Benchmarks for Facebook advertising in 2025 show two trends. Traffic campaigns are becoming cheaper and more effective, while lead campaigns are turning more expensive and harder to convert.
How the data was measured
The analysis covers US campaigns that ran from April 2024 through June 2025. Traffic results came from 554 campaigns. Leads were based on 726 campaigns. Each industry had a minimum of three active traffic campaigns and two active leads campaigns. Averages were calculated as medians to avoid distortion from outliers.
Traffic campaigns
Click-through rates on traffic ads rose to 1.71 percent, up 8 percent from last year. Shopping, collectibles, and gifts performed best at 4.13 percent. Automotive repair was at the bottom with 0.80 percent.
The average cost per click fell by nearly 7 percent to $0.70. Shopping, collectibles, and gifts paid the least at $0.34. Finance and insurance paid the most at $1.22.
Lead campaigns
The average cost per lead reached $27.66, about 21 percent higher than last year. Conversion rates fell from 8.67 percent to 7.72 percent. Click-through rates stayed about the same at 2.59 percent.
Industry differences were wide. Restaurants and food had the best numbers with an 18.25 percent conversion rate and a $3.16 cost per lead. Dental services had weak performance, with a 1.05 percent click-through rate and a $76.71 cost per lead.
The average cost per click for lead ads was $1.92. Restaurants and food paid the lowest at $0.74. Dental services paid the highest at $9.78.
Comparisons with Google
Despite higher costs on Facebook leads this year, the platform is still cheaper than Google. The average Google cost per lead is about $70. Facebook’s $27 looks affordable in comparison. On clicks, Facebook leads average $1.92 while Google’s are more than $5.
Industry swings
Some industries shifted sharply year over year. Shopping, collectibles, and gifts doubled their click-through rates. Sports and recreation also saw large gains. Restaurants and food raised conversion rates by more than threefold. On the losing side, dentists faced a near-doubling of lead costs. Furniture and real estate showed weaker conversion rates.
What it means for advertisers
The results suggest that broad economic pressures and more competition are raising acquisition costs in many fields. Businesses tied to discretionary spending, such as home improvement and beauty, are finding it harder to generate leads.
Practical steps can help. Advertisers are advised to filter out low-quality leads by tightening forms and blocking disposable email domains. Meta’s Advantage+ automation may save time but needs careful oversight to avoid wasted spend. A balanced mix of traffic, brand, and lead campaigns can spread risk across objectives.
Bottom line
Facebook remains an affordable channel compared with search, especially for driving traffic. But lead generation is becoming more expensive and less reliable. Marketers will need sharper targeting and stronger controls to keep performance steady in 2025.
Notes: This post was edited/created using GenAI tools. Image: DIW-Aigen.Read next: Sam Altman Raises Concern Over AI-Influenced Social Media
by Web Desk via Digital Information World
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