What Does Running Facebook Ads Cost for a Small Business?
By REESE PARSON
Director of Client Impact, Larison Media
If you're a small business owner considering Facebook Ads, one of the first questions you’ll ask is:
“How much is this going to cost me?”
It’s a fair question, and the honest answer is: it depends.
Facebook Ads are flexible. You can spend as little as $5 a day, or scale into thousands per month. But if you're aiming for real results, not just visibility, it's important to understand how pricing works, what affects your costs, and how to budget wisely.
How Facebook Charges for Ads
Facebook offers several pricing models, depending on your campaign objective:
Cost per Click (CPC) – You pay when someone clicks your ad
Cost per 1,000 Impressions (CPM) – You pay for every 1,000 people who see your ad
Cost per Action/Lead (CPA/CPL) – You pay when someone completes a specific goal (form fill, purchase, etc.)
The model you choose depends on what you're trying to achieve: clicks, awareness, or conversions.
Common Cost Benchmarks
While exact costs vary by industry and audience, here are realistic ballpark figures:
Clicks – Usually under $2 each
Impressions – Often less than $10 per 1,000 views
Leads or purchases – Can range from $10 to $100+, depending on industry and ad quality
Key point: Facebook Ads are generally affordable compared to traditional advertising or other digital platforms, but your results will depend on execution.
What Influences Your Ad Costs?
Several factors affect what you'll pay:
Industry – Competitive niches like legal or finance cost more per click
Audience targeting – Narrow, highly specific audiences typically cost more
Ad quality – Strong visuals and engaging copy can lower your costs
Campaign objective – Asking for awareness costs less than asking for a sale
Seasonality – Costs often increase during peak times (holidays, local events)
How Much Should You Budget?
Here’s a simple breakdown for small businesses:
Start small – $10–$20 per day ($300–$600/month) is a common entry point
Test and learn – Expect to run different versions of ads to see what works
Scale strategically – Once an ad performs well, increase your budget gradually to maximize ROI
The goal isn’t to “spend big,” it’s to spend smart.
Hidden Costs to Be Aware Of
Facebook Ads aren’t just about media spend. You may also need to invest in:
Creative – Quality visuals, video, and design
Time – Writing copy, managing ads, reviewing results
Expertise – Hiring a freelancer or agency adds cost but often improves outcomes
Final Thoughts
So, what does it really cost to run Facebook Ads for a small business?
While there’s no universal number, most owners can begin testing at a few hundred dollars per month. From there, you can scale as you identify what works.
Ultimately, the most important number isn’t what you spend, it’s what you earn back.
If your ads generate real leads or customers, even a modest budget can produce a strong return.
