Cross-Platform
intermediate
10 min read3 steps103 views

How to Allocate Budget Across Advertising Platforms

Start by matching platforms to funnel stages: Google Search for high-intent bottom-funnel (40-50% of budget for most businesses), Meta for mid-funnel prospecting and retargeting (25-35%), TikTok/Snapchat for top-funnel awareness and younger demographics (10-20%), and Google Display/YouTube for remar

Media Planningad budget allocation

Quick Summary

Start by matching platforms to funnel stages: Google Search for high-intent bottom-funnel (40-50% of budget for most businesses), Meta for mid-funnel prospecting and retargeting (25-35%), TikTok/Snapchat for top-funnel awareness and younger demographics (10-20%), and Google Display/YouTube for remarketing and awareness (10-15%). Adjust based on your industry, audience demographics, and historical performance data. Allocate a 10% testing budget for experimenting with new channels and strategies. Rebalance monthly based on ROAS by channel.

Overview

Start by matching platforms to funnel stages: Google Search for high-intent bottom-funnel (40-50% of budget for most businesses), Meta for mid-funnel prospecting and retargeting (25-35%), TikTok/Snapchat for top-funnel awareness and younger demographics (10-20%), and Google Display/YouTube for remarketing and awareness (10-15%). Adjust based on your industry, audience demographics, and historical performance data. Allocate a 10% testing budget for experimenting with new channels and strategies. Rebalance monthly based on ROAS by channel.

See our complete guide library for detailed coverage of setup, tracking, analysis, and optimisation across all platforms.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Step-by-Step Setup

Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.
2

Best Practices

Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.
3

Common Issues and Solutions

Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.

Frequently Asked Questions

Common questions about this topic

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