Facebook Ads budget: how much should you budget and how can you make the most of it?

How much do you need to launch a Facebook Ads campaign?

Facebook allows campaigns from €1/day But in practice, does it produce concrete results?

The minimum budget according to Meta's official recommendations

According to Meta, the minimum budget to trigger an ad is 1 per day for most campaigns. But this budget only allows very limited print volume especially if you're targeting a competitive audience.

For retargeting or very local campaigns, this may be enough. Otherwise, it's too low.

What you can really expect with €5, €10 or €30 a day

• 5 €/day ideal for testing a local awareness campaign or validating a creative angle.

• 10 €/day This is the way to get the first clicks or leads, but with limited volume.

• 30 €/day recommended minimum threshold for usable results on a conversion campaign.

Below €10/day, you have to accept a longer learning curve and less data.

3 common mistakes with small budgets

• Multiply sets of ads your budget is diluted.

• Cibler trop large A small budget means we can't reach enough people.

• Changing ads too often the algorithm doesn't have time to exit the learning phase.

How can you set a Facebook Ads budget in line with your objectives?

The right budget always depends on the right objective. Otherwise, it's a waste of money.

Targeting awareness, traffic or conversion: orders of magnitude

• For brand awareness : from 5 € / day you can generate visibility.

• To get traffic : fish 0.30 to €0.70 per click depending on the sector.

• To maximize conversion minimum requirements 20 € / day for the algorithm to optimize correctly.

Calculate your cost per target result (CPC, CPL, ROAS...)

A simple example:

• You are targeting leads to 5 € max

• You want to 30 leads per month → Budget minimum = 5 x 30 = €150 / month

In e-commerce, use the Target ROAS (e.g. ROAS > 2.0) to size the budget.

Sample budget for 3 profiles: coach, e-merchant, B2B agency

• Online coach 300 to 600/month for lead generation.

• E-merchant from 1 000 €/mois for reliable ROAS.

• B2B Agency 500 to 800/month for content campaigns + retargeting.

Daily budget or global budget: which to choose?

Both options are useful, but do not serve the same strategies.

Daily budget: ideal for test & learn

The daily budget allows you to quickly test a campaign. It is :

• Easier to manage on a day-to-day basis.

• Allows progressive learning .

• Ideal for ongoing campaigns (continuous acquisition).

Global budget: useful for promos and events

This budget is :

• Better suited to short, intense campaigns (soldes, lancement, Black Friday).

• Facebook itself allocates the budget to the days that perform best.

Use cases by campaign duration and structure

• Continuous campaign = budget daily

• Event-based or fixed-term campaign = budget global

You can combine both approaches in a single account.

What is the breakdown between the various campaigns?

Don't put everything in one basket. Account structure makes all the difference.

TOFU / MOFU / BOFU breakdown

At every stage, invest :

• En TOFU (top of tunnel, brand awareness): 40% of budget

• En MOFU (traffic and consideration): 30

• And BOFU (conversion) : 30 %

This is a base. You can adapt it according to your volume of organic traffic.

Should you allocate a test budget to creative work or to audiences?

Yes. Keep 10 to 20% of budget to test :

• New catchphrases / visuals

• Different targets

• Campaign types (lead form, conversion site, etc.)

Simulation for a budget of €1,000 / month

Here's a simple but effective simulation:

• TOFU = €400

• MOFU = € 300

• BOFU = € 300

• Creative or audience tests included in each level

What results can you expect, depending on your budget?

It all depends on the quality of your creative, your targeting and your sector. But there are certain benchmarks that can help you determine whether your performance is within the norm.

Performance benchmarks in 2025 (CPC, CPM, conv. rate)

Here are the averages for thousands of e-commerce and leadgen campaigns:

• CPC (cost per click) between 0.50 € et 1.20 € depending on ad quality and competition.

• CPM (cost per 1,000 impressions) between 6 € et 14 € higher for highly qualified audiences.

• CTR (click-through rate) good CTR starts at 1,5 % but can go as far as 3 % for good crea.

