Facebook Advertising Costs Per Conversion
Always fresh Facebook ad cost data from hundreds of millions of spend per month.
How Much Do Facebook Conversions Cost?
Anywhere from a few pennies to thousands of dollars.
Facebook Ad costs change based on audience demand, Facebook’s judgment, and human preference.
Facebook Ads work in an auction environment, which means you bid against other advertisers for ad placements. In a traditional auction, the highest bidder wins, but with Facebook advertising, the bid is only one (important) part of it.
You decide how much you want to spend on a Facebook ad campaign—and that could be $8 per week or $8,000 per week. Then, you attempt to control the cost of each result to an extent by using the tools inside the Meta Ads Manager.
After that, there’s a certain amount of blindness you have to accept.
There’s no way to know if you’ll consistently get the results you want for a conversion at the price you want to pay.
Unless, of course, you know what you’re doing when it comes to the ad auction, your offer/creative, and your relevance scores.
The Ad Auction
The Offer/Creative
The Relevance Score
Facebook is rooting for you though.
Facebook Ad Manager wants you to nail your ad strategy and make bank with your advertising budget.
But mostly, Facebook wants your ads to do well because low-quality ads can annoy Facebook users. That’s why Facebook incentivizes engaging ads (highly relevant ads that people like) by charging you less. On the flip side, Facebook charges you more to keep showing ads that nobody likes.
Picture this Facebook ads cost as a formula:
The Facebook Cost Formula
For advertisers, Facebook measures the action rate and your bid to determine advertiser value. Facebook Ads mainly weighs this based on how well your ad achieves the objective you set for it.
For consumers, Facebook measures value in different ways:
- The ratio of negative to positive ad reactions
- The number of users who hide or report your ad 🫠
If an ad performs well, it means the user likes it.
The best ads have a high total value, meaning that things are sunshine and rainbows on both the advertiser and consumer sides.
Your job is to
- set the ad budget for your campaigns
- focus on finding the right audiences for your product
- create the best ads possible (ad creative + ad copy).
Do these things well, and Facebook cranks ad costs down so you get the most ROAS from your Facebook Ads budget.
Use our Facebook ad cost charts above to find the average Facebook Ads cost based on your objective.
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1
What's a good cost per conversion on Facebook Ads?
You should never compare your conversion costs to benchmarks. Not even ours.
Because no business has unit economics that are apples to apples.However, a good Facebook Advertising cost per conversion varies based on industry, campaign goals, audience targeting, and ad creatives. Here are some broad benchmarks:
- Retail and e-commerce: $10–$30 per conversion
- B2B Services: $30–$100 per conversion (higher for industries with larger purchase values)
- Healthcare and Finance: $20–$150 per conversion
- Education and Training: $20–$60 per conversion
Keep in mind that smaller campaigns or highly competitive niches can push these averages up.
2
Why is my Facebook Cost per conversion so high?
No sugarcoating; it might be that you’re doing something wrong. Here are some things to check (or let us do it for you):
- Poor Audience Targeting: Targeting too broadly? Using audiences not super relevant? Facebook charges more for low relevance score (that rhymes). Refine your audiences with retargeting or lookalike audiences.
- Low Ad Quality or Relevance: Your ad might miss the mark or show to uninterested people. Facebook rewards ads that drive engagement. Ads with low engagement (clicks, shares, comments)—meaning they don’t like the offer, creative, or copy—often have higher conversion costs, as the platform prioritizes more engaging content.
- Overlapping Audiences: Running multiple campaigns targeting similar audiences can drive up competition for impressions within your own ads, leading to higher costs.
- Ad Fatigue: If users see the same ad repeatedly, engagement drops and costs go up. Rotating ad creatives or refreshing your visuals can help counter ad fatigue.
- High Competition in Your Niche: Some industries have higher ad competition, increasing costs. In high-demand niches (like B2B tech, legal services, or finance), competition is fierce. Running ads during less competitive times or adjusting targeting strategies can mitigate some of these costs.
- Ad Bidding Wars: If multiple advertisers target the same audience with similar products, costs may rise due to a bidding war. Testing different targeting criteria, such as demographics or interests, can help avoid highly competitive audiences.
- Suboptimal Bidding Strategy: Choosing the wrong bidding model (like impressions vs. conversions) or setting manual bids too low leads to inefficient spending.
- Poorly Optimized Landing Page: If users click but don’t convert, your landing page might not be up to snuff, or isn’t aligned with the ad, or is hard to navigate. Update it.
- Inadequate Ad Testing: Ad Testing different ad variations helps Facebook optimize for the best-performing one. Without testing, you miss out on lower-cost options. Regularly monitoring and adjusting ads based on performance data (e.g., which creatives work best, what time of day sees the most conversions) can turn into savings.
Here are some great Facebook Ad examples.