marketing
Meta Ad Budget Allocator
Spend ratios across campaigns by funnel stage.
2-3 hours to redesign. Monthly review of 30 min.
What it is
Framework for splitting your Meta (Facebook/Instagram) ad budget across top-of-funnel awareness, retargeting, and conversion campaigns.
When to use it
If you're running Meta ads but unclear how much should go where. If campaigns underperform but you don't know which.
How it works
- 1.60% to top-of-funnel awareness (cold targeting)
- 2.25% to mid-funnel retargeting (engaged but not converted)
- 3.15% to bottom-funnel conversion (high-intent retargeting)
- 4.Adjust ratios based on conversion data
Outcome
Most US service businesses are 80% bottom-of-funnel - exhausting their warm audience without building new. Rebalance lifts ROAS 40-80%.