How Much Should I Spend on Google Ads and Facebook Ads?

There’s an old saying in business: you get what you pay for. When it comes to digital advertising, that couldn’t be more true.

Too many businesses focus only on the ad spend, the money they hand to Google or Meta to get clicks. But the often-overlooked cost is what you pay the person managing your ads. And that’s where things can go very right…or very wrong.

Spend too little on ads management, and you’ll end up with cookie-cutter campaigns that barely get touched, confusing reports, and content that doesn’t connect with your audience. Overspend on the wrong agency, and you might be dazzled with glossy dashboards but left wondering why the phone still isn’t ringing.

So when business owners ask, “How much should I spend on Google Ads and Facebook Ads?” The answer isn’t just about the ad spend itself. It’s about the total investment = ad spend + management and whether that investment is handled with real strategy or just left to run on autopilot.

Industry Benchmarks for Ad Spend and Management

Across the U.S., businesses typically spend anywhere from $1,500 to $50,000+ per month on ads depending on industry. A small local business may see results at the lower end. A national law firm might need tens of thousands just to compete.

But the hidden number in that equation is the management fee. Most agencies charge somewhere between $500 and $2,500 per month to run campaigns. Anything much lower than that usually means corners are being cut.

Why? Because running ads properly isn’t just about clicking “launch.”

It’s about:

• Setting up trackers across platforms to verify results.

• Building creative content that actually converts.

• Monitoring campaigns daily and making data-driven adjustments.

• Explaining results in plain English, not just vanity metrics.

That work takes time, attention, and skill. If you’re only paying $300 – $400 per month for management, chances are your account is outsourced and barely monitored.

The Real Cost of Cheap Management

Here’s what happens when you try to get ads management “on the cheap”:

• Shaky setup. Many budget managers don’t bother with full tracking tools like Google Tag Manager or Meta’s Conversions API. That means the numbers you see on a dashboard may not reflect reality.

• Reactive management. Campaigns only get touched if you complain. Otherwise, they’re left running on autopilot — whether or not they’re burning through your budget.

• Weak content. Instead of professional video or strong creative, you’ll get stock images, AI-generated graphics, or recycled photos that don’t reflect your brand. The result? Low conversion rates, even if clicks look good on paper.

• Shady guarantees. Some managers will promise “X number of leads per month,” but never mention whether those leads are qualified — or even real.

The worst part is that cheap management can make you believe ads “don’t work” at all. In reality, it’s not the ads, it’s how they’re being run.

The Overspend Problem

Of course, overspending isn’t the answer either. Some agencies charge $5,000+ a month in management fees and deliver little more than polished reports full of impressions and clicks. The numbers look impressive, but they don’t tell you what matters: Did this campaign bring in paying customers?

This disconnect leaves many businesses feeling burned. They’ve poured thousands into ads, and while the reports look good, the results don’t match. It’s not overspending itself that’s the problem, it’s overspending without accountability.

The Content Factor

One of the biggest differences between agencies is the content they provide.

Most ads management packages only include photos and copywriting. They don’t produce video ads, and they certainly don’t build custom creative designed for your business. Instead, they grab stock images, slap your logo on them, and call it a day.

But here’s the truth: content quality drives conversion.

Video ads almost always outperform static images because they engage people longer, tell a story, and give context that a single photo never can. Professional creative may cost more upfront, but it usually lowers your cost per click and increases your return on ad spend.

That’s why it’s worth considering management packages that include video or original creative as part of the cost. It’s not just about “running ads”, it’s about running ads with content that has a real chance of working.

The Lifespan Factor in Ads

Here’s something most agencies don’t tell you: ads need time to mature.

When you first launch a campaign, Google and Meta algorithms go through a “learning phase.” They test different audiences, placements, and creatives. During this time, results can look uneven. But with patience and ongoing adjustments, campaigns get stronger over weeks and months.

Good management fees cover this work, the constant testing, refining, and reporting. Cheap management doesn’t. That’s why one of the biggest mistakes business owners make is judging ads too quickly or assuming “it didn’t work” after a week.

Smart ad spend isn’t just about the money you put in, it’s about giving campaigns the time and professional oversight they need to prove themselves.

Final Thoughts

So, how much should you spend on Google Ads and Facebook Ads? The answer depends on your industry, your goals, and how competitive your market is. But one thing is universal: what you pay for ads management matters as much as the ad spend itself.

Pay too little, and you’ll get outsourced campaigns, weak content, and numbers that don’t reflect reality. Pay too much without accountability, and you’ll feel like you’re buying smoke and mirrors.

The sweet spot is investing in management that includes strategy, proactive optimization, transparent reporting, and creative that actually converts. Because at the end of the day, ads themselves don’t make or break your business, the way they’re managed does.