Enter the leads you want
The click price and conversion rate are filled in with the averages, which gives you an estimate from a single number.
Free tool
Facebook ad budget calculator
This Facebook ad budget calculator works out what a month of leads will cost on Facebook and Instagram. Enter the leads you want, and adjust the click price and conversion rate to match your campaigns.
Your Facebook plan
Enter the leads you want, your conversion rate and your cost per click.
Monthly Facebook ad budget
- Daily budget
- Clicks needed
- Cost per lead
- Customers expected
- Cost per customer
- Revenue expected
- Return on ad spend
This tool runs in your browser. Nothing you enter is sent or stored.
How much do Facebook ads cost?
Facebook ads with a leads objective cost $1.88 a click on average, and the average lead costs $21.98. The figures come from WordStream's study of 2,946 campaigns that ran between February 2023 and April 2024.
| Industry | Cost per click | Conversion rate | Cost per lead |
|---|---|---|---|
| All industries | $1.88 | 8.78% | $21.98 |
| Home and home improvement | $2.18 | 8.87% | $24.29 |
| Attorneys and legal services | $8.50 | 7.57% | $104.58 |
| Real estate | $1.36 | 9.70% | $13.87 |
| Dentists and dental services | $4.10 | 9.83% | $32.46 |
| Beauty and personal care | $2.44 | 5.93% | $42.10 |
Source: WordStream Facebook ads benchmarks 2024. Treat any Facebook ads cost calculator as an estimate until your own campaign has spent enough to show its real rates.
How do you work out a Facebook ad budget?
You work out a Facebook ad budget from the leads you want, the share of clicks that become leads and the price of a click. At the averages above, 50 leads need 570 clicks and about 1,072 a month.
Meta asks for a daily budget on each campaign or ad set. The daily figure in the results is the monthly budget spread across an average month.
Is the Facebook ads cost per lead the whole story?
The Facebook ads cost per lead is half of the story, because a lead from a social feed was not looking for you when the ad appeared. These leads often close at a lower rate than search leads, so a cheap lead can still be an expensive customer.
Add your close rate and sale value to use the page as a Facebook ads ROI calculator. Fifty leads closing at 8% become 4 customers, and at 6,000 a sale they return 24,000 on a budget of 1,072.
How do you get better leads from Facebook?
You get better leads from Facebook by asking a few questions before the contact details. A lead who has chosen a service, a timeframe and a budget has thought about the purchase, and your team knows what to say when they call.
Growform is built for this. A multi-step form on your landing page asks those questions one tap at a time, and the Meta Pixel integration reports completed forms to Meta. You can choose to report qualified leads only, which teaches the campaign to look for people like them.
How to use the Facebook ad budget calculator
Choose your industry
Add “Industry averages” and pick your trade. Both rates update to the published figures.
Use your own rates
Replace either figure with the number from Meta Ads Manager once your campaign has data.
How Growform improves Facebook lead campaigns
Facebook sends plenty of clicks. The form decides how many of them become leads your sales team wants.
- Forms are made for phones.
Most Facebook traffic is mobile, and each step of the form fits on one screen.
- Each lead answers qualifying questions.
The answers travel with the lead to your CRM through a webhook or Zapier.
- Meta optimizes for qualified leads.
The pixel can fire for qualified leads only, which keeps poor fits out of the campaign's learning.
- The Facebook click ID is kept.
Hidden field presets save the fbc and fbp values with every lead.
Frequently asked questions
How much should I spend on Facebook ads per day?
Spend enough each day to produce leads every week. Enter your monthly lead target, and the daily budget in the results is the figure to set in Ads Manager.
Do these figures cover Instagram?
Meta campaigns run across Facebook and Instagram from the same budget. The calculator applies to both.
Why are legal leads so expensive on Facebook?
Attorneys pay $8.50 a click on average, more than four times the all-industry figure, because a single case can be worth a great deal. Their average cost per lead is $104.58.
Should I send Facebook traffic to a landing page?
A landing page lets you ask qualifying questions and track each step of the form. It suits services where the quality of a lead matters as much as its price.
Why this tool is different
Facebook lead campaigns behave differently from search, and the defaults reflect that.
- The starting click price and conversion rate are the averages for campaigns with a leads objective, not for all Facebook ads.
- Industry presets cover the trades that buy appointments, from home improvement to legal and dental.
- Close rate is kept separate from conversion rate, because a social lead that converts cheaply can still close poorly.
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