Facebook Ads CPC
Benchmarks 2026
Meta (Facebook + Instagram) CPC benchmarks by industry and placement. All-industry average: $0.97 CPC, up 12% YoY.
Meta CPC has risen every year since 2019, driven by more advertisers competing for the same inventory Meta hasn't meaningfully expanded. The counter-intuitive response: broaden your audiences. Narrow interest-based targeting, which used to carry a small CPM premium, now carries a brutal one. In 2026, audiences under 500K people see CPCs 2–3× the broad-audience baseline.
Meta CPC by industry
| Industry | Avg CPC | P25 CPC | P75 CPC | P90 CPC | Typical CTR |
|---|---|---|---|---|---|
| Legal services | $3.10 | $1.80 | $5.40 | $9.20 | 0.89% |
| Finance / fintech | $2.40 | $1.30 | $4.20 | $7.80 | 1.02% |
| Real estate | $1.80 | $0.90 | $3.20 | $5.50 | 1.15% |
| Health / wellness | $1.55 | $0.70 | $2.80 | $5.10 | 1.28% |
| SaaS / B2B | $1.40 | $0.65 | $2.60 | $4.90 | 1.18% |
| E-commerce / DTC | $0.85 | $0.35 | $1.80 | $3.60 | 1.42% |
| Education | $0.70 | $0.30 | $1.45 | $2.90 | 1.50% |
| Travel | $0.68 | $0.28 | $1.35 | $2.75 | 1.55% |
Meta CPC by placement
Cross-placement campaigns almost always outperform single-placement campaigns on blended cost.
| Placement | Avg CPC | Avg CTR | Avg CPM |
|---|---|---|---|
| Facebook Feed | $1.22 | 1.04% | $12.70 |
| Instagram Feed | $1.08 | 1.18% | $12.74 |
| Instagram Stories | $0.88 | 0.72% | $6.33 |
| Instagram Reels | $0.65 | 0.94% | $6.11 |
| Audience Network | $0.34 | 1.65% | $5.61 |
Reels placements have the lowest CPC on Meta but the challenge is creative: a feed ad ported directly to Reels almost always underperforms. Reels-native vertical video with native captions lifts Reels CTR 2–3× and drops blended CPC even further.
Methodology
- Sample
- 12,000 Meta ad accounts across 8 primary industries. Accounts must have spent $500+ in Q1 2026 to qualify. Test campaigns and campaigns with fewer than 1,000 impressions excluded.
- Campaign types
- All objectives included. Traffic and Conversions objectives make up 78% of the sample; Awareness, Video Views, and Lead Gen make up the rest.
- Geographic weighting
- US accounts 62%, UK 14%, Canada 8%, Australia 6%, rest of world 10%. Tier-3 region CPCs run 50–70% lower.
Cite this dataset
Admetrics Team (2026). Facebook Ads CPC Benchmarks 2026. useadmetrics.com/benchmarks/facebook-ads-cpc-2026 Retrieved April 10, 2026.