black clock
11 min

How Much Do Facebook Ads Cost? (2024 Benchmarks)

As we jump right into the depths of Facebook advertising in 2024, let’s get one thing straight: there’s no one-size-fits-all answer to the cost of Facebook ads. 

Looking at numbers from sources like Ad Espresso, Emplifi, and Revealbot, the average cost per click (CPC) ranges from $0.30 to a couple of bucks. 

  • Ad Espresso: $0.30 – $0.50
  • Emplifi: $0.40 – $0.65
  • Revealbot: $0.43 – $2.32

Plus, WordStream noted that for conversion objective campaigns, it varies between $0.42 to $3.89. Yep, that's quite a spread.

Now, these costs aren’t just pulled out of a hat; they vary by a bunch of stuff like industry, campaign type, and even the time of year. 

And get this, the industry your clients are in? Big game-changer. Selling food and drinks? You might see an average CPC of $0.42. But if they’re in finance, brace yourself because it could soar up to $3.89.

Examples of grocery ads.
Grocery ads have a lower CPC.

Plus let’s not forget about regions. In Western Europe, you might be looking at shelling out anywhere from $0.30 – $0.50 per click. Head over to Northern America and you'll be looking at $0.40 – $0.65 per click.

But remember, these are benchmarks, not magic beans. They're here to guide you, to give you a sense of direction so you can plan your Facebook advertising strategy and budget.

How does Facebook ad pricing work?

With an auction-style format at its core, every ad placement becomes a competitive event, where advertisers vie for their moment in the spotlight.

Here’s how it works: You set a budget for your Facebook ad, deciding the maximum amount you're willing to spend either daily or for the entire campaign. This doesn’t mean you’ll use up the whole budget, as Facebook tries to spread your spending evenly throughout the ad’s runtime, though this can vary based on how well your ad performs. 

Your ads then bid for visibility, competing based on your set budget and their performance, with the auction system deciding where your ad appears and how much it costs. You only pay for the actual interactions with your ad. For payments, you can choose between automatic billing, which charges you when you reach a set amount, or prepaid funds, loading money into your account beforehand. The Meta Ads Manager tool helps you track all your ad spending and performance.

Remember, focus is on optimizing your campaigns, making tweaks and adjustments to hit those performance goals. Your ad costs and placements aren’t set in stone — they’re dynamic, influenced by your bidding strategy and ad effectiveness. 

11 factors that affect Facebook ad costs

When figuring out a strategic budget for Facebook advertising, understanding the numerous factors that influence ad cost becomes paramount.

Here are the 11 crucial components that will determine your ad strategy.

1. Your audience targeting: 

Audience targeting is a critical factor in Facebook ad pricing. More specific target audiences can drive up costs due to increased competition, yet refined targeting options can lead to cost efficiencies. Critical considerations in audience targeting include demographics, disposable income, and buyer personas, all of which significantly impact ad costs.

2. Your industry: 

The nature of your industry has a substantial impact on Facebook ad costs. Highly competitive sectors, such as financial services, often incur higher advertising costs than less competitive industries like t-shirt businesses. The lead value in your particular industry also plays a critical role in determining ad expenditure.

3. Your competition

The landscape of competition significantly influences Facebook ad pricing. While being mindful of competitors' ad spending is crucial, it should not solely dictate your ad strategy. Differentiating your approach and a willingness to experiment are key to finding a successful bidding strategy.

4. Time of year and holidays: 

Facebook ad costs can fluctuate based on seasons, holidays, and industry-specific events. Advertising costs tend to spike during high shopping periods like Black Friday and Cyber Monday, making the time of year a significant factor in ad pricing.

Ad examples during Cyber Monday period.
Brace yourself for higher CPCs during the peak season.

5. Time of day: 

The cost of Facebook ads can vary throughout the day, with bids generally being lower from midnight to 6am due to decreased competition. Ads run 24/7 by default, but advertisers have the option to create a custom schedule to potentially reduce costs.

6. Your location: 

The geographic location of your target audience plays a vital role in determining Facebook ad costs. Prices for reaching 1,000 people can range significantly based on country, from as low as $1 USD in some regions to upwards of $35 USD in the United States.

7. Your bidding strategy

Facebook Ads offers a variety of bidding strategies, including budget-based, goal-based, and manual bidding. Each strategy has its own approach to budget allocation and optimization, offering different benefits and considerations for advertisers.

Budget-based bidding

This bidding strategy focuses on maximizing results based on your set budget. Strategies such as lowest cost aim for the most conversions at the lowest cost, while highest value targets more valuable leads or actions. Goal-based strategies like cost cap and minimum ROAS ensure cost efficiency while maximizing results.

