All About Facebook Ads

Facebook is one of the fastest growing ad networks – in fact, the number of advertisers using Facebook has more than doubled in the last 18 months.

If you’re one of the 2 million advertisers who decided to start advertising on Facebook in the past 2 years, you may have found that it can be easy to get overwhelmed on the new platform. Facebook has nearly countless ad targeting options to explore, and performance differs for every client. Just like on Google Ads, performance can differ across different industries on Facebook, so what numbers should you be looking to beat in your industry?

We dug into our data to find out! Check out the Facebook ad performance benchmarks our clients are seeing, including: You’ll find averages across these Facebook metrics for eighteen industries: Apparel, Auto, B2B, Beauty, Consumer Services, Education, Employment & Job Training, Finance & Insurance, Fitness, Home Improvement, Healthcare, Industrial Services, Legal, Real Estate, Retail, Technology, and Travel & Hospitality.

Why start advertising on Facebook?

With so many options, deciding where to spend your marketing budget can be difficult. What makes Facebook particularly attractive to new and experienced business owners boils down to three things:

1. Driving traffic from an active and engaged user base

Facebook is a place where we connect with family and friends, and—as much as we hate to admit it—it’s pretty darn addictive. Facebook reportedly has more than two billion active monthly users, and those users spend more time on Facebook than on competing social networks.

In addition, Facebook owns Messenger and Instagram, two other popular mobile apps accessible to Facebook advertisers through its advertising platform. That’s a lot of active, engaged traffic to drive to your landing page.

2. Targeting customers based on demographics, interests, and behaviours

Facebook is designed for sharing personal updates and information with your network, such as vacation photos, new songs you’ve discovered, and relationship statuses.

All the likes and connections made on Facebook and Instagram create detailed user profiles advertisers can tap into through targeted ads. Facebook advertisers can match their products and service against a long list of users’ interests, traits, and behaviours, resulting in a higher likelihood of reaching their ideal customers.

3. Generating brand awareness

Large and small businesses often have a Facebook and/or Instagram business page they use for connecting with their fans and customers on social media.

When you decide to use paid ads on Facebook and Instagram, you can opt to have them come from your brand’s social pages. This often results in increased brand exposure and new followers for your company, which is one of the benefits of advertising on social platforms