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December 2024 - December 2025
Detailed observation of presented data
Across all countries, Facebook Ads click‑through rate (CTR) for IT Services & Outsourcing ran consistently above the global benchmark, but with far sharper swings. The year opened near 2.74% (December 2024), dipped into January, then surged to outsized highs in February and September before a late‑year rebound in November. The pattern reads like a choppy ascent: strong peaks, brief resets, and one notable mid‑year trough. 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 across all countries compared to the global benchmark.
Seasonality showed familiar contours with amplified amplitude. Q1 featured a February high and a March cool‑off. Q2 was calmer, with CTRs in the low‑to‑mid 2% range. Q3 carried the widest spread—July trough to September peak—suggesting late‑summer and early‑fall engagement upside for this category across countries. In Q4, October softened and November rebounded, aligning with broader seasonal competition patterns where CTRs often fluctuate as budgets and auctions tighten toward year‑end.
Relative to the global Facebook Ads benchmarks, IT Services & Outsourcing stayed above market in 11 of 12 months. The average premium was approximately +46% (2.65% vs. 1.82%). The narrowest gaps appeared in March (+3%) and October (+5%), while the widest outperformance came in February (+136%) and September (+108%). July was the lone underperformance month (−13% vs. global). The category’s CTR performance was also markedly more volatile—about 20× the month‑to‑month movement seen in the global baseline—producing bigger swings around an otherwise higher median.
Overall, CTR performance for IT Services & Outsourcing across all countries was higher and substantially more variable than the global benchmark. Understanding Facebook Ads CTR benchmarks for IT Services & Outsourcing across all countries helps marketers gauge engagement trends relative to broader global patterns.
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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