Facebook Traffic Benchmarks for Finance 2025
Finance Traffic: $1.22 CPC (highest), 0.98% CTR (lowest). Facebook's worst vertical. Try LinkedIn or Google.
Meta Ads · Financial Services · Traffic
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.98% |
| CPC | $1.22 |
What the numbers mean
Financial services on Facebook shows the worst traffic metrics: 0.98% CTR (lowest) and $1.22 CPC (highest). Users browsing social media aren't in a financial mindset, and regulatory restrictions limit creative options. The fundamental problem: Facebook is where people go to relax, not to think about money. LinkedIn delivers 113% B2B ROAS for financial services versus Meta's 29%. For B2C financial products, Google Search captures active intent that Facebook can't match.
Year-over-year change
Lowest CTR, highest CPC—Facebook struggles for finance
How to act on this
Consider LinkedIn for B2B financial targeting—113% ROAS versus Meta's 29%. Use Google Search to capture active financial intent. If using Facebook, focus on remarketing to known prospects rather than cold audiences. Test content marketing approaches rather than direct response.
Source: WordStream · 554 campaigns · 2025-06