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February 2025 - February 2026
Detailed observation of presented data
Global Healthcare clicks started the year below the market and ended above it — a steady climb that turned into a decisive Q4 surge. From a soft first quarter to a breakout December–January, Healthcare’s Facebook Ads CTR performance showed more swing than the global all‑industry trend, but also more upside at the close. 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 across all countries compared to the global benchmark.
Healthcare CTR opened at 1.37% in January 2025 and finished the year at 2.29%, then ticked up again to 2.33% in January 2026. Across 2025, Healthcare averaged 1.64% CTR (vs. a 1.84% global average), ranging from a low of 1.36% in February to a high of 2.29% in December. The full 13‑month window widened slightly to a 1.69% average, with the overall high at 2.33% in January 2026.
Momentum built in stages: a tentative Q1 (1.39% average) gave way to firmer Q2 (1.53%) and a quieter but positive Q3 (1.61%), before a pronounced Q4 lift to 2.03%. Month‑to‑month volatility for Healthcare averaged 0.11 percentage points, with sharper moves in August (+0.13), October (+0.24), and an outsized December jump (+0.43). That swing profile was notably wider than the global all‑industry benchmark.
The pattern followed a familiar seasonal rhythm with Healthcare‑specific amplitude. Performance softened in Q1, steadied through Q2, and climbed in Q3. The decisive acceleration arrived in Q4 as CTR expanded from 1.94% in October to 2.29% in December. The first half (H1) averaged 1.46% CTR; the second half (H2) stepped up to 1.82% — a 25% lift half‑over‑half. January 2026 continued that momentum at 2.33%, extending the year‑end peak.
By comparison, the global all‑industry series rose more evenly: Q1 at 1.69%, Q2 at 1.75%, Q3 at 1.89%, and Q4 at 2.02%. The market’s range across 2025 (1.65%–2.10%) was tighter than Healthcare’s (1.36%–2.29%), underscoring the vertical’s higher variability.
Throughout most of 2025, Healthcare CTR ran below the global benchmark. The gap was widest in July (−21% versus market) and typically ranged 10–18% below in the first half. The spread narrowed materially in Q4: October (−3%), November (−4%). The line crossed in December, when Healthcare outperformed the global average by 9%, and widened further in January 2026 to +12% above. For the calendar year, Healthcare averaged 1.64% against the market’s 1.84% (about 11% below), but the late‑year inflection flipped the relationship at the turn of the year.
Volatility also differed meaningfully. Healthcare’s average monthly move was roughly 0.11 points, versus 0.06 for the global benchmark — about 75% more variable. Where the market’s growth from January to December was +24%, Healthcare climbed +67%, reflecting a choppier path with a stronger finish.
In short, Facebook Ads CTR benchmarks for the Healthcare industry across all countries show a below‑market start, heightened volatility, and a strong Q4–January breakout that ultimately moved the vertical above the global all‑industry trend. While this read centers on CTR performance, it complements broader Facebook Ads benchmarks work across CPC trends, CPM analysis, and country‑specific ad costs for a fuller view of industry ad performance. Understanding click‑through‑rate benchmarks for Healthcare across all countries helps teams evaluate engagement patterns against global norms.
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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. 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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