Facebook Ads Report
For most businesses, the following ranges represent “healthy” performance. If your costs are within these brackets, your campaigns are likely performing at or above average.
Cost by Campaign Objective
| Metric | Average / Median | Good / Top 25% |
| CPC (Cost Per Click) | $0.82 – $0.94 | Under $0.40 |
| CPM (Cost Per 1,000 Impressions) | $12.07 – $14.00 | Under $8.00 |
| CPL (Cost Per Lead) | $19.68 | Under $8.68 |
| CTR (Click-Through Rate) | 0.90% – 1.72% | 2.50%+ |
| ROAS (Return on Ad Spend) | 2.19x | 4.50x+ |
Cost by Campaign Objective
The cost of your “result” depends heavily on what you’ve asked the Meta algorithm to find.
- Messaging Conversations: Average costs typically range between $2.00 and $7.00 per conversation started, though this can spike to $15.00+ in high-ticket industries like Real Estate or Finance.
- Traffic: Generally the cheapest, with CPCs often under $0.70.
- Conversions (Sales): These are the most expensive but offer the highest intent, often ranging from $5.00 to $30.00 per action.
Key Factors Influencing Your 2026 Costs
- Advantage+ Campaigns: Utilizing Meta’s AI-driven “Advantage+” tools is now essential. Accounts using manual targeting without these features often see 20% higher costs.
- Creative Fatigue: In 2026, the algorithm rewards “scroll-stopping” content. If your CTR is below 1%, it’s a signal that your creative needs a refresh.
- Industry Competition: Finance, Legal, and Healthcare continue to have the highest costs due to high customer lifetime value, while Apparel and Retail enjoy the lowest costs.
Pro Tip: To lower your costs, focus on your Ad Quality Ranking. If your engagement rate is higher than your competitors, Facebook will reward you with a lower CPM to keep users happy on their platform.
