You can run ads on Facebook, Instagram and Audience Network on any budget. Some people spend more on coffee each day than they do on their ad campaigns. The exact cost associated with your ad being shown to someone is determined in our ad auction. Learn how pricing works for our ads, and how to set a budget that works for you.

How do I purchase ads?

The most common way to purchase ads for Facebook, Instagram and Audience Network is through our ad management tool, Ads Manager. You purchase ads by creating an ad and submitting it to our ad auction.

Set your maximum budget with Facebook ads

You’re always in charge

You set your budget and bid. We’ll never spend more than your max.

Get results on any budget

Ads are shown to people likely to be interested, so you get results.

Pay for the actions you want

Choose your objective—impressions, conversions—and only pay for that.

GOING ONCE, GOING TWICE

Submitting your ad to the Facebook ad auction

The ad auction determines which ads should be shown to which people. Using information you provide in the ads creation process, the auction shows your ad to the people most likely to be interested in it—for the price you bid or less, and never higher.

In the ad creation process, you set parameters that the auction will use to deliver your ad to people, including:

Budget

You set your ad budget—a total amount you want to spend daily or over the course of the campaign—and can edit it at anytime. You also set a bid—the maximum amount you’re willing to pay when someone sees your ad or takes your desired action.

Audience

You also choose who you want to see your ad. You can use demographics like age, gender and current cities to connect with people or things like interests, devices or past actions.

Creative

Finally, you decide how you want your ad to look. You can use text, images and videos to capture people’s attention. Once you create your ad, it goes to our ad auction, where it will start being shown to people.

Learn how the ad auction works

Options for everyone

To make it easy for every business and agency to purchase ads, we have two speciality buying options. These options empower advertisers who are used to purchasing brand awareness and television media to purchase Facebook, Instagram and Audience Network ads in similar ways.

Reach and frequency

When you want your advertising campaign to reach more than 200,000 people, reach and frequency buying gives you predictable, controlled ad delivery at a locked price.

Learn about reach and frequency

Target Rating Points (TRP)

If you’re used to purchasing TV ads through Target Rating Points, you may be interested in purchasing video ads for Facebook, Instagram or the Audience Network in the same way.

Learn about TRP buying