Dentists can see 6.38 percent CVR and 76.71 CPL. Judge yourself against the right peer set.
• Pair metrics. High CTR and high CPL means your hook works but the form or offer does not. Low CTR and low CPC usually means cheap reach without interest. Decide accordingly.
• Quality checks. Track valid rate, match to CRM, and speed to lead. A cheaper CPL that never closes is not a win.

Your Next Move

This week, pull your last 30 days by objective. Compare to the four anchors above. Pick the single biggest gap and run one test for seven days. Example: Traffic CTR at 1.1 percent versus 1.71. Launch two new images that show the product in use and a new headline with a clear value claim. Keep the winner, retire the rest, and repeat.

Want to Go Deeper?

If you want a quicker read on where to focus, AdBuddy can benchmark your account against your industry, flag the largest gaps, and hand you a short list of weekly plays to run. Use it to keep the loop tight measure, decide, test, and iterate.

Ever look at your results and think, is this good or just average? Here is a faster way to answer that and take the right next step.

Here’s What You Need to Know

Benchmarks give your results market context. They show if your CTR, CPC, CVR, CPM, ROAS, and frequency are healthy for your category and goal.

Once you know where you sit, you can choose the single lever that will likely move results the most and test it first. That is how you stop tinkering and start compounding gains.

Why This Actually Matters

Costs and competition keep shifting, but the math stays simple. If your CPC is near 0.70 and your conversion rate is around 9 percent, you are in a good zone for efficiency. If CPM climbs toward 12 and CTR dips below 1 percent, your reach is getting pricey and your creative is not pulling its weight.

Market context is the why behind your priorities. It turns random changes into model guided decisions you can repeat quarter after quarter.

How to Make This Work for You

1. Get your baseline in one view. Pull the last 30 days by objective and include CTR, CPC, CVR, CPM, ROAS, frequency, engagement, and video view rate. Keep the key reference points handy:
   • CTR good range 0.90 to 1.60 percent. Video traffic ads average 1.57 percent. Food and beverage median 0.96 percent.
   • CPC traffic campaigns average 0.70 dollars. Overall average across industries 1.72 dollars. June 2025 on Meta 0.68 dollars.
   • CVR average 8.95 percent. Historical Meta average 9.21 percent. Fitness around 14.29 percent.
   • CPM June 2025 average 8.17 dollars. Earlier median 5.61 dollars. Can reach 12.74 dollars in some cases.
   • ROAS median in April 2025 2.19x. 2024 average 2.98x. Retargeting often around 3.61x.
   • Frequency B2B 2.51 and B2C 2.43. Crossing 3 to 4 risks fatigue.
   • Video view rate reasonable at 15 percent. Average view through 29 percent. Videos under 15 seconds show 53.7 percent completion vs 29.4 percent for longer.
2. Choose one lever with a simple decision rule.
   • Low CTR below 0.9 percent or low view rate under 15 percent. Fix creative first. New first frame, clearer benefit, tighter hook, stronger social proof.
   • CTR is fine and CPC is fine, but CVR is under 8 percent. Fix the funnel. Speed up the page, cut form fields, clarify the offer and CTA, reduce friction.
   • CTR is fine but CPM is above 10 dollars and rising. Fix reach quality. Check audience size and overlap, placements, and format mix. Consider fresher creative to protect relevance.
   • CVR is healthy near 9 to 15 percent, but ROAS sits under 2x. Fix value. Test pricing, bundles, guarantees, or push more spend to higher intent audiences and retargeting.
3. Design one clean test per lever.
   • Creative test. Change only the opening visual or headline. Keep audience and budget steady for a clean read.
   • Audience test. Duplicate your best ad and try broad with exclusions, a new lookalike, or one high intent interest group.
   • Funnel test. Ship one improvement at a time. Page load, hero copy, proof, form length, checkout clarity.
   • Budget test. Reallocate from the bottom 20 percent of ad sets to the top performer. Avoid big jumps. Watch frequency as you scale.
4. Measure with the right yardstick.
   • Creative tests live or die by CTR and video view rate.
   • Audience tests show up in CPC and CPM first, then CVR.
   • Funnel tests are judged by CVR and eventual ROAS.
   • Scaling tests show in ROAS and frequency within a few days.
5. Lock the win and iterate. When a variant beats your benchmark by a clear margin, make it the new control. Then pick the next lever. That is your improvement loop.

What to Watch For

CTR

Target 0.90 to 1.60 percent as a healthy zone. If you are under 1 percent, your message or visual is likely off for the audience. Video traffic ads average 1.57 percent which is a useful anchor.

CPC

Traffic campaigns average 0.70 dollars and the broader average is 1.72 dollars. If you are paying well above that, tighten relevance and audience fit before adding budget.

Conversion rate

The cross industry average is 8.95 percent and historical Meta sits near 9.21 percent. Some categories like fitness can clear 14 percent. If you are below 8 percent with solid CTR, fix the landing experience and offer clarity.

CPM

June 2025 averaged 8.17 dollars on Meta with a prior median near 5.61 dollars. If you drift toward 12 dollars while CTR slides, refresh creative and revisit audience shape.

ROAS

Medians around 2.19x to 2.98x are common. Retargeting can reach about 3.61x. If you are below 2x for prospecting, move spend to the top performers and test a stronger value prop.

