Budget pacing across ad platforms

Start from a simple split

A common starting point is to put most of the budget where intent is highest, usually search, and the rest where you build demand, usually social. The right split depends on your sales cycle, so treat any default as a hypothesis to test.

Check pacing weekly, not daily

Daily budget changes chase noise. A weekly pacing check compares spend so far with the month elapsed, then adjusts. If a platform is more than about ten percent ahead or behind pace, rebalance.

• Underspending on search often means limited impression share, not lack of budget
• Overspending on social early in the month leaves nothing for retargeting later
• Keep a small reserve, around five percent, for opportunities

Move money on evidence

Shift budget when a platform's cost per result stays above target for two consecutive weeks, not after one bad day. Record every move and its reason so next month's plan starts from evidence.