Meta Ads Benchmark Report (2024)
A Comprehensive Industry-Wise Analysis with Global
and Country-Specific Insights
Introduction
Meta (Facebook & Instagram) Ads continue to dominate the digital advertising landscape,
with an increasing reliance on artificial intelligence (AI) and enhanced targeting capabilities.
This benchmark report provides a detailed breakdown of key advertising metrics, including:
● Click-Through Rate (CTR)
● Cost Per Click (CPC)
● Cost Per Mille (CPM)
● Conversion Rate (CVR)
● Cost Per Acquisition (CPA)
● Country-Specific Benchmarks for the USA & India
This data-rich report is designed for marketers, agencies, and business owners to
understand performance expectations and optimize their ad spend.
Global Meta Ads Benchmarks by Industry (2024)
The following table presents industry-specific performance benchmarks for Meta Ads:
Industry Average Average Average Average Average
CTR CPC ($) CPM ($) CVR CPA ($)
Arts & 1.30% 5.82 8.12 0.80% 32.79
Entertainment
Apparel & Fashion 1.71% 7.45 9.23 1.23% 21.57
Automotive (For 1.02% 0.79 6.85 2.10% 35.12
Sale)
Automotive (Repair 1.10% 0.96 7.89 4.86% 81.45
& Service)
Beauty & Personal 1.51% 0.94 6.37 5.93% 42.10
Care
Business Services 1.16% 0.84 6.10 8.34% 16.95
Dentists & Dental 0.88% 1.07 5.21 9.83% 32.46
Services
Education & 1.21% 0.77 4.90 8.49% 31.82
Instruction
Finance & Insurance 0.85% 1.05 9.25 5.98% 38.09
Health & Fitness 1.61% 0.81 6.44 5.78% 57.40
Home & Garden 1.52% 6.07 7.02 0.70% 15.13
Industrial & 0.99% 0.77 4.60 12.03% 24.53
Commercial
Personal Services 1.37% 0.81 6.90 9.19% 20.49
Physicians & 1.07% 0.96 7.88 4.81% 57.97
Surgeons
Real Estate 2.60% 0.65 6.20 9.70% 13.87
Restaurants & Food 2.19% 0.51 5.73 4.03% 20.12
Retail (Collectibles 1.67% 0.68 5.29 6.15% 19.87
& Gifts)
Sports & Recreation 1.27% 0.72 10.90 8.87% 14.59
Travel & Hospitality 2.20% 0.42 4.78 3.95% 31.82
Insights from Global Benchmarks
● Best CTR: Real Estate (2.60%) and Restaurants & Food (2.19%).
● Most Expensive CPC: Finance & Insurance ($1.05) and Physicians & Surgeons
($0.96).
● Highest Conversion Rate: Industrial & Commercial (12.03%) and Dentists
(9.83%).
● Highest CPM: Sports & Recreation ($10.90) and Finance & Insurance ($9.25).
● Lowest CPA (Cheapest Lead Acquisition): Business Services ($16.95) and Real
Estate ($13.87).
Country-Specific Benchmarks: USA vs. India
While global benchmarks provide insights, Meta Ads performance varies significantly by
country.
Meta Ads Benchmarks in the USA (2024)
The USA, being one of the most competitive ad markets, has higher CPCs and CPMs
due to greater competition.
Industry CTR (%) CPC ($) CPM ($) CVR (%) CPA ($)
E-commerc 1.52 1.27 8.90 4.12 32.75
e
Finance 0.79 2.10 12.56 2.98 75.20
Education 1.18 1.05 6.34 3.65 42.89
Healthcare 1.05 1.85 9.42 4.25 55.37
Meta Ads Benchmarks in India (2024)
India, on the other hand, has lower CPCs and CPMs, making it one of the cheapest
advertising markets.
Industry CTR (%) CPC ($) CPM ($) CVR (%) CPA ($)
E-commerc 2.10 0.12 1.40 5.85 7.50
e
Finance 1.25 0.55 3.89 4.02 12.75
Education 1.88 0.28 2.10 6.35 9.47
Healthcare 1.65 0.47 2.90 5.12 14.32
Key Takeaways from USA vs. India
● The USA has significantly higher CPMs and CPCs than India, making it more
expensive to advertise.
● India has higher engagement (CTR) and lower advertising costs, making it an
ideal market for lead generation and brand awareness campaigns.
● Finance & Insurance is the most expensive category in both countries, followed
by Healthcare and Education.
Strategic Recommendations for Meta Ads in 2024
1. Industry-Specific Ad Strategies:
○ Real Estate & E-commerce: Leverage carousel ads & video content.
○ Finance & Insurance: Focus on high-value lead generation.
○ Travel & Hospitality: Invest in seasonal offers & retargeting.
2. Optimize for Country-Specific Performance:
○ In the USA: Optimize ROAS by improving audience targeting.
○ In India: Scale campaigns with high engagement rates & lower CPCs.
3. Leverage AI & Automation:
○ Advantage+ Shopping Campaigns for e-commerce.
○ Lookalike audiences to scale high-performing segments.
Conclusion
Meta Ads continue to be a powerful platform for digital marketers. By leveraging
benchmark data, businesses can optimize their advertising strategies, maximize ROI, and
gain a competitive edge in 2024.
Sources:
● Meta Ads Manager Reports
● Lebesgue.io
● LocalIQ
