How much does it cost to advertise on Facebook?

2 Minute Read

A quick overview of the average cost per click on Facebook and the various factors that affect the cost of advertising on Facebook.

The first thing you probably want to know before you advertise on Facebook is how much it’s all going to cost you. It’s a fair question, but a tricky one to answer. In theory, you can advertise on Facebook with any budget but you’re not going to get particularly great results by spending a few quid every day.

To put things into perspective, let’s look at how much each click is going to cost you.

The average ad click will cost you around £0.79

According to data from HubSpot and nanigans, the average cost per click (CPC) for Facebook advertisers in the UK is $1.04 or roughly £0.79.

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A separate study from AdEspresso suggests this is just over the global average of $0.97 and just under the price advertisers in the US are paying per click ($0.10).

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CPCs also vary across different industries – it’s notably cheaper to advertise apparel on the network than financial services, for example.

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The graphic above from WordStream is based on US data but it gives you a rough idea of benchmarks across industries.

Need advice? Chat to our Facebook team today

What else affects the price you pay for Facebook advertising?

Average CPCs give you a ballpark figure but we’re not suggesting this is what you should aim for. You want to do better than average and there are numerous other factors that affect the cost of advertising on Facebook such as:

  • Click-through rates: The more people click your ads, the lower your CPCs will become.
  • Ad Relevance Score: Just like Google’s Quality Score, the higher your Facebook Ad Relevance Score, the less you’ll pay for clicks.
  • Facebook ad objectives: The objective you choose when creating a campaigns also affects CPCs.
  • Target audience: Certain audiences are more expensive to target than others.

The better your Facebook advertising campaigns perform, the cheaper they’ll generally become. Highly-clickable, relevant ads are the most important factor in driving down the cost of Facebook advertising. But don’t get too caught up in how much you’re spending when you start to advertise on Facebook; how much profit you’re making from it is far more important.

Need further help?

For an in depth guide on Facebook advertising, visit How to advertise on Facebook or if you’d like to chat to our Facebook advertising team, contact us on 02392 830281 or info@vertical-leap.uk.

James Faulkner profile picture
James Faulkner

James is Head of PPC at Vertical Leap - he joined us in 2012 and has over 20 years' experience working in digital marketing. His areas of specialism are paid search, Google Shopping and eCommerce PPC. Outside of work he enjoys fishing, camping and motorbiking.

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