Understanding Facebook Advertising Costs: 5 Key Insights [2024]

Understanding Facebook Advertising Costs
Have you fully grasped all there is to know about Facebook advertising costs? These expenses depend on numerous factors. In the following article by BlueFocus, we will help you gain basic knowledge about the factors influencing Facebook advertising costs.

Facebook Advertising Costs by Industry in 2024

Despite the highest CPC on Facebook being $3.77 per click, advertisers can still find satisfaction with that CPC on Facebook. The terms ‘Insurance,’ ‘Loans,’ and ‘Mortgage’ are the three most expensive keywords on Google, each costing around $50 per click. In reality, CPC varies significantly, but you should still refer to industry benchmarks below to get an idea of the cost-per-click for running your Facebook ads.

Facebook Advertising Costs
Facebook Advertising Costs
The average cost per click (CPC) for Facebook ads across all industries is $1.72.
The cheapest clicks on Facebook are reserved for the fashion industry ($0.45 per click), travel and hotel ($0.63), and other retail sectors ($0.70), with clicks costing less than a dollar.
These industries typically generate significant interest. Therefore, even at these low CPC levels, it’s crucial to understand how to manage your budget effectively to prevent your Facebook advertising costs from escalating.

Types of Facebook Advertising Costs

Currently, there are five different cost metrics for running Facebook ads:
  • Cost per click (CPC)
  • Cost per mille, or cost per thousand impressions (CPM)
  • Cost per view (CPV)
  • Cost per action (CPA)
  • Cost per like (CPL)
CPC is the most common, although advertisers should choose the most suitable cost type based on the type of ad, Facebook marketing objectives, and overall advertising goals.
Facebook Advertising Costs
Facebook Advertising Costs

1. Cost-per-Click (CPC)

The cost-per-click (CPC) model charges advertisers only when Facebook users click on and view your ad, encouraging users not only to engage with Facebook but also to navigate to your website or landing page. Advertisers set up Call-to-Action buttons (CTAs) for users to click on, including options such as “Learn More,” “Shop Now,” or “Sign Up.”
The average CPC for running Facebook ads across all industries is $1.86 (approximately 43,099đ), with CPCs ranging from as low as 45 cents (approximately 10,424đ) for the fashion industry to $2.72 (approximately 63,027đ) for employment and vocational training. Facebook is known as one of the most cost-effective advertising platforms for facebook advertising costs. Compare this to the average CPC on Google Ads, which is $2.69 (approximately 62,332đ), with many CPCs exceeding $5 (approximately 115,859đ).

2. Cost-per-Mille (CPM)

CPM is charged based on every 1,000 impressions or the number of times the ad is displayed. CPM typically comes at a lower cost, alternating with CPC ads. However, because impressions don’t necessarily equate to user interaction, they are best utilized for advertisers aiming to increase brand awareness through Facebook ads.
The average CPM for Facebook ads across all industries is $11.20 (approximately 259,524đ), equivalent to just 1 cent (approximately 231đ) per impression. This will vary depending on the audience you’ve selected and the level of competition for that audience.
This means your CPM could be very low if there’s little competition for your target audience or costly if there’s high competition for your target audience.

3. Cost-per-View (CPV)

The cost-per-view model is designed for video advertising and charges when Facebook users see their video ads. This is a great option for advertisers to convey their message effectively through video. Note that with a video running for 3 seconds, Facebook considers it as one view; this may not be enough time to convey your message. If you need more time, consider a different pricing option to help you achieve your advertising goals.
The average CPV across industries for running Facebook ads ranges from 1 to 15 cents (approximately 231đ to 3,465đ). This can vary with all types of facebook advertising costs. Due to the difficulty in assessing the effectiveness of the CPV pricing structure, consider using your click-through rate (CTR) as an indicator of ad effectiveness.

4. Cost-per-Action (CPA)

Facebook advertising costs for each action are similar to CPC with a difference: Instead of being charged when users click on your CTA-ad, advertisers are charged when users perform a specific action on their website. Advertisers set the action they desire, are charged accordingly, and actions can include anything from newsletter sign-ups to app downloads and online purchases tracked through Facebook pixel. This is typically the most expensive model.
The average CPA for running Facebook ads is $18.68 (approximately 432,850đ). The CPA cost structure has a very wide average range, from the education sector at only $7.85 (approximately 181,899đ) to technology at $55.21 (approximately 127,931,839đ) per action. To ensure an efficient budget, make sure the value of your target action is at least (or greater than) the CPA; otherwise, your campaign will yield negative returns.

