Platform lots · 3 of 8
Facebook Ads CPC
By Oliver Wakefield-Smith, Digital Signet. Updated July 2026.
Meta's clicks are the cheap ones: link-click CPC averaged $0.70 for traffic campaigns in 2025, down from $0.77 in 2024 LocaliQ, 2025 data. Cheap is not the same as effective; the intent gap does the real accounting.
The measured numbers, by objective
LocaliQ Facebook benchmarks, 2025
All figures LocaliQ, 2025 data. Two details matter. These are link clicks, not the all-clicks metric that counts reactions and photo expands; and the objective you choose changes the price, because Meta auctions ad delivery against the outcome you asked for. Lead-gen clicks cost nearly triple traffic clicks and are worth it when they are the point.
What Meta itself publishes
Auction pricing with no rate card, and a published budget floor: ads can run from a $5 minimum budget over a minimum 6-day duration, a floor on spend, not a per-click rate Meta, ads pricing. Meta also documents that daily budgets may fluctuate up to 75% above the stated amount on a given day, averaged back over 7 days.
Cheap clicks, colder intent
A Facebook click interrupted someone; a Google click answered someone. That is why a $0.70 click does not simply beat a $5.42 one: conversion downstream decides. The arithmetic for comparing them properly, per lead rather than per click, is worked on Google Ads vs Facebook Ads.
When Facebook wins for a local budget: visual products, offers, and audiences you can name precisely (new residents, parents near a school). Also see Instagram, which shares this auction, the LinkedIn compare for B2B, and the search benchmarks for the other side of the market.