What is a good click-through rate for Facebook Ads?

This isn’t really a very good question, because on its own the click-through rate doesn’t actually mean anything at all. A much better question to ask is ‘what is the return on investment? If I spend X on Facebook Ads, how much am I going to get back as Y from my new customers?’

However, given that the question is out in the open, I will try and answer it. Typically, you’ll see a click-through rate of somewhere between 0.1% and 2%. Something in the region of 2% would be quite a good click-through rate for a Facebook ad. Now, it might feel like it is a very low number, but that’s not a bad thing because you only want people to click on the ad if they are right for it. What is much more important to you is that the people who click give you their information and hit that submit button. And it’s even more important that the people who hit that submit button are then able to enter into a dialogue of some sort.

This can mean talking with you, or coming in to see you, or you engage via email, or some other means of communication. You move them from a lead into a paying customer and it is the number of customers who ultimately come from your leads that is the defining factor in determining the success of your campaign.

We don’t worry about click-through rate at all, we don’t even report it on our management figures in our own business. It will be shown in the report that you get as a LeadCycle client, but in my own business and with our own campaigns, we are generating hundreds of leads every single day for our business through Facebook Ads. I don’t pay any attention to the click-through rate. It’s not important at all. Instead, I focus on my cost per lead and on the number of leads that I need to get in order to gain a customer. Those are the two things that are most important to me, because from those two things, I can then work out my return on investment and then I know whether I should keep doing this, fuelling it and feeding it, or whether I should be pulling back and stopping to make a change.