Introduction: The Truth About Facebook Ad Spend in 2025
The real question isn’t just “How much should I spend on Facebook Ads?”—it’s “How do I spend it profitably?”
Whether you’re:
✔ A B2B service-based business generating leads
✔ A B2C service-based business looking for bookings
✔ An e-commerce brand selling physical or digital products
Your ad budget should be based on your industry, sales cycle, and average order value (AOV)—not just a random daily spend.
At PureRapid, we only work with brands spending at least £100 per day (£3K+ per month) on Meta Ads. If you’re serious about growth, this guide will show you exactly what to spend, how to allocate your budget, and what’s working in March 2025—backed by Meta’s latest data.
Facebook Ads Costs in 2025: What You Need to Know
Ad costs vary depending on your business model, audience, and competition. Here’s what we’re seeing across B2B, B2C, and e-commerce:
| Ad Metric | Estimated Cost (GBP) – March 2025 |
|---|---|
| Cost Per Click (CPC) | £0.48 – £2.50 |
| Cost Per 1,000 Impressions (CPM) | £5.00 – £15.00 |
| Cost Per Lead (CPL) – B2B Services | £25 – £120 |
| Cost Per Lead (CPL) – B2C Services | £5.00 – £95.00 |
| Cost Per Sale (CPA) – E-commerce | £10 – £100+ |
(Source: Meta Business Hub & Industry Benchmarks – March 2025 business.meta.com)
How Much Should You Spend? (Tailored to Your Business Type & AOV)
💰 Recommended Facebook Ads Budget Breakdown by Business Type:
| Business Type | Suggested Daily Budget | Monthly Spend | AOV Considerations |
|---|---|---|---|
| B2B Lead Gen (High-ticket services) | £100 – £500+ | £3K – £15K+ | Works best for services £3K+ |
| B2C Lead Gen (Service bookings, low-mid ticket) | £100 – £300+ | £3K – £9K+ | Works for services £500+ |
| B2C E-commerce (Physical/Digital Products) | £100 – £2,000+ | £3K – £60K+ | Higher budgets needed for lower AOV |
How to Allocate Your Budget Effectively (Visual Breakdown)
🔹 Example: £10K Monthly Budget Allocation
| Business Model | Cold Audience (Prospecting) | Retargeting (Website Visitors & Engaged Users) | Lookalike Audiences |
|---|---|---|---|
| B2B Lead Gen | 60% (£6K) | 30% (£3K) | 10% (£1K) |
| B2C Lead Gen | 70% (£7K) | 20% (£2K) | 10% (£1K) |
| E-commerce | 50% (£5K) | 30% (£3K) | 20% (£2K) |
Real-World Case Studies: How Our Clients Scale Profitably
💼 Case Study 1 – B2B Lead Gen (Software as a Service – SaaS)
✔ Client: B2B SaaS company selling a £5K+ product
✔ Ad Budget: £6K per month
✔ Results: 280+ high-quality leads at an average CPL of £21.43, with a 5.2X ROAS
📌 Key Takeaway: Retargeting with video case studies increased conversion rates by 37%.
🏥 Case Study 2 – B2C Lead Gen (Luxury Spa & Wellness Brand)
✔ Client: High-end wellness brand selling £250+ treatments
✔ Ad Budget: £4K per month
✔ Results: 230+ new bookings at a CPL of £9.78, with a 3.8X ROAS
📌 Key Takeaway: Meta’s Lead Form Ads cut acquisition costs by 22% compared to website landing pages.
🛍️ Case Study 3 – E-commerce (Sustainable Fashion Brand)
✔ Client: Online store selling £60 AOV products
✔ Ad Budget: £12K per month
✔ Results: 3,900+ purchases at a CPA of £31, with a 4.6X ROAS
📌 Key Takeaway: Dynamic Product Ads (DPAs) reduced cart abandonment by 40%.
Scaling Facebook Ads: When & How to Increase Spend
✅ The 20% Scaling Rule
- Increase budget by 10%-20% per day to avoid disrupting Meta’s learning phase.
- Scale horizontally (new audiences) and vertically (higher budgets).
- Avoid doubling budgets overnight—it usually kills performance.
✅ Retargeting = Your Highest ROAS Strategy
- Run retargeting ads for users who engaged but didn’t convert.
- Use Lookalike Audiences to find similar high-value customers.
Final Takeaway: Spend Smart, Scale Faster
💡 Facebook Ads aren’t about spending more—they’re about spending right.
To maximise your budget in 2025:
✔ Start with at least £100/day to generate reliable data.
✔ Prioritise single-image ads for high-ROAS campaigns.
✔ Use Stories & Feed placements for the best conversions.
✔ Scale gradually using the 10%-20% rule.
Free Facebook Ads Audit – Get Actionable Insights Now!
Not sure if your Facebook Ads strategy is working? Let us audit your account for free and show you exactly how to:
✅ Lower your Cost Per Lead or Cost Per Sale
✅ Fix ad fatigue and scale campaigns profitably
✅ Improve targeting & audience segmentation
📩 Claim Your Free Facebook Ads Audit Now