Reference ranges for Meta, Google, LinkedIn and TikTok, pulled from published 2025/2026 datasets and broken out by vertical where the data allows. Then an AI read on how your own numbers compare.
| Metric | 2025 median | Note |
|---|---|---|
| CPM | $14.19 | 2025 median, +20.0% YoY; impression-weighted tracking put it at $8.19 (Oct 2025), US-only near $23 |
| CTR | 2.19% | 2025 median, +13.5% YoY |
| CVR | 1.6% | 2025 median, +8.3% YoY |
| CPA | $38.19 | 2025 median, +1.0% YoY |
| ROAS | 1.86 | 2025 median, +1.3% YoY |
| CPC (traffic objective) | $0.70 | −6.7% YoY, SMB accounts |
| CPC (leads objective) | $1.92 | +2.1% YoY, SMB accounts |
| Cost per lead | $27.66 | +20.9% YoY; spans $3.16 (restaurants) to $76.71 (dentists) |
Source: Triple Whale (full-year 2025, ~35,000 brands, primarily DTC) and WordStream/LocaliQ (2025, SMB accounts). Full sourcing and methodology in the 2026 benchmarks report.
Enter what you can from your last 30 days on Meta. Fill at least two fields and we'll compare them to the ranges above, with a media buyer's read on what to look at first. Nothing is stored.
An ad benchmark is a published median or range for a metric like CPM, CPC, CTR or CPA, measured across a large sample of ad accounts on one platform. Every figure in this tool is transcribed from published benchmark datasets: Triple Whale (Meta medians across ~35,000 mostly DTC brands), WordStream/LocaliQ (Meta lead-gen and Google search, thousands of SMB accounts), The B2B House (LinkedIn), Digital Applied and Lebesgue (TikTok), and Gupta Media's impression-weighted CPM tracker. Where the sources disagree, and on TikTok CPMs they disagree by almost 2×, we show the spread instead of pretending there's a consensus.
Treat the ranges as reference points, not gospel. Each dataset measures a different sample of accounts, and the spread between samples is often bigger than the spread between platforms. The same goes for verticals: on Google search, real estate clicks cost $2.53 and legal clicks cost $8.58, so your industry's row matters far more than the all-industries average. When a number looks off, check whose accounts the benchmark was built on before changing anything in your account.
For the full report with methodology, source-by-source notes and a guide to reading benchmarks without fooling yourself, read the 2026 paid ads benchmarks report. And if you'd rather benchmark against accounts that actually look like yours, that's what Market Intelligence does continuously.
Paste a Meta or Google Ads export and get a graded audit: wasted spend, fatigue, structure issues, plus a client-ready summary.
Open tool AI tool · FreeTurn raw campaign numbers into the written report your client actually reads: summary, what changed, what happens next.
Open tool Calculator · FreeWhat should you charge to manage ad spend? Market-rate fee ranges by spend tier, retainer vs. percentage vs. hybrid, margin math.
Open tool