When you advertise on Facebook, you'll set a budget for each ad you run, and then we'll try to spend your budget evenly throughout the time your ads are running (unless you use accelerated delivery). You won't be charged more than the budget you set. Remember, you're always in control of how much you spend.

It's important to keep in mind the difference between budget and spend:

• Budget: The amount of money you want to spend or are willing to spend for your ad to run.
• Spend: The amount you actually will pay (in other words, how much money was used from the maximum budget).

When you're setting your budget for Facebook ads, that's not necessarily the amount you'll spend. For example, you don't buy an ad for $100. You budget a maximum of $100 to be spent on the ad over a given time period using one of the budgeting options below. So if you set a budget of $100 to be spent over a month, but only $70 is spent during that month based on the ad's performance, your bill will be $70.

Daily and lifetime budgets

• Daily budgets: The average amount you're willing to spend on an ad set every day. Learn more.
• Lifetime budgets: The amount you're willing to spend over the entire runtime of your ad set. Learn more.

How you're charged

The pricing of Facebook ads is based on an auction system where ads compete for impressions based on bid and performance. When you run your ad, you'll only be charged for the number of clicks or the number of impressions your ad received. Learn more about the Facebook ads delivery system (ad auctions).

When you'll pay

When you'll pay for your ads depends on how you pay for them. When you create your first ad on Facebook, you'll add a payment method to your ad account, and that payment method determines your payment setting. There are two main payment settings for Facebook ads:

• Automatic payments: We'll automatically charge you whenever you spend a certain amount known as your billing threshold and again on your monthly bill date for any leftover costs. This is how you'll pay if you use PayPal or most credit and debit cards to purchase ads.
• Manual payments: You'll add money to your account first, and then we'll deduct from that amount up to once a day as you run ads. This is how you'll pay if you use a manual payment method (like PayTM or Boleto Bancário) to purchase ads. With manual payments, you won't have a billing threshold.

Learn more about when you'll pay for Facebook ads.

View your charges

When you want to see how much you're spending on your ads, you can see an estimated daily spending limit in Ads Manager. In the Billing section of Ads Manager, you'll find all your final charges, including the specific ads you paid for and exactly what you paid for, like running an ad for awareness or getting people to click your ad.

Keep in mind that your final bill may be more than your budget for a particular ad. That's because your account is charged for all the ads that you're running on that specific ad account. We'll always stay within the budget you set for each ad.

Additional information

Need more help?

If you've read through and still have questions about ad billing on Facebook, please let us know.

Want to Learn More About How Facebook Charges for Ads?

Learn when Facebook charges you for ads, and see our top tips on budgeting.

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