Facebook and Instagram ad costs are determined by auction, you set a budget and Meta charges per impression or click. In Greek and European markets, CPMs typically range from €3 to €20 depending on audience size, creative quality, and competition. For most performance campaigns, a monthly media budget of €1,500 to €10,000 is where meaningful testing and scaling becomes possible. Below €500/month, the data is too thin to optimise effectively.
Meta’s algorithm requires approximately 50 conversion events per ad set before it exits the learning phase and delivers stable results. In practice, this takes 2–4 weeks. Expect the first month to be data collection, meaningful ROAS improvements typically appear between weeks 4 and 8. Cutting campaigns before the learning phase completes is the most common and expensive mistake brands make with paid social.
A good Facebook Ads ROAS depends entirely on your gross margin. For e-commerce with 50% margins, a 3x–5x ROAS is typically the profitability threshold once you factor in cost of goods and fulfilment. For lead generation campaigns, cost per qualified lead is the right metric, not ROAS. We always calculate your target ROAS from your actual margin data, not generic industry benchmarks.
Neither is universally better, they serve different parts of the funnel. Google Ads captures existing demand from people actively searching. Facebook and Instagram ads create demand by reaching people who match your customer profile before they search. The strongest strategies use both: Google for high-intent traffic, paid social for audience building, retargeting, and demand generation. Running them in isolation leaves significant revenue unrealised.
Both are managed through Meta Ads Manager with the same targeting. The difference is placement and creative format. Facebook performs better for older demographics and lead generation. Instagram excels with younger audiences, visual products, and Reels. Most campaigns run across both placements, letting Meta’s algorithm allocate spend where it converts best. We test placements separately to find where your specific audience is most efficient.
For B2B companies targeting decision-makers by job title, industry, or company size, LinkedIn Ads offer unmatched precision, though CPCs are significantly higher (€5–€15+). For B2C or e-commerce, Meta offers far better scale and cost efficiency. Many B2B companies use both: LinkedIn for ABM and direct outreach, Meta for retargeting at lower cost. The right choice depends on your average deal size and who holds the buying authority.
The most common causes: creative fatigue (same ads shown too frequently to the same audience), audience overlap creating internal competition, weak landing pages that do not match the ad message, and broken pixel or conversion event tracking. Before increasing budget, a structured creative and funnel audit almost always identifies the real bottleneck, and it is rarely the targeting.
