Metricool published its 2026 Social Ads Report on 21 September, comparing 628,969 campaigns from 44,355 advertisers and more than $471 million in spend across Meta and TikTok. The analysis compares the first six months of 2025 and 2026. Within this sample, a TikTok traffic click averaged $0.03, versus $0.07 on Meta, while 91% of advertisers ran social ads exclusively on Meta.

The numbers are useful for forming a test, not for declaring a winner. Campaign objectives and audiences differ; a cheap click can bring visitors who never book or buy. The study represents Metricool's customers globally, not a randomized sample of Saudi or GCC advertisers. Nor does platform-reported ROAS necessarily match independently reconciled revenue.

Source: Metricool's original report page, 21 September 2026. Metricool also describes its sample and comparison methodology in its announcement.

Karim's strategic takeaway

Give TikTok and Meta comparable small test budgets, the same offer and landing-page speed, and conversion tracking tied to qualified leads, attended appointments and realized revenue. Segment by market and service line. Only reallocate budget once lead quality and operational capacity are measured, rather than substituting CPC for patient acquisition cost.