WordStream’s 2026 benchmarks put the median Facebook traffic click at $0.60 and the median lead at $27.39 across US campaigns. This guide covers Facebook ad statistics on cost by industry, ecommerce returns, creative win rates, and Meta’s ad revenue through Q2 2026, using data published by Meta, WordStream, Triple Whale, Motion, and eMarketer.
Facebook Ad Statistics
How Much Do Facebook Ads Cost in 2026?
A Facebook traffic click cost $0.60 in WordStream’s 2026 benchmarks, down 14.29% from $0.70. Lead campaigns paid $1.80 per click and $27.39 per lead.
| Metric | Traffic campaigns | Lead campaigns |
|---|---|---|
| Click-through rate | 1.93% (+12.87%) | 2.70% (+4.25%) |
| Cost per click | 0.60(-14.29%) | 1.80 (−6.25%) |
| Conversion rate | – | 8.54% |
| Cost per lead | – | $27.39 (−0.98%) |
The report states the change in lead conversion rate two ways, as an almost 11% increase and as a 0.98% decrease. The table leaves that change blank.
Google Ads CPC is more than double the average Meta CPC, WordStream reports. Click prices on other networks appear in these pay-per-click cost benchmarks.
Impressions got pricier for online stores. Triple Whale’s median Meta CPM reached $15.06 for August 2025 to July 2026, up 13.24% from $13.30.
Facebook Ad Statistics by Industry: Traffic CPC From $0.34 to $0.86
Arts & Entertainment (0.34),Travel(0.42), and Restaurants & Food (0.45)paidtheleastpertrafficclick.Finance&Insurance(0.86), Automotive — Repair, Service & Parts (0.74),andApparel/Fashion&Jewelry(0.71) paid the most.
Beauty & Personal Care posted the top traffic CTR at 2.73%. Finance & Insurance had the lowest at 1.46%.
Which industries saw traffic click costs rise?
Two industries paid more per click than a year earlier: Shopping, Collectibles & Gifts (+73.53%) and Sports & Recreation (+43.90%).
Shopping, Collectibles & Gifts also had the steepest CTR drop, down 54.48%. Physicians & Surgeons posted the largest CTR gain, up 128.92%.
Real Estate recorded the biggest CPC decline at 39.56%, followed by Restaurants & Food at 37.50%.
Which Industries Get the Cheapest Facebook Leads?
| Industry | CTR | CPC | Conversion rate | Cost per lead |
|---|---|---|---|---|
| Career & Employment | 3.52% | 0.73 | 5.38% | 12.30 |
| Real Estate | 4.17% | 1.27 | 9.95% | 13.74 |
| Arts & Entertainment | 3.34% | 0.88 | 15.31% | 14.59 |
| Sports & Recreation | 3.16% | 1.08 | 6.75% | 15.49 |
| Education & Instruction | 1.74% | 1.72 | 15.87% | 26.31 |
| Health & Fitness | 3.09% | 1.84 | 7.98% | 27.11 |
| Physicians & Surgeons | 4.18% | 1.68 | 6.41% | 32.14 |
| Automotive — For Sale | 2.29% | 2.01 | 4.15% | 35.52 |
| Industrial & Commercial | 2.57% | 1.55 | 4.50% | 35.87 |
| Personal Services | 2.24% | 1.62 | 6.61% | 38.09 |
| Furniture | 3.78% | 2.18 | 5.66% | 39.25 |
| Home & Home Improvement | 2.14% | 2.18 | 5.32% | 42.95 |
| Beauty & Personal Care | 1.35% | 2.97 | 5.63% | 50.91 |
| Dentists & Dental Services | 1.62% | 5.70 | 6.07% | 61.56 |
Career & Employment had the lowest cost per lead at $12.30. Dentists & Dental Services had the highest at $61.56, alongside a $5.70 lead CPC.
Education & Instruction posted the top conversion rate, 15.87%, despite a 1.74% CTR.
