Quick Answer
Minimum €300/month to gather any data. €800–€2,000/month combined budget across Google and Facebook to test and optimise properly. Under €300, you are not getting enough impressions to learn anything meaningful.
The Real Numbers — Malta Ad Costs 2026
| Platform | Avg CPC (Malta) | Avg CPM | Realistic Monthly Budget |
|---|---|---|---|
| Google Search | €0.80–€3.50 | — | €500–€2,000 |
| Facebook/Instagram | €0.20–€0.90 | €4–€12 | €300–€1,500 |
| Google Display | €0.10–€0.40 | €1.50–€4 | €200–€800 |
These are averages across industries. iGaming and financial services skew significantly higher. Hospitality and food are on the lower end.
What "Running Ads" Actually Means
There's a difference between boosting posts (what most Malta SMEs do) and running a proper paid media strategy. Boosted posts are not advertising — they're paid reach for content that should have performed organically. Real advertising means targeting specific audiences, testing creative, monitoring conversion data, and optimising weekly.
The businesses winning on Facebook ads in Malta are not spending more — they're testing more. 5 ad variants, 3 audiences, 2 creatives. Kill the losers in week 1. Scale the winner in week 2.
Google vs Facebook for Malta Businesses
Google Search
How it works: Captures intent — someone is actively looking for what you sell.
ROI profile: Faster ROI but higher cost per click.
Best for: Businesses with high-intent keywords (e.g. "restaurant Sliema", "web designer Malta").
Facebook / Instagram
How it works: Creates intent — you interrupt someone's scroll with something relevant enough that they stop.
ROI profile: Cheaper reach but requires stronger creative and longer buying cycles.
Best for: Brand building, retargeting, and businesses with strong visual products.
The right answer for most Malta businesses: both, with a combined budget of €800–€2,000/month minimum to see meaningful data.
Retargeting: The Highest-ROI Ad Spend Nobody Uses
Retargeting is the highest-ROI ad spend available to Malta businesses right now and almost nobody is using it properly. If someone visited your website, viewed your menu, or watched 50% of your video — you can serve them a specific ad. That audience converts at 3–5x the rate of cold traffic. Most Malta ad budgets go entirely to cold audiences. That's backwards.
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Frequently Asked Questions
How much should I spend on ads in Malta?
Minimum €300/month to gather data. €800/month to test properly. Under €300, you are not getting enough impressions to learn anything.
Do Facebook ads work for restaurants in Malta?
Yes — but only with strong creative. A blurry photo and "Come visit us" will burn your budget. A video of the food being prepared with a specific offer converts.
Should I run ads myself or hire an agency?
Self-managed works at low budgets if you are willing to learn. At €1,000+/month, the cost of poor optimisation exceeds agency fees. The break-even point for most Malta businesses is around €600–€800/month ad spend.
How long before ads show results?
Google Search can show results within days. Facebook needs 2–4 weeks of data before the algorithm optimises properly. Any agency promising results in week 1 is measuring the wrong thing.