Advertising
How much should I invest in online advertising each month?
Short answer: To get useful data, a small business usually starts with a few hundred euros a month in media, plus management. What matters is that it allows you to learn, measure and scale what works.
How to decide your budget
Start from your margin: how much can you afford to pay to win a customer? With that figure, work out how many customers you want per month and multiply by the expected acquisition cost.
Typical starting budgets
- Local service business: 300–800 €/month on Google Ads.
- Small online shop: 500–1,500 €/month across Google and Meta.
- B2B company: 800–2,500 €/month, depending on the value of each customer.
Learning phase
The first weeks are for learning: which ads, audiences and pages convert. With a small budget spread across many campaigns there is not enough data. It is better to run a few well-measured campaigns.
When to increase investment
When a campaign shows a profitable cost per customer consistently. Scaling without measuring only scales the losses.
Related questions
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