Facebook Ads Spend Benchmarks
How much do businesses spend on Meta ads? Monthly spend data from 1.2M active advertisers across Facebook, Instagram, and Audience Network.
Last updated: March 22, 2026
B2C SaaS spends significantly more than B2B on Facebook ads ($1,801 vs $777 median). The biggest spenders are in Weight Loss categories—averaging $38,686/month. Only 2.0% of advertisers have real spend data.
Ad Spend Distribution
Verified DataAd spend distribution is heavily right-skewed. While median spend is $628/mo, the average of $6,415 is pulled up by large advertisers. The top 10% spend $8,343+ per month.
Ad Spend by Business Category
Verified Data| Category | Businesses | Median Spend | Avg Spend | 75th %ile |
|---|---|---|---|---|
| Enterprise Platform | 43 | $12,856 | $63,387 | $59,932 |
| Payment Fintech | 13 | $4,559 | $3,793 | $4,882 |
| Ride Sharing | 50 | $2,585 | $13,198 | $17,941 |
| B2C SaaS | 8,306 | $1,801 | $14,122 | $7,261 |
| Gaming | 302 | $1,243 | $20,803 | $7,084 |
| B2B SaaS | 7,507 | $777 | $5,171 | $2,877 |
| Other | 12,481 | $654 | $5,105 | $3,027 |
| Travel Booking | 284 | $528 | $2,226 | $1,545 |
| E-commerce | 126,275 | $520 | $8,381 | $2,451 |
| Content & Media | 12,897 | $439 | $2,909 | $1,511 |
| Nonprofit & Gov | 9,347 | $401 | $3,400 | $1,320 |
| Courses & Info Products | 13,106 | $368 | $1,662 | $1,121 |
| Agency & Services | 9,270 | $281 | $1,746 | $763 |
| Real Estate Tech | 463 | $165 | $483 | $368 |
| Hr Recruiting | 13 | N/A | N/A | N/A |
B2C SaaS leads in median ad spend at $1,801/mo. E-commerce has the most advertisers (126,275) but lower median spend.
Ad Spend by Vertical (Top 20)
Verified Data| Vertical | Businesses | Median Spend | Avg Spend |
|---|---|---|---|
| Credit Score | 21 | $47,444 | $66,720 |
| Weight Loss | 68 | $5,287 | $38,686 |
| Insurance | 66 | $9,305 | $36,737 |
| Home Services | 32 | $234 | $27,849 |
| Gaming | 494 | $3,466 | $23,969 |
| Mental Wellness | 283 | $4,425 | $22,554 |
| Finance & Banking | 761 | $3,198 | $21,513 |
| Vpn Security | 39 | $3,719 | $21,009 |
| Health & Fitness | 1,910 | $2,072 | $20,831 |
| AI Writing & Content | 89 | $617 | $18,175 |
| Payment & Fintech | 316 | $2,390 | $17,229 |
| Investing & Trading | 361 | $1,987 | $15,701 |
| Entertainment & Streaming | 229 | $927 | $14,954 |
| E-commerce Platform | 163 | $463 | $14,799 |
| Language Learning | 178 | $1,585 | $14,372 |
| Music Streaming | 74 | $1,407 | $13,808 |
| Nutrition Diet | 97 | $3,460 | $13,806 |
| AI Personal Tutor | 458 | $1,910 | $12,786 |
| Photo & Video Editing | 84 | $1,691 | $10,943 |
| Travel & Booking | 256 | $721 | $10,860 |
Finance & Banking leads in average spend—$21,513/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) | 16,934 | 1.5% | $1,650 | $14,571 |
| Growth (20-99 ads) | 65,452 | 5.6% | $463 | $2,663 |
| Active (5-19 ads) | 197,054 | 16.9% | $394 | $2,178 |
| Testing (1-4 ads) | 764,865 | 65.5% | $591 | $3,207 |
| Inactive (0 ads) | 122,864 | 10.5% | $25,837 | $25,837 |
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) | 147 | $127,415 | $294,999 |
| Large (10M-100M) | 3,152 | $14,289 | $38,427 |
| Mid-Market (1M-10M) | 27,344 | $1,576 | $4,992 |
| Growing (100K-1M) | 138,609 | $377 | $1,091 |
| Small (10K-100K) | 363,027 | N/A | N/A |
| Micro (<10K) | 634,890 | N/A | N/A |
Ad spend scales dramatically with reach. Enterprise advertisers (100M+ reach) spend $127,415/mo median—vs N/A for small businesses.
Key Takeaways
Median ad spend is $628/mo. But the average is $6,415—pulled up by large advertisers spending $8,343+.
B2C SaaS outspends B2B. $1,801 vs $777 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 $21,513/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: 1,167,169 businesses with active Meta advertising.
Spend data: 23,113 advertisers (2.0%) have real spend data.
Update frequency: Weekly. Last refresh: March 22, 2026.
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