How much does advertising on Allegro cost? Allegro Ads pricing 2026

One of our clients once asked Wojtek, the founder of Raise Your Sales, in a slightly alarmed voice: “Wojtek, is this a bottomless pit?” He was talking about his Allegro advertising budget, because he felt as if he were feeding coins into a vending machine that flashes its coloured lights but never coughs up a drink, and he wasn’t entirely wrong, since a badly set-up campaign is like heating a house with all the windows open: the boiler is running, the bill keeps climbing, and it’s still cold inside. So in this guide we pull together, in one place, the current rates from Allegro’s help pages (checked on 2 November 2026), explain exactly what you’re paying for and use worked examples to show when advertising makes money and when it simply eats into your margin. If you’d first like an overview of all the ad formats and their settings, have a look at our guide to Allegro Ads.

The main billing models and rates in Allegro Ads

Allegro Ads charges for advertising in three ways, and which one applies to you depends on the format you choose. Sponsored Offers are billed per click (the CPC model) or under Dynamic CPC, while display ads, video ads and Brand Store Ads are billed per thousand impressions (the CPM model). You don’t have to pay anything in before the campaign starts, because Allegro calculates the fees daily and charges them to your Allegro account with a three-day delay, and you can keep an eye on your current spending in the Statistics tab in the Allegro Ads dashboard. If your campaigns are run by an agency in the Allegro Ads Partner programme, then as of 16 February 2026 you, as the owner of the Allegro account, are always the one paying for the ads, so you’ll find all the charges in your own account’s billing.

Cost per click (CPC)

With Sponsored Offers, simply having your offer shown costs nothing, and you only pay when a shopper clicks the ad and lands on your offer page. That amount is determined by Max CPC, the highest bid you’re willing to pay for a single click, and the higher it is, the better your chance of winning the most visible spots. The Allegro Ads system is, however, built on an auction in which the bid isn’t the only factor, because ad quality (quality score) also counts, and that comes down to how closely the offer matches what the shopper is searching for. Allegro’s algorithm assesses that quality based on factors such as the offer’s impression and sales history, the quality of its photo and the price of the product, so a well-polished offer can beat a competitor who bids more. In practice, the cost per click is often lower than your maximum bid, but it never drops below the minimum CPC that Allegro sets for a given category and placement.

The Allegro Ads dashboard is the only place where you set your Max CPC bid yourself. In Ads Express and for ads you switch on in the offer listing form, Allegro picks the bid for you, and when Sponsored Offers are shown outside Allegro, in Google Search and Google Shopping (the Google Ads network), bidding is automatic and aims to deliver the highest possible return on investment.

Dynamic CPC

Dynamic CPC is a strategy in which Allegro adjusts your bid on the fly to the likelihood of a sale: it raises the bid when a shopper is very likely to buy the product and lowers it when that chance is slim. A single click can then cost up to twice the amount you’ve set, but on average your cost per click should match it. As of 16 February 2026, the average CPC target in this strategy must be at least 25% higher than the minimum rate, so, for example, in the Health category you can’t set a search results target below 1.00 zł.

Cost per thousand impressions (CPM)

With display ads, you pay for shoppers seeing your ad, not for them clicking on it. You set your bid per thousand impressions, and the charge is calculated proportionally for each actual impression, so at a bid of 12 zł a single impression costs you no more than 0.012 zł. The final price is set by the auction, and it never falls below the minimum for the placement or exceeds the bid you’ve set.

Minimum CPC rates on Allegro in 2026

The minimum CPC is the lowest bid at which your ad can enter the Sponsored Offers auction at all. Allegro sets it separately for each category and, as of 16 February 2026, for each placement as well. On that date, rates in search results went up by 0.10–0.15 zł in every category except Kids and Real Estate, while in other placements, such as the offer page, they stayed the same. The table below shows the rates on allegro.pl according to Allegro’s help pages as of 2 November 2026.

So the most expensive categories are Health and Business and Services, where a click in search results costs at least 0.80 zł, and the cheapest is Real Estate. The minimum is only the price of entry, though, and in highly competitive categories the real cost per click is higher. In the campaigns we ran in 2023, the average cost per click came to 0.70 zł for a stationery distributor, across more than 322,000 clicks, and 0.63 zł for a furniture distributor. Those figures predate the February increase in minimum rates, so today you should expect a higher cost in the same categories.

One thing is easy to overlook when setting up a campaign. If a single ad group contains offers from categories with different minimum rates, Allegro applies the highest of those minimums to the whole group and won’t let you save the group with a lower Max CPC. It’s therefore worth splitting offers from cheaper and pricier categories into separate groups, because otherwise you’ll pay at least the rate of the most expensive category even for clicks in the cheaper ones.

