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October 2025 - September 2026
Benchmark observations based on the selected data
Healthcare click-through-rate (CTR) behavior over the past 13 months tells a story of steady baseline alignment through late 2025, a modest winter lift, a spring softening and then a dramatic summer spike. 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 Healthcare in All countries available compared to the global benchmark.
Healthcare CTR began at 1.81% in July 2025 and closed the period at 3.03% in July 2026 — a cumulative rise of roughly +67% from start to finish. Across the period the Healthcare median CTR averaged about 2.07%, with a low of 1.803% (November 2025) and a peak of 3.026% (July 2026). By contrast, the global baseline averaged roughly 2.04% over the same months, with a low near 1.87% and a July 2026 peak at 2.337%.
Monthly movements were mixed but notable: modest month-to-month swings through late 2025, a clear lift into December 2025 and January 2026 (2.297% and 2.302%), a subdued spring (Feb–Jun 2026 averaging ~2.01%), and then a pronounced spike in July 2026 (+1.19 percentage points month-over-month). The median monthly absolute change for Healthcare was about 0.20 percentage points, reflecting sharper swings than the global baseline.
Seasonally, Healthcare showed a winter uptick (Dec–Jan) — December 2025 rose to 2.297% and held into January 2026 at 2.302% — followed by a gradual pullback across late winter and spring. February through June 2026 hovered below the period average (February 2.10%, May 1.96%, June 1.83%), suggesting a softer spring cadence. Then July 2026 produced a large rebound to 3.03%, the clearest outlier of the series and the month with the largest single-month move (+1.19 points).
The rhythm reads as a modest Q4 lift, a Q1 sustain, a spring trough, and an outsized summer surge — a pattern that creates a choppier overall arc than the smoother global baseline.
Relative to the global benchmark, Healthcare CTR was roughly in line on average — about 2.07% vs the global 2.04% (≈ +1.5% relative). But the relationship fluctuated: Healthcare trailed the global benchmark early in the series (July–November 2025 by 3–8%), moved above the baseline in December and January (+11% and +9%), then oscillated through spring, and finally outpaced global CTRs by nearly +30% in July 2026. Volatility underscores the divergence: Healthcare’s average monthly absolute change (~0.20 points) was about 2.5x the global benchmark’s (~0.08 points), making Healthcare notably more volatile month-to-month.
Understanding Facebook Ads click-through-rate benchmarks for Healthcare across All countries available surfaces a nuanced tempo: small gains and drops through autumn, a winter lift, spring softness, and a dramatic July rebound that separates Healthcare CTR performance from the global baseline. This CTR performance summary for Healthcare in All countries available provides a data-driven snapshot of engagement and benchmark comparisons.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Healthcare industry, Facebook ad costs can be higher than average because of specialized audience targeting and compliance requirements. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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