Complete Guide to Facebook and Instagram Advertising Cost

Instagram advertising cost
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When you think of display advertising costs on the social network generally, There is a lot to think of and to examine carefully before jumping to a conclusion.

The reason is that you need to be careful and take some time trying to understand advertising costs before creating your Ad campaigns.

There are cost variations on each of the advertising platforms and it all depends on which of the platforms you choose to use for your advertising campaign.

Also, the type of ad campaigns such as carousel ads, video views you run on a social network such as PPC and CPM, target location, niche, and time may also in different ways have some impact on your Facebook ad campaign and Instagram advertising cost.

Have in mind that the automatic bidding system, CTR, engagement, and relevance score may also significantly determine your Instagram campaign ad cost.

We understand the confusion and tend to address all those in this post.

Most asked questions concerning Display advertising cost

This post is focused on Facebook and Instagram advertising costs, here are some of the most asked questions relating to advertising costs on these platforms.

Read till the end so you won’t miss any valuable information.

#Q1. How much does it cost to advertise on Facebook?

#Q2. How much does it cost to advertise on Instagram?

Let’s just start by defining what advertising cost is before moving on.

What is the Cost of Display Advertising

This is simply the amount of money you pay for an advertising campaign. This cost can be subdivided into Cost per Click (CPC), and Cost per 1000 Mille (CPM) which are all online advertising price models.

Now let’s look at the various cost of ads on different platforms.

How much do Facebook ads cost?

The cost of advertising on Facebook or Facebook ads cost per click entirely depends on the type of campaign.

Usually, the cost of promoting your Facebook page for likes and followers is different from the cost per app install, CPP costs, and cost-effective results.

Facebook advertising has a bidding system that takes factors such as the timing of your campaign, the bidding strategy of your campaign, your choice of placement, relevance score, and your target audience.

With these factors put together, your Facebook advertising cost or the average cost of Facebook ads will be determined.

However, Here is a great breakdown of cost per click by campaign objective by AdExpresso

Facebook Cost per CPC campaign
Image source

As you can see in the above image, the average cost of Facebook ads or an average cost of CPC was on the rise throughout the year for clicks, impressions even the overall volume of ad spend rise towards the festive seasons.

On the other hand, ad performance for performance marketing such as clicks and lead prices went down as the year moves on.

In the first quarter of 2019, the cost of advertising on Facebook significantly from an average of $2.55 in Q1 2018 to just $0.55 in 2019. Marketers or brands doing performance marketing will tend to benefit from this price drop a lot.

Facebook ads pricing

An overview of Facebook ads pricing shows more detailed information about the price of ads considering various factors as discussed below.

Facebook Cost Per Click by days of the week

Facebook Cost Per Click
Image source

The cost is based on research carried out by Adespresso in Facebook cost summary of Facebook ads cost per click in 2018 and 2019.

To round up Facebook Ad cost, here is a video that helps explain how the bidding and other advertising cost is worked.

How much do Instagram ads cost?

Marketing strategy on a social media platform like Instagram and Facebook often involves setting a required daily budget, bid amount, and ad placements among many other ad strategies that may lead to highly relevant ad copies.

The Cost of advertising on Instagram is not also fixed but rather works on a bid system that allows the highest bidder to acquire the ad space.

Since Instagram ads are very competitive due to their numerous benefits to brands.

You should expect your Instagram ads price (cost of Instagram ads) to hover around $0.20 to $2.5 per click.

If you decide to run your Instagram ad campaigns per the CPM pricing model. You should expect to pay between $3.5 to $5.5 per 1000 views or visits.

Even though Instagram is part of the Facebook Ad system, research from various experts and companies shows that It is more profitable to advertise on Instagram.

Instagram ads price more than Facebook Ads which is one thing you must know.

You may also want to read: Facebook Ads Manager Ultimate guide

However, you will get a bit better results from your ads on Instagram compared to Facebook ads cost per click.

In a recent study, we found that demographics play a vital role in the cost of Instagram advertising. Generally, the average cost of CPC for all ages is between $0.55 cents to $0.85 cents

Engagement levels of these groups vary and so does the ad cost. For example, the average cost per click for a group of 25 to 34 years is between $0.95 cents to $1.50 dollars per click.

While targeting younger people aged between 13yrs to 17yrs costs on average $0.35 cents per click.

Another factor that influences your Instagram ad costs is festive periods when there is more competition.

Instagram ad campaigns’ cost increase during major holidays or events such as Christmas, Black Friday, Labor Day, and Cyber Monday.

