Facebook traffic campaigns got cheaper in 2026, with average CPC down 14.29% to $0.60 while click-through rate rose 12.87% to 1.93%, according to benchmark data from ad software vendor WordStream by LocaliQ. Lead campaigns moved less, where CPC fell 6.25% to $1.80 and an 8.54% conversion rate left cost per lead roughly flat at $27.39. Shopping, Collectibles and Gifts was one of only two categories where traffic clicks got more expensive, up 73.53%, against a 39.56% drop for real estate. Cost per lead ran from $12.30 in career and employment up to $61.56 for dentists across the nearly 1,800 campaigns sampled, and WordStream puts Google’s average CPC at more than double Meta’s.
