Facebook Advertising: Cost of Ads on Facebook 2023

cost of ads on facebook

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It’s difficult to determine exactly how much Facebook ads will cost in 2023, as various factors can influence the cost of your campaigns.

Advertisers can use Facebook Ads Manager to decide how much they want to spend on their social media advertising with a daily or monthly ad budget.

Facebook bills advertisers based on the number of times their ad is shown to Facebook users. With an ad, spending is charged for each click or engagement on the ad.

The cost per click (CPC) and cost per thousand impressions (CPM) can vary depending on industry and campaign. Ad placement, target audience, and competition in the ad auction are a few variables that can affect the cost of advertising on Facebook.

In general, optimizing your Facebook ads and reducing your Facebook ad cost can help lower the average cost per click and get more value from your Facebook ad budget.

facebook ads

Cost of Ads on Facebook in 2023

When it comes to Facebook ads, there are three main billing metrics advertisers should be aware of:

  • Cost Per Click (CPC): With CPC, you pay for each click your ad receives. 
  • Cost Per Mile (CPM): CPM is the cost for every thousand impressions your ad accumulates.
  • Cost Per Lead (CPL): CPL is how much you’ll pay for each lead generated through your Facebook ads.

Spending more on advertising campaigns can be beneficial as it provides access to more tools and resources that can help increase the performance of the campaigns.

Higher budgets also create more opportunities for optimizing advertising efforts, resulting in better results.

1. Average Facebook Ads Cost Per Click (CPC)

When advertising on Facebook, the average cost per click is approximately $1. Other elements can cause this number to vary.

Generally, you can expect to pay around $0.94 for each click or between $12.07 and $14 for every 1,000 impressions your ad receives.

When it comes to making money from selling a product, the cost, conversion rate, and amount you pay for clicks all matter.

For example, if a product costs $50 and the average conversion rate is 2.5–3%, you need 33–40 clicks to make one sale.

Assuming the average cost-per-click (CPC) is $1, that means you need to spend at least $33 on ads. After that, whatever profit you make will be $17 or more.

If your product costs less than $33, though, you’ll have to adjust your advertising strategy so that the CPC doesn’t get too high; this could involve using retargeting or A/B testing.

2. Average Facebook Ads CPM

If you’d like to pay for how many people see your ad rather than how many people click on it, then the average cost-per-thousand-impressions (CPM) for Facebook ads is around $14.

A lot of things can affect this price, which we will explain more about later.

For example, if you want to reach 500,000 people with a brand awareness campaign, you would need to have an advertising budget of about $7,000 at an average CPM of $14.

3. Average Cost per Lead

When advertising on Facebook, it’s common for businesses to pay around $5 for each person who expresses interest in their product (known as a lead).

However, not all leads will become customers. To get a better understanding of how much leads cost, it is worth considering other factors such as the customer journey, type of lead desired, and industry sector.

You will also need to consider target audiences and what options are available to you.

Factors that Affect Facebook Advertising Cost

A number of factors affect the cost of Facebook ads. One of the most significant of these is audience targeting. The more specific your targeting is, the more expensive it will be to advertise to that particular audience.

Other factors that influence the cost of Facebook ads include the number of ads you run, the time and day of the week you choose to run them, and the industry you belong to.

Generally, costs are higher in the United States than in other countries due to the competitive nature of the market.

Overall, it’s necessary to remain vigilant and strategic when planning your Facebook ad campaigns to ensure that you reach your target audience effectively and affordably.


1. Campaign Objectives

When you set up a Facebook campaign, one of the most important things to consider are your objectives.

Depending on what you want to achieve, like increasing awareness of your brand or getting people to engage with your ad, the cost will vary.

For example, campaigns that focus on engagement are generally cheaper than those aiming for conversions (such as getting people to make a purchase).

This is because it’s more difficult to convince someone to buy something compared to engaging with an advertisement.

2. Audience Size

If you’re advertising on Facebook, it’s usually cheaper to target a wide group of people than it is to target a specific, smaller group. This is because fewer people are competing for the larger group.

So when you’re trying to reach a lot of people, focus more on upper-funnel campaigns like prospecting. But if you’re targeting a smaller, more specific audience, you should focus more on lower-funnel retargeting and warmer-audience campaigns.

3. Daily Budget

If you’re working with a smaller budget for your ads, it might take Facebook’s algorithm longer to figure out how it should be running them.

This means that initially, there will likely be higher costs as the system learns about your audiences’ responses to your ads. However, if your ads get good engagement, Facebook and Instagram will reward you with lower costs in the long run.

4. Bidding Strategy

When you create an ad campaign on Facebook, you’ll have the option to choose from several different bidding strategies.

The lowest cost allows you to get the best prices for your ad budget, while the highest value focuses on targeting people who are more likely to purchase from you.

Cost Cap lets you set a price limit on how much you’re willing to pay for each ad, and Minimum ROAS ensures that your ad will bring in returns equal to or greater than what you invested.

You can also opt for manual bidding, which gives you full control over how Facebook spends your budget.

5. Click-Through Rate

The click-through rate (CTR) is an important indicator of how much Facebook ads cost. If your CTR is low, especially in a website traffic campaign, then the cost of the ads will usually be higher.

This is because it shows that there is something wrong with the message of the ad and that it’s not reaching the right people.

Generally, CTRs need to be around 2% to stay healthy, and when they go higher than that, the costs of your ads may be lower.

6. Industry

When deciding which industry to target with Facebook ads, it is important to consider the costs associated with different industries and their corresponding click-through rates.

Furthermore, it is also important to look at the return on investment (ROI) each industry brings.

