how much Facebook ads cost per month is a complex question and depends on many different factors. The best way to understand what your advertising costs will be is to frame out your marketing objectives and how they align with your business goals (brand awareness, reach, traffic, app installs, lead generation).

Facebook Ads are based on a cost-per-click (CPC) model where you pay each time someone clicks on your ad. Facebook’s ad auction algorithm then optimizes your ads to get the best results possible within your budget.

Breaking Down the Monthly Cost of Facebook Ads: What to Expect

Some of the most important factors that affect your ad cost are the campaign objective and ad format. Selecting the right campaign objective is critical to achieving your marketing objectives, as each objective has its own set of advantages and disadvantages. For example, brand awareness campaigns are better suited for reaching new customers, whereas website traffic and app install campaigns are ideal for generating leads.

Seasonal events can also sway your Facebook ad costs as demand for products and services increases during peak shopping seasons. This makes it especially important to audit your ad strategy and make any necessary adjustments during peak periods.

The other key factor that determines your ad costs is the competition in your industry. While you can’t control what competitors are spending on their Facebook advertising, you can use benchmarks and insights to spot trends and opportunities for your own company. For example, you can check out our free Facebook benchmarking tool on Varos to get KPIs for your industry vertical.