Meta ads CPM benchmarks, by industry.
What advertisers pay per thousand impressions — with the currency, sample and period stated for every figure.
Sevenam installs a Meta advertising system on your own ad account and runs the technology that operates it — written decisions at 7am every morning telling you exactly what to do that day. One fixed setup fee, a fixed monthly, priced to the work.
Read the currency before the number.
Every figure on this page is somebody else’s data. No benchmark vendor publishes Australian CPMs in Australian dollars — Superads, Triple Whale and Lebesgue all report in US dollars from US platforms. Australian pages that relabel those figures as AUD overstate them by about 40%.
So USD is the figure of record here. Where an AUD number appears it is a conversion at USD 1 = AUD 1.40 for orientation, not a measured Australian benchmark. Data window is July 2025 to July 2026 unless a row says otherwise.
Why your CPM will not match this.
Industry predicts CPM less well than benchmark pages imply. Campaign objective moves it more — a purchase campaign and a reach campaign in the same industry can differ by more than the gap between two industries — and almost no published benchmark splits by objective.
Placement mix matters too. Reels and Stories monetise below feed, so a Reels-heavy account reports a lower blended CPM on identical targeting. Creative quality is priced directly: Meta charges less per thousand for ads it predicts will earn attention, and that is invisible in a median.
What Australian advertisers pay.
All-industry aggregates. Australia is not broken out by industry by any vendor, so these are the only genuinely Australian figures on the page.
| Market | USD | Indicative AUD | Source |
|---|---|---|---|
| Australia, monthly median range | $9.60 – $21.70 | $13.50 – $30.40 | Superads |
| Australia, period average | $14.40 | $20.10 | Superads |
| Australia, ecommerce | $11.60 | $16.30 | Lebesgue |
| United States, ecommerce | $16.10 | $22.50 | Lebesgue |
| Global, all industries | $20.60 | $28.80 | Superads |
Superads: monthly median across connected ad accounts, about $3B in spend, July 2025 to July 2026; the Australian subset is not sized. Lebesgue: average CPM from Shopify stores, published July 2026, sample not stated. Australian CPMs are also more volatile than global — a November 2025 peak of USD $21.73 against a May 2026 low of USD $9.63.
By industry.
Global medians from aggregated ad account data. None are Australian-specific, and the confidence column is doing real work — read it before quoting a row.
| Industry | CPM range (USD) | Indicative AUD | Confidence |
|---|---|---|---|
| Ecommerce, all | $11 – $22 | $16 – $31 | Medium |
| Retail | $13 – $22 | $19 – $30 | Medium |
| Fashion and apparel | $8 – $13 | $11 – $19 | Medium |
| Beauty and skincare | $12 – $19 | $17 – $26 | Medium |
| Health and wellness | $12 – $22 | $17 – $31 | Low |
| Education and courses | $12 – $19 | $17 – $26 | Medium |
| Travel and recreation | $9 – $16 | $13 – $22 | Medium |
| Fitness and training | $15 – $30 | $21 – $42 | Low |
| Software and SaaS | $9 – $21 | $13 – $30 | Low |
| Finance and insurance | $10 – $42 | $13 – $59 | Low |
| Real estate and property | $10 – $48 | $14 – $67 | Low |
| Automotive parts, ecommerce | $7 | $10 | Low |
Sources: Superads (about $3B spend, industry subsets not sized) and, for the ecommerce verticals, Lebesgue and Triple Whale (40,000+ brands). Ranges are rounded outward from the published medians. Fashion, beauty and health carry a genuine two-source disagreement of 1.5–1.75x — that is sample composition, not the auction, which is why the range is published rather than a midpoint. Finance and real estate swing more than 4x within the year on small samples: treat them as high and unstable rather than as a budget figure.
Questions people actually ask.
What is a good CPM for Facebook ads in Australia?
Between July 2025 and July 2026 the Australian all-industry monthly median ran from about USD $9.60 to $21.70, averaging around USD $14.40. Anything inside that band is normal. Whether it is good depends on what those impressions convert to.
Are Facebook ads cheaper in Australia than the US?
Yes, by roughly 28 to 30% on CPM, on two independent datasets. Australia is still one of the most expensive markets in the world, in the same tier as the UK and Canada.
Why are these benchmarks in US dollars?
Because that is how every vendor with a disclosed methodology publishes them. Nobody publishes an Australian industry benchmark in AUD from real ad account data, so we convert at a stated rate rather than relabel the figures.
Which industries have the highest CPMs?
Finance, real estate, and health and wellness. Finance and real estate also swing the widest, above USD $40 in some months and below $11 in others, which points at small samples as much as genuine cost.
Which industries are cheapest?
Automotive parts ecommerce at about USD $7, fashion at USD $8 to $13, and travel at USD $9 to $16.
How much do CPMs rise at Black Friday?
Cyber Monday 2024 was 138% above the annual average in US agency data, and Black Friday week about 80% above. Australian monthly medians peaked in November 2025 at about 51% above the annual average. Across the whole quarter the premium is smaller, historically 13 to 17%. Budget for the week, not the quarter.
Is there Australian data by industry?
No. We looked. Home services and trades, hospitality, automotive dealers, and banking split from insurance have no aggregated ad account data with a stated sample, period and currency, so they are not in the table. In those categories your own account history is a better benchmark than anything public.
How often is this updated?
The underlying sources refresh monthly or annually. This page is reviewed quarterly against them.
Want to know why your CPM looks like that?
Tell us about the account and you get a straight read on what is driving it — objective, placement mix, creative, or just the month.
Get started Five questions, two minutes →