Facebook and Instagram ads have no fixed price. You choose a daily or total budget, and Meta charges you when people see or click your ads. What it costs to get one enquiry depends on your audience, offer, creative and landing page, so nobody can honestly quote it before testing.
You set the budget, not Meta
Meta Ads (Facebook and Instagram) lets you choose how much to spend per day or for the whole campaign. You can start with a small amount and raise it later. This is different from a fixed package: the platform does not charge a set price for "one lead".
What decides your cost per enquiry
- Your audience: a narrow local audience and a very broad one behave differently.
- Your offer: a clear, useful offer gets more responses than a vague one.
- Your creative: photos, videos and wording that match your customer matter a lot.
- Where people land: a slow or confusing page wastes the clicks you paid for.
- Competition: more advertisers chasing the same people can raise your costs.
- Season and timing: costs can change around events and holidays.
Ad spend and agency fee are two different costs
When you hire someone to run ads, there are usually two payments. The ad spend goes to Meta. The management fee goes to the person or agency. Always ask for both to be shown separately, and make sure the ad account is in your name so you can see every charge.
Taxes and payment methods
Meta may add taxes depending on your account and billing country, and the payment methods available can change. Check the Billing section of your own Ads Manager for the current rules instead of relying on an old article.
How to start without wasting money
- Pick one clear goal, for example WhatsApp messages or form enquiries.
- Start with a modest daily budget you are comfortable losing while you learn.
- Run one or two simple ads, not ten.
- Check results after a few days and change one thing at a time.
- Set up tracking so you know which ads bring real enquiries, not only clicks.
Be careful with promises
Nobody can guarantee a fixed cost per lead or a number of sales in advance. Be careful with anyone who does. A good advisor explains the plan, shows you the account, and reports honestly on what worked and what did not.
Quick answers
Is there a minimum budget for Meta ads?
Meta allows you to start with a small daily budget. The right amount for you depends on your goal and how many people you need to reach, so start small, test, then adjust.
Can I run Facebook ads without a website?
Yes. Many businesses send people to WhatsApp or a Facebook or Instagram page. A fast, clear website usually makes the results easier to track and improve.
Who pays Meta, me or the agency?
The ad spend should be charged to an ad account you own. The agency fee is a separate payment. Ask for both to be clear in writing.
Want help with this?
Tell us about your business and goals. We will suggest a sensible starting point, with no promises of guaranteed results.