There are two answers to what Facebook and Instagram ads cost. We opened the data of 12 Israeli online stores, 94 million impressions over nine months of 2026: the price of an impression is nearly the same in every store. The price of an order is not.
Facebook ads cost a median of ₪24.1 per 1,000 impressions across 12 Israeli online stores in 2026, Instagram included. A purchase that Meta reports cost a median of ₪86. The first number is very similar in every store. The second runs from ₪35 to ₪175.
Attention costs everyone about the same, and an order does not. People who ask what Facebook ads cost are usually given the first number. They need the second.
There is no price list and no setup fee. You set a budget, and Meta charges for showing your ads at a price set by an automated auction: who else wants to reach the same person at the same moment.
Our dashboards pull spend, impressions, clicks and conversions straight from each client's ad account, and orders straight from the store. For this article we took 12 Israeli ecommerce stores that advertised on Meta between 1 January and 28 September 2026: ₪2.1 million of spend, 94 million impressions and 2.3 million clicks. All amounts are in Israeli shekels and are media cost as Meta reports it, before VAT and before management fees.
Instagram ads and Facebook ads are the same product. Both run from Meta Ads Manager, on the same budget and in the same auction. By default the system decides where each ad appears, Facebook feed, Instagram feed, Stories or Reels, wherever it expects the cheapest result at that moment.
So there is no Instagram price and no Facebook price. Every number here is at account level, both networks together, and this data does not split them.
The basic unit on Meta is CPM, the cost per 1,000 impressions. The median store paid ₪24.1. The cheapest paid ₪17.7, the most expensive ₪27.2. That is 1.5 times, and it is the whole gap.
It is a remarkably narrow range. In our Google Ads cost data, the cost per click varied 4.5 times from store to store. The units differ, a click there and a thousand impressions here, but the question is the same: how much does the entry price change from one store to the next. On Google, a lot. On Meta, hardly at all.
The likely explanation is the auction itself. On Google you compete for a search, and every category has its own price. On Meta you compete for people: a clothing store, a supermarket chain and an insurance company all want the same person on the same evening. The impression price is a fact about the whole market, not about your category.
A click cost ₪0.88 at the median, and less than one shekel in 7 of the 12 stores. The range was ₪0.53 to ₪1.90.
Know what this number counts. It is Meta's own clicks field: every click on the ad, including a like, an opened comment thread or a profile visit, not only a click through to the site. A site visit therefore costs more than this, and a Meta click cannot be compared with a Google click.
Still, this is where the gap between stores opens: 3.6 times, against 1.5 for the impression price. Click-through rate ran from 1.3% to 3.8%. The stores buy attention at the same price and do not get the same thing out of it.
The median monthly Meta budget was ₪10,900 per store, from about ₪5,100 in the smallest to about ₪79,800 in the largest.
Meta is the main channel for these stores: 77% of the median store's media budget, with the rest on Google. Meta spend was 14.2% of the median store's revenue. A store selling ₪100,000 a month and spending ₪14,200 on Meta sits exactly there.
This is the number you came for. In the 11 stores where the conversion Meta counts is a purchase (the value it reports per conversion is close to the store's own average order), the median cost per reported purchase was ₪86, ranging from ₪35 to ₪175: 5 times.
A price in shekels means little without the size of the order: the same cost is comfortable on a large basket and a loss on a small one. So we divided each store's cost by its own average order value. The median was 21%, and the range 12% to 43%.
In 3 of the 11 stores an order cost less than 20% of its value, and in 3 more than 30%. At the two ends of the range, a ₪400 basket carries ₪48 or ₪172 of advertising, on the same platform and at nearly the same impression price.
Attention costs nearly the same for every store. An order does not.
The pooled impression price was lowest in April, ₪19.5, and highest in September, ₪26.6: a gap of 36% inside the same year. In 2026 the Jewish High Holidays, one of Israel's main retail seasons, fell in September. Many advertisers raise budgets then, and the auction gets more expensive for everyone. The data measures the price, not the reason, but the pattern is a familiar one.
One caveat: the window ends before November, so Black Friday is not in this data.
If the impression price is nearly the same for everyone, the gap in order cost opens after it. The data shows where it opens, not what it is made of, so this list is what we see working on accounts. Where a number appears, it was measured.
The first four are yours to control. The impression price is not.
Every number so far is media: the money that goes to Meta. A Facebook and Instagram budget has two more lines.
The first is creative. On Meta the ad is a video or an image that has to stop someone mid-scroll, and it wears out: an ad that worked stops working, and new ones are needed regularly.
The second is management: whoever builds the campaigns and decides every week what to scale and what to stop. The market uses three models: a fixed retainer, a percentage of media spend, or a base plus a share of growth. For each, ask when the manager earns more. On a percentage of spend, when you spend more. On a share of growth, when you sell more, which is why it is our model.
There is no fixed price: you set the budget. In our data an Israeli online store spent a median of ₪10,900 a month on Meta, ranging from about ₪5,100 to about ₪79,800. Amounts are before VAT, and before creative and management costs.
Instagram ads are bought from the same account, the same budget and the same auction as Facebook ads, so they have no separate price list. At the median of 12 Israeli stores in 2026, 1,000 impressions across both networks cost ₪24.1 and a click on an ad cost ₪0.88.
CPM is the cost per 1,000 impressions, the basic price of advertising on Meta. In the stores we measured it ranged from ₪17.7 to ₪27.2, with a median of ₪24.1, and it moved during the year from ₪19.5 in April to ₪26.6 in September. Because the range is this narrow, CPM says little about how an account is doing. Judge the cost of an order against the value of the order.
Meta requires only a token minimum daily budget. In practice, a budget that is too small does not bring enough orders to learn what works: at our median prices, ₪1,000 buys about 41 thousand impressions, about 1,100 clicks and about 12 reported purchases.
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