Our newsletterVendor reportMotion, 2026
Enterprise advertisers put 63.7% of their monthly Meta spend behind winning ads, against 23.0% at micro advertisers
Budget allocation
Meta ads: share of monthly spend going to winners, mid-range and losers, by advertiser size (%)
Meta ads: share of monthly spend going to winners, mid-range and losers, by advertiser size (%)| Advertiser size | Losers (%) | Mid-range (%) | Winners (%) |
|---|---|---|---|
| Micro (<$10K) | 31.5% | 45.6% | 23% |
| Small ($10K-$50K) | 25.7% | 39.7% | 34.6% |
| Medium ($50K-200K) | 18.6% | 28.1% | 53.3% |
| Large ($200K-1M) | 17.1% | 26.4% | 56.5% |
| Enterprise ($1M+) | 13.8% | 22.4% | 63.7% |
- Reader Note:
- Smaller accounts spread spend more thinly: 31.5% of micro-advertiser spend goes to ads classed as losers.
- Evidence:
- Observed behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- An anonymized dataset of 550,000+ Facebook and Instagram ads from 6,000+ advertisers, representing about $1.3 billion in spend.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
- The source says how much it looked at, but not how any of it was chosen.
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