January 7, 2026
One of the most common questions business owners in Nigeria and around the world ask is: how much should it actually cost to run ads for my business? The answer depends on your business goals, industry, and the platform you choose. There is no fixed price, but there are realistic ranges every business should understand before starting.
Ad costs are usually made up of two parts: the ad spend (money paid to platforms like Meta, Google, or TikTok) and the management or setup fee paid to an agency or specialist. Understanding this breakdown helps businesses avoid overpaying or underinvesting.
For most small and medium businesses, ad spend varies by platform. Meta Ads typically require lower starting budgets, TikTok Ads are affordable for awareness campaigns, while Google Ads often cost more due to high-intent competition. In Nigeria, many businesses start with modest budgets and scale once results are proven, while global brands often invest more aggressively.
The biggest mistake businesses make is focusing only on cheap ads instead of profitable ads.
On average, small businesses spend between ₦100,000–₦300,000 monthly on ad spend in Nigeria, excluding management fees. Globally, businesses often spend $300–$2,000+ monthly depending on competition. Management fees vary based on experience, campaign complexity, and goals.
Paying more doesn’t guarantee success—but paying too little often limits results.
Many businesses fail with paid ads because they underestimate the true cost of testing and optimization. Running ads for a few days and stopping after poor results is a common mistake. Successful advertising requires data, testing, and consistent optimization over time.
Learning from failed campaigns helps businesses set realistic budgets and expectations.
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