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Ad Spend Growth Benchmarks
How fast do businesses scale their Meta ad spend? Week-over-week growth data from 95K active advertisers.
Last updated: December 28, 2025
Most businesses maintain flat ad spend week-over-week (median 0.0%). Only 6.2% are actively scaling (20%+ WoW growth), while 21.2% are declining. Counterintuitively, larger companies show the most negative growth—they've likely optimized spend and pull back from underperforming campaigns faster.
Week-over-Week Growth Distribution
Verified DataWeek-over-week growth measures the change in ad spend from one week to the next. A median of 0.0% indicates most businesses maintain stable budgets. The -1.7% average reflects that declining advertisers pull back harder than growing ones scale up.
Key Takeaways
Most businesses maintain flat ad spend week-over-week. Median growth is 0.0%—stability is the norm, not aggressive scaling.
Only 6.2% achieve hypergrowth. If you're scaling ad spend 20%+ week-over-week, you're in rare company.
21% of businesses are actively declining. Over 1 in 5 advertisers are pulling back spend—a natural part of the cycle.
Bigger companies cut faster. $200K+ MRR businesses show -8.4% avg WoW—they optimize aggressively, killing losers quickly.
Methodology & Data Sources
Primary data source: Meta Ad Library API. Proven SaaS continuously monitors advertising activity across Facebook, Instagram, Messenger, and Audience Network.
Sample: 94,948 businesses with at least 2 consecutive weeks of ad activity, enabling week-over-week comparison.
Growth calculation: Week-over-week (WoW) growth is calculated as: (Current Week Spend - Previous Week Spend) / Previous Week Spend × 100.
Limitations: Data reflects paid Meta advertising only. WoW is a short-term metric with high volatility—monthly or quarterly trends may differ.
Update frequency: Weekly. Last refresh: December 28, 2025.
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