A café owner in Barnstaple asked me last month: "Marcus, I'm spending £300 a month on Facebook ads and getting nothing back. Am I doing something wrong, or is Facebook just a waste of money?"

I get this question all the time. And here's the thing — she wasn't doing anything particularly wrong. She just had the wrong expectations for that budget.

After 40 years helping businesses across Devon get online, I've seen every possible Facebook advertising mistake. I've watched plumbers in Tiverton waste thousands on badly targeted campaigns. I've also seen B&Bs in Ilfracombe turn £200 a month into fully booked weekends.

The difference? Understanding what different budgets can realistically achieve.

The Hard Truth About Facebook Ad Budgets

Let me be blunt: if you're spending less than £5 a day on Facebook ads, you're probably wasting your money. That's £150 a month minimum, and even that's scraping the bottom of the barrel.

Facebook's algorithm needs data to work properly. When you spend too little, it can't gather enough information about who's clicking, who's buying, and who's ignoring your ads completely. It's like trying to drive from Exeter to Plymouth with your headlights off — you might get there eventually, but it'll be painful.

Minimum viable budget: £150-200 per month gets you in the game, but expect slow results and limited reach.

A holiday cottage owner near Woolacombe started with £100 monthly about six months ago. After two months of poor results, we bumped it to £250. The difference was night and day — bookings started coming through within a fortnight.

What Different Budgets Actually Get You

Here's what I tell my Devon clients about realistic budgets:

£150-300 Monthly: Testing the Waters

This is your absolute starting point. You can:

A florist in Exmouth spent £200 monthly and focused purely on wedding enquiries within 15 miles. Smart move — she booked three weddings in her first season, each worth over £1,000.

£300-600 Monthly: Building Momentum

Now we're talking. With this budget you can:

A plumbing firm in Newton Abbot spends £450 monthly. They're booked solid and turning work away. But it took three months to dial in the targeting properly — patience pays off.

£600-1,500 Monthly: Serious Growth

This is where Facebook ads become a proper growth engine:

£873

Average monthly Facebook ad spend for successful Devon SMEs (based on my client data from 2023)

Industry-Specific Budget Guidelines

Not all businesses are equal when it comes to Facebook advertising. Here's what works in my experience:

Hospitality (Hotels, B&Bs, Restaurants)

Start at £300 minimum. You're competing with big chains and booking platforms. A boutique hotel in Dartmouth spends £800 monthly and maintains 85% occupancy year-round. They focus on direct bookings to avoid commission fees.

Trades (Plumbers, Electricians, Builders)

£200-400 works well. People need you urgently, so they're actively looking. A roofer in Bideford gets steady work from just £250 monthly, targeting storm damage searches after bad weather.

Retail and E-commerce

Don't bother with less than £500. You're fighting Amazon and every other online shop. A gift shop in Totnes tried £200 monthly — nothing. Bumped to £600 and started seeing regular online orders.

Professional Services

£300-500 is the sweet spot. A solicitor in Torquay spends £400 targeting house movers and gets 3-4 conveyancing clients monthly. Each client is worth thousands, so the maths works brilliantly.

The Hidden Costs Nobody Mentions

Here's what drives me up the wall: agencies quoting ad spend without mentioning the other costs. Your actual investment includes:

A restaurant owner in Sidmouth learnt this the hard way earlier this year. Great ads, terrible website, slow email responses. We fixed the basics first, then the same ad spend started delivering results.

My Three Golden Rules for Facebook Ad Budgets

After helping hundreds of Devon businesses with Facebook advertising, these rules never fail:

Rule 1: Start with 10% of your marketing budget. If that's less than £150, save up or focus on free marketing first.

Rule 2: Commit for three months minimum. One month tells you nothing — the algorithm needs time to learn.

Rule 3: Track everything. Phone calls, emails, walk-ins — know exactly where your customers come from.

When NOT to Spend Money on Facebook Ads

I'm not here to take your money if it won't work. Don't bother with Facebook ads if:

A craft shop in Crediton wanted to start Facebook ads last spring, but their website took 15 seconds to load. We fixed that first — organic traffic doubled before we spent a penny on ads.

Making Your Budget Work Harder

Want to squeeze more from your Facebook ad spend? Here's what actually works:

Use local imagery: A photo of Exeter Cathedral beats generic stock photos every time. People respond to places they recognise.

Time your campaigns: A garden centre near Okehampton runs different budgets seasonally. £200 in winter, £600 in spring. Common sense, but you'd be surprised how many waste money advertising Christmas trees in July.

Start narrow, then expand: Begin with your town, then expand to neighbouring areas as you see what works. A beauty salon in Teignmouth started with a 3-mile radius and now covers all of South Devon profitably.

Retarget website visitors: These ads cost pennies but convert brilliantly. If someone's browsed your site, they're already interested.

The Bottom Line on Facebook Ad Budgets

So what should Devon businesses spend on Facebook ads monthly? Here's my honest answer:

Start with £200-300 monthly if you're testing the waters. Budget £500-800 if you're serious about growth. Anything less than £150 is probably better spent elsewhere.

But remember — it's not just about the money. I've seen businesses waste £2,000 monthly on poorly targeted campaigns. I've also seen others turn £300 into consistent profit by doing the basics right.

The secret? Start small, track everything, and scale what works. And if you're getting dodgy messages about "guaranteed Facebook results" or "10,000 followers for £50" — forward them to me. I've seen every scam in the book, and I'll tell you straight if it's nonsense.

Want to chat about your specific situation? I'm always happy to discuss Facebook advertising over a proper cup of tea. No London agency nonsense — just honest advice from someone who's been helping Devon businesses succeed online since before Facebook even existed.

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About the Author: Marcus Knapman has been working with computers and building websites since the mid-1980s. Based in Somerset, he runs Exmoorweb from Williton — personally visiting customers across Minehead, Watchet, Taunton, Bridgwater, and the wider South West. With a BSc (Hons) and over 40 years of hands-on experience, he combines technical expertise with practical, no-nonsense advice.