Health & Fitness cut its cost per lead by 48.83% year over year. Personal Services went the other way, with CPL up 24.60%.
$38.99 per Customer: Ecommerce Facebook Ad Statistics
Triple Whale’s panel of more than 40,000 brands recorded a median Meta CPA of $38.99 for August 2025 to July 2026, up 3.14%. Median ROAS moved from 1.86 to 1.88.
| Metric | Aug 2025 to Jul 2026 | Aug 2024 to Jul 2025 | YoY change |
|---|---|---|---|
| CPA | 38.99 | 37.80 | +3.14% |
| CPM | 15.06 | 13.30 | +13.24% |
| Conversion rate | 1.53% | 1.60% | −4.73% |
| ROAS | 1.88 | 1.86 | +0.57% |
| Average order value | 73.36 | 70.88 | +3.50% |
| CTR | 2.39% | 2.06% | +15.97% |
| MER | 0.48 | 0.49 | −0.65% |
66.88%
Share of total ad budget Triple Whale brands invested on Meta
Triple Whale brands put 66.88% of their total ad budget on Meta during the period. The benchmarks combine Facebook and Instagram placements, and Instagram’s user growth follows its own trend line.
CTR rose in every vertical, conversion rate did not
CTR improved year over year in all 17 verticals, with gains between 3.89% and 29.38%. Conversion rate fell in 11 of them, and CPA rose in 14.
Electronics shows the split: CTR up 21.52%, conversion rate down 15.69%. Business Supplies & Equipment had the lowest CTR, 1.88%, with a 1.70% conversion rate.
CPA and ROAS by ecommerce vertical
Sports & Outdoors led on ROAS at 2.35, and Media & Publishing trailed at 1.13. E-learning & Online Courses had the lowest CPA, $26.80, with a 1.19 ROAS after its average order value fell 7.85% to $34.33.
| Vertical | Median CPA | Median ROAS |
|---|---|---|
| Sports & Outdoors | $44.53 | 2.35 |
| Business Supplies & Equipment | $37.98 | 2.34 |
| Travel Accessories & Luggage | $50.95 | 2.28 |
| Home & Garden | $47.93 | 2.25 |
| Baby | $29.61 | 2.25 |
| Apparel & Accessories | $36.98 | 2.24 |
| Lifestyle & Boutique | $31.16 | 2.04 |
| Toys, Art, & Collectibles | $34.85 | 1.95 |
| Electronics | $51.86 | 1.94 |
| Books & Music | $30.69 | 1.65 |
| Medical Devices & Equipment | $51.86 | 1.63 |
| Food & Beverage | $38.57 | 1.61 |
| Pets & Animals | $38.51 | 1.60 |
| Beauty | $39.31 | 1.54 |
| Health & Wellness | $40.53 | 1.44 |
| E-learning & Online Courses | $26.80 | 1.19 |
| Media & Publishing | $36.60 | 1.13 |
What Kind of Facebook Ad Creative Wins Most Often?
About 5% of creatives became winners in Motion’s 2026 Creative Benchmarks, which tracked $1.29 billion in Meta spend across 578,750 creatives and 6,015 advertiser accounts. Motion counts a winner as a creative that spends at least 10 times its account’s median and at least $500.
Text-only ads posted the top hit rate at 11.60%. High-production assets reached 6.87%, and carousels 4.45%.
The lifestyle-product image rate of 7.59% rests on 24 winners in Motion’s table, a far smaller base than UGC’s 11,374.
The window ran from September 1, 2025 to January 1, 2026, covering Black Friday and Cyber Monday. Motion says the gap between text-forward and high-production assets may narrow outside the promotional season.
Testing volume and hit rate by spend tier
| Monthly Meta spend tier | Creatives tested per week | Average hit rate |
|---|---|---|
| Micro (<$10K) | 2.8 | 4.0% |
| Small (10K–50K) | 4.1 | 6.4% |
| Medium (50K–200K) | 6.6 | 8.1% |
| Large (200K–1M) | 11.2 | 8.6% |
| Enterprise ($1M+) | 18.8 | 8.8% |
Winning creatives took 55% of total spend in the dataset, a share that runs from 23% at Micro accounts to 64% at Enterprise accounts.
