A good budget gets each ad set about 50 results a week, which Meta says it usually needs to leave the learning phase. For a first test, Meta suggests starting with at least USD 5 and running for more than six days.
Meta’s budget rules
- Minimum budgets vary by country, objective, bid strategy and currency. Ads Manager warns you if you are below the minimum.
- Harder optimisation events, such as purchases, need more budget than easier ones, such as landing page views.
- With a cost per result goal, set a daily budget of at least 5 times that goal.
- Meta advises a budget that lasts at least seven days so it can learn.
Work it out from your costs
Multiply your expected cost per result by 50 to get a weekly figure per ad set. If one in-app purchase costs $8, one ad set needs roughly $400 a week, or about $57 a day. Meta advises against high ad volumes and suggests combining similar ad sets, so fund fewer ad sets properly.
In practice
Ignore rules of thumb based on a share of revenue. Set the test budget from your target cost per install or in-app event, give it two to three weeks, and scale only what pays back on cohort revenue.
See how we run Meta for apps and games 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?
- How much does Facebook pay per 1,000 views?
- How many followers do you need on Facebook to get verified?