Facebook Ads CTR Benchmarks: What’s good and How to Boost It

Just imagine: you are running Facebook ads, spending your budget, and waiting for sales to come in. However, instead of sales, you are simply generating impressions with fewer clicks. It is frustrating, right? That is where CTR (Click-Through Rate) comes in.

CTR is one of the main metrics in Facebook advertising. It shows the number of clicks vs. the number of impressions on your ad. In simple terms, it indicates the effectiveness of your ad and how it attracts people and convinces them to take action.

But still, many businessmen and marketers are struggling to learn, ‘What is a good click-through rate on Facebook ads?’

Let’s discuss the metrics of a good CTR. In this blog, you will also find CTR statistics in 2025 and different ways to increase your Facebook ad CTR. By following these guidelines, you can monitor the success of your ads, benchmark against the industry, and increase your performance.

What is CTR in Facebook Ads?

CTR is an abbreviation of Click-Through Rate. It is a measure of the rate at which individuals who viewed your advertisement and decided to click on it.

The formula of CTR is as simple as this:

CTR = (Clicks ÷ Impressions) × 100

For example, if 1,000 people have viewed your ad (impressions) and 25 people clicked it, your CTR would be 2.5%.

Tracking CTR is significant because it shows how well your ad is performing. A higher CTR means people find your ad interesting, and they will show interest by clicking. A lower CTR indicates your ad is not performing well among your audience.

Now, here’s where it gets interesting. Facebook gives different types of CTR:

CTR (Link Clicks): Tracks clicks that direct people to your site, including the landing page or form.
CTR (All Clicks): Includes every click—like when someone clicks to expand your photo, reacts to your post, or comments.
Outbound CTR: Counts only those clicks that send people out of Facebook (like to your website).

Among all the above types, outbound CTR is the most important number to monitor when you are advertising or driving web traffic or sales.

What Is a Good Click-Through Rate on Facebook Ads?

Now the question is, what is a good click-through rate on Facebook ads?

The overall average CTR of Facebook ads across all industries is about 0.90%. In other words, only about 1 in 100 people click your advertisement after viewing.

However, the good news is that a 2-5% CTR is a solid target that every marketer wants. If you are already maintaining a 2% or higher CTR, you are already leading your competitors.

It is important to note that there is no single perfect CTR. What is good depends on your industry, audience, and types of ads you are posting. Rather than chasing random numbers, it is better to compare your CTR with industry standards.

Ads CTR Benchmarks in 2025 Facebook

Let’s dive in and discuss the latest CTR benchmarks so you can see how your ads compare.

a) Average CTR by Industry

Facebook works very differently in the industry. For example, the average CTR of industries are

Legal:1.61% (higher than most—less competition in social ads)
Retail:1.59%
Apparel:1.24%
Beauty:1.16%
Finance & Insurance:0.56%
Employment/Job Training:0.47%

Why the difference? It all depends more on the competition, consumer intent, and the fit of your industry on Facebook with ease. Retail and fashion work well, as they attract users with visuals and adore people that click more. However, job training or finance advertisements usually struggle because Facebook isn’t the first place people go for those services.

b) Average CTR by Ad Placement

Where your ad appears also makes a big difference.

Facebook Feed: Highest CTR (around 0.24%)
Facebook In-Stream Video:0.33% (viewers already engaged with video content)
Instagram Stories & Facebook Video Feed: Around 0.10%
Instagram Feed: Lowest CTR (0.03%)

Feeds are usually more successful because people spend more time scrolling. Ad placements become part of the experience, thus making the clicks more feasible.

c) Average CTR by Ad Format

Ad Campaign? Certain ad types receive more clicks than others do

Interactive ads (polls, quizzes, etc.):1.25%–1.33%
Video ads:0.50%–0.73%
Carousel ads:0.30%–0.85%
Single image ads: Still popular, but usually lower CTR

Interactive advertisements are successful, as they need action by the user. Videos and carousels are also effective because they are interactive and cause people to learn about more items.

Why Does CTR Matter for Your Facebook Ad Campaign?

So why should you care about CTR? Here’s why:

Lower costs. A higher CTR usually means a lower CPC (cost per click). Facebook rewards engaging ads.
Better engagement. More clicks = more interest in your offer.
Ad relevance. Facebook uses CTR as a signal to decide whether your ad is valuable to users.
Funnel health. CTR shows how well your ad attracts people into your sales funnel.

However, there is a gentle reminder: CTR is not everything. It is good to get clicks, but if those don’t turn into leads or sales, then your ad isn’t successful. Thus, always consider CTR along with conversions.

How to Calculate and Track Your CTR on Facebook Ads

Luckily, CTR is simple to monitor on Facebook.

Go to Meta Ads Manager.
In the “Columns” dropdown, select Performance and Clicks.
You’ll see CTR for both link clicks and total clicks.
To monitor the outbound CTR, customize columns and search for outbound clicks.

Tip: Remember to check your CTR on a regular basis. When you see it dropping, it means that your advertisement is not working well. It’s time to update your creatives.

How to Improve Facebook Ads CTR

So, the point is how to boost your CTR. These are simple ways to improve your Facebook Ads CTR.

a) Use Eye-Catching Visuals

Invest in high-quality images and videos.
Use minimum text on images.
Test the GIFs and short videos.

b) Write Compelling Ad Copy

Make it concise, sharp and oriented to benefits.
Use emotional triggers: fear of missing out, curiosity, and urgency.
Example: Promotion period- buy today and get a 20% discount.

c) Add a Strong Call-to-Action (CTA)

Add CTAs in your ad text, visuals, and buttons.
Examples: “Shop Now,” “Learn More,” “Book Today.”
Ensure a consistent CTA with the goal of your ad

d) Choose the Right Ad Format

Try carousel ads if you have more than one product on display.
Use video as a brand personality and story.
Use interactive formats to increase the number of clicks.

e) Target the Right Audience

Use Custom Audiences (visitors to your site, subscribers to your mailing list, past and present customers).
Create lookalike audiences to target similar people.
Optimize your ads depending on the cold, warm, and hot stage of a funnel.

f) Optimize for Conversions

In Ads Manager, select “Conversions” or “Link Clicks” optimization.
The algorithm will be used by Facebook to find those people who are most likely to click.
In the long term, this increases CTR and ROI.

Common Mistakes That Lower CTR (and How to Avoid Them)

These are the following mistakes even experienced advertisers make:

Overloaded graphics: Either excessive text or low-quality pictures.
Broad targeting: Displaying advertising to the audience that is not interested in your product.
Weak CTA: Ads without a clear action don’t inspire clicks.
Running the same ad for too long: People get bored → CTR drops.

With these errors out of the way your CTR rate increases.

Final Thoughts

So, let’s wrap it up. What is a good click-through rate on Facebook ads? On average, it’s around 0.90%, but aiming for 2–5% is considered strong in most industries.

However, keep one thing in mind CTR benchmarks are not strict rules to follow. What is good to your business is dependent on your industry, audience and what you are aiming to achieve.

The secret is to monitor your numbers, compare against benchmarks and consistently experiment with new strategies.

If you are looking to get more clicks, increased engagement, and ROI on your Facebook advertisements then start implementing these tips today.

Your next step? Open your Ads Manager, review your CTR and act on it. The faster you begin optimization, the faster you will get results.