A separate page of the same Motion report gives tier hit rates of about 3.8% to 8.2%, measured as winner share of creatives.
Meta Ad Revenue Reached $59.36 Billion in Q2 2026
Advertising supplied $59.36 billion of Meta’s $60.80 billion in Q2 2026 revenue, up 27% from $46.56 billion a year earlier. The full company picture sits in this Meta revenue and user breakdown.
| Metric | Q1 2026 | Q2 2026 |
|---|---|---|
| Total revenue | 56.31B(+33%) | 60.80B (+28%) |
| Advertising revenue | 55.02B(+33%) | 59.36B (+27%) |
| Ad impressions, YoY | +19% | +14% |
| Average price per ad, YoY | +12% | +12% |
| Family daily active people | 3.56B (March 2026) | 3.60B (June 2026) |
| Next-quarter revenue guidance | 58B–61B | 61B–64B |
Ad impression growth slowed from 19% to 14% between the two quarters. Average price per ad rose 12% in both.
Q2 revenue landed inside the $58 billion to $61 billion range Meta guided in April. Daily active people across Facebook and Meta’s other apps averaged 3.60 billion in June 2026.
What Meta said about AI and ad performance
CFO Susan Li said on the July 29, 2026 call that ranking changes drove an 8.3% increase in ad clicks and a 15.7% uplift in conversions on Facebook. These are Meta-reported figures, not independent benchmarks.
Li also put the annual revenue run rate of Meta’s Advantage+ end-to-end ad products above $75 billion.
Will Meta Out-Earn Google in 2026?
eMarketer forecasts Meta at $243.46 billion in net worldwide ad revenue for 2026, ahead of Google at $239.54 billion. Google led in 2025 with $214.06 billion to Meta’s $196.17 billion.
| Company | 2025 net ad revenue | 2026 forecast |
|---|---|---|
| Meta | 196.17B | 243.46B |
| 214.06B | 239.54B | |
| Amazon | 68.64B | 82.07B |
eMarketer expects Meta’s growth rate to rise from 22.1% in 2025 to 24.1% in 2026, for a 26.8% share of worldwide digital ad spending.
Amazon ranks third in the forecast, with reported figures in this Amazon advertising data. eMarketer says Meta, Google, and Amazon together will take 62.3% of worldwide digital ad spending in 2026.
These are eMarketer estimates of net ad revenue, a different measure from the revenue Meta reports in its filings.
FAQs
How much do Facebook ads cost per click in 2026?
$0.60 for traffic campaigns and $1.80 for lead campaigns, per WordStream’s 2026 benchmarks of US campaigns. Both are medians, down 14.29% and 6.25% year over year.
What is a good ROAS for Facebook ads?
Triple Whale’s median ecommerce ROAS on Meta was 1.88 for August 2025 to July 2026. By vertical, it ranged from 1.13 in Media & Publishing to 2.35 in Sports & Outdoors.
What is the average cost per lead on Facebook?
$27.39 across industries in WordStream’s 2026 benchmarks. Career & Employment had the lowest CPL at $12.30, and Dentists & Dental Services the highest at $61.56.
How much does Meta make from advertising?
$59.36 billion in Q2 2026, up 27% year over year, according to Meta’s July 29, 2026 results. Total Q2 revenue was $60.80 billion.
Are Facebook ads still worth it, as many Reddit threads ask?
Benchmarks give a firmer answer than anecdotes. WordStream’s 2026 traffic CPC fell 14.29% to $0.60, while Triple Whale’s ecommerce CPA rose 3.14% to $38.99 for August 2025 to July 2026.
Citations
https://www.wordstream.com/blog/facebook-ads-benchmarks-2026
https://triplewhale.com/blog/facebook-ads-benchmarks
https://motionapp.com/library/research/creative-benchmarks-2026/
