Last updated July 1, 2026 low pricing Social engagement Mobile users Visual brands

Meta Ads Benchmarks 2026

Facebook and Instagram advertising - highly targetable social ads

Avg. CPC
$1.10
Cost per click
Avg. CPM
$7.80
Cost per 1,000 impressions
Top Industries
E-commerce · Education
Strongest performance
How to read this page: These benchmarks are weighted averages from multiple data sources (see /benchmarks for the full data dictionary). Your actual Meta Ads costs will vary by industry, audience size, geography, ad quality score, and seasonality. Use the table below to find figures specific to your industry, and the calculators near the bottom to plan against your own targets.

Meta Ads Benchmarks by Industry

Per-industry estimates derived by scaling Meta Ads's baseline costs by each industry's multiplier relative to the cross-industry average. Click any industry to see the full side-by-side comparison.

Industry Est. CPC Est. CPM Industry CPA Top 3?
E-commerce $0.35 $5.35 $48.00 Top 3 Details
B2B $1.57 $9.51 $93.69 — Details
Education $1.29 $7.43 $77.48 Top 3 Details
Finance $0.91 $10.99 $74.44 — Details
Healthcare $1.65 $8.62 $67.36 Top 3 Details
Retail $0.61 $4.46 $44.26 Top 3 Details
Tech/SaaS $1.57 $9.81 $93.69 Top 3 Details
Real Estate $0.86 $6.24 $102.51 Top 3 Details

Estimates derived from baseline platform cost × (industry metric ÷ cross-industry average). For exact figures from your account, run a search query report or campaign benchmark export.

Compare Meta Ads with Other Platforms

Side-by-side cost and use-case breakdowns against the most common alternatives.

Meta Ads vs Google Display Network

CPC: $1.10 vs $0.75

Display advertising across Google's network of partner sites

Full comparison

Meta Ads vs Programmatic Display

CPC: $1.10 vs $0.55

Automated display ad buying across multiple exchanges

Full comparison

Meta Ads vs LinkedIn Ads

CPC: $1.10 vs $6.50

B2B professional network advertising - premium pricing

Full comparison

Meta Ads vs Google Ads PPC

CPC: $1.10 vs $5.42

Search advertising on Google - pay per click on search results

Full comparison

Meta Ads vs Bing Ads PPC

CPC: $1.10 vs $2.71

Search advertising on Bing - often lower cost than Google

Full comparison

Meta Ads vs OTT (Over-The-Top)

CPM: $7.80 vs $28.00

Connected TV and streaming platforms (Hulu, Roku, etc.)

Full comparison
View all platform comparisons

Calculators for Meta Ads

Free, no-signup tools to model your Meta Ads campaigns.

ROAS Calculator

Return on Ad Spend across any platform.

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CPM Calculator

Cost per 1,000 impressions.

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CPA Calculator

Cost per acquisition / conversion.

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CTR Calculator

Click-through rate from impressions & clicks.

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Conversion Rate Calculator

Conversion rate from visitors & conversions.

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Break-Even ROAS

Minimum ROAS to break even by margin.

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TikTok vs Meta Ads: The Cost Comparison Has Flipped in 2026

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Frequently Asked Questions

As of July 1, 2026, the average cost-per-click on Meta Ads is $1.10. Actual CPC varies by industry, audience targeting, ad quality, and bid strategy. Industries that typically perform well on Meta Ads include E-commerce, Education, Healthcare.

The current average CPM (cost per 1,000 impressions) on Meta Ads is $7.80, based on the most recent benchmark dataset (updated July 2026). CPM tends to be higher for narrow targeting and premium placements; broader campaigns generally see lower CPMs.

On a CPC basis, Google Display Network is the lower-cost option of the two, with a difference of roughly 47%. Cost shouldn't be the only factor though — audience fit, conversion intent, and creative format matter just as much. Use our side-by-side comparison to weigh the trade-offs.

Meta Ads consistently performs well for E-commerce, Education, Healthcare. These industries appear in the platform's top-three performer list in the latest benchmark data. Best-for use cases include social engagement, mobile users, visual brands.

Benchmark data on this page is refreshed quarterly. The current dataset was last updated on July 1, 2026. The next scheduled refresh is October 1, 2026.

Explore More

View all 11 platforms

Full benchmarks data & comparison charts.

Industry breakdowns

Browse benchmark data sliced by industry.

Free calculators

ROAS, CPM, CPA, CTR, and more.