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Meta ads are sold in an auction, so there is no fixed price per lead. This page explains what changes your cost on Facebook and Instagram, and what to ask before you set a budget.
The short answer
On Meta, you choose a budget and the platform spends it in an auction. Your cost per enquiry is the result, not a set price. It moves with your audience, your ad, your offer and your competition.
At a glance
What you pay for
Paid to Meta from your ad account. You choose a daily or lifetime budget and can change it when you need to.
Planning audiences, writing ads, testing, tracking and reporting. Fees vary by provider and by how much work your account needs.
Photos, short videos, a landing page or a lead form. Fresh creative matters, because ads can get tired when the same people see them again and again.
What changes the cost
A very small audience gives the platform little room to find people who respond. A very wide one can bring in people who are not a good fit.
A clear next step, such as booking a first visit, usually works better than a vague message. A stronger offer can lower your cost per enquiry.
Meta rewards ads that people respond to. Clear images, plain words and a real person or place help.
Lead forms inside the app are quick to complete. Your own page gives you more control. Call ads suit urgent services. The best choice depends on your service.
More advertisers in your area and season means more competition in the auction. Costs usually rise when competition is high.
Social enquiries can go cold fast. A quick reply can make the same ad spend bring more booked visits.
Plan it
Pick one result to aim for, such as booked first visits or phone calls. One goal keeps your tests clear.
Start with two or three ads and one or two audiences. Give the test time to learn before you judge it.
Raise the budget slowly, keep the winning ads and replace tired ones. Track cost per enquiry and cost per booked visit.
Before you sign
Your checklist
Know the rules
Meta does not allow ads that suggest you know a person’s health condition, and it has extra rules for health and wellness ads. Plan your wording around these rules from the start, and avoid before-and-after style claims.
Checked in November 2026. This is a plain-English summary, not legal or financial advice. Meta describes its auction on its own site. Costs change, so check the platform.
Sources: Meta policy: health and wellness · Meta policy: privacy violations and personal attributes · Meta advertising policies · Meta: how the ad auction works
Common questions
There is no set amount. Choose a budget you can keep for at least three months and track the cost of each enquiry. The calculator can help you set a limit based on what a new patient is worth.
Common reasons are tired ads, more competition, a small audience or a slow landing page. Check these before you raise the budget.
Yes. You can run ads on Facebook and Instagram from the same Meta ad account and choose where they show.
Forms often bring more enquiries, but some are lower quality. Landing pages bring fewer enquiries that are often warmer. The cheapest enquiry is not always the cheapest new patient, so track both.
My plan details are on the Facebook Ads page. This page explains the costs behind them.
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