Facebook Ads Spend Benchmarks
How much do businesses spend on Meta ads? Monthly spend data from 1.3M active advertisers across Facebook, Instagram, and Audience Network.
Last updated: April 19, 2026
B2C SaaS spends significantly more than B2B on Facebook ads ($1,892 vs $827 median). The biggest spenders are in Entertainment & Streaming categories—averaging $50,734/month. Only 3.0% of advertisers have real spend data.
Ad Spend Distribution
Verified DataAd spend distribution is heavily right-skewed. While median spend is $719/mo, the average of $5,309 is pulled up by large advertisers. The top 10% spend $7,453+ per month.
Ad Spend by Business Category
Verified Data| Category | Businesses | Median Spend | Avg Spend | 75th %ile |
|---|---|---|---|---|
| Enterprise Platform | 43 | $10,669 | $68,576 | $93,642 |
| Payment Fintech | 15 | $7,019 | $29,692 | $18,827 |
| Ride Sharing | 51 | $2,776 | $8,590 | $3,527 |
| B2C SaaS | 8,530 | $1,892 | $14,715 | $7,086 |
| Gaming | 327 | $1,323 | $9,495 | $6,581 |
| Travel Booking | 296 | $1,063 | $4,961 | $3,873 |
| B2B SaaS | 7,686 | $827 | $4,822 | $3,003 |
| Nonprofit & Gov | 9,740 | $792 | $4,890 | $2,511 |
| E-commerce | 131,156 | $766 | $6,345 | $3,284 |
| Content & Media | 13,372 | $645 | $3,214 | $2,273 |
| Other | 13,122 | $619 | $5,775 | $2,641 |
| Courses & Info Products | 13,628 | $537 | $1,955 | $1,689 |
| Real Estate Tech | 474 | $476 | $1,336 | $1,079 |
| Agency & Services | 9,592 | $442 | $2,412 | $1,153 |
| Hr Recruiting | 13 | $39 | $39 | $39 |
B2C SaaS leads in median ad spend at $1,892/mo. E-commerce has the most advertisers (131,156) but lower median spend.
Ad Spend by Vertical (Top 20)
Verified Data| Vertical | Businesses | Median Spend | Avg Spend |
|---|---|---|---|
| Credit Score | 21 | $32,717 | $74,942 |
| Entertainment & Streaming | 232 | $784 | $50,734 |
| Weight Loss | 69 | $3,299 | $44,648 |
| Home Services | 31 | $251 | $43,577 |
| Insurance | 70 | $14,713 | $36,633 |
| Finance & Banking | 766 | $3,393 | $30,865 |
| AI Chatbot & Assistant | 186 | $1,474 | $24,778 |
| Budgeting Expense | 72 | $1,832 | $22,674 |
| Vpn Security | 43 | $3,330 | $21,189 |
| Health & Fitness | 1,956 | $1,845 | $20,783 |
| Investing & Trading | 386 | $2,392 | $19,168 |
| Gaming | 514 | $3,494 | $16,661 |
| Mental Wellness | 300 | $2,754 | $15,862 |
| AI Writing & Content | 93 | $1,234 | $15,639 |
| Nutrition Diet | 101 | $6,660 | $14,862 |
| Food Delivery | 45 | $5,640 | $14,660 |
| Accounting & Finance | 223 | $1,790 | $14,406 |
| Photo & Video Editing | 84 | $1,544 | $13,584 |
| Language Learning | 187 | $1,894 | $13,360 |
| AI Personal Tutor | 480 | $1,810 | $12,175 |
Finance & Banking leads in average spend—$30,865/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) | 19,642 | 1.6% | $2,130 | $14,590 |
| Growth (20-99 ads) | 73,105 | 5.8% | $602 | $2,639 |
| Active (5-19 ads) | 215,817 | 17.2% | $481 | $1,705 |
| Testing (1-4 ads) | 821,784 | 65.6% | $641 | $2,296 |
| Inactive (0 ads) | 122,503 | 9.8% | $6,387 | $6,387 |
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) | 174 | $171,312 | $323,200 |
| Large (10M-100M) | 3,480 | $17,493 | $41,027 |
| Mid-Market (1M-10M) | 29,042 | $2,035 | $5,126 |
| Growing (100K-1M) | 146,904 | $450 | $1,264 |
| Small (10K-100K) | 384,967 | N/A | N/A |
| Micro (<10K) | 688,284 | N/A | N/A |
Ad spend scales dramatically with reach. Enterprise advertisers (100M+ reach) spend $171,312/mo median—vs N/A for small businesses.
Key Takeaways
Median ad spend is $719/mo. But the average is $5,309—pulled up by large advertisers spending $7,453+.
B2C SaaS outspends B2B. $1,892 vs $827 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 $30,865/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: 1,252,851 businesses with active Meta advertising.
Spend data: 37,239 advertisers (3.0%) have real spend data.
Update frequency: Weekly. Last refresh: April 19, 2026.
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