One of the most common questions for businesses exploring paid traffic is: “How much should I spend?” There’s no universal answer, but with the right framework, you can create a smart budget that balances risk and return.
Whether you’re a solo entrepreneur or working with agências de tráfego pago or agências de marketing, understanding how to allocate your ad spend is crucial for sustainable growth.
Understand Your Goals First
Before setting a budget, define your objective:
Lead generation
Sales/conversions
Brand awareness
App installs
Website traffic
Each goal has a different cost structure. For example, generating high-quality leads typically costs more per action than simply driving clicks to a blog post.
Agências de marketing start by aligning campaign goals with realistic KPIs—such as cost per acquisition (CPA), return on ad spend (ROAS), and click-through rate (CTR).
Use the CAC Formula
A solid budgeting method is based on Customer Acquisition Cost (CAC):
CAC = Total Ad Spend ÷ Number of New Customers Acquired
Estimate how much you’re willing to spend to acquire a single customer. Then, use your estimated conversion rate to back-calculate how much traffic you’ll need and how much it might cost.
Example:
You sell a product for R$300
Your profit per sale is R$150
You’re willing to spend up to R$100 to acquire a customer
If your landing page converts at 2%, you’ll need 50 visitors to make one sale. So if your cost per click (CPC) is R$2, that’s R$100 per customer—right on target.
Recommended Monthly Budget Ranges
For small and medium businesses:
Test phase (first 30 days): R$500–R$2,000
Growth phase (after optimization): R$2,000–R$10,000+
Scaling phase (with proven funnel): R$10,000–R$50,000+
Agências de tráfego pago often recommend starting with a test budget to validate creatives and audiences, then gradually increasing spend on the best-performing assets.
Budget by Platform
Google Ads: Typically more expensive due to keyword competition but higher intent. Great for direct response campaigns.
Meta Ads (Facebook/Instagram): Lower CPC, ideal for generating awareness, building retargeting audiences, and running visually engaging campaigns.
TikTok Ads, LinkedIn Ads, and others: May require specific creatives and have varying cost structures.
Marketing agencies help identify which platforms align with your customer journey and budget.
Track and Adjust Weekly
Your budget should be dynamic, not static. Monitor performance every week and adjust based on:
ROAS (scale up high-performing campaigns)
CPA (pause or tweak underperforming campaigns)
Funnel drop-off points (optimize landing pages or creatives)
Partnering with a criação de sites specialist can also improve conversion rates, allowing your budget to go further by turning more clicks into customers.
Final Thoughts
Paid traffic is an investment—treat it like one. Don’t focus only on how much you’re spending, but on how much you’re earning in return. With proper planning, ongoing optimization, and support from skilled paid traffic agencies and marketing agencies, your budget becomes a growth engine, not a gamble.
