Average Facebook CPM for SaaS Brands in 2025
Running Facebook ads for SaaS products? Let's break down what you should be paying per 1,000 impressions — and how to tell if you're overpaying.
Average cost per 1,000 impressions
But CPM can vary widely depending on your objective and targeting strategy:
| Factor | CPM (USD) |
|---|---|
| Overall Average | $10.23 |
| Free Trial Campaigns | $8.50 - $11.00 |
| Demo Request Campaigns | $9.75 - $12.50 |
| Lookalike Audience Targeting | $11.54 |
| Retargeting Campaigns | $10.23 |
B2B SaaS campaigns targeting decision-makers often have higher CPMs due to audience specificity and competition.
Are You Overpaying for Ad Impressions?
Many SaaS brands unknowingly spend 20–40% more CPM than they should — due to:
- Overly broad audience targeting without job title specificity
- Generic software creatives that don't highlight unique features
- Competing in oversaturated business software categories
- Poor funnel alignment between ad content and landing pages
How to Lower CPM with AI
Mesha's AI Agent for ROAS Optimization can:
- Detect overspending by campaign type and audience segment
- Auto-adjust audience exclusions to avoid bidding overlap
- Suggest feature-focused creatives based on user behavior data
- Optimize bidding strategy by business hours and decision-maker activity
SaaS Ad Benchmarks — How You Compare
Here's how your metrics stack up against 2025 benchmarks:
| Metric | Benchmark |
|---|---|
| CTR | ~1.1% |
| CPM | ~$10.23 |
| CPC | ~$1.25 |
| Cost per Trial | $45 - $125 |
| ROAS (avg.) | 2.8x – 4.2x |
Bonus Tip: Feature-First Creative Strategy
SaaS campaigns perform best when showcasing specific features and use cases rather than generic software benefits. Demo videos and screen recordings typically achieve lower CPMs.
Use video ads or carousel formats that:
- Show actual software interface and workflows
- Highlight specific pain points your tool solves
- Include customer success stories and ROI metrics
Final Thoughts
The average CPM for SaaS brands gives you a benchmark — but it's just the beginning. What matters is how efficiently you convert that reach into qualified trials and paying customers.
Compare with Other Industries
See how SaaS CPM benchmarks compare to other industries on Facebook:
Finance CPM
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Education CPM
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Lawyers CPM
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Real Estate CPM
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