Frequency

B2B 2.51 and B2C 2.43 are typical. Pushing past 3 to 4 quickly invites fatigue. Rotate creative or expand reach before that happens.

Engagement

Averages vary by method. You will see around 1.3 percent from some sources and a median near 0.063 percent from others. Use a consistent formula inside your account and watch direction, not just the number.

Video view rate

Reasonable at 15 percent with an average view through near 29 percent. Short videos under 15 seconds tend to finish at 53.7 percent which is great for recall and remarketing pools.

Your Next Move

Create a one page Benchmarks to Actions sheet for your account. Circle the single metric farthest from the reference range, pick the matching lever above, and ship one clean test this week.

Want to Go Deeper?

If you want a faster path to context and priorities, AdBuddy can surface live market benchmarks for your category, flag the lever most likely to move your goal, and hand you a ready to use playbook for the next test. Use it to keep the loop simple. Measure, pick the lever, test, then repeat.

What if the fastest way to lower CPA is not a new audience or bid, but picking a better campaign type for the job you need done?

Here’s What You Need to Know

Campaign type choice sets the rules of the game. It decides where you show, how you bid, and what signals the system learns from.

Get that choice right and your ads ride built in intent and distribution. Get it wrong and you fight uphill. The good news is you can make this a repeatable decision, not a guess.

Why This Actually Matters

Market context should guide your picks. Search captures existing demand. Meta creates and shapes demand. Video educates and builds preference. Shopping and catalog formats turn browsers into buyers by collapsing steps.

Here is a useful anchor. Google Display Network reaches over 90 percent of internet users, so it is great for scale. Search wins when people already look for you. Meta wins when you need to spark interest and get creative to do the heavy lifting.

How to Make This Work for You

1. Pick the goal, then the type

• Brand building. Meta Awareness, Google Video, Google Display. Use to reach new people at efficient cost per thousand impressions.
• Demand capture. Google Search for high intent queries. Meta Sales for bottom of funnel buyers.
• Ecommerce growth. Google Shopping, Performance Max, Meta Advantage+ Shopping and Catalog. Clean feeds and strong product images matter.
• Lead generation. Meta Leads with native forms, Google Search with lead forms, Traffic to fast landing pages.
• App growth. Google App, Meta App Promotion or Advantage+ App for installs and key in app actions.
• Mid funnel education. Google Demand Gen, YouTube Video, Meta Engagement or Traffic to high value content.

2. Use a simple priority model

Score each candidate campaign type on five factors from low to high. The highest total becomes your starting bet.

• Intent match. Does the format meet people at the right stage
• Audience addressability. Can you reach enough of the right people
• Creative readiness. Do you have assets built for this format
• Data strength. Do you have clean conversion tracking and product data if relevant
• Cost to learn. Can you afford a clean test window

Picture this. If you sell a known product with active search volume, Search plus Shopping likely wins. Launching a new category with low search interest Use Meta Awareness, Video, and Demand Gen to build intent before you push hard on Sales.

3. Set benchmark informed targets

• Define one primary KPI by goal. CPA or ROAS for sales, cost per qualified lead for leads, cost per view or cost per thousand for awareness.
• Pull category benchmarks and competitor signals for context. Your target should be realistic for your price point and payback window.
• Write the acceptance rule in plain English. Example. Keep the type if CPA is on track toward target and new customer rate does not fall.

4. Run a clean test

1. Limit variables. One goal, one audience strategy, the fewest placements needed.
2. Budget split. Keep your current winner as control and put a clear minority budget on the challenger, or run sequential tests if volume is tight.
3. Creative fit. Use assets made for the format. Video for Video, feed images for Shopping and Catalog, strong headlines for Search.
4. Time box. Give each test a fair read period so the system can learn and stabilize.

5. Read results with market context

• Do not judge awareness by last click. Look for assisted conversions, branded search lift, and engagement quality.
• For mixed channels, check blended efficiency. If total MER improves, the new type likely adds value even if its standalone CPA looks higher.
• Check incrementality. Pause the new type briefly or hold out a region to confirm it truly adds sales.

6. Scale with a playbook

• When a type wins, add budget in steady steps, keep creative fresh, and expand placements that match the win.
• If a type stalls, swap the creative or audience first before you abandon the format.
• Re score your priority model each month. Markets move, seasons shift, and so should your mix.

What to Watch For

• CPA and ROAS by campaign type. Use these as your keep or tweak signal, not as the only truth.
• Conversion rate and click quality. Rising CTR with flat conversion rate usually means misaligned promise and landing page.
• New customer rate. Great for judging Meta Sales, Shopping, and Performance Max quality.
• Reach and frequency in awareness. Healthy reach with comfortable frequency suggests you are not over hitting the same people.
• Share of search. If branded search rises while awareness spend runs, your message likely landed.
• Feed health for Shopping and Catalog. Titles, images, price accuracy, and availability drive delivery and clicks.

Your Next Move

Pick one core goal for the next month and run a head to head between two campaign types built for that goal. Write your acceptance rule, set the budget split, and hit go.

Want to Go Deeper?

If you want a faster starting point, AdBuddy can pull market benchmarks, score your candidate campaign types with a simple model, and hand you playbooks for setup, creative checks, and readouts. Use it to choose with confidence, then learn from the results.