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November 2024 - November 2025
Detailed observation of presented data
IT Services & Outsourcing stood consistently above the global Facebook Ads benchmarks for click-through rate (CTR) across all countries, but with far sharper swings than the market. The year opened strong, lurched into a dramatic Q1 spike, softened in Q2, bottomed in July, and then surged to new highs in late Q3 before settling back near its long-run average in October. Against a global baseline that climbed steadily, this category delivered higher engagement but with a choppier rhythm and standout peaks in February and September. 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 in all countries compared to the global benchmark.
Across November 2024 to October 2025, CTR for IT Services & Outsourcing averaged 2.65%, ranging from a low of 1.65% in July to a high of 3.99% in September. The period began at 2.69% in November 2024 and ended at 2.55% in October 2025, about 5% lower than where it started. The category’s defining feature was volatility: average month-to-month movement was 0.90 percentage points, far more variable than the global benchmark.
Key inflection points framed the narrative. December held steady at 2.74%, then January eased to 2.32% before a dramatic February lift to 3.92% (+1.60 points month over month). March gave most of that back, falling to 1.79% (−2.13 points), then April rebounded to 2.69%. A gradual Q2 slide took CTR from 2.69% to 2.03% by June. July marked the trough at 1.65%, followed by a sharp rebound in August (3.22%, +1.57 points) and a new high in September (3.99%). October normalized at 2.55%, near the category average.
Holiday-season performance in November–December 2024 was stable and above average (around 2.7%). Q1 2025 was the most turbulent stretch: a mid-quarter surge in February was followed by a March retracement. Q2 softened progressively, a common pattern as creative and audience cycles mature and competition steadies. Q3 emerged as the strongest quarter on average (2.95%), despite including the year’s softest month in July; the August–September rebound more than offset the trough. Early Q4 (October) settled into a mid-range level at 2.55%, suggesting a reset after the late-Q3 highs.
Relative to the global benchmark, IT Services & Outsourcing was higher in 11 of 12 months and lower once (July, −12% versus global). On average, CTR outperformed the global level by roughly 48% (2.65% vs. 1.80%). The gap was narrowest in March (+4%) and widest in February (+137%) and September (+109%). While the global trend rose steadily (+16% from November to October), the category ended slightly lower (−5%), highlighting a more volatile engagement curve. Month-to-month variability was about 17 times higher than the global baseline (0.90 vs. 0.05 percentage points), and the category’s range (2.33 points from low to high) far exceeded the market’s narrower 0.38-point band.
Understanding Facebook Ads CTR performance benchmarks for IT Services & Outsourcing across all countries shows a category that typically runs above market with pronounced surges and periodic dips. These CTR trends complement broader CPM analysis and CPC trends, offering a clearer read on industry ad performance beyond country-specific ad costs and competition.
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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