What to spend.
WHAT TO START WITH
An amount you can lose entirely without harm.
The first month is learning.
WHY IT IS LEARNING
You do not yet know which searches, audiences or messages work.
Finding out costs money.
A REASONABLE APPROACH
A small daily budget, run long enough to gather data.
Better than a large budget for a few days.
WHAT DETERMINES A SENSIBLE BUDGET
What a customer is worth How many enquiries you need Your cost per enquiry, once known
BEFORE YOU KNOW YOUR COST PER ENQUIRY
Spend what you can afford to lose.
AFTER YOU KNOW IT
Spend whatever produces profitable enquiries, up to your capacity.
THAT IS THE POSITION TO REACH
If an enquiry costs less than it is worth, more spending is more profit.
WHAT TO AVOID
Spending your whole budget before learning anything Stopping after a week because nothing happened Increasing spend before knowing what works
WHAT TO TRACK FROM DAY ONE
Spend, enquiries, and cost per enquiry.
