How far does an ad budget actually go?
Put in a monthly figure and see the impressions and clicks it buys on five platforms at once, from each one’s own published ranges for this market. The arithmetic runs on your device and answers as you type.
The widest reach that budget buys
50k to 167k
impressions on TikTok, the platform with the cheapest reach for this budget. Ranges reviewed 2026-09.
A range, not a promise. CPM moves with your audience, the season and the creative itself; this is what the platforms themselves publish for this market, not a figure we invented.
Platform by platform
- Meta (Facebook & Instagram)₦800–₦3k per 1,000 views40k–125k360–3k clicksThe widest reach per naira here, and the easiest to test a creative on quickly.
- Google Search₦5k–₦14k per 1,000 views7k–22k143–1k clicksDearer per impression, because it only shows to someone already searching for this. The click that follows is worth more.
- Google Display Network₦700–₦2k per 1,000 views45k–143k182–2k clicksCheap reach across other people's sites and apps; the lowest click-through of the five, which is the trade for the reach.
- TikTok₦600–₦2k per 1,000 views50k–167k400–3k clicksThe cheapest reach of the five right now, and the most creative-dependent: the same budget on a weak video underperforms badly.
- LinkedIn₦4k–₦9k per 1,000 views11k–29k44–286 clicksPriced for reaching a job title, not a person, which is the whole reason to use it over the other four for B2B.
What this does not include
- Our fee for planning, building and running the campaign. This is media spend only, the cheque that goes to the platform itself.
- Creative production. The same budget on a strong video and a stock photo does not buy the same result, and the range above assumes an ordinary creative rather than a great or a poor one.
- A minimum viable budget. Under roughly ₦50,000 a month, most platforms do not have enough spend to learn who to show your ad to, and the numbers above get less reliable the smaller the figure you put in.
Worth saying plainly
Reach is not the same as results
The numbers above answer “how many people will see or click this”, not “how many will buy”. That second number depends on the offer, the landing page and the audience, which is the part a platform’s own calculator never tells you.
Cheap reach and a strong click-through rarely arrive together
- CPM and click-through move together, not apart. The platforms with the cheapest reach per naira also tend to have the lowest click-through rate for a given budget, which is why the ranges above are paired rather than mixed and matched for the rosiest possible number.
- A search click and a scroll-past impression are not the same thing. Google Search costs several times more per thousand views than the others because someone is already looking for this; the click that follows is worth more than most.
- Below a certain spend, the numbers get less reliable. Most platforms need enough budget and enough time to learn who to show an ad to. A very small monthly figure buys reach, but not the platform’s own optimisation.
We plan the media around what it needs to achieve.
Bring the figure above and what you are actually trying to sell. We will tell you which platform earns the budget and what the creative needs to carry, rather than splitting it evenly across all five.