Facebook and Instagram ads cost in India: what ₹100 a day really gets you

You have seen the “Boost post” button on your shop’s Facebook or Instagram page, and the question is always the same: how much does it cost, and is ₹100 a day enough to do anything? People also search for a rate card in rupees. There isn’t one, and that is the first thing to understand about Facebook and Instagram ads cost in India.

This guide explains how Meta charges, what gets added to the bill (GST and TDS), what a small budget can and can’t do, and how to spend it so the money isn’t wasted. The rules come from Meta’s own Business Help Centre, checked on 18 October 2026. The cost figures come from a named, dated benchmark and are marked as varying, because they do.

How much do Facebook ads cost in India?

Meta sells ads in an auction. You tell it how much you want to spend and what you want (views, clicks, messages, calls), and it shows your ad to people where it can get that result. The price of each view or click is set by the auction at that moment, so it changes with the season, the audience, your ad and how many other businesses want the same people.

So the honest answer is: you decide the cost (your budget), and the market decides what you get for it.

You can set:

• a daily budget: an average amount a day, or
• a lifetime budget: one total for a fixed period, spread across the days.

There is no single published minimum in rupees. Meta’s help page says minimum budgets vary by country and objective, and Ads Manager shows an alert if your budget is below the minimum for your settings.

What ₹100 a day really costs you

A ₹100 daily budget does not mean exactly ₹100 every day. Meta treats it as an average over a week that runs from Sunday to Saturday.

On good days it may spend up to 75% more, on slow days less, but it will not go past 7 times your daily budget in a week. Over 30 days you spend about ₹3,000.

Then tax is added. Meta’s page for India says ads for accounts with India as the business country are sold by Meta India, billed in rupees, and that GST and TDS are added whenever you are charged. Meta’s page says “the applicable rate”; for advertising that is 18%, as tax explainers note.

Item	30 days at ₹100 a day
Ad spend	₹3,000
GST at 18%	₹540
Total charged (before TDS)	₹3,540

TDS is also included in the charge. Meta says you still pay that TDS to the government yourself, and once you give Meta the TDS certificate, the amount comes back to you as ad credit. If your business is registered for GST, add your GSTIN in Payment settings; Meta says it isn’t mandatory, but you need it to claim input tax credit. Ask your accountant how this works for you.

Your ₹3,000 budget becomes ₹3,540 on your card. Plan the month with the GST included, not after the statement arrives.

Cost per click and per 1,000 views in India

Because the auction moves, any figure is a snapshot. One public benchmark is Superads, which publishes monthly medians for India from the ad accounts that use its software (US dollars, July 2025 to July 2026):

Measure	Lowest month	Highest month	13-month median
Cost per click	$0.025 (Feb 2026)	$0.209 (Aug 2025)	about $0.10
Cost per 1,000 views (CPM)	$0.36 (Feb 2026)	$5.02 (Jul 2026)	about $1.35

That is a swing of about eight times for clicks and fourteen times for views within one year. At about ₹95 to the dollar (our rounding; check today’s rate), a click ranged from roughly ₹2 to ₹20, and 1,000 views from roughly ₹35 to ₹480.

Put through a ₹100 day, that range means anywhere from about 200 to about 2,900 views a day. Treat these as a sense of scale, not a promise. Your shop, your town, your ad and the month you run it decide the real number, and Ads Manager shows an estimate before you pay.

A small budget can work. What it can’t do is chase every goal at once.

Is ₹100 a day enough for a small business?

It is enough to test, and often enough for a local shop with a tight area. Two rules from Meta’s help pages decide whether it works.

1. The learning phase. When you start a new ad set, Meta’s system is still learning who responds. Meta says an ad set usually leaves this phase after about 50 results in the week after the last big edit. With at most ₹700 a week, 50 results means each result has to cost about ₹14 or less. Messages, calls and link clicks can get there; online purchases usually can’t. So choose a goal your budget can reach.

2. Don’t set a cost goal too high for the budget. If you use a cost-per-result goal, Meta says the daily budget should be at least five times that goal. On ₹100 a day, a goal of ₹20 a result is the upper end.

Take Kavya, a home baker in Salem (our example). She runs ₹100 a day for 30 days with the goal “messages”, shows the ad only within a few kilometres of her kitchen, and uses one photo of her best-selling cake with the price on it. She pays about ₹3,540 with GST. Every enquiry lands in her WhatsApp, where she replies from her catalogue (see how WhatsApp Business works). After two weeks she compares what each enquiry cost against her profit on an order, and only then decides whether to raise the budget.

How to keep the cost down

• Pick one goal per campaign: messages, calls or website visits. Not “everything”.
• Keep the area small. A shop in Kallakurichi gains nothing from views in Chennai.
• Use a clear picture of the product with the price, and one line of text. Meta’s auction also weighs how people respond to an ad, so a clear ad can cost less.
• Don’t edit every day. Big changes restart the learning phase.
• Run it for at least a week before judging; spending is spread across the week.
• Count what matters: enquiries and sales, not likes.

Ads work best on top of regular posts, so people who tap your ad find an active page. Our simple monthly plan shows how to keep that going, and if you’d like someone to run the posts and ads for you, see our services.

Questions

How much do Facebook ads cost per day in India?

You choose the amount. There is no fixed rate; you set a daily or lifetime budget and the auction decides what each result costs. With a ₹100 daily budget, Meta may spend up to ₹175 on a day, but not more than ₹700 in a week, plus GST.

What is the minimum budget for Facebook ads in India?

Meta doesn’t publish one rupee figure. It says minimum budgets vary by country, objective and settings, and Ads Manager warns you when your budget is too low. ₹100 a day is a sensible amount to test with: small enough to lose, big enough to learn from.

Is GST charged on Facebook and Instagram ads?

Yes. For accounts with India as the business country, Meta India adds GST and TDS whenever you are charged; on advertising GST is 18%. If you are GST-registered, add your GSTIN in Payment settings to claim input tax credit.

How much do Instagram ads cost in India per month?

Instagram ads are bought in the same Meta Ads Manager, with the same budgets and auction. A ₹100 daily budget comes to about ₹3,000 a month, or about ₹3,540 with 18% GST.

Why do some Facebook ads cost more than others?

The auction price depends on how many advertisers want the same people, the season, your goal and how people react to your ad. Purchases cost more than clicks, and festival months are busier than quiet ones.

Is boosting a post the same as running an ad?

Boosting is a quick way to turn a post into an ad, with fewer settings. It uses the same auction and budget rules. Ads Manager gives more control over the goal, the area and the audience.

Can I stop a Facebook ad any time?

Yes. Pausing it stops new charges. Meta notes you may still get a bill afterwards, but only for what was spent before the ad stopped.