Jan 6, 2026
Facebook Traffic Benchmarks for Finance 2025
0.98%
CTR
$1.22
CPC
N/A
CVR
N/A
CPL/CPA
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Year-Over-Year Change
Lowest CTR, highest CPC—Facebook struggles for finance
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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.
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.
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Data Source
WordStream
Data Year & Month
2025-06
Sample Size
554 campaigns