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What’s a good CPC for a Traffic campaign on Meta Ads?

CPC is what you pay per click, and for a Traffic campaign this is the number that most directly reflects whether your budget is being spent efficiently, since driving cheap, qualified clicks is the entire job of this campaign type.

CPC benchmarks for a Traffic campaign

Tier	Range	What it means
Below average	Over $1	Clicks are costing more than typical for a Traffic campaign. Worth checking whether the audience is too narrow or too competitive.
Average	$0.65 – $1	This is a normal cost per click for a Traffic campaign.
Above average	$0.4 – $0.65	Clicks are cheaper than typical, a sign this audience and creative combination is efficient.
Excellent	Under $0.4	This is a very efficient cost per click. You're getting a lot of traffic for the spend.

CPC by industry, for a Traffic campaign

Industry	Below average	Average	Above average	Excellent
E-commerce & Retail	Over $0.48	$0.31 – $0.48	$0.19 – $0.31	Under $0.19
Local & Home Services	Over $1.4	$0.9 – $1.4	$0.55 – $0.9	Under $0.55
Legal & Finance	Over $1.2	$0.77 – $1.2	$0.47 – $0.77	Under $0.47
Health & Wellness & Fitness	Over $1.12	$0.72 – $1.12	$0.44 – $0.72	Under $0.44
B2B & Professional Services	Over $1.05	$0.68 – $1.05	$0.41 – $0.68	Under $0.41
Education	Over $1.2	$0.77 – $1.2	$0.47 – $0.77	Under $0.47

E-commerce & Retail: Traffic-objective numbers come from WordStream's “Shopping, Collectibles & Gifts” category, the closest published match to general e-commerce and retail; other sub-categories like apparel or furniture run somewhat differently. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of 40,000+ e-commerce brands (Aug 2025 to Jul 2026); Sales-objective CPC comes separately from Vaizle's 2025 study, since Triple Whale doesn't publish CPC. No reliable Leads-objective data exists for this industry, and Frequency has no industry-specific data anywhere, so those fall back to the general benchmark.

Local & Home Services: These figures come from WordStream's “Home & Home Improvement” category, covering the Traffic and Leads campaign objectives. No CPM, ROAS, or Sales-objective benchmark data for this industry could be found in any source, and Frequency has no industry-specific data anywhere, so those fall back to the general benchmark.

WordStream / LOCALiQ: Facebook Ads Benchmarks 2025

Legal & Finance: This industry bucket combines legal and financial services. The Traffic and Leads figures shown here come specifically from WordStream's “Attorneys & Legal Services” category, since “Finance & Insurance” coverage in the same report was incomplete. CPM, ROAS, Sales-objective, and Frequency data for this industry was too sparse or too inconsistent between sources to build a reliable number from, so those fall back to the general benchmark.

WordStream / LOCALiQ: Facebook Ads Benchmarks 2025

Health & Wellness & Fitness: Traffic and Leads figures come from WordStream's “Health & Fitness” category. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of the Health & Wellness industry (Aug 2025 to Jul 2026). Sales-objective CPC isn't included since the only figure found for it was several years out of date, so that one falls back to the general benchmark, as does Frequency.

B2B & Professional Services: Traffic-objective figures come from WordStream's “Business Services” category. Leads-objective figures come from Metadata.io's 2025 B2B report (71 advertisers, $57.6 million in tracked spend), since WordStream doesn't publish Leads-objective data for Business Services. CPM, ROAS, Sales-objective, and Frequency data was too sparse or unverifiable to trust for this industry, so those fall back to the general benchmark.

Education: Traffic and Leads figures come from WordStream's “Education” category. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of the narrower “E-learning & Online Courses” category, the closest available match. Sales-objective CPC comes from Vaizle's 2025 study. Frequency has no industry-specific data anywhere, so it falls back to the general benchmark.

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If your CPC is below average

Clicks are costing more than typical for a Traffic campaign. Worth checking whether the audience is too narrow or too competitive.

Is the audience too narrow, or too competitive for this budget?

If your CPC is average

This is a normal cost per click for a Traffic campaign.

Is there a way to bring this down without losing click quality?

If your CPC is above average

Clicks are cheaper than typical, a sign this audience and creative combination is efficient.

Since clicks are this cheap, is there room to grow the audience or budget?

If your CPC is excellent

This is a very efficient cost per click. You're getting a lot of traffic for the spend.

What's keeping this so efficient, and can we lean into it further?

Other metrics for a Traffic campaign

Sources

These sources break out Traffic-specific CTR, CPC, and CPM figures that agreed closely with each other. The Conversion Rate bands for this objective are a softer estimate, since Traffic-specific conversion data isn't something the industry publishes much of.