Meta uses an advertising auction
There is no single fixed cost for every Facebook or Instagram ad. Audience size, objective, placement, creative quality, competition and campaign history can change delivery and cost.
Start with the action you want: messages, leads, website sales, calls or awareness.
Creative is part of the budget
A campaign may need still graphics, short video, copy variations and landing-page work. Reusing one post indefinitely can limit what you learn.
The cost of producing those assets should be visible in the scope.
Lead cost is more useful than reach alone
Reach and impressions tell you how widely the advertisement was shown. A business selling a service usually needs to know how many qualified enquiries came from that spend and how quickly they were followed up.
Test without losing budget control
A practical campaign can test a small number of meaningful differences: offer, creative, audience or landing page. Changing everything at once makes the result harder to read.
