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February 2025 - February 2026
Detailed observation of presented data
The global Construction category tracked close to the market on Facebook Ads click-through-rate (CTR) through 2025, with a late-summer lift that briefly outperformed the benchmark and a stable finish into Q4. The standout feature wasn’t the level, but the movement: Construction CTR was far more volatile than the all‑industry global line—culminating in a sharp January 2026 drop that diverged from the market’s typical early‑year pattern.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
This analysis explores ad performance trends for Construction across all countries compared to the global benchmark.
Construction CTR opened 2025 at 1.64% and closed December at 1.97%, a 21% rise across the year. The 2025 average landed at 1.80%, with a high at 2.18% in August and a low at 1.55% in February. Month to month, momentum shifted noticeably: declines in February (−6%) and April (−12%) were followed by recoveries in March (+16%) and May (+10%). July into August delivered the strongest lift (+26%), before a normalization in September (−14%). Q4 settled into a narrow band between 1.90% and 1.97%.
Volatility was the defining characteristic. The average absolute monthly move for Construction was 0.23 points, roughly quadruple the global benchmark’s 0.06 points. Even within a solid Q4, Construction’s path featured more abrupt rises and pauses than the broader market.
Two bookends underscore the swing. August marked the category’s high-water mark at 2.18%—clear strength versus the market—while January 2026 fell to 1.00%, the period low. That January drop pulled the 13‑month average to 1.74%.
Seasonally, Construction followed a familiar arc with its own accent. CTR softened through late winter (February trough), oscillated in spring, and rallied in Q3—peaking in August before easing in September. Q4 was steady and comparatively tight, with October to December averaging 1.95%. The new calendar year brought an atypically deep reset: January 2026 slid by 49% from December, contrasting with the market’s elevated start.
Quarterly pacing reflects this rhythm:
Relative to the global benchmark, Construction was modestly below market in 2025: 1.80% vs. 1.84% (−2%). The gap shifted month to month—narrow in May (≈0.1% below) and September (≈0.5% below), and positive in three moments: March (+3%), August (+15%), and November (+2%). Against a global trend that climbed from 1.69% in January to 2.10% in December (+25%), Construction’s rise was similar but choppier (+21%). Volatility was the main differentiator: 0.23 points average monthly swing in Construction versus 0.06 points globally.
The divergence sharpened in January 2026. While the global benchmark held elevated levels at 2.08%, Construction fell to 1.00%, placing it 52% below market—the widest gap in the period and a reversal from its near‑parity late in 2025.
In sum, Facebook Ads CTR performance for the Construction industry across all countries stayed close to the global benchmark through 2025, with a pronounced August surge and a steady Q4, but far higher month‑to‑month variability and an unusual January reset. Understanding Facebook Ads click-through-rate benchmarks for the Construction industry globally helps marketers evaluate industry ad performance and compare CTR trends to the broader market.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Construction industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. Why we use median instead of average We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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