Facebook Ads budget calculator

WordStream's benchmarks for August 2025 to July 2026 put the all-industry average at US$0.70 per click for traffic campaigns and US$1.92 for lead campaigns, with food and beverage lowest and finance and insurance highest (summary at Fibbler). Add roughly 35–40% to turn that into Canadian dollars, which is where the $1.50 preset comes from. Ads Manager shows your real number after a week or two.

Lower than search. People on Facebook are not looking for you, so 1–3% of website visitors contacting you is typical; the same benchmarks show 1.53% for e-commerce purchases. The 7–8% figures you see quoted are for on-platform lead forms, which count a form submit as the conversion and need their own follow-up to turn into customers.

Lead forms are cheaper per lead and fill in fast, but the leads are colder and need a quick call back. Website traffic costs more per lead and tells you more about the person. If you use lead forms, raise the conversion rate above to around 7% and lower the close rate to match how many actually answer the phone.

It depends on your margin. If you keep 50% of each sale after delivering it, you need a ROAS of about 2× just to break even and 4× or more to make the campaign clearly worth it. Online stores with thin margins need higher ROAS than a service business where one customer is worth thousands.

Enough to get real data. A campaign that only buys a handful of clicks a day takes months to tell you anything, so a sensible starting budget is one that buys a few hundred clicks a month at your industry's cost per click. Use the calculator to see what that means in dollars for your numbers, then scale up only once leads are coming in at a cost you can live with.

It varies enormously by industry and city. Retail and restaurant keywords are often under $2, local trades and professional services commonly run $5 to $20, and legal, insurance and HVAC emergency keywords can pass $30 in Toronto and the GTA. Google Keyword Planner shows free estimates for your own keywords and area.

ROAS compares ad revenue to ad spend only. ROI compares profit to total cost, so it also subtracts what the product or service cost you to deliver and any agency or management fee. A 3× ROAS can be a good ROI for a consultant and a loss for a store selling low-margin goods.

For a local service website, 2% to 5% of paid visitors contacting you is typical, and a focused landing page with one clear call to action can reach 5% to 10%. If yours is under 2%, fixing the page usually improves results more than spending more on ads.

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