Facebook Ads Benchmarks: Average CPM, CPC, and CPA by Industry

Understanding what "good" looks like is essential for evaluating your Facebook Ads performance. Without benchmarks, you're optimising in the dark. This guide provides up-to-date 2026 benchmarks for CPM, CPC, CTR, CPA, and ROAS across major industry verticals, drawn from aggregated data across managed accounts and industry reports.

A Note on Benchmarks

Before diving into the numbers, a few caveats:

• Benchmarks are averages — the best performers in any industry significantly outperform these figures
• Your specific results depend on your offer quality, creative, targeting, landing page, and tracking setup
• These figures represent UK market data; other regions may vary by 20–40%
• Benchmarks change quarterly as competition and platform features evolve

CPM Benchmarks by Industry (Cost per 1,000 Impressions)

CPM reflects the cost to reach 1,000 people and is primarily driven by competition for your target audience.

• E-commerce (general): £8.50–£14.00
• Fashion and apparel: £9.00–£16.00
• Health and beauty: £10.00–£17.50
• Home and garden: £7.50–£12.00
• Food and beverage: £6.50–£11.00
• Technology and electronics: £11.00–£19.00
• Financial services: £15.00–£28.00
• Education and training: £8.00–£14.50
• Travel and hospitality: £7.00–£13.00
• Real estate: £12.00–£22.00
• Legal services: £14.00–£25.00
• SaaS and software: £13.00–£24.00

CPC Benchmarks by Industry (Cost per Click)

CPC measures what you pay each time someone clicks your ad. It's influenced by your ad relevance, CTR, and competition.

• E-commerce (general): £0.45–£0.95
• Fashion and apparel: £0.40–£0.85
• Health and beauty: £0.55–£1.10
• Home and garden: £0.50–£0.90
• Food and beverage: £0.35–£0.75
• Technology and electronics: £0.65–£1.30
• Financial services: £1.20–£2.80
• Education and training: £0.60–£1.15
• Travel and hospitality: £0.50–£1.00
• Real estate: £0.80–£1.60
• Legal services: £1.00–£2.50
• SaaS and software: £0.90–£2.20

For comparison with search advertising CPCs, see our Google Ads benchmarks by industry.

CTR Benchmarks by Industry (Click-Through Rate)

CTR is the percentage of people who click your ad after seeing it. Higher CTR typically indicates strong ad relevance and compelling creative.

• E-commerce (general): 1.2%–1.8%
• Fashion and apparel: 1.0%–1.6%
• Health and beauty: 1.1%–1.7%
• Home and garden: 0.9%–1.5%
• Food and beverage: 1.3%–2.0%
• Technology and electronics: 0.8%–1.3%
• Financial services: 0.6%–1.1%
• Education and training: 0.9%–1.4%
• Travel and hospitality: 1.1%–1.7%
• Real estate: 0.7%–1.2%
• Legal services: 0.5%–1.0%
• SaaS and software: 0.7%–1.2%

CPA Benchmarks by Industry (Cost per Acquisition)

CPA is the most important metric for direct response campaigns. It reflects the total cost to acquire a customer or lead.

• E-commerce (general): £15–£35
• Fashion and apparel: £12–£28
• Health and beauty: £18–£40
• Home and garden: £20–£45
• Food and beverage: £8–£20
• Technology and electronics: £25–£55
• Financial services: £35–£80
• Education and training: £20–£50
• Travel and hospitality: £15–£40
• Real estate: £30–£75
• Legal services: £40–£90
• SaaS and software: £30–£70 (free trial or demo sign-up)

ROAS Benchmarks for E-Commerce

ROAS (return on ad spend) is the primary profitability metric for e-commerce advertisers. These are blended ROAS figures including prospecting and retargeting:

• Fashion and apparel: 3.5x–6.0x
• Health and beauty: 3.0x–5.5x
• Home and garden: 2.5x–4.5x
• Food and beverage: 4.0x–7.0x
• Technology and electronics: 2.5x–4.0x
• General e-commerce: 3.0x–5.0x

How to Use These Benchmarks

Here's a practical framework for applying benchmarks to your campaigns:

• If your metrics are significantly worse than benchmarks: Diagnose the issue — is it targeting, creative, landing page, or tracking?
• If you're at benchmark levels: Focus on creative testing and audience refinement to push above average
• If you're significantly beating benchmarks: Consider scaling — you've found a formula that works and should invest in growth

Factors That Influence Your Results

Your performance relative to benchmarks depends on:

• Creative quality: The single biggest variable. Strong creative can halve your CPA.
• Offer strength: A compelling offer outperforms mediocre advertising every time
• Tracking accuracy: Under-tracking makes your CPA look worse than it is. Ensure your pixel and CAPI are properly configured.
• Landing page experience: Fast-loading, relevant landing pages dramatically improve conversion rates
• Audience quality: Lookalike audiences built from purchasers will outperform broad interest targeting
• Seasonality: CPMs spike during Q4 (Black Friday, Christmas) and can be 40–60% higher than Q1

If your benchmarks don't look right, it might be worth getting a professional review. Our Meta Ads management team can audit your account and identify where you're leaving performance on the table. Book a free account audit via Calendly to get started.

Frequently Asked Questions