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: August 9, 2026
B2C SaaS spends significantly more than B2B on Facebook ads ($1,589 vs $662 median). The biggest spenders are in Weight Loss categories—averaging $105,591/month. Only 0.8% of advertisers have real spend data.
Ad Spend Distribution
Verified DataAd spend distribution is heavily right-skewed. While median spend is $827/mo, the average of $8,826 is pulled up by large advertisers. The top 10% spend $12,629+ per month.
Ad Spend by Business Category
Verified Data| Category | Businesses | Median Spend | Avg Spend | 75th %ile |
|---|---|---|---|---|
| Payment Fintech | 16 | $7,759 | $5,768 | $7,788 |
| Education Platform | 13 | $5,620 | $5,620 | $5,620 |
| Enterprise Platform | 43 | $5,148 | $84,438 | $42,854 |
| Gaming | 71 | $3,509 | $3,509 | $5,069 |
| Ride Sharing | 38 | $2,262 | $49,796 | $61,127 |
| B2C SaaS | 8,576 | $1,589 | $16,371 | $7,144 |
| E-commerce | 140,245 | $1,297 | $11,703 | $5,733 |
| Travel Booking | 305 | $1,199 | $34,524 | $2,738 |
| Other | 13,838 | $810 | $11,311 | $4,451 |
| B2B SaaS | 8,414 | $662 | $4,962 | $2,178 |
| Content & Media | 16,465 | $613 | $8,127 | $3,312 |
| Nonprofit & Gov | 10,429 | $507 | $3,468 | $1,708 |
| Agency & Services | 10,204 | $327 | $2,023 | $927 |
| Courses & Info Products | 14,521 | $251 | $2,803 | $1,139 |
| Real Estate Tech | 490 | $199 | $672 | $446 |
| Hr Recruiting | 13 | N/A | N/A | N/A |
B2C SaaS leads in median ad spend at $1,589/mo. E-commerce has the most advertisers (140,245) but lower median spend.
Ad Spend by Vertical (Top 20)
Verified Data| Vertical | Businesses | Median Spend | Avg Spend |
|---|---|---|---|
| Weight Loss | 72 | $9,842 | $105,591 |
| Ride Sharing | 32 | $411 | $102,110 |
| Credit Score | 22 | $32,172 | $52,308 |
| Photo & Video Editing | 30 | $9,526 | $37,462 |
| Vpn Security | 32 | $12,334 | $27,574 |
| Ai Voice Speech | 108 | $1,442 | $23,899 |
| Insurance | 69 | $11,342 | $23,643 |
| Finance & Banking | 802 | $3,388 | $23,407 |
| Ai Language Learning | 26 | $1,873 | $23,109 |
| Ai Game Development | 43 | $3,429 | $21,835 |
| Food Delivery | 45 | $3,092 | $21,205 |
| Investing & Trading | 382 | $2,009 | $19,905 |
| Health & Fitness | 1,948 | $1,044 | $19,362 |
| Ai Game | 77 | $6,586 | $19,097 |
| Mental Wellness | 259 | $2,433 | $18,286 |
| Entertainment & Streaming | 220 | $632 | $17,530 |
| Payment & Fintech | 342 | $1,212 | $16,202 |
| AI Personal Tutor | 531 | $2,221 | $13,819 |
| Nutrition Diet | 87 | $3,533 | $13,760 |
| Other B2C | 883 | $1,152 | $13,561 |
Finance & Banking leads in average spend—$23,407/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) | 26,617 | 1.8% | $1,606 | $16,980 |
| Growth (20-99 ads) | 91,889 | 6.4% | $546 | $2,953 |
| Active (5-19 ads) | 256,090 | 17.7% | $589 | $2,689 |
| Testing (1-4 ads) | 949,644 | 65.7% | $1,364 | $3,915 |
| Inactive (0 ads) | 121,875 | 8.4% | $3,525 | $3,525 |
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) | 296 | $121,182 | $239,512 |
| Large (10M-100M) | 4,412 | $11,449 | $30,544 |
| Mid-Market (1M-10M) | 33,863 | $1,524 | $4,762 |
| Growing (100K-1M) | 166,704 | $411 | $1,554 |
| Small (10K-100K) | 429,197 | N/A | N/A |
| Micro (<10K) | 811,643 | N/A | N/A |
Ad spend scales dramatically with reach. Enterprise advertisers (100M+ reach) spend $121,182/mo median—vs N/A for small businesses.
Key Takeaways
Median ad spend is $827/mo. But the average is $8,826—pulled up by large advertisers spending $12,629+.
B2C SaaS outspends B2B. $1,589 vs $662 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 $23,407/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: 1,446,115 businesses with active Meta advertising.
Spend data: 11,914 advertisers (0.8%) have real spend data.
Update frequency: Weekly. Last refresh: August 9, 2026.
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