(Spoiler... Not a Fortune)

When a brand asks, "How much should we spend when starting out in paid media?" the answer isn’t as simple as throwing out a random number. It’s like asking, "How long is a piece of string?" or "How many snacks are too many on a Friday night?" It depends. Your budget, your goals, your audience—it’s all part of the equation. But here’s the thing: starting small and smart is usually the way to go. You’re not just spending money; you’re buying data, insights, and, if you play your cards right, loyal customers.

You Don’t Need a Massive Budget—You Need a Strategy

Let’s get one thing straight first. You don’t need a massive budget to start seeing results, but you do need a strategy. Think of it like dipping your toe into the water instead of doing a full cannonball. When you’re new to paid media, you’re not just figuring out what works for your brand—you’re also figuring out what doesn’t. And that learning phase? It’s priceless. Well, not literally, but you get the point.

How to Start Small Without Missing Out

If you’re testing the waters, start with a budget that feels manageable for you but still gives you room to play. I often suggest starting with anywhere between £500 and £1,000 per month, depending on your industry and competition. It’s enough to gather meaningful data without making you sweat every time an ad runs. This budget lets you experiment with different platforms, audiences, and creatives while giving you insights into what resonates with your audience. Paid media is a game of testing and tweaking, and you’ll need room to do both.

Managing Expectations: Why Patience Is Crucial

Now, let’s talk about expectations. Starting small doesn’t mean you’ll instantly see skyrocketing results. Patience is key here. The first month or two might feel like money going out without much coming back in, but that’s part of the process. You’re gathering the data you need to optimise and refine. Look at metrics like click-through rates, cost per click, and engagement rather than focusing solely on sales. These early numbers are your signposts, showing you what’s working and what isn’t.

Aligning Your Spend with Your Goals

Your spend should also align with your goals. Are you trying to build awareness? Then focus on platforms that let you cast a wide net, like social media. Looking to drive conversions? Platforms like Google Search, where intent is high, might be a better fit. The key is knowing what you want out of your campaigns and choosing your spend accordingly. For example:

• Building Awareness: Budget for high-quality visuals and consistent messaging across platforms.

• Generating Leads: Allocate enough to drive traffic and test landing pages effectively.

Each goal requires a slightly different approach, so don’t be afraid to adjust as you learn.

Why Scaling Slowly Beats Ramping Up Too Fast

Another thing to remember: scaling your budget too quickly is a common mistake. If you see early success, it’s tempting to throw more money at your campaigns, thinking bigger spend equals bigger results. But paid media isn’t always linear. Doubling your budget doesn’t mean doubling your conversions. It’s better to scale slowly and strategically, reinvesting what works and cutting what doesn’t. The goal is to grow sustainably, not blow through your budget faster than you can say "CPC."

Don’t Overlook the Importance of Creative

And let’s not forget about creative. Your budget should include more than just the ads themselves—it also needs to cover the cost of creating high-quality, engaging content. Think about it: you could spend thousands on ad placements, but if your visuals and messaging fall flat, what’s the point? Budget for great photography, strong copy, and even testing different formats like video or carousel ads. The content you put out is just as important as where you’re putting it.

Paid Media Works Best with a Solid Foundation

Finally, paid media doesn’t exist in a vacuum. You can spend all the money in the world on ads, but if your website isn’t optimised or your organic presence is lacklustre, it’s like inviting guests to a party and forgetting the snacks. Make sure your foundation is solid. That means a website that loads quickly, clear calls to action, and a customer journey that feels seamless. Paid media should amplify what you’re already doing, not carry the entire weight of your marketing strategy.

Spend Wisely to See Results

So, how much should you spend? Enough to test, learn, and grow without feeling like you’ve risked it all on one big gamble. Start small, scale slowly, and invest in quality at every step of the way. Paid media isn’t just about spending—it’s about spending wisely. And when you do that, the results will come.