How long do Facebook ads run?
The median Meta ad that has stopped delivering ran 27 days, and 48% ran 30 days or longer. Software (SaaS) ads run longest, at a median of 31 days.
| Business type | Median run | Ran 30+ days | Ads read |
|---|---|---|---|
| Software (SaaS) | 31 days | 51% | 12,784 |
| Mobile app | 30 days | 50% | 35,791 |
| Online store | 29 days | 50% | 101,915 |
| National brand | 27 days | 47% | 42,203 |
| Clinic or practice | 27 days | 48% | 11,934 |
| Local service | 24 days | 45% | 31,998 |
What share of Facebook ads are video?
44% of Meta ads are video, 33% carousel and 22% a single image. Mobile app ads lean on video most, at 57%.
| Business type | Video | Carousel | Single image |
|---|---|---|---|
| Mobile app | 57% | 25% | 18% |
| National brand | 45% | 33% | 22% |
| Clinic or practice | 43% | 26% | 31% |
| Online store | 41% | 38% | 20% |
| Local service | 41% | 33% | 26% |
| Software (SaaS) | 39% | 28% | 33% |
Which call to action do Facebook ads use most?
"Shop now" is on 40% of Meta ads that carry a call to action, then "Learn more" on 25%. The button follows the business: stores say Shop now, apps Install now, services Learn more.
| Call to action | Share of ads |
|---|---|
| Shop now | 40% |
| Learn more | 25% |
| Install now | 4.9% |
| See details | 4.7% |
| Book now | 4.6% |
| Sign up | 4.2% |
| Order now | 2.9% |
| Play game | 2.5% |
| Get quote | 2.1% |
| Get offer | 1.9% |
| Download | 1.7% |
| Apply now | 1.0% |
How long is Facebook ad copy?
The median primary text on a Meta ad is 118 characters, about two short sentences. Clinic or practice ads write the most, at 180.
| Business type | Median primary text |
|---|---|
| Clinic or practice | 180 characters |
| Software (SaaS) | 129 characters |
| Local service | 123 characters |
| Online store | 118 characters |
| National brand | 118 characters |
| Mobile app | 90 characters |
Meta ad benchmarks by industry
382 industries with at least 150 ads read, largest first. Each links to that industry's ads.
| Industry | Ads read | Video | Median run | Top call to action |
|---|---|---|---|---|
| Mobile gaming | 11,657 | 74% | 27 days | Play game (44%) |
| Mobile app | 7,452 | 50% | 38 days | Install now (24%) |
| Clothing and fashion | 6,849 | 28% | 31 days | Shop now (86%) |
| Retail | 5,548 | 40% | 23 days | Shop now (62%) |
| Footwear | 4,548 | 28% | 37 days | Shop now (81%) |
| Supplements | 4,511 | 44% | 26 days | Shop now (73%) |
| Perfume | 4,323 | 40% | 24 days | Shop now (64%) |
| Makeup | 4,129 | 55% | 23 days | Shop now (75%) |
| Activewear | 4,005 | 30% | 35 days | Shop now (86%) |
| B2B SaaS | 3,960 | 38% | 38 days | Learn more (49%) |
| Insurance | 3,756 | 42% | 31 days | Learn more (48%) |
| Restaurant | 3,731 | 41% | 19 days | Order now (56%) |
| Jewelry | 3,712 | 38% | 42 days | Shop now (81%) |
| Skincare | 3,484 | 52% | 20 days | Shop now (73%) |
| Pet | 3,293 | 49% | 44 days | Shop now (54%) |
| Fashion | 3,156 | 30% | 27 days | Shop now (75%) |
| Baby and parenting | 3,060 | 42% | 34 days | Shop now (65%) |
| Fintech | 3,045 | 38% | 39 days | Learn more (40%) |
| Furniture | 3,006 | 37% | 32 days | Shop now (78%) |
| Streaming | 2,836 | 56% | 14 days | Learn more (22%) |
| Kitchenware | 2,620 | 48% | 33 days | Shop now (79%) |
| Grocery | 2,614 | 39% | 18 days | Shop now (56%) |
| Gyms and fitness | 2,611 | 36% | 27 days | Learn more (35%) |
| Mattress | 2,586 | 40% | 36 days | Shop now (77%) |
| Hotel | 2,562 | 46% | 33 days | Book now (45%) |
| Healthcare | 2,405 | 43% | 33 days | Learn more (56%) |
| Toys | 2,347 | 49% | 28 days | Shop now (70%) |
| Golf | 2,242 | 35% | 40 days | Shop now (69%) |
| Watches | 2,238 | 33% | 27 days | Shop now (48%) |
| Home decor | 2,223 | 38% | 35 days | Shop now (79%) |
| Energy drink | 2,183 | 51% | 21 days | Shop now (63%) |
| Bank | 2,160 | 39% | 25 days | Learn more (59%) |
| Eyewear | 2,140 | 31% | 33 days | Shop now (67%) |
| Food | 2,108 | 61% | 21 days | Shop now (44%) |
| Coffee | 2,016 | 43% | 31 days | Shop now (56%) |
| Software | 2,016 | 46% | 28 days | Learn more (46%) |
| Luggage | 1,953 | 34% | 44 days | Shop now (77%) |
| Airline | 1,947 | 35% | 30 days | Book now (59%) |
| Phone and wireless | 1,899 | 44% | 17 days | Learn more (39%) |
| Personal injury law | 1,822 | 47% | 40 days | Learn more (55%) |
| Swimwear | 1,786 | 28% | 32 days | Shop now (90%) |
| Fitness app | 1,564 | 61% | 27 days | Learn more (28%) |
| Automotive | 1,481 | 42% | 35 days | Learn more (61%) |
| Household | 1,421 | 69% | 14 days | Shop now (74%) |
| Hair salon | 1,402 | 43% | 25 days | Book now (35%) |
| Pizza | 1,321 | 43% | 19 days | Order now (60%) |
| Bakery | 1,280 | 41% | 24 days | Shop now (33%) |
