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February 2025 - February 2026
Detailed observation of presented data
IT Services & Outsourcing showed a high-engagement year on Facebook Ads, consistently clearing the global benchmark and finishing with a decisive year-end surge. The category’s click-through rate (CTR) across all countries averaged 2.91% versus a 1.84% global median, with pronounced peaks in February, September, and a standout December. The path wasn’t smooth: sharp month-to-month swings defined the year, setting this industry apart from the steadier global trend.
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.
The year opened at 2.32% in January and closed at 6.18% in December, a 166% lift from start to finish. The annual average landed at 2.91%, with a low of 1.65% in July and earlier crests at 3.92% in February and 3.77% in September before the December spike. The median swung dramatically month to month—an average absolute move of about 1.23 points—far choppier than the global market.
Key beats:
The back half averaged 3.31% versus 2.50% in the first half—a 32% stronger H2, highlighting a late-year momentum profile for CTR performance.
Seasonally, the pattern was asymmetrical and pulse-like rather than gradual. Q1 mixed a solid start with a February pop and a March reset. Q2 steadied near the low-2% range. Q3 marked the softest point in July before rebounding in August–September. Q4 oscillated—an October dip followed by a strong November and a decisive year-end climb. In many categories, performance typically softens through Q4 as competition rises, but here the data shows a clear Q4 lift culminating in December.
Relative to the global Facebook Ads benchmarks across all industries, IT Services & Outsourcing was generally above market:
Trend-wise, the global median rose steadily from January to December by about 24% and moved calmly, with average monthly shifts near 0.07 points. In contrast, IT Services & Outsourcing climbed +166% from January to December and was far more volatile—about 19 times the monthly swing of the global benchmark. The industry’s range spanned 1.65% to 6.18% versus the global 1.65% to 2.10%, underscoring a higher-variance engagement profile across all countries.
Understanding Facebook Ads click-through rate benchmarks for IT Services & Outsourcing across all countries helps situate CTR performance against broader Facebook Ads benchmarks, CPC trends, and CPM analysis. These country-agnostic, industry-specific CTR patterns provide a clear view of how IT Services & Outsourcing engagement compares to global trends over the year.
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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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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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