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Facebook Ad Cost Benchmarks



Facebook advert cost depends on many factors, including the competitiveness of your industry, the quality and relevance of your ad, and how you set your budget. It also depends on the time of year – for example, it’s more expensive to advertise in Autumn/Winter than Spring/Summer, especially if you’re an ecommerce brand.

Facebook has an auction-style format, where advertisers compete to display their ad by offering bids. Facebook’s system then assesses all of the bids to determine which ad should be shown. A more competitive bidding strategy will result in a higher cost.

Understanding the Facebook Advert Cost

A campaign’s objective also impacts the Facebook ad cost. For example, an awareness campaign is best for top-of-funnel objectives; a consideration campaign aligns with mid-funnel goals; and conversion campaigns work well for bottom-of-funnel.

Another way to reduce your Facebook ad cost is by using Facebook’s lookalike audiences, which allows you to find people who are similar to your current customers. Alternatively, you can create a custom audience and target them directly on Facebook.

Finally, it’s important to remember that Facebook ad costs are only estimates and are subject to change at any time. This is why it’s essential to track performance, measure results and make adjustments as necessary. Ultimately, the best way to control your Facebook ad cost is by achieving your business goals with data-driven decisions. To help, we’ve compiled this cheat sheet of benchmark Facebook advertising prices. It includes key metrics for each type of campaign, painstakingly gathered by Hootsuite and AdEspresso from more than $636 million in ad spend across 2020-2021.

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