What's a Good Facebook Ads Conversion Rate by Industry in 2026?

The average Meta (Facebook) Ads conversion rate for lead-generation campaigns is 7.72% in the most recent year of data, down from 8.67% the year before, according to WordStream's Facebook Ads Benchmarks report — with confirmed industry figures ranging from 10.53% for Attorneys & Legal Services down to 3.77% for Furniture.

Conversion Rate by Industry

• Attorneys & Legal Services: 10.53%, the highest conversion rate confirmed in the report despite legal being a historically expensive vertical to advertise in.
• Furniture: 3.77%, the lowest confirmed rate, consistent with furniture's high price points and longer purchase-consideration cycles.
• All-industry average: 7.72%, down from 8.67% the prior year — the report found 12 of 15 tracked industries declined year over year.

Why Conversion Rates Fell Almost Across the Board

A broad, near-universal year-over-year decline points to a platform-wide or macro shift rather than isolated account problems. Rising competition for ad inventory, tighter privacy-driven targeting, and pickier consumer behavior can all compress conversion rates across nearly every advertiser at once. An account showing a modest decline in isolation might just be tracking the same industry-wide trend rather than a genuine performance problem specific to that account.

Legal's High Rate Comes With a Cost Caveat

A high conversion rate on its own doesn't mean an industry is cheap or easy to advertise in. Legal services combine a relatively high 10.53% conversion rate with some of the highest cost-per-lead figures of any vertical, because attorneys can afford to pay significantly more per lead given the value of a single retained case. Conversion rate and cost per acquisition need to be read together, not in isolation, before judging whether a number represents good performance.

Lead-Gen vs. Ecommerce Conversion Rates Aren't Comparable

This benchmark specifically covers lead-generation campaigns — form fills, calls, and similar actions — not ecommerce purchase conversion rates, which run considerably lower across the board because completing a purchase is a bigger commitment than submitting contact information. Comparing a lead-gen conversion rate against an ecommerce purchase conversion rate will make ecommerce look artificially weak even when it's performing normally for its own category.

Campaign Objective Also Moves the Number

A "conversion" in this benchmark means a lead action inside a campaign built for lead generation, so a Meta account running a mix of traffic, engagement, and lead-gen campaigns should only measure this figure against the lead-gen campaigns specifically. Blending in traffic or awareness campaign data, which isn't optimized to drive form fills or calls in the first place, will pull the reported conversion rate down without reflecting an actual problem with lead-gen performance.

How to Use This Benchmark

Compare your account's conversion rate to your own industry's figure rather than the blended average, and watch the year-over-year direction as closely as the absolute number. Since the decline was broad across the whole benchmark set, an account underperforming last year's figure doesn't necessarily mean it's underperforming its own industry this year.

Bottom Line

Use the industry-specific figure, not the 7.72% blended average, and pair it with cost-per-lead data before deciding whether a given Facebook Ads conversion rate is good.

Sources: WordStream's Facebook Ads Benchmarks report, based on Meta lead-generation campaign data across 15 tracked industries.