How to Allocate Your Ad Budget Across Google, Meta, LinkedIn, and TikTok
Spending on the wrong platform wastes budget. Here's the framework for allocating ad spend based on your audience and funnel stage.
Most companies allocate ad budget by habit or by platform familiarity. The result is over-investment in one channel and missed opportunities on others. A data-driven allocation framework considers audience presence, cost efficiency, and funnel stage.
The framework starts with mapping your audience to platforms: where do they spend time, what's the CPM/CPC on each platform, and what formats work for your offer? Then layer in funnel stage: high-intent search (Google) for bottom-funnel, social (Meta, TikTok) for top-funnel, and professional targeting (LinkedIn) for ABM.
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We'll provide the exact allocation models for three scenarios: early-stage SaaS ($5K/month), growth-stage SaaS ($25K/month), and enterprise SaaS ($100K+/month). Each model includes platform split, campaign type split, and expected performance benchmarks.
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