Goal-based bidding

This approach focuses on achieving specific objectives within your ad campaign, with strategies like cost cap and minimum ROAS dictating budget allocation. Understanding the differences between goal-based and budget-based strategies is crucial in optimizing Facebook ad costs.

Manual bidding: 

For advertisers with experience in paid ads, manual bidding offers a hands-on approach to Facebook ad campaigns. It requires a solid understanding of the various bidding strategies available, including the benefits and considerations of manual bidding in the context of your overall ad strategy.

8. Your ad formats

The choice of ad format, be it text, video, image, or carousel, should align with your campaign objectives and target audience. Experimenting with different formats is key to identifying the most effective options for your business.

9. Your campaign objective

Selecting the appropriate campaign objective is paramount, as it significantly influences Facebook ad costs. Objectives span across categories like Impressions, Reach, Lead Generation, and Conversions, each carrying distinct CPC costs and implications for your advertising budget.

10. Your quality, engagement, and conversion rankings

These rankings play a crucial role in determining the effectiveness and cost of your Facebook ads. Factors such as relevance, user feedback, and engagement levels compared to competitors all contribute to these rankings, underscoring the importance of regular optimization.

11. Disconnect between your paid and organic campaign performance

A mismatch in performance between paid and organic campaigns can lead to increased ad costs. Effective monitoring and optimization are key to mitigating these discrepancies and ensuring cost-efficient advertising.

BTW, explore these 9 Awesome Facebook Ad Examples That Increase Online Sales

How much does Facebook advertising cost?

Facebook advertising costs can be highly variable, depending on various factors, including the industry, geographic location, and the specific goals of a campaign. One common metric used to gauge advertising costs on Facebook is the Cost Per Click (CPC), which represents the cost advertisers pay each time users click on their ad.

Average CPC across Industries:

General Average CPC: The average CPC on Facebook ads ranges widely from source to source, with one source citing an average of $0.97​​, while another indicates a range of $0.26 to $0.30​​. The median CPC across all industries in March 2023 was reported to be $0.40​​.

By Industry: The CPC can vary significantly across different industries. For instance, in March 2023, the IT and software industry had the highest CPC among others​​. The Food industry, on the other hand, had one of the lowest CPCs at $0.14​​.

Click Through Rates (CTR):

The average CTR for Facebook Ads across all industries is around 0.9%​​. High CTR generally indicates that a higher percentage of people who see an ad are clicking on it, which could be a sign of an effective ad campaign​​.

Cost Per Mille (CPM):

The average CPM, which stands for cost per thousand impressions, was cited to be $7.19​​.

Cost Per Lead (CPL):

The average CPL in October 2023 was $6.49

Cost Per Like:

In 2023, the range for cost per like was indicated to be $0.00 – $0.25​ 

Cost Per Impression (CPM):

The average CPL in October 2023 was $9.45

Cost Per Engagement:

The average CPL in October 2023 was $0.081

Cost Per Install:

The average CPL in October 2023 was $2.09

This data illustrates the variability in advertising costs on Facebook and highlights the importance of understanding industry benchmarks and other metrics to optimize ad spend and campaign effectiveness.

[Free] Facebook ad cost calculators

A Facebook Ad Cost Calculator is a digital tool designed to help advertisers estimate the costs and potential Return on Investment (ROI) or Return on Ad Spend (ROAS) of their Facebook advertising campaigns before they launch them. These calculators are crucial as they provide preliminary insight into the financial aspects of a campaign, enabling advertisers to allocate their budgets more effectively and set realistic expectations regarding the outcomes of their advertising efforts.

By inputting various parameters such as the advertising budget, target Cost Per Click (CPC), or Cost Per Thousand Impressions (CPM), along with the expected conversion rate, a Facebook Ad Cost Calculator can provide estimates of the potential costs, reach, and ROI or ROAS. This, in turn, helps in making informed decisions and optimizing the ad spend for better results.

There are several free calculators available online that serve this purpose. For instance,

are among the tools that can assist advertisers in estimating their Facebook advertising costs and returns. 

These free calculators are user-friendly and provide a valuable resource for advertisers, from novices to seasoned professionals, in planning and optimizing their Facebook advertising campaigns. 

How to reduce your Facebook ad cost [8 tips]

Reducing your Facebook ad cost can feel like cracking a code, but with the right strategies, it can be achieved. Here are 8 effective strategies to not only reduce the cost but also optimize the performance of your Facebook ads:

P.S. We audited more than 100 ad accounts. Check out 8 common Facebook ad mistakes we learned.

