Allocating a Meta budget doesn't start with a percentage table but with the goal, the cost of conversion and the amount of data available. A good structure concentrates the budget on the most important objective and reserves a controlled share for testing.
Far too many companies split a small budget across new-customer acquisition, remarketing, several campaigns and two channels so that no part gets enough to work with.
Facebook and Instagram don't need separate budgets
Meta distributes advertising across Facebook, Instagram, Messenger and other approved placements based on the chosen optimisation goal. It's generally not worth splitting the budget in advance, for example 50% to Facebook and 50% to Instagram. If there's a genuine business reason for channel-level control, a test can be separated out, but otherwise fragmentation reduces the system's ability to find results.
New-customer acquisition is usually the biggest bucket
In a growth-oriented e-commerce business, most of the budget should generally go towards reaching new customers. In an example model:
- 70–85% to new-customer acquisition
- 5–15% to remarketing
- 10–20% to controlled tests
This isn't a universal rule: if the sales cycle is long or traffic is low, the remarketing audience may be so small that a separate budget isn't warranted.
Note
The budget examples are Komi Media's professional starting points, not results promised by the platforms or fixed minimum requirements. Platform features, ad formats and technical limits are always checked before a campaign launches.
Remarketing doesn't create demand out of nothing
Retargeting often looks good in reports because the audience already knows the brand. Too large a budget leads to high frequency and to the campaign taking credit for purchases that might have happened anyway.
Testing needs its own question
A test budget doesn't mean a random new ad. Every test needs a hypothesis: does a new message angle improve click-through, does a product demonstration lift conversion, or does a new landing page bring higher-quality traffic? Size the budget so the result can genuinely inform a decision.
Campaign budget or ad set budget
Advantage+ campaign budget distributes the campaign budget across ad sets in real time. It suits situations where the ad sets share the same goal and the system can be given room to manoeuvre.
An ad-set-level budget is useful when you want to guarantee a certain spend for each test cell or market. The choice depends on how much control you need.
Grow the budget on the strength of results
Increase the budget once measurement is reliable, results are profitable and creative production can support scaling. Also track total sales, the share of new customers and margin. Platform-reported ROAS alone isn't enough justification.
How to proceed in practice
Build a budget table in euros, not just percentages. For each bucket, note the goal, weekly budget, expected conversion cost and decision rule. If a test bucket realistically can't produce a single targeted conversion, the test needs to run longer, be simplified, or be assessed using lighter signals.
Budget allocation isn't fixed. During a launch, emphasis may shift temporarily to the campaign; during a season, to scaling; during quiet periods, to testing content. Record the changes so results can be compared against the right context rather than last month's percentages.
An extra euro spent on ads won't help if the campaign has no fresh creative.
Keep the media budget and the service or production budget separate. A scaling plan should also explain how creative production will grow along with the budget.