What is a Good CTR for Facebook Ads in 2026?
Wondering if your Facebook Ads are hitting the mark? In 2026, a ‘good’ CTR ranges from 0.90% to 1.60%—just 9–16 clicks per 1,000 views. Learn why this small number reveals big truths about your ad’s relevance, cost, and reach.
CTR, or Click-Through Rate, is the percentage of users who saw your ad and actually clicked on it. It's calculated by dividing the number of clicks by the number of impressions, then multiplying by 100.
Formula:
CTR = (Clicks ÷ Impressions) × 100
But don’t let the simplicity fool you, CTR is one of the most revealing metrics in your Facebook Ads performance dashboard.
A high CTR tells Facebook’s algorithm your ad is relevant, potentially lowering your costs and increasing reach. A low CTR? That’s your cue to tweak your creative or targeting.
In short: CTR is more than a vanity metric—it’s a pulse check on your ad's relevance and effectiveness.
So, what’s a “Good” CTR for Facebook ads?
Let’s answer the million-dollar question: What CTR should you actually aim for this year?
As of 2025, the average Facebook Ads CTR across all industries is roughly 0.90% to 1.60%. That means out of 1,000 people who see your ad, only 9 to 16 may click it. While this may sound low, it’s a realistic benchmark in a highly competitive and scroll-heavy environment like Facebook.
Quite interesting, right? Find more Facebook Ads Statistics here.
Here’s a quick breakdown by industry for context:
| Industry | Average CTR (2025) |
|---|---|
| Retail | 1.59% |
| Legal | 1.40% |
| Travel & Hospitality | 1.25% |
| Finance & Insurance | 0.98% |
| B2B | 0.78% |
| Tech/Software | 1.12% |
| Education | 0.95% |
Why CTR matters more than you think
A good CTR doesn’t just signal audience engagement, it unlocks lower cost per click (CPC), better ad relevance scores, and broader reach. Facebook’s ad algorithm rewards high-performing ads with more impressions and better placements, often for less money.
Translation? Better CTR = cheaper, more effective ads.
Factors that can make or break your CTR
Not getting the clicks you hoped for? Let’s diagnose the common culprits.
Audience Targeting
If you’re speaking to the wrong crowd, it doesn’t matter how catchy your ad is. Use custom audiences, lookalikes, and retargeting to tighten your aim.
Ad Relevance
Is your message clear and tailored to the viewer's intent? Facebook rates your ad quality, and poor relevance can sink your CTR.
Creative Elements
Your visuals matter—a lot. Bright, bold, scroll-stopping images or videos outperform bland designs. Combine it with a punchy headline and compelling CTA.
Ad Timing & Placement
Running ads at 3 AM to a sleepy audience? Not ideal! Test different time slots and placements (Feeds, Stories, Audience Network) to see what works.
Want to excel at Facebook ads? Read our guide, it has all you need.
Final thoughts: Don’t just chase clicks, chase relevance
Your Facebook Ads CTR is more than just a percentage—it’s a window into your audience's behavior. A high CTR means your ad is speaking the right language. A low one? It’s time to rework your targeting, copy, or creatives.
In 2025, a “good” CTR is anything above the industry average, but “great” comes from knowing your audience, testing relentlessly, and constantly optimizing.
Here’s your checklist for improving CTR:
- Nail your targeting.
- Use eye-catching, relevant creatives.
- Write benefit-driven, click-worthy copy.
- A/B test everything (and don’t get emotionally attached to any one ad).
- Think mobile-first—always.
CTR is only one part of the puzzle, but when optimized, it fuels every other piece of your campaign. Keep tweaking, testing, and improving—your ad performance (and ROI) will thank you.
FAQs
A CTR below 0.5% is typically seen as underperforming. It could mean your ad isn't connecting with your audience, or you're targeting too broadly. It’s time to refresh your creative or tighten your targeting.
Not necessarily. A high CTR is great, but if those clicks don’t convert—whether it’s purchases, sign-ups, or downloads—it may just be vanity. Always look at CTR alongside cost-per-action (CPA), conversion rate, and return on ad spend (ROAS).
In many cases, yes. Video ads tend to grab more attention and tell a story better than static images. But performance also depends on your product, audience, and how compelling your content is.
It depends on your campaign goals. If your primary goal is awareness or traffic, optimize for clicks. But if you're selling a product or collecting leads, optimizing for conversions is more effective, even if CTR drops a bit.
A/B test continuously. A good rule of thumb is to refresh or rotate creatives every 2–4 weeks, depending on ad fatigue, performance trends, and audience size.
Manisha is a Data-Driven Marketing Expert who turns numbers into narratives and ad clicks into conversions. With a passion for performance marketing and a sharp eye for analytics, she helps brands cut through the noise and maximize their impact in the digital space.
Leszek is the Digital Growth Manager at Feedink & Cropink, specializing in organic growth for eCommerce and SaaS companies. His background includes roles at Poland's largest accommodation portal and FT1000 companies, with his work featured in Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, and TechRepublic.
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