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January 2025 - January 2026
Detailed observation of presented data
Globally, IT Services & Outsourcing stands out for higher Facebook Ads click-through rate (CTR) performance than the all-industry benchmark—by a wide margin—yet it travels a much choppier path to get there. The year opens in the low 2% range, surges in February, falls back in midsummer, and ends with a dramatic December spike that nearly triples the market average. This mix of elevated engagement and pronounced swings defines the category’s CTR story across all countries.
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 IT Services & Outsourcing globally (all countries) compared to the global benchmark.
CTR for IT Services & Outsourcing averaged 2.91% across 2025, well above the 1.84% global all-industry average. The series started at 2.32% in January and closed at 6.18% in December—an increase of 3.86 points (+166%). The high was December (6.18%) and the low was July (1.65%), creating a wide 4.53-point range. By comparison, the global benchmark ranged just 0.46 points (1.66% to 2.12%).
Monthly rhythm was strikingly volatile. February leapt to 3.92% (+1.60 points month over month), only to retrace to 1.79% in March (−2.13). A modest rebound arrived in April (2.69%), easing through May (2.27%) and June (2.03%). July marked the trough at 1.65%, followed by a sharp rebound in August (3.22%) and a solid September (3.77%). October cooled to 2.08%, November lifted to 2.96%, and December broke out to 6.18%—the largest monthly gain of the year (+3.22 points). On average, monthly volatility was 1.23 percentage points, versus just 0.07 points for the global benchmark—about 18 times more volatile.
The category showed a sawtooth pattern: a Q1 pop, a softer Q2, a midsummer dip, and a powerful Q4 finish. Q1 averaged 2.68% (helped by February’s surge), Q2 eased to 2.33%, Q3 recovered to 2.88% as August–September strengthened, and Q4 jumped to 3.74% with an outsized December. While many markets experience heightened competition in Q4, IT Services & Outsourcing CTRs accelerated more sharply than typical seasonal contours, indicating stronger late-year engagement than the broader market.
Across all countries, IT Services & Outsourcing outperformed the global Facebook Ads benchmarks in 11 of 12 months. The average uplift was +58% versus the market (2.91% vs. 1.84%). The narrowest gaps appeared in March and October (about +3% above global), while the widest arrived in December (+191%). Only July sat below the market (−12% vs. global). While the global benchmark rose steadily across the year (+26% from January to December), the category advanced much further (+166%) with materially higher month-to-month swings.
In short, Facebook Ads CTR performance for IT Services & Outsourcing across all countries was both elevated and highly dynamic—marked by standout surges in February, September, and especially December, and a brief midsummer lull. Understanding Facebook Ads click-through rate benchmarks for IT Services & Outsourcing globally helps teams gauge industry ad performance and compare CTR trends to the broader global pattern.
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 IT Services & Outsourcing 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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