The question I hear most from business owners: "How much should I spend on ads?" The honest answer: there is no single number for everyone. But there is a way to calculate your number, from your goal, instead of picking one out of thin air.
01Start from orders, not from money
The common mistake is "I will put 3,000 in and see what happens". The right way starts from the opposite question: how many orders a month does the business need? From that number you work backwards to the visits you need and what they cost.
- Set your goal in orders
For example: 60 orders a month. A number you can measure and hold the campaign to.
- Know your conversion rate
Out of 100 visitors, how many order? If you don't know, start with a cautious estimate and correct it after two weeks.
- Know your cost per click
From past campaigns, or the platform's estimate while setting up.
- Multiply and calculate
Visits needed = orders ÷ conversion rate, and budget = visits × cost per click.
02The full formula with an example
The numbers are illustrative only. The point is the relationship: lift conversion from 2% to 3% and the same orders cost a third less.
03Calculate your budget now
Enter your numbers. If you don't know your conversion rate or cost per click, use an estimate and adjust it once the campaign runs.
This is a starting estimate. Your real numbers show after the first two weeks; adjust the budget to them.
Same page, same offer, less money
Lift conversion from the page and the offer before spending
Small amounts on every platform
Focus on one platform until it proves itself
Targeting everyone
Target the audience closest to buying first
04The two-week rule
The first two weeks of any campaign are a learning period. Don't judge it on the first two days, and don't double the budget after one good day. Scale gradually and watch the cost per order.
05The bottom line
The right budget is not chosen, it is calculated. Start from the orders you want, and work on conversion before raising spend. If you want us to calculate it together on your numbers, book a free intro call.
I help companies grow through marketing strategies built on results.