For example, the average cost per acquisition (CPA) of ads targeting restaurants is $12.91. Keep in mind that if a customer spends more than the CPA and continues to become a long-term customer, you can make a profit from that initial advertisement.

7. Seasonality

When the end of the year approaches, the cost of advertising usually increases. That’s because a lot of businesses and brands increase their ad spending to promote their products and offers for the holiday season.

All this competition leads to higher costs across the board. As you plan and budget for the upcoming year, it’s important to remember this shift in the advertising landscape.

If you’re not in ecommerce and don’t have any special promotions running at the end of the year, you may want to consider scaling back your ads accordingly.


9 Ways to Reduce Facebook Ad Cost in 2023

To achieve a reasonable CPA with Facebook ads, it’s important to understand the factors that determine the cost of advertising on the platform. While creating a Facebook ad, here are nine tips to reduce your Facebook ad cost:

1. Right Campaign Objective Influence the Cost

When it comes to running a successful ad campaign, it pays to pick the right goal. Facebook advertising costs can vary.

For example, if your goal is to increase sales of beauty products for women, setting up a bottom-of-the-funnel campaign and choosing the reach objective might not be the best choice because it won’t necessarily drive those sales.

It’s better to focus on more specific objectives, such as conversions. This way, Facebook will know how to best use your budget to get you the most bang for your buck.

2. Narrow Down Your Audience to Reduce Your Facebook Ad Cost

If you have a large group of people that you’re trying to reach, then it’s important to make sure that you’re targeting your ads at the right people.

Narrowing down your audience will help lower the cost of each click on your ad. To do this, look at the Audience Insights section in Ads Manager and think about what types of people might be interested in what you’re selling.

For example, if you sell beauty products for women, break down your target audience by age, what kind of interests they might have, or even their skin type based on previous browsing history.

Doing this will give you a better chance of reaching the people you want than targeting all women across the country.

Klaviyo is a great tool to help you create effective marketing strategies. It syncs with Facebook ads and your website, allowing you to target customers more easily and move them further along the sales funnel.

Klaviyo can maximize your marketing potential and help you increase conversions.

3. Lower Your Ad Frequency Score to Increase Facebook Ads Worth

If your ads are appearing too often on a platform, they will become less interesting or appealing to users. This is what we call “ad fatigue”, and it can cause the people seeing them to take less action than desired.

To prevent this from happening, you should switch up how the ads look and sound every few days or weeks. This will help keep people’s attention and ensure that your click-through rate (CTR) remains high.

4. A/B Test Ad Creatives and Placements

A/B testing is an invaluable tool for developing a successful marketing or advertising campaign. It allows you to experiment with different versions of your ads so that you can discover what works best.

This information can then be used to optimize your campaigns for maximum return on investment.

When carrying out A/B testing, it is important to only change one factor at a time so that you can determine which element has impacted the results.

For example, if you are testing an ad, think about whether you should vary the copy, the visual content, or where it will appear. You could also experiment with different bidding and budgeting strategies.

By following this method, you should be able to gain a better understanding of what works and what doesn’t.

5. Make Your Ads Relevant

When creating ads, it’s important to make sure they are relevant to the people you are trying to reach. Ads that aren’t related won’t get clicked on, and you will end up spending too much money with no results.

To ensure your ads are both impactful and cost-efficient, make sure that the content of the ad is relevant to your target audience and that you are targeting the right people.

6. Run Retargeting Campaigns

Retargeting campaigns are a great way to reach out to people who have already had some kind of contact with your business.

These could be customers who have visited your website, liked your page on Facebook, or filled out an online form.

This type of ad is especially beneficial as it targets people who already know and trust you, so you’ll get better results for less money than if you were to target people with no prior connection to your brand.

7. Improve the Post-Click Experience

It’s essential to have a great user experience from the moment someone clicks on your advertisement until their purchase. A slow or badly designed website will cause people to leave quickly, resulting in fewer conversions and more costly ads.

To maximize the success of your marketing campaigns, make sure you optimize the whole process and give your users a great experience.

8. Hire a Facebook Ads Agency to Determine Your Facebook Ad

Creating an effective advertising campaign on Facebook can be a difficult task. It requires careful planning and budgeting to get the desired results.

Investing in professional help from a Facebook advertising agency can help you save money and ensure that your campaigns are a success.

Advertising professionals have the knowledge and experience to optimize campaigns to get the best return on your investment. They have the expertise to test different strategies to maximize results while keeping costs low.

9. Use Lookalike Audiences

Facebook lookalike audiences let you expand your audience to those who are similar to those who have already had a successful interaction with your business.

Facebook creates these audiences by looking at certain characteristics, such as behavior or interests, of the people in your current customer base and finding more people who have the same qualities.

Lookalike audiences are useful for increasing your reach and getting more attention to your brand while also helping you find potential customers at a lower cost with little effort required.



In conclusion, the cost of Facebook advertising can vary based on several factors. These factors include monthly ad spend, cost per click by industry, cost per click by the campaign, and cost per lead by industry.

The average cost per engagement, cost per thousand impressions, and cost of your ads can also influence the cost of running ads on Facebook.

Facebook billing advertisers based on the number of times their ads are shown to Facebook users is another aspect that could influence the cost of your campaigns.

While the average cost of Facebook ads per month is around $200, it is important to decide how much to spend on Facebook ads to promote your business.Optimizing your Facebook ads can also help reduce Facebook advertising costs.

Overall, Facebook ads work and are worth considering for businesses of all sizes, and the cost of your campaigns will depend on your advertising goals and the optimization of your Facebook ad strategy.

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