Facebook Ads Spend Benchmarks
How much do businesses spend on Meta ads? Monthly spend data from 1.7M 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: November 8, 2026
Compare estimated Facebook ad spend for B2C and B2B SaaS ($1,273 vs $654 median). The biggest spenders are in Social Network categories—averaging $65,752/month. Only 2.7% of advertisers have spend estimates.
Ad Spend Distribution
Modeled estimatesAd spend distribution is heavily right-skewed. While median spend is $546/mo, the average of $5,209 is pulled up by large advertisers. The top 10% spend $6,996+ per month.
Ad Spend by Business Category
Modeled estimates| Category | Businesses | Median Spend | Avg Spend | 75th %ile |
|---|---|---|---|---|
| Payment Fintech | 165 with estimates | $20,827 | $30,798 | $35,476 |
| Enterprise Platform | 4232 with estimates | $9,301 | $63,570 | $54,807 |
| Health Fitness | 167 with estimates | $1,663 | $1,467 | $1,944 |
| Finance Banking | 114 with estimates | $1,554 | $1,733 | $2,964 |
| B2C SaaS | 23,2525,050 with estimates | $1,273 | $10,683 | $5,143 |
| Null | 114 with estimates | $1,037 | $4,198 | $5,154 |
| Travel Booking | 30387 with estimates | $775 | $4,432 | $2,438 |
| Ride Sharing | 387 with estimates | $719 | $24,087 | $29,834 |
| B2B SaaS | 12,5352,931 with estimates | $654 | $6,027 | $2,319 |
| E-commerce | 180,77212,469 with estimates | $632 | $6,793 | $2,533 |
| Nonprofit & Gov | 13,5642,516 with estimates | $593 | $4,738 | $1,862 |
| Content & Media | 22,6334,597 with estimates | $554 | $3,918 | $1,914 |
| Gaming | 716 with estimates | $543 | $1,221 | $2,076 |
| Other | 31,1474,469 with estimates | $429 | $4,019 | $1,386 |
| Courses & Info Products | 21,3473,434 with estimates | $414 | $2,004 | $1,315 |
| Agency & Services | 16,4552,084 with estimates | $351 | $2,188 | $954 |
| Education Platform | 5127 with estimates | $342 | $1,405 | $1,435 |
| Real Estate Tech | 471113 with estimates | $329 | $1,575 | $810 |
| Hr Recruiting | 131 with estimates | $277 | $277 | $277 |
B2C SaaS has estimated median ad spend at $1,273/mo. E-commerce has the most advertisers (180,772) but lower median spend.
Ad Spend by Vertical (Top 20)
Modeled estimates| Vertical | Businesses | Median Spend | Avg Spend |
|---|---|---|---|
| Social Network | 12526 with estimates | $2,704 | $65,752 |
| Weight Loss | 25550 with estimates | $1,678 | $63,969 |
| Ai Code Generation | 8947 with estimates | $1,221 | $43,667 |
| Credit Score | 3419 with estimates | $19,368 | $39,632 |
| Ai Game | 7526 with estimates | $8,898 | $30,999 |
| Ride Sharing | 8418 with estimates | $370 | $30,970 |
| Ai Game Development | 4622 with estimates | $3,494 | $30,303 |
| AI Chatbot & Assistant | 21727 with estimates | $3,564 | $26,025 |
| Ai Language Learning | 2613 with estimates | $515 | $25,370 |
| Ai Video Generation | 5530 with estimates | $2,672 | $24,492 |
| Vpn Security | 13424 with estimates | $3,700 | $21,185 |
| Mental Wellness | 612121 with estimates | $2,204 | $16,889 |
| Insurance | 6114 with estimates | $6,447 | $15,333 |
| Finance & Banking | 1,045237 with estimates | $2,871 | $14,553 |
| Entertainment & Streaming | 1,291200 with estimates | $940 | $14,442 |
| Communication & Chat | 14841 with estimates | $849 | $14,226 |
| Food Delivery | 7714 with estimates | $442 | $14,044 |
| Budgeting Expense | 9726 with estimates | $1,719 | $13,823 |
| AI Personal Tutor | 551163 with estimates | $1,451 | $13,583 |
| Ai Voice Speech | 36988 with estimates | $1,334 | $13,127 |
Finance & Banking estimated average spend—$14,553/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) | 34,49813,279 with estimates | 2.1% | $1,771 | $13,870 |
| Growth (20-99 ads) | 114,12419,843 with estimates | 6.8% | $424 | $1,823 |
| Active (5-19 ads) | 304,66910,325 with estimates | 18.2% | $325 | $1,115 |
| Testing (1-4 ads) | 1,097,6471,426 with estimates | 65.6% | $394 | $1,332 |
| Inactive (0 ads) | 121,3610 with estimates | 7.3% | N/A | N/A |
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) | 418336 with estimates | $118,434 | $242,766 |
| Large (10M-100M) | 5,2892,768 with estimates | $13,146 | $32,266 |
| Mid-Market (1M-10M) | 38,90212,283 with estimates | $1,641 | $4,434 |
| Growing (100K-1M) | 187,34029,486 with estimates | $320 | $814 |
| Small (10K-100K) | 478,6440 with estimates | N/A | N/A |
| Micro (<10K) | 961,7060 with estimates | N/A | N/A |
Ad spend scales dramatically with reach. Enterprise advertisers (100M+ reach) spend $118,434/mo median—vs N/A for small businesses.
Key Takeaways
Median ad spend is $546/mo. But the average is $5,209—pulled up by large advertisers spending $6,996+.
Compare B2C and B2B SaaS. $1,273 vs $654 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 $14,553/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: 1,672,299 businesses with active Meta advertising.
Spend data: 44,873 advertisers (2.7%) have spend estimates.
Update frequency: Weekly. Last refresh: November 8, 2026.
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