How Much Should You Spend on Social Media Ads?

It’s a question nearly every business owner asks at some point, how much should we actually spend on social media advertising?

The short answer? It depends on your goals.

The longer answer? While there's no one-size-fits-all figure, what’s certain is this: relying solely on organic reach in 2025 is a losing strategy.

Why Organic Reach Alone Doesn’t Cut It

Organic reach has been declining for years.

Currently, Facebook’s average organic reach sits between 2% and 6%. Instagram performs slightly better, but not by much. That means if you have 1,000 followers, only 20 to 60 people might even see your post, let alone engage with it.

And even the best-designed, most relevant content can easily get lost in the scroll.

So unless you’ve got a huge, highly engaged following (and even then), putting a bit of budget behind your posts is no longer optional, it’s essential.

What Do Other Businesses Spend?

You don’t need a huge budget to make an impact, especially if you’re a small business.

Here’s what the numbers say:

HubSpot reports that small businesses spend anywhere from £200 to £1,000 per month on social media ads.

Statista found that brands investing consistently in paid social see 2.5x higher conversion rates than those that don’t.

According to Meta, well-targeted campaigns can boost brand recall by up to 80%.

So, no, it’s not about spending thousands. It’s about spending wisely.

How to Approach Your Ad Budget

You don’t need to go all in from day one. A smart approach to social media advertising is incremental and data-driven. Here’s a sensible framework:

1. Start Small, Stay Consistent

Begin with £5 – £10 per day behind content you believe in. Over time, you’ll gather data on what works, and what doesn’t.

2. Test and Learn

Try different combinations of imagery, copy, and audiences. Test carousel posts vs videos. Urban audiences vs rural. Male vs female. Let the results shape your direction.

3. Boost What Already Performs

If a post does well organically, it’s likely a strong candidate for a paid push. Don’t throw budget at content that’s struggling, amplify what’s already working.

4. Set Clear Goals

Every campaign should have a defined purpose: more traffic, more leads, more sales, more brand awareness. Your objective should drive your spend, not the other way around.

5. Watch the Data Closely

Use insights from Meta Ads Manager or other platforms to measure performance. If something’s underperforming, pause it. If it’s doing well, scale it.

So, How Much Should You Spend?

If you’re just starting out, a good benchmark is around 5% to 10% of your monthly revenue earmarked for marketing, and a portion of that for social ads. For many small businesses, that might mean anywhere from £150 to £500 per month on paid social.

The important thing is consistency. Sporadic boosts won’t give you the feedback loops or momentum that regular, well-managed campaigns can.

Final Thought

Spending time on content creation but skipping paid promotion is like throwing a party and forgetting to send invites.

Social media ads aren’t about throwing money at the wall. They’re about strategic visibility, getting your best messages in front of the right people at the right time.

If you’re unsure how to start or want a second pair of eyes on your strategy, feel free to get in touch. No pressure, just practical advice.