What can your naira ad budget buy?
Enter your budget, your goal and where you want to advertise. We'll estimate your reach, clicks and leads on Facebook, Instagram, Google, TikTok and YouTube, with VAT and the exchange rate taken into account.
Plan your ad budget
Change any setting and the estimate updates straight away. Your last inputs are saved in this browser.
Where your money goes
Spend split
By platform
| Platform | Ad spend | Impr. | Clicks | Leads | Cost each |
|---|
Big numbers show the typical estimate. The range below each one runs from a weaker to a stronger campaign. Reach assumes each person sees your ad about 2.5 times, and adds platforms together, so some people may be counted twice.
The maths behind it
We start with your total budget, take off VAT and any card fees, convert the rest to dollars, then apply typical Nigerian costs for each platform.
Budget to ad spend
Your total includes 7.5% VAT, which Meta and Google add to Nigerian ad bills. If you pay in dollars, we also take off your card or FX fee. What's left is what the platforms can spend.
Spend to impressions
Ad spend divided by cost per 1,000 impressions (CPM) gives impressions. For Google Search we use cost per click instead. Reach is impressions divided by 2.5, a typical frequency.
Clicks to results
Clicks come from impressions and click-through rate. Leads and sales come from clicks and a conversion rate. Awareness goals buy cheaper impressions. Lead and sales goals cost more per impression.
Benchmarks we use (estimates)
| Platform | Cost (low / typical / high) | Click-through rate | Lead conversion | Sales conversion | Source |
|---|---|---|---|---|---|
| Facebook & Instagram | CPM $0.80 / $1.50 / $3.00about ₦1,070 / ₦2,000 / ₦4,000 | 0.7% / 1.2% / 1.8% | 10% / 22% / 40%includes click-to-WhatsApp chats | 0.8% / 2% / 4% | [1] [2] [5] Estimate |
| Google Search | CPC $0.30 / $0.66 / $1.50about ₦400 / ₦880 / ₦2,000 | 3% / 5% / 8% | 3% / 5% / 8% | 1% / 2% / 4% | [3] [6] Estimate |
| TikTok | CPM $0.50 / $1.20 / $3.00about ₦670 / ₦1,600 / ₦4,000 | 0.4% / 0.8% / 1.5% | 4% / 10% / 20% | 0.3% / 1% / 2% | [4] Estimate |
| YouTube | CPM $1.00 / $3.00 / $8.00views from about $0.01 to $0.05 each | 0.1% / 0.3% / 0.6% | 2% / 5% / 10% | 0.3% / 1% / 2% | [3] Estimate |
Goal adjustments. For Facebook, Instagram and TikTok, CPM is multiplied by 0.6 for awareness, 1.0 for traffic, 1.8 for leads and 2.2 for sales, in line with the cost differences reported by objective [2]. Audience. Lagos-only targeting adds 15% to costs and major cities add 5%, because smaller audiences cost more to reach. Ranges. The low and high figures combine the spread of each benchmark (cost, click-through rate and conversion rate). We assume a campaign rarely hits the worst or best of every number at once, so the range is narrower than multiplying all the extremes together. Click-through and conversion rates for Nigeria are not well published, so we combine global benchmarks [5] [6] with local agency experience. Your own results depend heavily on your offer, creative and landing page.
Five ways to stretch your naira
Pay in naira where you can
Meta lets Nigerian ad accounts pay in naira by bank transfer, USSD or card. That avoids dollar card limits and FX mark-ups. You choose the currency when you create the ad account and can't change it later, so set it up right first time.
Test three to five creatives before you scale
Spend the first 20% of your budget testing different images, videos and headlines. Then move the rest to the one or two that bring the cheapest results. A strong creative often halves your cost per result.
Use click-to-WhatsApp ads
Many Nigerian customers would rather chat than fill in a form. Ads that open a WhatsApp chat usually cost less per lead, and your sales team can answer questions straight away. Reply fast, or the lead goes cold.
Get ARCON approval before you launch
Most adverts aimed at Nigerians, including social media ads, need approval from the Advertising Regulatory Council of Nigeria first. Build the time and fee into your plan. Our ARCON approval guide explains the steps.
Time your spend around big moments
Costs rise when every brand is advertising, for example around Black Friday and Detty December. Start earlier, build your audience while it's cheaper, then push harder on the days that matter. See our Nigeria campaign calendar for key dates.
Ad budget FAQs
What's the smallest budget worth running?
You can start on Meta from about ₦2,000 a day, but you'll learn very little. We suggest at least ₦100,000 for a two-week test on one platform. TikTok asks for at least $20 a day per ad group, so it needs a bigger budget.
Do I really pay VAT on Facebook and Google ads?
Yes. Meta has added 7.5% VAT to ads bought by Nigerian advertisers since January 2022, and Google since April 2022. The Nigeria Tax Act 2025 kept the rate at 7.5%. If your business is VAT-registered, add your VAT number to your ad account so it shows on your receipts.
Why is my exchange rate different from the one here?
We use the official market rate. Banks, cards and fintech apps often charge more, and some add a fee on top. Type your own rate into the calculator, or raise the card or FX fee, to see the difference.
Which platform should I start with?
For most Nigerian small businesses, Facebook and Instagram with click-to-WhatsApp ads are the cheapest way to get leads. Add Google Search when people already search for what you sell. TikTok and YouTube work well for awareness with younger audiences.
Will I get the results shown?
Not necessarily. These are estimates based on average costs. Your offer, creative, targeting, season and how fast you reply all change the outcome. Use the range to plan, then check your real numbers after the first week. Read the method for details.
Sources
- Stackmatix: Facebook Ads CPM by country 2026
- Grey: Facebook Ads cost in Nigeria (2026)
- Grey: Google Ads cost in Nigeria (2026)
- Grey: How to pay for TikTok Ads in Nigeria (2026)
- WordStream: Facebook Ads benchmarks 2025 (global)
- WordStream: Google Ads benchmarks 2025 (US)
- Pound Sterling Live: USD/NGN history 2026
- Tech Economy: dollar to naira, 21 October 2026
- Ripples Nigeria: 7.5% VAT on Facebook and Instagram ads
- Condia: Google to charge 7.5% VAT in Nigeria
- Forvis Mazars: VAT under the Nigeria Tax Act 2025
- Grey: How to pay for Facebook Ads in Nigeria (2026)
- Google Ads Help: charges on naira accounts