5. Cost-per-Like (CPL)

Facebook advertising costs per like (CPL) are similar to CPC, but with the CTA set to “like” – liking your business page on Facebook. It typically has low costs and is best for new businesses looking to build brand awareness. It’s also noteworthy for those using CPL to actively plan on their business page. On the flip side, paying for likes does not increase engagement; Facebook business pages are only effective if they’re used consistently.
The average CPL for running Facebook ads ranges from 12 cents (approximately 2,772đ) to 16 cents (approximately 3,696đ). While these values are considered quite low, CPL doesn’t directly generate revenue, so low prices correlate with lower value outcomes.

Influence Factors on Facebook Advertising Costs

Facebook employs an algorithm to determine when an ad will be displayed and what price will be charged for the ad. Several factors are considered part of this algorithm, although ultimately Facebook selects ads they believe will drive user engagement. These factors include.

1. Audience

Facebook ads are displayed to users based on broad target audience demographics. This differs from a search advertising platform like Google, which relies on keywords. There are hundreds of targeting options on Facebook, allowing advertisers to precisely determine who their ads will be shown to. This includes demographic information, user interests, life events, and user behavior.


Bidding on Facebook is the process where advertisers set the amount they are willing to spend for users to click, like, or perform specific actions on their ads. Unlike pay-per-click, such as Google Ads, Facebook advertising does not rely on keyword bidding. Instead, the audience is created by advertisers throughout the ad setup process. They then bid for the chosen bidding structure and audience (CPC, CPM, CPV, CPA, or CPL) to determine the cost and reach of Facebook advertising.

3. Facebook Ad Objectives

Facebook ad objectives are comprehensive marketing goals that advertisers must select when creating ads. Ad objectives include awareness, focusing on brand promotion; consideration, encouraging user engagement with the ad; and conversion, attracting users to purchase products or services. Generally, the higher the potential revenue from ad objectives, the higher the Facebook advertising costs.

4. Competition

Remember that running Facebook ads operates much like an auction, where multiple businesses are competing for the same or similar ad placements. With any auction, the level of competition directly impacts the price. The more advertisers competing for the same audience and ad placements, the higher the Facebook advertising costs.

5. Facebook Ad Placements

There are several advertising placements available on Facebook, both within Facebook itself and on partner platforms like Instagram. The most common ad placements include the user’s Facebook feed, the right column of Facebook, the user’s Instagram feed, and Instagram stories. See example below.
Facebook Advertising Costs
Facebook Advertising Costs

6. Ad Quality

  • Ads that effectively target the right audience with a compelling message and visually appealing media tend to receive higher rankings compared to other ads.
  • For example, ads with blurry images may not receive as much user interaction, even if the ad meets Facebook’s requirements.
  • Increase ad quality by using engaging content and high-quality images, along with relevant landing pages and audiences likely to interact with your ads.

7. Advertising Budget

The advertising budget is the estimated amount of money to be spent on advertising campaigns within a month. The advertising budget is seen as an investment in the company’s growth, and you need to ensure that the budget allocated will meet the marketing objectives of the business.
The budget allocated to a Facebook advertising campaign will directly impact the bidding, performance, and campaign results. If you have a large budget, you will have more flexibility in your advertising campaigns.
However, if you have a lower budget but know how to optimize Facebook advertising costs, you can still achieve the desired results. The effectiveness of an advertising campaign depends not only on the size of the budget but also on how you set up the campaign and execute it.

8. Seasons of the Year

During holidays and festivals when consumer shopping demand rises significantly, many companies simultaneously launch various advertising campaigns on Facebook, causing Facebook advertising costs to be higher than usual. Therefore, the budget allocated for these peak months needs to be higher than others to achieve marketing objectives.

9. Industry and Business Sector

For each industry or business sector, Facebook employs different advertising cost structures. Industries with high Facebook advertising costs may include Finance, Insurance, and Consumer Services… To compete with other players in this field, beyond competitive bidding, you need to invest in high-quality content that delivers value to users. This is the key aspect for you to surpass the top competitors in the sector.

Some Tips to Optimize Facebook Advertising Costs

If you don’t have a large budget for advertising, are there any ways to reduce Facebook advertising costs? Surely, this is a question that many people are concerned about. Now let’s go through 9 tips to optimize the effectiveness of Facebook advertising costs.

Choose the Right Campaign Objective

Some studies suggest that choosing the wrong campaign objective can increase Facebook advertising costs by up to 4,238%. Therefore, to avoid this situation, you must understand what goal you want to achieve with your campaign. Only then can your advertising efforts be most effective.

Choose Your Target Audience

The advantage of selecting a detailed target audience is that it reaches the right customers with relevant needs related to your product/service. However, the cost of Facebook advertising will be higher compared to choosing a broader target audience.
On the other hand, if you choose a broad target audience, the Facebook advertising costs will be lower, but the ability to reach the right audience and generate conversions will be lower as well.
My advice is to target a specific customer file, maintaining a scale of around 500 thousand or more.

