There is no fixed monthly cost. You set a daily or lifetime budget and Meta spends it through an auction. With a daily budget of $100, Meta will not spend more than $700 in a calendar week.
How Meta budgets work
- A daily budget is a spending target over the calendar week, Sunday to Saturday.
- On some days Meta may spend up to 75% over your daily budget, but never more than 175% of it in one day or more than 7 times it in one week.
- Meta also sets a daily spending limit for most advertisers based on advertising and payment history. It usually rises as your history builds.
Setting a monthly figure for an app
Work back from results. Meta says ad sets usually leave the learning phase after about 50 results in the week after their last significant edit. Multiply your expected cost per result, such as an install or a purchase, by 50 to see what one ad set needs each week. For example, a $10 cost per event means roughly $500 a week per ad set.
In practice
Run fewer ad sets with more budget each. Meta advises against high ad volumes and suggests combining similar ad sets so learnings combine. Agree a monthly test budget, judge it on cohort revenue, then scale what pays back.
See how we run Meta for apps on our Facebook ads agency page.
Sources checked 4 October 2026
Related Meta (Facebook) questions
- Is $100 enough for Facebook ads?
- Are Facebook ads worth it?
- What's a good budget for Facebook ads?
- How much does Facebook pay per 1,000 views?