Facebook Ads Benchmarks 2025: What’s a Good ROAS, CTR, CPC and CPA?

Aug 27

Benchmarks • Facebook Ads

Every marketer asks the same question: “Is my performance good?” This guide shares realistic 2025 benchmark ranges for Facebook (Meta) ads—plus why your own trend line matters more than any single industry average. Use the tables below to compare, then track your numbers automatically in Google Sheets.

📊 ROAS 🖱️ CTR 💵 CPC 🎯 CPA

How to Read & Use Benchmarks (Without Getting Misled)

Benchmarks are ranges, not rules. They vary by industry, offer, funnel step, country, seasonality, and creative quality. Treat them as a directional reference, then judge yourself against your own past 30/60/90-day trend.

Compare like-for-like: Prospecting vs. retargeting will have very different CTR/CPA.
Watch profitability: A “great” CTR with a weak margin is still a losing campaign.
Track cohorts: Compare by funnel stage, audience type, and placement—not platform-wide.
Use rolling medians: Averages are skewed by outliers; medians are more stable.

ROAS Benchmarks (2025)

Return on Ad Spend (ROAS) shows revenue generated per dollar of ad spend. Higher is better, but required ROAS depends on your margins. Many ecommerce brands with 60–70% gross margins aim for 2.5–4.0x at the top of funnel and higher for remarketing.

Campaign Type	Healthy Range	Great	Notes
Prospecting (TOF)	1.5x – 3.0x	3.5x+	Creative + offer drive variance most.
Mid-Funnel (MOF)	2.0x – 4.0x	4.5x+	Warm audiences, social proof helps.
Remarketing (BOF)	3.0x – 6.0x	7.0x+	Inventory, urgency, and UX impact.
Lead Gen (LTV-based)	Varies	—	Evaluate by CPA & payback window.

Tip: If margins are thin, a “good” ROAS may still be unprofitable. Cross-check with ROI and contribution margin.

Free ROI Calculator Template

Quickly translate ROAS into profit, margin, and break-even points. Copy our Google Sheets ROI Calculator and plug in your numbers.

Download Free Template

CTR Benchmarks (2025)

Click-Through Rate (CTR) reflects how compelling your creative + hook are to the audience shown. Expect lower CTR in prospecting and higher in remarketing.

Campaign Type	Healthy CTR	Great	Levers
Prospecting (TOF)	0.7% – 1.5%	1.8%+	Thumb-stopping first 2 seconds, clear promise.
Mid-Funnel (MOF)	1.0% – 2.0%	2.3%+	Education, comparisons, FAQs.
Remarketing (BOF)	1.5% – 3.0%	3.5%+	Offer, urgency, objection handling.

A low CTR isn’t always bad if your audience is high-intent and CPA is efficient. Optimize for business outcomes, not vanity clicks.

CPC Benchmarks (2025)

Cost per Click (CPC) shows how efficient your ads are at driving traffic. Lower is better, but context matters—higher CPCs can still work if AOV or conversion rates are strong.

Campaign Type	Healthy CPC	Great	Notes
Prospecting (TOF)	$0.60 – $2.00	$0.50 or less	Strong hooks lower CPC dramatically.
Mid-Funnel (MOF)	$0.50 – $1.50	$0.40 or less	Educational content can lower costs.
Remarketing (BOF)	$0.40 – $1.20	$0.30 or less	Offer + urgency typically reduce CPC.

CPC is only one piece—always layer conversion rate and CPA alongside CPC trends.

CPA Benchmarks (2025)

Cost per Acquisition (CPA) is the north star for many accounts. “Good” depends on your business model, AOV, and payback tolerance.

Use Case	Healthy CPA	Great	Notes
Ecommerce Purchase (AOV $40–$120)	$12 – $45	$10 – $25	Bundles/UGC improve CVR & CPA.
Lead Gen (Simple Form)	$5 – $25	$3 – $12	Quality control > volume; score leads.
High-Intent Lead (B2B / Demo)	$40 – $180	$25 – $90	Optimize for meetings held, not just MQLs.

Tie CPA back to payback window. If your LTV recoups CAC in ≤60 days, you can usually scale faster—even with a higher headline CPA.

How to Improve Your Numbers (Fast Wins)

Boost ROAS

Test offer strategy: bundles, tiered discounts, free shipping thresholds.
Improve product page CVR: social proof above the fold, clearer delivery/returns.
Run middle-funnel education to warm traffic before BOF asks.

Lift CTR

Hook in the first 2 seconds; show the problem → payoff quickly.
Match format to objective: UGC demos for TOF, comparison creatives for MOF.
Refresh fatigued ads weekly; rotate angles (benefit, proof, demo, risk-reversal).

Lower CPC

Increase relevance (tight audiences, clearer copy, cleaner creative).
Use placements that historically work for your niche; exclude chronic underperformers.
Consolidate where possible; algorithm favors larger, cleaner data sets.

Reduce CPA

Improve post-click: faster site speed, fewer fields, clearer CTA.
Align offer with intent: smaller asks at TOF, stronger asks at BOF.
Retarget based on content depth (time on site, PDP views, cart).

Track Your Benchmarks Automatically

The SignalLift Ad Performance Dashboard calculates ROAS, CTR, CPC, and CPA from your exported Meta/TikTok/Google/LinkedIn data—then compares current vs. prior periods automatically.

Get the Dashboard

FAQ: Facebook Ads Benchmarks

What is a “good” ROAS on Facebook in 2025?

For prospecting, 1.5–3.0x is common; remarketing often ranges 3–6x. What’s “good” depends on margins and AOV—always sanity-check with profit and payback.

My CTR is low—should I panic?

Not if CPA is efficient. If CPA is high, rework hooks, angles, and audience–offer fit; refresh creative weekly and test short, benefit-first openers.

Are CPCs rising this year?

They fluctuate by season and competition. Improve relevance (better hooks, tighter targeting) and post-click conversion to offset higher CPCs.

How often should I refresh my benchmarks?

Track weekly, review monthly, compare quarters YoY. Use rolling medians to reduce outlier noise.

Do these ranges apply to Advantage+ Shopping Campaigns?

Directionally, yes—A+SC can compress CPC and lift CVR when feeds and creatives are strong. Judge success on blended CPA/ROAS over time.

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