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Facebook Ad Cost and Budget Calculator

How much do you need to spend on your ads to reach your goals? What is your breakeven ROAS? Are you allocating your budget wisely between Acquisition, Retargeting, and Retention campaigns?

This is what the calculator needs from you

The industry fills in a starting CPM, click-through rate and order value from our Meta ads benchmarks (September 2026). The currency changes symbols only; nothing is converted.

The CPA starts as an example. Enter your own from Ads Manager.

This is what you need to achieve your revenue goal

Total budget

$6,250

Sales

250

Clicks

9,838

Cost per click (CPC)

$0.64

Conversion rate

2.54%

Impressions

643,004

Where the budget goes

A starting split of 70%, 25% and 5%. Change the shares to match your account. Every account is different, so treat it as a starting point and not a rule.

Acquisition

$4,375

Retargeting

$1,562

Retention

$312

Starting values: Madgicx Meta ads benchmarks, September 2026. They cover Facebook and Instagram ads together. Replace them with your own numbers from Ads Manager.

How to use the Facebook ad cost calculator

  1. Pick what you want to work out. Choose "By revenue" to plan from the monthly sales you want, "By profit" to plan from the profit you want after product and shipping costs, or "From a budget" to see what the money you have will buy.
  2. Choose your industry and currency. The industry fills in a starting CPM, click-through rate and order value. The currency changes the symbols, and nothing is converted.
  3. Enter your numbers. Add your average order value, CPM, click-through rate (CTR) and cost per acquisition (CPA). The tool works out your cost per click and conversion rate for you.
  4. Read your plan. You get the sales, clicks and ad budget you need, per day or per month, split into acquisition, retargeting and retention shares that you can change. In profit mode you also get your breakeven ROAS.

Facebook ad budget calculator: how the budget is worked out

A Facebook ad budget is the number of sales you need times what each sale costs you in ads. Sales needed is your revenue goal divided by your average order value, or your profit goal divided by the profit on each sale. Multiply the sales by your cost per acquisition and you have the budget. Cost per click comes from your CPM and CTR, and your conversion rate is the cost per click divided by the cost per acquisition. Change any input and the whole chain updates, so you can see which number moves your budget the most.

Facebook ad spend calculator: what your budget buys

Already have a budget? Use the "From a budget" tab as a Facebook ads cost calculator in reverse. It shows the impressions, clicks, sales, revenue and ROAS your spend should deliver at your CPM, CTR and cost per acquisition. Add your frequency, the average number of times a person sees your ad, and it estimates reach too. The same maths applies to any Meta ads calculator use, because Facebook and Instagram ads are bought through Meta.

What could $500 a month buy in Facebook ads?

For illustration, assume a $10 CPM and a 1% link CTR. A $500 monthly budget buys 50,000 impressions and 500 clicks. At a $50 cost per purchase, that means 10 orders, or a 2% click-to-purchase rate. At $60 per order, revenue is $600 and ROAS is 1.2× before product and other costs. Use the $500 example in the calculator to try your own assumptions.

What breakeven ROAS tells you

Breakeven ROAS is the return on ad spend at which a sale earns back exactly what it cost to make and deliver, plus the ad. Below it, each sale loses money. Above it, you profit. For a closer look at it, use the free Break-Even ROAS Calculator.

Frequently asked questions

How much does it cost to advertise on Facebook?

There is no fixed price. You set a daily or monthly budget and Meta charges you as your ads run. What you pay per click or per sale depends on your audience, your creative, the season and how many advertisers compete for the same people. This Facebook ad calculator works backwards from your goal to the budget you need.

How do I calculate my Facebook ad budget?

Divide your revenue goal by your average order value to get the sales you need. Multiply those sales by your cost per acquisition to get the budget. The calculator also works out your cost per click and conversion rate, and shows the result per day or per month.

What can I do with this Facebook ads budget calculator?

Plan from a revenue goal, plan from a profit goal, or start from the budget you have and see what it buys: impressions, clicks, sales, revenue and ROAS. It works as a Facebook ad spend calculator before you launch and as a check against your results afterwards.

Is this a Meta ads calculator too?

Yes. Facebook and Instagram ads are bought through Meta, so the same maths applies to Meta ad budgets. For an Instagram-only plan, use the Instagram Ad Cost Calculator.

Does it calculate reach?

In the "From a budget" tab, enter your frequency, the average number of times a person sees your ad. Reach is impressions divided by frequency. You can find your frequency in Ads Manager. Without it, the calculator shows impressions only.

What is breakeven ROAS?

Breakeven ROAS is your average order value divided by the profit you keep on each sale before ad spend. At that return you cover your costs and the ad, with nothing left over. Any ROAS above it is profit, and any ROAS below it is a loss.

Which CPM, CTR and cost per acquisition should I enter?

Use your own numbers from Ads Manager for the last 30 days. Pick your industry to start from our benchmark CPM and click-through rate. If you have no history yet, enter cautious estimates and replace them after your first week of data.

How should I split the budget between acquisition, retargeting and retention?

Acquisition ads find new buyers, retargeting ads reach people who visited but did not buy, and retention ads sell again to existing customers. The calculator starts with a split of 70%, 25% and 5%, which is only a starting point. Change the three shares to match your account, for example more for retargeting once your audiences have grown.

Is the Facebook ad cost calculator free?

Yes. It is free to use and needs no signup.

Planning more than one channel? Try the Ad Budget Calculator.

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