Facebook Traffic Benchmarks for Finance — Latest Available Data (Checked July 2026)
Finance Traffic: $1.22 CPC (highest), 0.98% CTR (lowest). Facebook's worst vertical. Try LinkedIn or Google.
Updated July 2026. Straight talk on the date: WordStream/LocaliQ has not published a 2026 Facebook edition — we checked on July 19, 2026. The figures below are from the 2025 study (data window April 2024 – June 2025), which remains the newest credible segmented Meta dataset. We'll refresh this page when the 2026 edition lands, expected August–October 2026, rather than dress up old numbers as new ones.
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 by LocaliQ, 2025 edition (554 US traffic campaigns, April 2024 – June 2025) — confirmed most recent edition as of July 19, 2026; no 2026 edition exists yet.