• Conversion rates : the 2 à 5 % in e-commerce, up to 15 on highly optimized B2B landings.

These figures are averages: your actual results will also depend on the sector and structure of your funnel.

Average results by sector (fashion, training, services, etc.)

Here are some orders of magnitude based on feedback from agencies and advertising sales houses:

• Mode : CPA between 15 and €30 . Good visual creatives boost results enormously.

• Formation & coaching : CPL around 5 à 20 € with a good conversion tunnel behind it.

• B2B Services : PLC between 30 and €70 But the sales behind them can be worth several thousand euros.

These data must always be compared with your long-term customer value (LTV) . A campaign can be "expensive" at the outset, but very profitable over the customer's lifecycle.

When and how to scale a successful budget?

There's no need to suddenly increase a budget as soon as it's working. Facebook prefers slow progress.

Here's how to scaler cleanly:

• Increase by 10-20% every 3 days maximum so as not to break the algorithm's optimization.

• Create duplicate campaigns with higher budgets rather than directly modifying the existing one.

• Keep testing NEW HEARINGS and new creative formats even if a campaign is already profitable.

Un ROAS > 2 a CPA stable and a CTR > 1.5% are signals that your campaign is ready to ramp up.

How do you optimize every euro you spend?

Every euro invested must be closely monitored. Otherwise, Facebook Ads can quickly become a cash drain instead of a growth lever.

Track KPIs in Business Manager (ROAS, CTR, CPA, etc.)

The right indicators to monitor on a daily basis :

• ROAS (Return On Ad Spend) must be greater than 2 to be profitable in e-commerce.

• CTR (click-through rate) : > 1,5 % is a good starting point. Anything less and your creative won't attract attention.

• CPA (cost per acquisition) must remain aligned with your margin or average basket.

Use custom columns in the Business Manager to display your key KPIs right from the dashboard. There's no need to multiply your metrics: just track 3 to 5 indicators that are really linked to your objectives.

Quickly deactivate unprofitable ads

As soon as an ad exceeds a critical threshold with no result (eg: 15 spent without a click or no basket addition at 2,000 impressions ), pause it .

Don't let ads run "out of habit". Facebook keeps on spending until you stop it, even if performance is poor.

Use automatic rules to stay in control

Visit automatic rules allow :

• Cut an ad if its CPA exceeds a threshold

• Increase the budget for profitable advertising

• Receive an alert if ROAS drops too fast

It's a great way to stay in control, even if you're not monitoring all your campaigns in real time. Bonus: you avoid big losses over the weekend.

Should you call in a pro or manage your campaigns in-house?

Managing your own campaigns may seem economical, but the cost of the learning, mistakes and time is not negligible.

When should you delegate to a freelancer or an agency?

Here are the signals that it's time to outsource:

• You burn budget with no clear return for several weeks now.

• You don't neither the time nor the skills to structure your tests.

• You are in acceleration phase and every day counts.

A structured pro can make a profit from the outset. first month especially if you exceed 1,000 € monthly advertising budget .

Recommended minimum budget for outsourcing (from €1,000/month)

Under 1 000 €/mois There's little room for maneuver. It's better to learn to manage internally.

From 1,000 to €2,000 per month you can :

• Working with a freelance Facebook Ads specialist

• Weekly monitoring of optimizations and continuously tested creatives

Beyond 3 000 €/mois a agency with a creative can become relevant, especially for structured scaling.

Estimated performance gains when properly managed

A well-managed campaign can :

• Double the ROAS by optimizing targeting + creative

• Reduce CPA by 30-50%.

• Speeding up the scaling phase (more traffic, faster)

According to a study by Wordstream well-structured accounts generate on average 2.5 times more conversions than those managed without method.

Heropay finances your Facebook Ads campaigns without draining your cash flow

Do you have a tunnel that converts but no cash to accelerate? Heropay advances you the Facebook advertising budget based on your past performance, without dilution or long-term debt .

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