See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
Marketing & Advertising creatives were consistently more clickable than the market in 2025. Across all countries, Facebook Ads click-through-rate (CTR) in this industry averaged 2.21% versus the 1.84% global benchmark, with a pronounced Q4 lift that culminated in a December spike to 4.12%—nearly double the market level. The year wasn’t linear: gentle gains through spring, a sharp July pop, an August dip, and then a strong run-up into holiday. Volatility was higher than the global trend, but the payoff was clear: the industry outperformed the benchmark in 11 of 12 months.
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 Marketing & Advertising across all countries compared to the global benchmark.
Seasonality followed a familiar arc. Q1 was steady but subdued, with CTR averaging 1.85%. Momentum firmed across Q2 and crested in July before a brief August reset. The back half was stronger overall: H2 averaged 2.55% versus 1.86% in H1 (+37%). The holiday runway drove the most visible acceleration—October (2.56%) and November (2.40%) set the stage for December’s outsized 4.12%, reflecting peak-season competitive intensity where engaging creative tends to earn disproportionate clicks. By comparison, the global pattern also strengthened in H2 (1.96% vs 1.72% in H1, +14%), but with a flatter slope.
Facebook Ads benchmarks show that CTR performance for the Marketing & Advertising industry across all countries was consistently above the global average in 2025, with higher volatility but a stronger seasonal payoff—especially in Q4. Understanding click-through-rate benchmarks for Marketing & Advertising across all countries helps teams gauge how industry ad performance compares to global patterns and where seasonal dynamics concentrate engagement.
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 Marketing & Advertising 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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