There is no specific answer to this because the amount is generally determined by various factors. For instance, you risk tolerance, the average cost-per-purchase of your products, and your budget goals play a significant role in calculating the amount to budget for your ad campaign. The average costs though can vary between $0.50 and $2.00 per click. If you feel as if your ad costs are too high, you can reduce them by doing the following. Doing a split test. Maintaining a high Relevancy score. Maintaining one focus goal at a time. Keep your ads relevant and fresh to interest your audience. Specify what type of audience you need to reach for each campaign. Use Facebook remarketing. Try to cap your bids. Facebook uses CPM or Cost per thousand impressions which makes it easy to see when your bid is not competitive. This can help you estimate the number of overall impressions or clicks that your ad will gain.