Facebook ads guides for small businesses
How much to spend, what a lead is worth, and how to tell whether your ads, or your agency, are paying their way. Plain numbers, sourced, with examples you can swap your own figures into.
How much to spend, by industry
- BudgetHow much should a plumber spend on Facebook ads?A plain way for plumbers to set a Facebook and Instagram ad budget: what a lead is worth to you, what leads cost, and how much to start with. With worked examples and sourced benchmarks.
- BudgetHow much should an electrician spend on Facebook ads?How electricians can set a Facebook and Instagram ad budget that pays: what a lead is worth, what leads cost, how much to start with, and which jobs to advertise. Worked examples and sourced benchmarks.
- BudgetHow much should a roofer spend on Facebook ads?A Facebook and Instagram ad budget guide for roofers: why big job values change the maths, what a lead is really worth, what leads cost and how much to start with. Worked examples and sourced benchmarks.
- BudgetHow much should a builder or renovator spend on Facebook ads?How builders and renovators can budget for Facebook and Instagram ads: the value of a signed job, a realistic close rate, what leads cost and how to avoid paying for dreamers. Worked examples and sourced benchmarks.
- BudgetHow much should a cleaning business spend on Facebook ads?A Facebook and Instagram ad budget guide for cleaners: why repeat bookings change what a lead is worth, what leads cost, and how much to start with. Worked examples and sourced benchmarks.
- BudgetHow much should a landscaper spend on Facebook ads?How landscapers and gardeners can set a Facebook and Instagram ad budget: what a lead is worth, what leads cost, seasonal timing and how much to start with. Worked examples and sourced benchmarks.
- BudgetHow much should a hair salon spend on Facebook ads?A Facebook and Instagram ad budget guide for hair salons: what a new client is worth over a year, what leads cost, how many chairs you need to fill and how much to start with. Worked examples and sourced benchmarks.
- BudgetHow much should a beauty salon spend on Facebook ads?How beauty, nail, lash and brow salons can budget for Facebook and Instagram ads: the value of a regular client, what leads cost and how much to start with. Worked examples and sourced benchmarks.
- BudgetHow much should a gym or personal trainer spend on Facebook ads?A Facebook and Instagram ad budget guide for gyms, studios and personal trainers: what a member is worth, what leads cost, how many sign up and how much to start with. Worked examples and sourced benchmarks.
- BudgetHow much should a dentist spend on Facebook ads?How dental practices can budget for Facebook and Instagram ads: the first-year value of a new patient, what leads cost (dental leads are among the dearest), and how much to start with. Worked examples and sourced benchmarks.
Getting more from your ads
- BiddingMeta ads bid strategies explained: cost per result goal, ROAS goal, bid capEvery Meta ads bid strategy in plain words: Highest volume, Highest value, Cost per result goal (cost cap), ROAS goal (minimum ROAS) and Bid cap. Which to use when, what to set them at, and the mistakes that waste budget.
- FollowersHow to get more Instagram followers with Facebook ads (and what it costs)The right way to run Meta ads for Instagram followers: the Traffic objective with Instagram profile visits, what to post, how to track cost per follower, and when followers are worth paying for. Plus Facebook Page likes.
- LeadsWhat is a good cost per lead on Facebook ads?Facebook cost per lead benchmarks by industry, why the average doesn’t tell you if your ads work, and how to work out the cost per lead that’s good for your business.
- AgenciesIs my Facebook ads agency ripping me off? 8 signs to checkHow to tell if your Facebook ads agency is worth what you pay: typical fees in Australia and the US, contract terms, the reports to ask for and eight warning signs.
- LeadsWhat is a lead worth to your business? (Break-even cost per lead)The simple formula for what a lead is worth to your business, with examples for trades, salons and clinics, and the break-even ROAS formula for online stores.
- FixesWhy did my Facebook ads stop working? 9 common causesFacebook or Instagram ads suddenly getting fewer results or costing more? Nine common causes, how to check each one in Ads Manager, and what to do about it.
- Online storesWhat is a good ROAS for Facebook ads?Facebook and Instagram ROAS benchmarks for online stores by category, how to work out your break-even ROAS from your margin, and what to do with ads below it.