Benchmarks
April 6, 2025
TikTok Ads Benchmarks Per Industry (2025)
TIkTok continues to dominate attention spans and ad budgets alike. With over a billion active users and a culture built for virality, it's no surprise that more brands are investing in TikTok Ads to drive both awareness and conversions. But how do your campaigns compare?
In this post, we break down the latest global TikTok Ads benchmarks (2025) — by industry and ad format — so you can see exactly how your performance stacks up across five key metrics:
CTR (Click-through Rate): How many people click after seeing your ad
CPC (Cost per Click): What you pay for each click
CPM (Cost per 1,000 Impressions): What you pay to get seen
CVR (Conversion Rate): What percent of clickers convert
CPA (Cost per Action): The average cost to get a lead, sign-up, or sale
Let’s get into it.
TikTok Ads Performance by Industry
Your industry heavily influences what performance you can expect on TikTok. Here's how top sectors are performing on average in 2025:
Industry | CTR | CPC | CPM | CVR | CPA |
|---|---|---|---|---|---|
Finance & Insurance | ~0.4% | $3.00 | $11.00 | ~0.4% | $750+ |
Retail & E-commerce | ~0.46% | $1.95 | $9.00 | ~0.6% | $325 |
Beauty & Skincare | ~0.38% | $2.10 | $8.00 | ~0.6% | $350 |
Food & Beverage | ~0.42% | $1.85 | $7.80 | ~0.7% | $260 |
Technology & Gadgets | ~0.38% | $2.50 | $9.50 | ~0.5% | $500 |
Travel & Tourism | ~0.40% | $1.90 | $7.70 | ~0.5% | $380 |
Takeaways:
Industries like Finance and Tech pay more for clicks and impressions, but also deal with longer purchase cycles and higher-value customers.
Retail, Beauty, and Food enjoy stronger engagement and better efficiency on average, though CPAs can still be in the hundreds depending on product pricing.
Travel brands benefit from relatively low CPMs, making TikTok a great channel for building top-of-funnel demand.
TikTok Ad Format Benchmarks
Performance also depends on the ad format you choose. Here’s how the major TikTok formats perform globally:
Ad Format | CTR | CPC | CPM | CVR | CPA |
|---|---|---|---|---|---|
In-Feed Video Ads | ~2% | $0.50–$1.00 | $4–$10 | ~0.5% | ~$100 |
Spark Ads (Boosted UGC) | 3%+ | ~$0.40 | ~$4 | ~0.7% | ~$60 |
TopView (Homepage takeover) | ~14% | ~$0.10* | ~$10 | ~0.1% | ~$100+ |
Brand Takeover | ~8% | ~$0.15* | ~$10 | ~0.2% | ~$150+ |
Branded Hashtag Challenge | ~8% ER | — | — | — | — |
*Effective CPC calculated based on total clicks and impressions; TopView/Takeover formats are typically booked at a flat rate.
Takeaways:
TopView and Brand Takeover drive huge visibility and very high CTRs but aren't conversion-focused. Great for awareness, not ideal for performance marketers.
Spark Ads consistently outperform standard in-feed ads. If you're not boosting your best organic or creator content, you're missing out.
In-Feed Ads are your go-to for scalable, conversion-optimized campaigns. Expect lower CTRs, but better tracking and control.
Branded Hashtag Challenges are perfect for going viral, but hard to track in traditional ad metrics. Think brand lift and user engagement over clicks and conversions.
What Do These Benchmarks Tell You?
If your performance is above average, you're onto something — time to double down or scale.
If you're below benchmark, here’s where to focus:
Low CTR? Test new creative angles, stronger hooks, or different creators.
High CPC? Broaden targeting or improve ad relevance to lower auction costs.
Weak CVR? Tighten your landing page or offer.
High CPA? Audit the entire journey: ad > click > page > checkout. Optimize every step.
Also, remember your goals. If you're running TopView for mass visibility, don't expect cheap leads. If you're optimizing for direct sales, measure against In-Feed or Spark benchmarks, not branding formats.
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