There’s no single right budget for Meta ads. The right number depends on what you sell, what a customer is worth to you and what you want ads to do. Here’s how to work it out.

1. Know what a customer is worth

Think about how much a typical customer spends with you, including repeat purchases. This tells you how much you can sensibly spend to win one.

2. Decide your goal

Are you after enquiries, sales, sign-ups or awareness? Your goal shapes your campaign objective and what you measure.

3. Set a testing budget

Your first few weeks are about learning: which audiences, creatives and offers work. Set aside a budget you’re comfortable spending on that learning, without expecting perfect results straight away.

4. Keep it focused

A smaller budget works best when it’s concentrated on one campaign, one clear audience and a few creatives, rather than spread thinly across many.

5. Be patient

Meta’s system needs time and data to learn who responds. Avoid making big changes every day. Review weekly.

6. Scale what works

Once you can see which ads bring results at a cost that makes sense, increase the budget gradually on those ads.

Track before you spend

Set up the Meta Pixel and clear tracking first. Without it, you can’t tell which part of your budget is doing the work.