What's a Good ROAS for Pet Products on Meta Ads in 2026?

Pet products average a 4.8x ROAS on Meta Ads in 2026 — the highest of any e-commerce vertical tracked — alongside a $25 CPA, 1.50% CTR, $0.73 CPC and an $11.00 CPM, which is also the lowest CPC and among the highest CTRs of any category. Within the vertical, food and treat subscriptions perform best at 5.6x ROAS and a $21 CPA, while health and supplements lag with CPA closer to $36.

Why Pet Products Outperform Every Other Vertical

Pet owners are unusually responsive to Meta ad creative featuring animals, and purchase decisions tend to be lower-friction than in other consumer categories — a bag of dog food or a new toy carries far less deliberation than furniture or electronics. That combination of high engagement and quick purchase decisions is what drives both the category's low $0.73 CPC and its 4.8x average ROAS, well above the roughly 2.5x–4.0x range typical of Meta e-commerce overall.

Subscriptions Beat One-Time Purchases

Food and treat subscription products are the strongest performers within pet, reaching 5.6x ROAS, a $21 CPA and a 1.70% CTR. Subscription pet food converts well because it solves a recurring, predictable need — owners don't want to think about reordering food every few weeks — which makes the value proposition easy to communicate in a single ad and easy for Meta's algorithm to optimize toward repeat, high-LTV customers.

Health and Supplements Are the Exception

Not every pet sub-category performs equally well. Health and supplements products carry the highest CPA within the category, at roughly $36, reflecting more consideration-heavy purchases (a joint supplement or prescription-adjacent product requires more buyer education than a bag of treats) and a smaller, more specific target audience than mass-market pet food or toys.

What Counts as a Good ROAS Here

Given the category average of 4.8x, a pet brand running notably below 2.5x–3x should treat that as a signal to audit creative and targeting before increasing spend, since the category ceiling other pet advertisers are hitting is unusually high. Brands in the health and supplements sub-category should benchmark against the roughly $36 CPA figure rather than the blended 4.8x category average, since that sub-category's economics are meaningfully different from food, treats, and toys.

Don't Read First-Order ROAS in Isolation

Pet products carry meaningful repeat-purchase value beyond the first sale — a dog owner who buys food once typically keeps buying it for years — so a campaign showing a modest first-order ROAS can still be a strong long-term investment once repeat purchases are factored in. Brands that only optimize toward first-order ROAS risk cutting campaigns that are actually profitable on a lifetime basis, particularly in the subscription-driven food and treats sub-category.

Bottom Line

If your pet brand is underperforming the 4.8x category ROAS, check whether your product mix skews toward supplements or health items before assuming your ad account is broken — that sub-category alone runs at a structurally higher CPA than the rest of the vertical.

Sources: Adrise Lab, "Pet Products Meta Ads Benchmarks 2026: CPA, ROAS, CTR & CPM Data by Sub-Category"; Ad Library, "Meta Ad Benchmarks Pet Care 2026."