Facebook Ads Spend Benchmarks
How much do businesses spend on Meta ads? Monthly spend data from 1.4M active advertisers across Facebook, Instagram, and Audience Network.
Last updated: June 21, 2026
B2C SaaS spends significantly more than B2B on Facebook ads ($1,719 vs $788 median). The biggest spenders are in Weight Loss categories—averaging $66,187/month. Only 2.1% of advertisers have real spend data.
Ad Spend Distribution
Verified DataAd spend distribution is heavily right-skewed. While median spend is $801/mo, the average of $6,054 is pulled up by large advertisers. The top 10% spend $8,635+ per month.
Ad Spend by Business Category
Verified Data| Category | Businesses | Median Spend | Avg Spend | 75th %ile |
|---|---|---|---|---|
| Enterprise Platform | 43 | $6,820 | $42,390 | $53,376 |
| Payment Fintech | 16 | $5,555 | $9,096 | $9,119 |
| B2C SaaS | 8,994 | $1,719 | $14,934 | $7,400 |
| Ride Sharing | 56 | $1,574 | $37,828 | $46,992 |
| Gaming | 253 | $1,535 | $10,451 | $7,889 |
| E-commerce | 137,954 | $905 | $7,528 | $3,817 |
| Nonprofit & Gov | 10,250 | $892 | $3,547 | $3,059 |
| Travel Booking | 312 | $892 | $3,144 | $1,794 |
| B2B SaaS | 7,997 | $788 | $5,857 | $2,667 |
| Content & Media | 13,960 | $773 | $4,464 | $2,626 |
| Other | 14,054 | $650 | $5,150 | $2,620 |
| Courses & Info Products | 14,503 | $585 | $2,184 | $1,888 |
| Agency & Services | 10,196 | $576 | $3,237 | $1,772 |
| Real Estate Tech | 489 | $550 | $1,287 | $1,363 |
| Hr Recruiting | 13 | $407 | $407 | $407 |
B2C SaaS leads in median ad spend at $1,719/mo. E-commerce has the most advertisers (137,954) but lower median spend.
Ad Spend by Vertical (Top 20)
Verified Data| Vertical | Businesses | Median Spend | Avg Spend |
|---|---|---|---|
| Credit Score | 20 | $38,152 | $85,771 |
| Weight Loss | 72 | $2,789 | $66,187 |
| Finance & Banking | 796 | $3,135 | $25,653 |
| Insurance | 71 | $14,690 | $24,442 |
| Photo & Video Editing | 74 | $5,166 | $22,656 |
| Vpn Security | 50 | $6,634 | $22,630 |
| Gaming | 551 | $4,038 | $20,336 |
| Mental Wellness | 303 | $2,685 | $17,897 |
| Health & Fitness | 1,999 | $1,344 | $17,511 |
| Payment & Fintech | 335 | $2,659 | $16,334 |
| Investing & Trading | 410 | $2,540 | $16,031 |
| AI Writing & Content | 101 | $983 | $15,798 |
| Entertainment & Streaming | 244 | $1,366 | $15,104 |
| AI Chatbot & Assistant | 203 | $1,420 | $14,792 |
| Food Delivery | 45 | $2,295 | $14,767 |
| Ride Sharing | 28 | $511 | $14,282 |
| Communication & Chat | 129 | $727 | $13,962 |
| Travel & Booking | 263 | $457 | $13,389 |
| Nutrition Diet | 108 | $5,993 | $12,052 |
| AI Personal Tutor | 530 | $2,072 | $11,759 |
Finance & Banking leads in average spend—$25,653/mo average. The gap between median and average indicates a few massive spenders skewing the data.
Ad Spend by Activity Level
Verified Data| Activity Tier | Businesses | % of Total | Median Spend | Avg Spend |
|---|---|---|---|---|
| Power (100+ ads) | 24,263 | 1.8% | $1,687 | $13,357 |
| Growth (20-99 ads) | 85,700 | 6.2% | $567 | $2,658 |
| Active (5-19 ads) | 242,721 | 17.6% | $606 | $2,415 |
| Testing (1-4 ads) | 907,038 | 65.6% | $1,420 | $4,350 |
| Inactive (0 ads) | 122,080 | 8.8% | $6,497 | $6,497 |
Power advertisers (100+ active ads) dominate spend. They represent only ~1% of advertisers but spend significantly more than testing-phase businesses.
Ad Spend by Reach/Size
Verified Data| Size Tier | Businesses | Median Spend | 75th %ile |
|---|---|---|---|
| Enterprise (100M+ reach) | 253 | $118,655 | $268,720 |
| Large (10M-100M) | 4,074 | $13,614 | $36,125 |
| Mid-Market (1M-10M) | 32,086 | $1,762 | $4,845 |
| Growing (100K-1M) | 159,858 | $481 | $1,442 |
| Small (10K-100K) | 414,677 | N/A | N/A |
| Micro (<10K) | 770,854 | N/A | N/A |
Ad spend scales dramatically with reach. Enterprise advertisers (100M+ reach) spend $118,655/mo median—vs N/A for small businesses.
Key Takeaways
Median ad spend is $801/mo. But the average is $6,054—pulled up by large advertisers spending $8,635+.
B2C SaaS outspends B2B. $1,719 vs $788 median—reflecting higher volume, lower-touch sales models.
Most advertisers are testing. ~65% run only 1-4 active ads at any time.
Finance & Banking are big spenders. Averaging $25,653/mo—driven by high-value customer acquisition.
Methodology & Data Sources
Primary data source: Meta Ad Library API. Continuous monitoring across Facebook, Instagram, Messenger, and Audience Network.
Sample: 1,381,802 businesses with active Meta advertising.
Spend data: 28,668 advertisers (2.1%) have real spend data.
Update frequency: Weekly. Last refresh: June 21, 2026.
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