  1. Fine-Tune Your Target Audience:
    Be specific with who you target. Narrow down your audience to ensure your ads are being seen by individuals who are most likely to be interested. For example, a broader category like "parents" can be narrowed down to "parents of toddlers" if that's your target market​.
  2. Make Data-Driven Decisions:
    Measure your ad performance continuously and tweak your campaigns based on what the data is telling you. Understanding whether your costs are competitive helps in making informed decisions​.
  3. Increase Your Click-Through Rate (CTR):
    Working on increasing your CTR will subsequently increase your relevance score on Facebook, which can lower your ad cost. This can be achieved by using appropriate Call to Action (CTA) buttons and keeping ad copy simple and to the point.
  4. Know Your Goals:
    Have clear targets and know why they are important before launching your ad campaigns. Understanding your revenue and growth goals and how they relate to channel Key Performance Indicators (KPIs) is essential​.
  5. Lead with Creative:
    Engage your audience with performance-based storytelling and creative content. Unconventional approaches like making "ugly" ads that feel organic to the platform can perform better than overly polished ads. Also, leverage video content but don't ignore static images as they both play crucial roles in engaging different segments of your audience​. (P.S. Hunch can help you create ah-mazing looking ads.)
  6. Optimize Ad Placements:
    Review and remove poorly performing placements to ensure your ads are being shown in the most effective spaces​.
  7. Monitor and Control Ad Frequency:
    Keeping an eye on ad frequency to ensure your audience isn’t seeing your ads too often can help in preventing ad fatigue and maintaining a lower cost per engagement​.
  8. Utilize Social Proof and Testimonials:
    Social proof and customer testimonials can build trust quickly and help sell your product to new customers without spending much on convincing them​.

The Hunch Effect: Transform your Facebook Ads

Hunch empowers agencies to create highly engaging and efficient Meta advertising campaigns by leveraging automation, dynamic personalization, and data-driven creative production
You can also maximize the potential of Meta's Advantage+ Shopping Campaigns using Hunch’s advanced creative tools, customization options, and AI-powered features. 

Hunch addresses the critical role of creative content, providing tools and solutions to combat ad fatigue and elevate ad performance. The platform offers an extensive Creative Studio, enabling agencies to craft compelling, dynamic product ads that resonate with audiences. Hunch also introduces AI-powered features like background removal, color discovery, and dynamic layout adjustments, ensuring ads are visually appealing and stand out in the crowded digital space.

Ad examples with color discovery in automotive industry.
Color discovery helps you enhance your DPAs.

Agencies can test numerous creative templates within a single campaign, increasing their creative agility and capacity to connect with consumers. Hunch’s ad insertion feature allows for seamless integration of these enhanced ads into existing Advantage+ campaigns, maintaining campaign performance while refreshing ad content. 

Hunch acts as a crucial partner for agencies using Facebook advertising, helping them navigate the complexities of Advantage+ and AI features, driving better results through strategic creative solutions, and ultimately, boosting their return on investment.

Want to increase your Facebook ROAS? Chat with one of our resident experts today!

Frequently Asked Questions (FAQs)

Is $100 enough for Facebook ads?

$100 can be a good start for small, targeted campaigns or testing purposes on Facebook. To maximize a $100 budget, focus on precise targeting and optimizing your ad creatives.

How do Facebook ads compare to other ad types and social ads?

Facebook ads offer extensive reach and detailed targeting, standing out from other ad types. They provide better ROI through precise targeting, especially compared to TikTok, Pinterest, LinkedIn, and Instagram.

What is a good ROAS for Facebook ads?

A good ROAS for Facebook Ads is typically around 400%, but this can vary by industry. Ranges vary — below 100% indicates a loss, while 200% or higher shows a profitable return.

What are the best ways to target Facebook ads?

Utilize Facebook’s diverse targeting options like interests, job titles, and behaviors for effective ad placement. Precise targeting ensures your ads reach the right audience, enhancing ad performance.

Where can I find a Facebook ad management service?

While there are many reliable services, we recommend taking Hunch for a spin. The Hunch transforms your creative & media workflows through automation and AI so you can increase your revenue fast.

What makes Facebook ads worth the price?

Facebook's vast user base and even age distribution make it a prime platform for advertising. It offers daily and lifetime budgets, catering to ongoing and short-term campaigns. Plus, Facebook's cost-effective options and extensive testing and reporting capabilities make it affordable for businesses of all sizes.