Set Bid Caps

The bidding principle of Facebook advertising is that it won’t display ads to people whose cost exceeds the limit you set. Based on this principle, you can set bids at around 60% of the bidding price suggested by Facebook. The downside is that your ads may not be distributed quickly, but the cost of Facebook advertising will decrease significantly.

Scale Campaigns, Scale Ads

Typically, effective campaigns or ad groups are allocated additional budget by advertisers. In addition to this approach, you can also apply a method called scaling by multiplying and increasing the budget for new campaigns. This method will not affect the effectiveness of the old campaigns.
Moreover, to avoid duplicating the target audience, you can duplicate the campaign to another ad account or duplicate the ads to a new page.

Video Helps Reduce Facebook Advertising Costs

Ad formats such as lead forms, messenger ads, etc., tend to have higher Facebook advertising costs compared to video ads. With the same budget, opting for video ads can help you reach a larger audience.

Optimize Ad Content and Imagery

Facebook has clear regulations regarding the limit of text in images. If you exceed this limit, Facebook may increase your ad bid. Additionally, you can test various headlines to observe how they affect your ad costs, helping you identify the most suitable and cost-effective headlines.

Split Testing

This method allows you to identify any shortcomings in your ad campaign and find ways to optimize it better. By running two ad groups within the same ad campaign, you can adjust certain factors to observe the resulting changes in their effectiveness.

Auctioning ads on Facebook impacts Facebook advertising costs

Facebook employs an auction-based pricing mechanism, similar to Google Ads, to determine how much an advertiser pays for their ads. To decide which competing advertisers get displayed, Facebook also assesses the overall ad quality.
Facebook seeks ads that it deems most relevant to users and likely to generate high engagement. Generally, ads with the highest ad quality and bid are prioritized.
Facebook considers these factors to determine which ads are allowed to run:
  • Bid: Which advertiser is willing to pay the most?
  • Ad relevance: Which ad best serves the target audience of that ad?
  • Expected ad performance: Which ad is most likely to receive the most conversions or interactions?
To ensure your ads display, start with competitive bidding based on the figures listed at the beginning of this article and target the appropriate audience with ads tailored to them.
As your ads run and Facebook observes user engagement with your ads, it will consider high-quality ads and may reduce costs and increase reach.

Frequently Asked Questions About Facebook Advertising Costs

Here is a compilation of some common questions regarding Facebook advertising costs. If you have similar concerns, you can find answers in the following sections.

1. How much does Facebook advertising cost per impression?

For each impression delivered to users, you will need to spend an average of about 22,080 VND on Facebook.

2. How much does Facebook advertising cost based on likes?

If you’re looking to increase likes for your Fanpage, the cost to run ads on Facebook is around 5,520 VND per like. Please note that this is the lowest average cost in Vietnam for one like on a Facebook page.

3. How much does it cost for an app install?

The average cost for Facebook advertising costs for a download or installation of an app is around 184 VND. This means that you would spend approximately 184 VND for each user who downloads and installs your app.

4. How much does Facebook advertising cost?

The Facebook advertising costs depend on the industry and the marketing strategy of the business. For each advertising campaign, you could spend more or less than 10 million VND, depending on the marketing goals you aim to achieve.
If you have a large budget, you can invest more to get more clicks on your ads, thereby increasing the conversion rate for your business.’

5. Should you hire cheap Fanpage advertising services?

  • In the current market, it’s not difficult to find providers offering Facebook advertising services at various price points. However, there are some providers offering advertising services at very low prices.
  • With such low prices, there are many risks for your business. You need to thoroughly research these providers before entering into any collaboration with them.
  • Typically, to achieve such low advertising costs, these service providers often resort to using tricks like using fake accounts to increase engagement instead of targeting the right audience that your business is aiming for… There’s also a risk of getting banned from Facebook and having your page deleted.
You can consider using the Facebook agency account rental service provided by BlueFocus, a reputable Facebook advertising agency. We guarantee to deliver high effectiveness in your advertising campaigns.

6 How many ways are there to calculate advertising costs on Facebook?

There are two methods for calculating advertising costs on Facebook:
  • Fixed-cost-based fee calculation: For each industry, Facebook has clear guidelines on pricing, with costs varying higher or lower depending on the business’s chosen objectives.
  • Cost calculation in Ads Manager: The Ads Manager will help you determine the facebook advertising costs you need to pay per month, per day for each campaign.
Facebook Ads is often likened to a “weapon” that brings about effective reach and conversions in most comprehensive Digital Marketing strategies. You need to remember some important points when using this tool: set clear advertising goals, use suitable ad formats for your campaigns, use eye-catching images/videos, and don’t forget to track everything.
You can explore Facebook advertising costs on Bluefocus, where we also provide additional insights into running Facebook ad campaigns. This will help you enhance the quality of your advertising campaigns.
I’m confident that after one to two weeks of exploration, you will turn Facebook Ads into a valuable tool for your business!
Wishing you success!’

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