Facebook Ads Spend Benchmarks
How much do businesses spend on Meta ads? Monthly spend data from 1.1M active advertisers across Facebook, Instagram, and Audience Network.
Last updated: February 9, 2026
B2C SaaS spends significantly more than B2B on Facebook ads ($3,196 vs $1,167 median). The biggest spenders are in Gaming categories—averaging $82,967/month. Only 2.2% of advertisers have real spend data.
Ad Spend Distribution
Verified DataAd spend distribution is heavily right-skewed. While median spend is $775/mo, the average of $8,870 is pulled up by large advertisers. The top 10% spend $10,929+ per month.
Ad Spend by Business Category
Verified Data| Category | Businesses | Median Spend | Avg Spend | 75th %ile |
|---|---|---|---|---|
| Payment Fintech | 13 | $8,145 | $8,145 | $8,227 |
| B2C SaaS | 8,041 | $3,196 | $27,835 | $13,209 |
| Ride Sharing | 48 | $2,063 | $10,076 | $17,215 |
| Gaming | 279 | $1,754 | $22,911 | $8,739 |
| B2B SaaS | 7,412 | $1,167 | $9,346 | $4,452 |
| Other | 11,753 | $684 | $8,095 | $3,364 |
| E-commerce | 122,862 | $641 | $8,111 | $3,423 |
| Travel Booking | 278 | $637 | $2,857 | $2,234 |
| Content & Media | 12,535 | $541 | $2,638 | $1,855 |
| Courses & Info Products | 12,753 | $459 | $1,846 | $1,486 |
| Nonprofit & Gov | 9,130 | $409 | $2,333 | $1,438 |
| Agency & Services | 9,054 | $372 | $1,693 | $937 |
| Real Estate Tech | 461 | $262 | $831 | $634 |
| Hr Recruiting | 13 | N/A | N/A | N/A |
B2C SaaS leads in median ad spend at $3,196/mo. E-commerce has the most advertisers (122,862) but lower median spend.
Ad Spend by Vertical (Top 20)
Verified Data| Vertical | Businesses | Median Spend | Avg Spend |
|---|---|---|---|
| Credit Score | 21 | $55,402 | $89,840 |
| Gaming | 437 | $13,566 | $82,967 |
| Insurance | 66 | $24,454 | $60,505 |
| Finance & Banking | 728 | $4,393 | $51,690 |
| Weight Loss | 62 | $6,854 | $45,415 |
| Entertainment & Streaming | 221 | $1,713 | $40,653 |
| Accounting & Finance | 213 | $4,534 | $37,882 |
| Investing & Trading | 330 | $3,802 | $29,801 |
| Health & Fitness | 1,850 | $3,083 | $29,145 |
| Other B2C | 911 | $2,050 | $25,488 |
| Mental Wellness | 262 | $4,269 | $24,488 |
| Home Services | 32 | $4,546 | $24,418 |
| Vpn Security | 39 | $6,101 | $24,379 |
| Language Learning | 171 | $3,663 | $24,312 |
| Photo & Video Editing | 83 | $4,568 | $21,793 |
| AI Image & Video Gen | 393 | $2,371 | $21,204 |
| E-commerce Platform | 161 | $801 | $21,152 |
| AI Health Coach | 431 | $3,003 | $20,831 |
| Productivity & Notes | 106 | $5,365 | $20,611 |
| Education & Learning | 1,152 | $1,907 | $19,654 |
Finance & Banking leads in average spend—$51,690/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) | 12,074 | 1.1% | $2,550 | $24,841 |
| Growth (20-99 ads) | 57,065 | 5.3% | $632 | $4,621 |
| Active (5-19 ads) | 178,240 | 16.6% | $485 | $2,705 |
| Testing (1-4 ads) | 703,409 | 65.5% | $615 | $2,534 |
| Inactive (0 ads) | 123,543 | 11.5% | $4,880 | $4,878 |
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) | 81 | $254,968 | $591,707 |
| Large (10M-100M) | 2,153 | $27,476 | $73,836 |
| Mid-Market (1M-10M) | 22,587 | $2,966 | $8,989 |
| Growing (100K-1M) | 133,581 | $459 | $1,442 |
| Small (10K-100K) | 341,161 | $156 | $554 |
| Micro (<10K) | 574,768 | N/A | N/A |
Ad spend scales dramatically with reach. Enterprise advertisers (100M+ reach) spend $254,968/mo median—vs $156 for small businesses.
Key Takeaways
Median ad spend is $775/mo. But the average is $8,870—pulled up by large advertisers spending $10,929+.
B2C SaaS outspends B2B. $3,196 vs $1,167 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 $51,690/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: 1,074,331 businesses with active Meta advertising.
Spend data: 23,703 advertisers (2.2%) have real spend data.
Update frequency: Weekly. Last refresh: February 9, 2026.
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