A common question for shop owners, marketers and business owners when budgeting is “what is the price list for Facebook advertising?”. But unlike the fixed price list of print or television, the cost of advertising on Facebook does not have a single “listed” price. The price fluctuates according to time, target, audience, display location, quality score of the ad and market competitiveness. In other words, there is no fixed Facebook Ads Price List, but we can provide a reference price list based on actual data (CPC, CPM, CPL…) that is periodically compiled by many units. This article by Soc Lua will help you estimate the Facebook Ads Price List closest to reality.
What is Facebook Ads Price List? How to calculate Facebook Ads Price List?
On Facebook, ads are not offered at a fixed price, but are delivered through a real-time auction. Every time a user opens the app and is eligible to see an ad, the system runs an auction between eligible ads, aiming to select the ad with the highest total value to the user at that moment. This total value score depends not only on the bid price, but also on the likelihood of the user taking action and the quality or standards of the ad.
So a good, highly relevant ad can still beat the competition even if it bids lower. In terms of common pricing mechanisms, most targets will charge on a CPM or CPC basis, and the price increase or decrease is strongly influenced by the supply-demand relationship by industry, and even varies between display locations (e.g. Reels are often cheaper than Feed in terms of CPM).
In terms of pricing units, the two most basic metrics you will encounter are CPC (Cost per Click) and CPM (Cost per Mille). For optimization and brand awareness campaigns, CPM is the focus. For traffic or conversions, CPC/CPL/CPA will be more important.
Facebook Ads Price List for Reference in 2025
As mentioned, Facebook doesn’t have a fixed price list, but you can use the most recent averages to get an estimate. Here’s a reference table compiled from data sources updated in 2024–2025:
| Average index | Recent reference levels |
|---|---|
| CPC | ~0,69 USD/clicks |
| CPM | ~12,58 USD/1.000 views |
| CPL | ~8,68 USD/lead |
| Average CPC & CPM | CPC ~0,70 USD, CPM ~8–13 USD |
Cần lưu ý rằng, các con số trên không phải “bảng giá niêm yết”. Đây là các mốc tham chiếu để bạn ước tính ngân sách và kiểm soát mức chi tiêu của mình. Khi chạy quảng cáo trên thực tế, giá sẽ dịch chuyển theo ngành, đối tượng, vị trí, chất lượng nội dung, lịch chạy,…
Factors affecting Facebook Ads Price List
The first is the optimal target and bidding strategy. When you choose a target and strategy (maximum quantity, cost cap, bid cap…), the algorithm prioritizes results based on that target. Some analysis shows that the optimal target and bidding method directly influence CPC/CPM and CPA/CPL. If the target does not match the customer’s shopping activity, the “cost per result” can be skewed.
The second is ad quality and relevance. Facebook rewards ads with a good experience by offering lower prices in the auction because it wants users to see relevant, non-irritating content. The Ad Relevance Diagnostics tool (quality, engagement rate, predicted conversions) is a metric that helps you pinpoint where the problem lies: in the content, on the landing page, or on the audience.
Third is target and scope. Targeting too narrowly in a competitive market will increase CPM/CPC, controlled expansion gives the algorithm more room to optimize. There are also clear differences by country/region, so when budgeting for multiple markets, you should not apply one CPM metric to all.
Fourth is display placement. Reels are usually cheaper than Feed in terms of CPM, so if the goal is coverage/awareness, increasing the proportion of Reels can help you optimize your budget more while still maintaining high engagement.
Thursday is the competitive season. Peak shopping periods like the end of the year attract many advertisers to the same audience, increasing bids. At this time, social media advertising costs can fluctuate by quarter and by platform. In the Meta ecosystem alone, different positions also create significant CPM differences.
Manage Facebook advertising fee payments
Many new advertising service users joining this platform are startled to see that their money is deducted on the wrong month-end date. As mentioned, Meta uses a payment/billing threshold mechanism, you are allowed to spend up to a certain threshold, each time you reach the threshold, the system automatically deducts money, then repeats when you reach the next threshold or the periodic invoice date.
Therefore, the daily budget you set may not equal the amount deducted each day. You may spend $40/day, but be deducted $200 each time you hit the threshold, and then again if you continue to hit the threshold. The best way to manage this is to monitor the Billing/Payments tab in Ads Manager, download electronic invoices, set account spending limits to have automatic braking, and have strict permissions in Business Manager to prevent others from adding/editing campaigns that cause unexpected costs.
Frequently Asked Questions
We recommend setting a minimum of $1/day for CPM campaigns and around $5/day for more aggressive campaigns like traffic/sales, mainly for data collection. However, depending on your niche and goals, you may need to set a higher budget accordingly.
Meta uses a “payment/billing threshold,” which means you’ll be billed automatically once you reach your spending threshold, rather than waiting until the end of the month. This is explained in the Instagram/Meta help page, and many third-party guides also explain it in detail. Check the Billing/Payments tab in Ads Manager to see your current threshold and billing history.