Minimum and daily budgets in Allegro Ads

When you create a campaign, you set your advertising budget in one of two ways: as a daily budget, meaning the maximum amount an ad group can spend in a day, or as a total budget for the whole duration of the campaign. A daily budget gives you control as you go, because you can raise it straight away when an ad is making money and turn the tap down when it isn’t working, before you lose a larger sum. A total budget works better for short promotions, such as clearing end-of-line stock, because you set a pot of money and the dates, and the system spends it until it runs out. To start with, we usually recommend a daily budget, as it shows more quickly which ad groups are paying their way.

The minimum daily budget depends on the format and the placements:

The combined placement row needs a word of explanation, because Allegro’s help pages quote different amounts here. The page on advertising costs mentions 10 zł, while the page on display in Google Search says 20 zł is needed for offers to appear there, so if your offers run on Google it’s worth setting aside at least 20 zł a day and checking the final amount in the campaign wizard. A Google campaign starts showing within three working days, because that’s how long it takes to check that the offers comply with Google’s policies, and after that the algorithm learns your offers, so it’s best to leave the campaign untouched for the first 7 days.

With display ads, the budget also works as a cap on impressions. At a bid of 12 zł per thousand impressions and a budget of 50 zł a day, the ad can be shown at most around 4,167 times, and if shoppers see it less often, you only pay for the actual impressions.

The cost of display ads and advertising on the Allegro homepage

Allegro Ads display advertising isn’t reserved for the biggest brands. In its simplest form, the template ad, you don’t even need a separate graphic, because the wizard builds one from the first photo of your offer, and special permissions are only needed for ads on the homepage. The minimum CPM depends on where the ad is shown:

You can only switch on homepage ads, Brand Store Ads and priority display if your account has special permissions in Allegro Ads. Priority display works differently from a regular auction, because its winner is always shown ahead of ads in standard display, and for every thousand impressions you pay exactly the bid you enter. In the other placements it often pays to set a bid above the minimum, because when competition is strong this improves your chance of being shown, and when there’s no competition you’ll pay the minimum anyway.

Display ads rarely sell as directly as Sponsored Offers, because they work earlier in the buying journey and build brand awareness, so we treat them as a complement to CPC campaigns rather than a replacement for them. For the stationery distributor, we only added them once the CPC campaign had picked up speed, and from April to December 2023 they cost 2,943.32 zł at an average CPM of 15.81 zł, with every zloty spent on banners bringing in an average of 43.84 zł in sales. That’s one account’s result rather than the norm, but it shows that a modest display budget can usefully pick up what Sponsored Offers miss.

The cost of Ads Express, video ads and Brand Store Ads

Ads Express is the simplest way to get started, because all you enter is a daily budget, and the tool either picks the offers to advertise itself or promotes the ones you select. You pay only for clicks, and on allegro.pl the bids are managed by an AI-based mechanism that raises the bid when there’s a high chance of a sale and lowers it when the chance is low. According to Allegro’s own test, this way of managing bids can deliver up to a 40% higher return on investment than the previous mechanism, but it’s worth waiting at least two weeks before judging the results. We explain how much Ads Express costs and how to set it up in a separate guide.

Video ads pair a short clip with 1–15 of your offers and appear in search results, and you pay for them on a CPM basis: you choose keywords and negative keywords, set a bid per thousand impressions, a daily budget and the dates the ad runs, and, if you wish, a total budget as well. Brand Store Ads have been available since 21 May 2026 and show your brand’s logo on the Allegro homepage in the Recommended brands section, including in the mobile app. These ads are also billed per thousand impressions, at a minimum of 9 zł, but you need special permissions in Allegro Ads to launch them. If you’re wondering whether highlighting an offer might be enough instead of advertising, we’ve compared the cost of highlighting and other forms of promotion in a separate article.

How to work out whether advertising on Allegro pays off

Many sellers look at turnover in the dashboard: the ads generated 10,000 zł in sales, so the campaign looks like a success, right up until the accountant asks why there’s money missing from the bank account. Revenue isn’t profit, though, which is why the most important column in the Allegro Ads dashboard is return on investment, or ROAS. This metric tells you how much in sales each zloty spent on advertising brings in, while your margin decides whether that’s a good result, in other words whether the campaign is profitable.

You can work out the break-even point with a single calculation: break-even ROAS = 1 ÷ margin. If you sell a product for 100 zł and, after deducting the cost of the goods, Allegro’s commission and shipping, you’re left with 20 zł, or 20% of the price, the campaign breaks even at a ROAS of 5. The same calculation also works the other way round if you express advertising cost as a percentage of revenue (ACoS = 1 ÷ ROAS), so with a 20% margin, advertising can take at most 20% of sales before it starts making a loss.

