"How much should we spend on Facebook and Instagram ads each month?" The answer depends on the result you need and your margins, not on a fixed number. Here is a method using public benchmarks.
Hong Kong cost benchmarks
Mr Discovery's Hong Kong social media benchmarks put Facebook cost per click at about US$0.70–1.20 (roughly HK$5.5–9.4) and cost per thousand impressions at about US$8–10, with CPMs roughly doubling around Chinese New Year (Mr Discovery, October 2025).
Worked example: HK$5,000 a month
- Clicks: HK$5,000 ÷ HK$5.5–9.4 ≈ 530–910
- At a 1%–3% store conversion rate: about 5–27 orders
- Ad cost per order: about HK$185–940
The range is wide because conversion depends on your product, price, website and creative — which is why fixing the store and tracking often beats simply raising the budget.
Work back from your margin
- Work out gross profit per order: e.g. HK$600 price at 50% margin = HK$300
- Your maximum acceptable ad cost per order sits below that, e.g. HK$200
- Spend enough for ads to get regular results; new Meta ad sets go through a learning phase and perform less steadily with few results (Meta Business Help Center)
- Treat month one as a test: compare creatives and audiences, keep what works, then scale
Free estimate
Our Meta & Google ads page has an estimator by industry, platform and budget. It is for planning only and does not guarantee results.
Who should the ad spend go to?
Ad spend should be charged by Meta directly to your own account, with any agency fee shown separately — Google sets the same transparency expectations for third parties (Google: working with third parties).