| Tech | 1,280 | 57% | 26 days | Shop now (42%) |
| Med spa | 1,261 | 44% | 19 days | Book now (30%) |
| Appliance | 1,225 | 42% | 26 days | Shop now (56%) |
| Charity | 1,225 | 32% | 42 days | Learn more (39%) |
| Real estate | 1,224 | 36% | 21 days | Learn more (67%) |
| Travel | 1,174 | 36% | 57 days | Book now (40%) |
| Shampoo and hair care | 1,106 | 63% | 21 days | Shop now (77%) |
| Photo editors | 1,081 | 67% | 26 days | Install now (28%) |
| Auto repair | 1,069 | 24% | 19 days | Book now (24%) |
| Daycare and childcare | 1,048 | 40% | 22 days | Learn more (68%) |
| Dental | 1,042 | 44% | 25 days | Book now (52%) |
| Haircare | 1,034 | 54% | 30 days | Shop now (61%) |
| Pest control | 1,033 | 40% | 33 days | Learn more (38%) |
| Cruise | 1,019 | 51% | 38 days | Learn more (47%) |
| Bedding | 961 | 36% | 28 days | Shop now (85%) |
| Roofing | 940 | 48% | 19 days | Learn more (46%) |
| Car detailing | 925 | 53% | 41 days | Shop now (46%) |
| Therapy and mental health | 903 | 35% | 21 days | Learn more (49%) |
| Law firm | 886 | 47% | 21 days | Learn more (51%) |
| Soda and soft drink | 886 | 56% | 21 days | Learn more (44%) |
| Lingerie | 883 | 41% | 45 days | Shop now (81%) |
| Mortgage | 862 | 42% | 33 days | Learn more (66%) |
| Menswear | 843 | 32% | 32 days | Shop now (85%) |
| Cybersecurity | 838 | 30% | 32 days | Learn more (46%) |
| Beer | 819 | 56% | 38 days | Shop now (40%) |
| Candy | 798 | 62% | 14 days | Shop now (65%) |
| HVAC | 767 | 45% | 36 days | Learn more (36%) |
| Handbags | 765 | 42% | 44 days | Shop now (83%) |
| Weight loss | 765 | 30% | 25 days | Learn more (46%) |
| Plumbing | 743 | 41% | 37 days | Learn more (25%) |
| Kids clothing | 741 | 20% | 20 days | Shop now (81%) |
| Massage | 741 | 46% | 35 days | Shop now (44%) |
| Electrician | 728 | 41% | 10 days | Book now (30%) |
| Dating | 711 | 54% | 38 days | Install now (42%) |
| Casino | 694 | 46% | 34 days | Play game (33%) |
| Headphones | 686 | 52% | 42 days | Shop now (59%) |
| Kids learning | 680 | 58% | 27 days | Learn more (22%) |
| Landscaping | 674 | 41% | 13 days | Shop now (29%) |
| Snack | 670 | 67% | 20 days | Shop now (61%) |
| Moving company | 665 | 58% | 28 days | Get quote (51%) |
| Pharma and medicine | 662 | 47% | 16 days | Shop now (58%) |
| Tattoo | 662 | 58% | 23 days | Shop now (63%) |
| Running | 653 | 32% | 64 days | Shop now (54%) |
| Strollers | 647 | 34% | 33 days | Shop now (40%) |
| Crypto | 636 | 39% | 28 days | Shop now (28%) |
| Lashes | 636 | 63% | 45 days | Shop now (88%) |
| Language learning | 621 | 57% | 47 days | Install now (36%) |
| Church | 618 | 61% | 18 days | Learn more (40%) |
| Video editors | 616 | 71% | 28 days | Learn more (36%) |
| Cleaning services | 615 | 38% | 23 days | Get quote (25%) |
| Meal delivery | 607 | 39% | 38 days | Order now (41%) |
| Car dealership | 606 | 28% | 45 days | Shop now (43%) |
| Fitness equipment | 599 | 57% | 33 days | Shop now (57%) |
How these benchmarks were measured
- SourceThe public Meta Ad Library, read for 7,896 named advertisers between 2026-10-02 and 2026-10-24. An ad listed under two industries is counted once.
- SampleUp to one page of each advertiser’s most recent ads, so ads still delivering are over-represented and the share of active ads is not a benchmark. Keyword-search walls of local shops are left out.
- Run lengthDays between the first and last delivery date Meta publishes, for ads that had stopped when the library was read. An ad that is still running has no end date and is not counted.
- Not measuredClick-through rate, cost per click, CPM and spend. Meta does not publish them for commercial ads, and these benchmarks do not estimate them.
Meta ad benchmark questions
How long should a Facebook ad run?
Long enough to exit learning and show whether it converts. Of ads that had stopped, the median ran 27 days and 48.3% ran 30 days or more. An ad still delivering after a month is usually one the advertiser is choosing to keep.
Are video ads more common than image ads on Facebook?
Yes. 44% of the ads read are video, 33% carousel and 22% a single image. Mobile apps run the most video, at 57%. Software companies run the most single images, at 33%.
What is the best call to action for Facebook ads?
The one that matches the next step. "Shop now" is the commonest, on 39.9% of ads with a button, because stores dominate the library. Apps use Install now, software and services Learn more or Sign up, and clinics Book now.
Do these benchmarks include CTR or CPC?
No. Meta does not publish click-through rate, cost or spend for commercial ads, so these benchmarks cover what the Ad Library does publish: format, call to action, copy and how long each ad ran.
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