Two examples for the same 100 zł product show how fine that line is. If advertising costs 10 zł for each unit sold, ROAS is 10, and out of your 20 zł margin you keep 10 zł in profit. If, however, competitors push bids up and advertising starts costing 25 zł per unit, ROAS drops to 4 and you’re losing 5 zł on every sale, even though the turnover in the dashboard still looks healthy. Where that line falls also depends on the margin, so the same ROAS can mean a profit for one seller and a loss for another: the ROAS of 6.44 we achieved for the stationery distributor and of 8.95 for the furniture distributor leave a profit at a 20% margin, but at a 10% margin both would fall below break-even.

Bear in mind, too, that ROAS in the dashboard shows sales from advertising, whereas a well-run campaign can also lift your organic sales. For Lakma, a construction chemicals manufacturer, better-matched keywords in the offer titles strengthened the Allegro Ads campaign and raised the conversion rate not only of the advertised offers but also of the ones customers found without any ads. That’s why we judge a campaign’s results alongside the sales of the whole account rather than by a single column in the dashboard.

How to avoid burning through your Allegro Ads campaign budget

The most common mistake is throwing all your offers and placements into a single ad group, because the average result then looks “so-so”, masking a mix of products that earn their keep and ones that only cost you money. This is why we split campaigns into groups by category and margin, set up search results, other Allegro placements and Google separately, and then regularly cut whatever isn’t making money and add budget where the return is highest, because that’s what campaign optimisation is all about. Splitting by category brings a second benefit, because it stops you paying the highest minimum rate for the whole group. From there, it all comes down to reading the statistics step by step and calculating your return on investment, which is how you stop burning through your budget.

Frequently asked questions

How much does advertising on Allegro cost?

Allegro Ads has no subscription fee, because you only pay for clicks or ad impressions. Sponsored Offers are billed per click, with a minimum rate of 0.10 to 0.80 zł depending on the category and placement, and display ads per thousand impressions, at a minimum of 9 to 16 zł. The cost of a campaign will never exceed the budget you set.

What is the minimum CPC on Allegro?

The minimum CPC in search results on allegro.pl ranges from 0.10 zł in the Real Estate category to 0.80 zł in Health and in Business and Services. In other placements, such as the offer page, the minimum rates are lower or the same, because the 16 February 2026 increase only applied to search results.

What is the minimum daily budget in Allegro Ads?

The minimum daily budget is 3 zł for Sponsored Offers shown on Allegro only, 10 zł for placement in Google Search only and 15 zł for display ads. For combined placement on Allegro and Google, Allegro’s help pages give either 10 or 20 zł, so check the amount in the campaign wizard.

How much do display ads on Allegro cost?

The minimum bid per thousand impressions is 16 zł on the homepage, 12 zł at the top and bottom of search results and on the product page, 11 zł in the left column of search results and on the purchase thank-you page, and 9 zł in search suggestions. Priority display starts at 35 zł per thousand impressions, and the minimum daily budget for display ads is 15 zł.

Do I pay just for a Sponsored Offer being shown?

No, Allegro Sponsored Offers are billed only per click. With display ads, video ads and Brand Store Ads, on the other hand, you pay for impressions.

What is the difference between CPC and Dynamic CPC?

Max CPC is the most you’ll pay for a single click. With Dynamic CPC, Allegro changes the bid depending on the chance of a sale, so a single click can cost up to twice the amount you’ve set, but on average the cost per click matches it. As of 16 February 2026, the average CPC target must be at least 25% higher than the minimum rate.

What budget should I start with in Allegro Ads?

On paper, 3 zł a day is enough, but too low a daily budget will only bring in a few clicks a day, which isn’t enough to judge the results. Your starting budget depends on the goal of the campaign: if you want to get, say, 1,000 clicks in the first month at an average cost of 0.70 zł, you’ll need around 700 zł, or just under 24 zł a day.

Is advertising on Allegro worth it?

Whether advertising on Allegro pays off depends on your margin. A campaign breaks even when ROAS equals 1 ÷ margin, so with a 20% margin you need a ROAS of at least 5. Anything above that threshold means a profit, while anything below it means you’re subsidising your sales out of your own pocket.

Summary

Advertising on Allegro costs as much as you decide to spend, because the platform charges no subscription and the barriers to entry are low: you can launch a Sponsored Offers campaign with a budget of 3 zł a day and a bid of 0.10 to 0.80 zł per click. The real cost, however, depends on the competition in your category and the quality of your offers, and what matters more than how much you spend is how much you keep. So before you increase your budget, work out the break-even ROAS for your margin and split your campaigns so that you can see which products are paying their way.

If you feel your campaigns are burning through your budget, or you’d like to get started but are worried about the costs, book a free, no-obligation consultation with us. We’ll review your sales potential and show you how our team’s Allegro Ads management can improve the return on your Allegro advertising, so that every zloty you spend comes back with a margin on top.