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Facebook Ads Spend Benchmarks
How much do businesses spend on Meta ads? Monthly spend data from 997K active advertisers across Facebook, Instagram, and Audience Network.
Last updated: December 28, 2025
B2C SaaS spends 14% more than B2B on Facebook ads ($3,812 vs $3,340 median). The biggest spenders are in AI/ML categories—AI Chatbot companies average $111,760/month, though medians are much lower. Nearly half (47.6%) of tracked businesses spend under $54/month, testing the waters.
Ad Spend Distribution
Verified DataAd spend distribution is heavily right-skewed. While median spend is $1,142/mo, the average of $19,174 is pulled up by large advertisers. The top 10% spend $23,256+ per month.
Key Takeaways
Median ad spend is $1,142/mo. But the average is $19,174—pulled up by large advertisers spending $23,256+.
B2C SaaS outspends B2B by 14%. $3,812 vs $3,340 median—reflecting higher volume, lower-touch sales models.
Nearly half are testing with minimal spend. 47.6% of advertisers spend under $54/mo on average.
AI companies are the biggest spenders. AI Chatbot/Assistant averages $111,760/mo—dominated by well-funded players competing for market share.
Methodology & Data Sources
Primary data source: Meta Ad Library API. Proven SaaS continuously monitors advertising activity across Facebook, Instagram, Messenger, and Audience Network.
Sample: 997,426 businesses with active Meta advertising during the analysis period.
Spend estimation: Monthly ad spend is calculated from reach and impression data using Meta's published CPM ranges, validated against known advertiser disclosures.
Limitations: Spend figures are estimates based on Meta Ad Library signals. Actual spend may vary by ±15% depending on targeting and bidding strategy.
Update frequency: Weekly. Last refresh: December 28, 2025.
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