How Much Does It Cost to Advertise on Social Media in Australia?

Social media advertising has become a cornerstone of digital marketing strategies for businesses of all sizes. In Australia, where over 80% of the population actively uses social media, platforms like Facebook, Instagram, TikTok, LinkedIn, and YouTube offer powerful opportunities to connect with targeted audiences. But one of the most frequent questions marketers ask is: how much does it cost to advertise on social media in Australia?

The short answer? It depends. Costs vary based on platform, campaign goals, industry competition, audience targeting, and bidding strategies. This guide breaks down typical advertising costs on major social media platforms in Australia and shares tips to maximise your ROI.

1. Key Factors Affecting Social Media Ad Costs

Before diving into numbers, it’s important to understand what drives pricing:

  • Platform: Each network has its own cost structure.
  • Campaign Objective: Impressions, clicks, conversions, or video views.
  • Targeting: More refined targeting often increases costs.
  • Industry Competition: Popular sectors have higher ad prices.
  • Ad Quality: Engaging ads generally cost less due to better performance.
  • Bidding Strategy: Manual vs. automatic bidding, daily/lifetime budgets, bid caps, etc.

2. Facebook & Instagram Ad Costs in Australia (Meta)

Meta’s ad network covers both Facebook and Instagram with unified pricing.

Typical Costs (AUD):

  • CPC (Cost-per-click): $0.50 – $2.00
  • CPM (Cost-per-thousand impressions): $10 – $20
  • Cost-per-conversion: Varies ($5 – $30+ depending on industry)

Note: Competitive industries (finance, legal, ecommerce) tend to see higher CPCs, while highly visual industries (fitness, food) may benefit from Instagram’s lower CPCs due to better engagement.

3. TikTok Ad Costs in Australia

TikTok is growing rapidly among young audiences. It supports various ad formats like In-Feed Ads, TopView, and Branded Hashtag Challenges.

Typical Costs:

  • CPC: $0.50 – $1.50
  • CPM: $10 – $25
  • Minimum daily budget: $27 AUD (campaign), $68 AUD (ad group)

Note: TikTok success heavily depends on creative, native-style content.

4. LinkedIn Ad Costs in Australia

LinkedIn is ideal for B2B, professional services, recruitment, and education.

Typical Costs:

  • CPC: $3.00 – $8.00+
  • CPM: $30 – $80
  • Cost-per-lead: Often $50+

Note: Higher upfront costs but worthwhile for industries with high customer lifetime value.

5. YouTube Ad Costs in Australia

YouTube uses Google Ads’ auction model. Ad formats include skippable/non-skippable in-stream ads, bumper ads, etc.

Typical Costs:

  • CPV (Cost-per-view): $0.05 – $0.30
  • CPM: $10 – $25
  • No strict minimum budget (recommended $10/day)

Note: Great for brand awareness. Success depends on watch time and engagement.

6. Snapchat, Pinterest & Twitter (X) Ad Costs

These platforms offer value for niche markets:

Snapchat:

  • CPC: $0.30 – $1.00
  • CPM: $5 – $10

Pinterest:

  • CPC: $0.10 – $1.50
  • CPM: $2 – $5

Twitter (X):

  • CPC: $0.50 – $2.00
  • CPM: $6 – $10

Note: Pinterest is ideal for visual/product-based businesses. Snapchat performs well for Gen Z, and Twitter/X is useful for news or political engagement.

7. Recommended Social Media Ad Budgets

Depending on your business size:

  • Small Business: $300 – $1,000/month
  • Mid-Sized Business: $1,000 – $10,000/month
  • Enterprise: $10,000+/month

Start small, test different campaigns, then scale what works best.

8. Tips to Maximise ROI

  • A/B Testing: Try multiple creatives to find the top performer.
  • Monitor Quality Scores: Higher scores = lower costs.
  • Refine Targeting: Avoid overly broad/narrow targeting.
  • Use Retargeting: Warmer audiences convert better.
  • Invest in Creative: Strong visuals, messaging, and CTAs are key.

9. Should You Hire a Social Media Expert?

Managing multiple platforms can be complex. Consider hiring help:

  • Freelancers: $500 – $2,000/month
  • Agencies: $1,500 – $10,000+/month (depending on services and spend)

Choose a provider with transparent reporting and alignment with your goals.

Final Thoughts
Social media advertising in Australia offers scalable, cost-effective opportunities for businesses. By understanding platform costs and optimizing your campaigns, you can achieve meaningful results within your budget. Whether you’re starting small or scaling big, the key is consistent testing, learning, and creative execution.

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