Facebook Ads Cost Calculator
Calculate your Facebook ad budget, ROAS, and CPA to optimize your Meta advertising spend
Basic Information
Ad Performance Metrics
How much you pay for 1,000 ad impressions
Percentage of people who click your ad after seeing it
Auto-calculated from CPM & CTR, or enter manually
Percentage of visitors who make a purchase
Auto-calculated from CPC & Conversion Rate, or enter manually
Budget Allocation (%)
Budget for finding new customers
Budget for retargeting interested users
Budget for keeping existing customers
Testing Strategy: ABO vs CBO
Test with ABO First
Start with Ad Set Budget Optimization (ABO) to give each audience-creative combination a fair chance. Use $10/day per ad set and run for 3 days with strict guardrails: check CPM and CPC at 50% spend on Day 1, Add-to-Cart on Day 2, and purchases on Day 3.
Scale with CBO
Once you identify winners, move them to a Campaign Budget Optimization (CBO) campaign. Start with ~$150/day and increase by 20-50% every 48 hours once you hit your Scale ROAS. This lets Facebook's algorithm optimize budget across your best-performing ad sets.
Key Profitability Formulas
ROAS
Revenue ÷ Ad Spend
3.00x
Break-even CPA
Price − All Variable Costs
$50.00
Scale ROAS
Break-even ROAS × 1.5
3.00x
Pro Tip: Only scale your ads once you consistently hit your Scale ROAS. This buffer protects you from day-to-day fluctuations and ensures sustainable growth.
Metric Definitions
The Ad Metrics Chain
Facebook ads follow a conversion funnel: Impressions → Clicks → Conversions
• CPM: Cost per 1,000 impressions (base cost to show your ad)
• CTR: Click-through rate (% of people who click after seeing)
• CPC: Cost per click = CPM ÷ 1000 ÷ (CTR ÷ 100)
• Conversion Rate: % of clicks that become purchases
• CPA: Cost per acquisition = CPC ÷ (Conversion Rate ÷ 100)
CPM Benchmarks
Good: $10-30. High: $50-70. If CPM exceeds $70, your audience may be too narrow.
CTR Benchmarks
Cold audiences: 1-3%. Warm audiences: 3-5%. Retargeting: 5-10%+.
Conversion Rate Benchmarks
E-commerce: 2-5%. High-ticket: 1-2%. Low-ticket/impulse: 5-10%.
ROAS (Return on Ad Spend)
Revenue ÷ Ad Spend. A ROAS of 3x means you earn $3 for every $1 spent.