Easten Mediatech
1. Which customer and outcome are we paying to reach?
Define the buyer and one action you want: a call, qualified enquiry, store visit or sale.
A budget cannot be judged fairly if the campaign goal changes every week.
Write the goal in plain language and set a realistic review date.
2. What can the business afford to test?
Start with cash you can spend without risking essential operations or promised customer service.
Include creative production, landing-page work and staff time, not just the platform's ad bill.
Avoid copying a generic percentage of revenue without checking your own margins.
3. Where does this audience actually look?
Choose a channel because customers use it and the message fits, not because a rival is there.
A local search campaign, social content and community event may serve different stages of a decision.
Test one or two channels well before spreading a small budget across too many places.
4. What is the real spending limit?
For Google Ads, an average daily budget is not necessarily a hard cap for each individual day.
Google says many campaigns can spend up to twice that average on a day, subject to a monthly limit.
Read the current platform rules and set internal alerts so billing does not surprise you.
5. What result would justify the next month?
Track qualified leads, sales, acquisition cost and repeat customers where your data supports them.
Separate an attention metric such as views from a business result such as completed orders.
Review the evidence, improve the weakest step and change the budget only after learning from a test.
Sources
- Australian Government: Develop your marketing planDate not stated
- Australian Government: Create a budgetDate not stated
- Google Ads Help: About spending limitsDate not stated