What Is a Good Click-Through Rate for Facebook Ads? The Only Benchmark You Need to Know

When it comes to paid social campaigns, one of the first metrics every marketer checks is the click-through rate (CTR). But what is a good click-through rate for Facebook ads, really? In this article, I’ll walk you through the actual CTR benchmarks across industries, explain how ad type impacts your CTR, and help you understand what “good” truly means depending on your campaign goals. Stick around — this one’s worth reading to the end.

Facebook Ads CTR Benchmarks by Industry

What is a good click-through rate for Facebook ads? A good CTR on Facebook ads generally falls between 0.5% and 1.6%. But that’s just an average. Your niche matters — a lot.

Let’s break it down:

As you can see, if you're in legal services and you're hitting over 1.6%, you’re doing great. But if you're in employment or recruitment and your CTR is only 0.6%, that might still be above average.

The key is not comparing your CTR to a global average but against your own industry. And if you can’t find recent benchmark data, the best practice is to set your own baseline by testing multiple ads and optimizing from there.

Why Ad Format Changes Your CTR

Not all Facebook ad types are created equal. That’s why one of the most common questions I get is: Does ad format impact what is a good click-through rate for Facebook ads? Absolutely, yes.

Here’s how the CTR shifts depending on what type of ad you're running:

• Carousel Ads: Great for showcasing multiple products or features. These tend to have CTRs between 0.8% and 1.2%.

• Video Ads: These grab attention fast and often get higher engagement, leading to CTRs from 1.0% to 1.8%.

• Static Image Ads: These are simpler, cheaper to produce, but often score lower, averaging around 0.6% to 1.0%.

• Collection Ads: Especially powerful for eCommerce, these can push CTRs above 2% when done right.

If you’re testing ad formats and not seeing a jump in performance, the issue might be in your creative or copy—not just the format. That’s why I recommend running A/B tests frequently to find what resonates best with your audience.

How the Funnel Stage Affects Your CTR Expectations

If your ad is targeting someone at the top of the funnel (cold traffic), don’t expect magic. Even the best ad might struggle to cross the 0.8% CTR mark. But if you're retargeting warm leads or past website visitors, CTRs can easily hit 2–3% — sometimes even more.

So, when you’re wondering what is a good click-through rate for Facebook ads, the answer depends heavily on where your audience is in the buying journey:

• Top of Funnel (Awareness): 0.5% – 0.9% is normal.

• Middle of Funnel (Consideration): 1% – 1.5% is solid.

• Bottom of Funnel (Decision): 1.5% – 3%+ is achievable.

Understanding this helps you judge your ads fairly and prevent panic when your cold audience campaigns aren’t hitting 2%. They’re not supposed to.

So, what is a good click-through rate for Facebook ads? It depends on your industry, your ad format, and your funnel stage. There is no “one-size-fits-all” answer. But armed with these benchmarks and insights, you now have a realistic way to evaluate your Facebook ad performance and improve from there.

Want more expert tips and breakdowns like this from KTM Ads Agency? Stay tuned for our upcoming deep dives into creative testing, CTR improvement strategies, and performance analytics.

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