Facebook ads are an essential aspect of any comprehensive digital marketing strategy. They allow you to reach a large audience with precise targeting, making them a great investment for businesses of all sizes. But with so many options and considerations, it can be tough to know how much you should be spending on Facebook ads. In this blog, we will dive into what you should expect to pay and budget considerations and provide guidelines to help you make informed decisions about your advertising budget.

What is a good budget for Facebook ads?

There is no one-size-fits-all answer to this question as the ideal budget for Facebook ads will depend on several factors, including the size of your business, the nature of your products or services, and the goals you are trying to achieve.

However, a common recommendation for small to medium businesses is to start with a budget of $1 to $5 per day per campaign, ensuring you have different campaigns for different audience types – prospecting and retargeting. Rather than spending all at once, gradually increase it as you gather data and optimize your campaigns.

Keep in mind that you can always adjust your budget as needed and it’s better to start small and scale up, rather than overspend from the outset. It’s also important to consider that your ad spend will likely increase over time as you gain more experience and try to reach a wider audience.

How to work out your Facebook ads budget

So, you’ve decided to start advertising on Facebook. You’ve read several articles online to try and figure out your budget and you’re unsure where to start. There are a few factors to consider when deciding on your budget, here are the steps you can follow to work out your Facebook ads budget:

Determine your advertising goals

Your budget should align with the objectives you want to achieve through Facebook advertising. Are you looking to generate leads, increase brand awareness, drive website traffic, or make sales? Having a clear goal in mind will help you determine how much you should spend on Facebook ads.

Assess your target audience

Who are you trying to reach with your ads? The size of your target audience and the competition for ad space within that audience will impact how much you will need to spend on Facebook ads.

Evaluate your current budget

Consider how much you have available to allocate towards Facebook advertising, and what percentage of your overall marketing budget you’re willing to spend.

Analyze your cost per conversion

This is the cost of each action taken by someone who sees your ad, such as making a purchase or submitting a lead form. You can use this metric to determine how much you need to spend to achieve your advertising goals.

Test and optimize

Start with a small budget and adjust as needed based on your results. Use Facebook’s ad insights to analyze the performance of your ads and optimize for better results.

Scale up

Once you have a successful campaign, you can increase your budget to reach a wider audience or test new targeting strategies.

Remember that these are guidelines, and your actual budget will depend on the specific goals and strategies you have for your Facebook advertising campaign.

How to distribute your Facebook ads budget

Distributing your Facebook ads budget effectively is key to maximizing your return on investment (ROI). Here are some tips on how to distribute your budget effectively:

Test different ad formats

Facebook offers a variety of ad formats, including image ads, video ads, carousel ads, and more. Experiment with different formats to see which ones perform best for your target audience and goals.

Utilize targeting options

Take advantage of Facebook’s advanced targeting options, such as demographics, interests, behaviors, and location, to reach the people who are most likely to engage with your ads.

Spread your budget across multiple campaigns

Rather than putting all your budget into one campaign, create multiple campaigns with different targeting and creative strategies. This will help you reach more people and increase your chances of success. A common targeting split we would recommend here is prospecting (new customer acquisition; targeting your brand’s ideal customer persona but who are unaware of the brand) vs. retargeting (people who have visited your website before, engaged with your Facebook / Instagram page or have purchased from you in the past).

Allocate budget for retargeting

Retargeting is a powerful tool for reaching people who have already shown an interest in your products or services. Allocate a portion of your budget for retargeting campaigns to maximize the chances of converting these interested users.

Set a budget for A/B testing

Regularly testing and optimizing your campaigns is essential to improving performance and achieving your goals. Allocate a portion of your budget for A/B testing to try new strategies and identify the best-performing campaigns.

Remember, Facebook advertising is a dynamic process and your budget may need to be adjusted over time based on results and changes in your business goals. The most important thing is to continually evaluate and refine your advertising strategies to maximize the ROI of your Facebook ads budget.


How much should I spend a month on Facebook ads?

The amount you should spend on Facebook ads per month will depend on several factors, including your advertising goals, target audience, and overall marketing budget. A common recommendation for small to medium businesses is to allocate anywhere from 10-30% of their marketing budget to Facebook advertising, which can equate to several hundred to several thousand dollars per month.

Keep in mind that as with any advertising strategy, you can always start small and adjust your budget as needed based on your results. It’s better to start with a lower budget and scale up as you gain more insights and experience with Facebook advertising.

It’s also important to remember that Facebook advertising is a continuous process, and your monthly spend may need to be adjusted based on changes in your business goals, target audience, and advertising results. The key is to continually evaluate and refine your advertising strategies to achieve the best ROI from your Facebook ads budget.

Determining the right budget for Facebook advertising is an important step in achieving your advertising goals and maximizing your ROI. By considering your target audience, advertising objectives, and overall marketing budget, you can develop a budget that meets your needs and helps you achieve your desired results.

If you need additional support or guidance on Facebook advertising, get in touch with the BOSCO™ team by sending us an email to team@askbosco.io

If you’d like to save tonnes of time and have a holistic view of your digital marketing performance, including Facebook ads, book a 15-minute demo.