It is also natural to understand that your target location also influences the cost of advertising.

For instance, you should expect to pay more when your target audience location is in California, USA, and pay far less when your Target audience location is in Lagos, Nigeria.

In any case, here is another video that explains how much it cost you on advertising on Instagram and possible things that influence your Instagram ad cost.

Comparing Facebook and Instagram advertising

When thinking of which platform to advertise on between Facebook and Instagram ads. Well, there are both benefits and disadvantages to choosing to advertise only on one of the platforms.

Both are great platforms but depending on what you want to advertise and who your target audience is, Facebook might work better at times while on the other hand, while Instagram might work better for some ads.

Here is a great comparison of Facebook and Instagram advertising strategies.

Creating Effective Facebook and Instagram Ads

There are very important things you need to consider when creating ads on Facebook and Instagram.

Since these two work similarly and use one platform. we are going to lay some tips to help you gain great results with your Ad campaign.

Define your audience

One of the top keys to getting a high ROI on your advertising is to figure out who your target audience is and that applies to Facebook and Instagram.

Since Facebook has a split test tool to enable you to test your ads, for several days before running ads or your Instagram campaign.

This tool can come in handy when you want to know which ad sets are performing the way you want.

For getting the right audience to target, the Facebook audience insight tool is of the best tools to figure out who to target.

Create attractive offers

Your offers need to be attractive. This means offering your potential customers offers they can’t afford to turn down.

This can be your service, product or price.

It must be attractive and should reflect in your Ad’s image and text. You will need to create very attractive images or videos that present your offer.

Split Test Your Ads

Slip testing on Facebook and Instagram Ads helps in many ways. First, it helps you determine which ad works for you.

You can split-test based on audience location, age, time and many other data sets.

Second, It prevents unnecessary ad spending meaning it will help you avoid spending your ad budget on an audience that doesn’t need your offer.

This means, saving your ad money and making it work more efficiently for a successful ad campaign.

Split testing is aimed at helping you determine what type of ad you should run and who, where and when to target your audience making your ads more profitable.

Use the Automatic bidding

Bid amount, as well as ad budget, play a crucial role when it comes to Facebook and Instagram advertising.

It is always better to use automatic bidding for better results especially when your ad placements are targeting two social platforms (Facebook and Instagram)

Use Landing Pages

Landing pages are of great help when it comes to running a successful campaign.

Landing pages hold the key to making your audience directed to the right pages, links and call-to-action buttons.

Setting up the right landing pages helps improve your Facebook and Instagram ad relevance score.

The more time people spend on your landing page, the more it will positively impact your ads.

Click-through rate (CTR) and time spent on landing pages help increase your ad relevance score which in the long run will reduce your ad cost and increase your Ad ROI.

Retarget and scale

This is making sure you bring all those lost customers back to your page and make them your loyal customers.

There are a lot of people that may interact with your ads but won’t take any action, some may visit your page and go as far as the check-out level but will leave without buying.

You don’t let those people go, you use the data provided to you by Facebook Pixel and get those people back to your landing pages and get them to do what you need them to do.

There is so much power in re-targeting that you can use to grow your business. Don’t let this go to waste. Re-Target those people that leave without converting or buying to become your loyal customers.


The key to getting very cheap but quality traffic on Facebook and Instagram is targeting the right audience.

As stated, you need to first define your audience based on their demographics, location, even income levels, their educational status, ethnicity etc.

Testing your defined audience will help a lot in scaling down your ad spend as you will focus only on the right audience.

With this, your relevance score will be improved as your CTR and engagement are improved.

running cost-effective ad campaigns requires determining the type of ad

Marketing strategy use on social networks is different which should be taken into account.

Factors such as bid amount, ad placements, and target audience among several factors should always be strategically evaluated to determine the goal of creating highly relevant ad copies to reach users.

Optimising your ad campaign periodically should be a priority. Never create ads and forget to optimise your campaigns.

You have to check on it periodically and remove what is not working and focus on what works best for your campaign.

Cost of Facebook and Instagram Ads in 2020

Video showing how much are Instagram ads

Eugene Agoh

Eugene Agoh

Founder at AdsTargets | Online advertising expert | Search engine optimisation expert | Social media marketing expert.Eugene is a Passionate writer on topics relating to online advertising, branding and generally interested in creating digital marketing content. He is curious about the future of digital advertising.Follow Eugene on LinkedIn @ eugeneagoh

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