Facebook Ads Spend Benchmarks
How much do businesses spend on Meta ads? Monthly spend data from 1.5M active advertisers across Facebook, Instagram, and Audience Network.
The dataset includes SaaS and non-SaaS businesses. Spend figures are modeled estimates for the available subset, not audited advertising budgets. Each table shows how many businesses have estimates.
Last updated: September 13, 2026
Compare estimated Facebook ad spend for B2C and B2B SaaS ($1,472 vs $710 median). The biggest spenders are in Weight Loss categories—averaging $204,027/month. Only 2.2% of advertisers have spend estimates.
Ad Spend Distribution
Modeled estimatesAd spend distribution is heavily right-skewed. While median spend is $624/mo, the average of $5,599 is pulled up by large advertisers. The top 10% spend $7,279+ per month.
Ad Spend by Business Category
Modeled estimates| Category | Businesses | Median Spend | Avg Spend | 75th %ile |
|---|---|---|---|---|
| Payment Fintech | 165 with estimates | $72,090 | $108,583 | $90,220 |
| Null | 112 with estimates | $9,693 | $9,693 | $14,312 |
| Enterprise Platform | 4327 with estimates | $9,578 | $133,813 | $56,067 |
| Health Fitness | 156 with estimates | $3,916 | $3,999 | $4,461 |
| B2C SaaS | 8,8222,639 with estimates | $1,472 | $17,044 | $6,668 |
| Ride Sharing | 387 with estimates | $1,312 | $10,784 | $11,782 |
| Travel Booking | 30584 with estimates | $1,249 | $3,503 | $3,383 |
| Content & Media | 17,5273,479 with estimates | $771 | $4,216 | $2,853 |
| B2B SaaS | 8,7782,471 with estimates | $710 | $5,358 | $2,282 |
| E-commerce | 143,1968,676 with estimates | $701 | $6,990 | $3,122 |
| Nonprofit & Gov | 10,6091,746 with estimates | $602 | $3,954 | $2,044 |
| Other | 14,7293,018 with estimates | $554 | $4,843 | $2,287 |
| Real Estate Tech | 490107 with estimates | $459 | $1,591 | $1,247 |
| Courses & Info Products | 14,5192,579 with estimates | $450 | $2,103 | $1,453 |
| Education Platform | 3719 with estimates | $385 | $807 | $1,251 |
| Agency & Services | 10,1991,378 with estimates | $318 | $1,826 | $977 |
| Gaming | 714 with estimates | $188 | $270 | $354 |
| Hr Recruiting | 130 with estimates | N/A | N/A | N/A |
B2C SaaS has estimated median ad spend at $1,472/mo. E-commerce has the most advertisers (143,196) but lower median spend.
Ad Spend by Vertical (Top 20)
Modeled estimates| Vertical | Businesses | Median Spend | Avg Spend |
|---|---|---|---|
| Weight Loss | 7326 with estimates | $8,736 | $204,027 |
| AI Chatbot & Assistant | 18438 with estimates | $1,033 | $52,312 |
| Insurance | 7021 with estimates | $14,458 | $51,553 |
| Credit Score | 2217 with estimates | $28,123 | $45,374 |
| Vpn Security | 3313 with estimates | $12,332 | $34,721 |
| Finance & Banking | 804204 with estimates | $3,869 | $31,953 |
| Entertainment & Streaming | 22550 with estimates | $818 | $23,721 |
| Gaming | 23426 with estimates | $5,477 | $22,294 |
| Photo & Video Editing | 3014 with estimates | $5,101 | $20,304 |
| Food Delivery | 458 with estimates | $1,340 | $20,125 |
| Health & Fitness | 1,985508 with estimates | $953 | $19,972 |
| Music Streaming | 6236 with estimates | $1,751 | $19,818 |
| Ai Game | 9237 with estimates | $7,963 | $19,162 |
| Other B2C | 892105 with estimates | $450 | $17,522 |
| Language Learning | 14257 with estimates | $957 | $16,453 |
| AI Personal Tutor | 511180 with estimates | $2,098 | $16,377 |
| Ai Voice Speech | 11140 with estimates | $1,373 | $16,125 |
| Ai Game Development | 5827 with estimates | $3,373 | $15,982 |
| Mental Wellness | 26157 with estimates | $1,754 | $15,980 |
| Productivity & Notes | 6629 with estimates | $494 | $14,976 |
Finance & Banking estimated average spend—$31,953/mo average. The gap between median and average indicates a few massive spenders skewing the data.
Ad Spend by Activity Level
Modeled estimates| Activity Tier | Businesses | % of Total | Median Spend | Avg Spend |
|---|---|---|---|---|
| Power (100+ ads) | 29,04110,211 with estimates | 1.9% | $1,377 | $13,500 |
| Growth (20-99 ads) | 99,26814,019 with estimates | 6.5% | $437 | $2,181 |
| Active (5-19 ads) | 272,6837,660 with estimates | 17.9% | $494 | $1,782 |
| Testing (1-4 ads) | 1,004,4991,353 with estimates | 65.8% | $1,238 | $2,997 |
| Inactive (0 ads) | 121,6841 with estimates | 8.0% | $4,880 | $4,880 |
Compare spend estimates by advertising activity. Active-ad counts and spend do not necessarily move together. Use the median and coverage in each tier when comparing advertisers.
Ad Spend by Reach/Size
Modeled estimates| Size Tier | Businesses | Median Spend | 75th %ile |
|---|---|---|---|
| Enterprise (100M+ reach) | 329268 with estimates | $107,730 | $238,260 |
| Large (10M-100M) | 4,6742,220 with estimates | $11,453 | $31,233 |
| Mid-Market (1M-10M) | 35,3879,143 with estimates | $1,455 | $4,083 |
| Growing (100K-1M) | 173,23921,613 with estimates | $381 | $1,143 |
| Small (10K-100K) | 446,3450 with estimates | N/A | N/A |
| Micro (<10K) | 867,2010 with estimates | N/A | N/A |
Ad spend scales dramatically with reach. Enterprise advertisers (100M+ reach) spend $107,730/mo median—vs N/A for small businesses.
Key Takeaways
Median ad spend is $624/mo. But the average is $5,599—pulled up by large advertisers spending $7,279+.
Compare B2C and B2B SaaS. $1,472 vs $710 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 $31,953/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: 1,527,175 businesses with active Meta advertising.
Spend data: 33,244 advertisers (2.2%) have spend estimates.
Update frequency: Weekly. Last refresh: September 13, 2026.
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