There is no responsible ad budget that works for every business. The right starting point is an amount you can afford to learn with, measure correctly, and support with a landing page and a fast sales process.
START WITH ECONOMICS
Estimate gross margin, average order or client value, close rate, and the maximum cost you can accept for a sale or qualified lead. If those numbers are unknown, campaigns can generate activity without telling you whether the activity is healthy.
RESERVE BUDGET FOR LEARNING
A new campaign needs enough volume to compare audiences, messages, creatives, and landing pages. Split a budget into a controlled testing portion and a portion for the combinations that show useful signals. Avoid making daily changes before there is enough evidence.
MATCH SPEND TO OPERATIONS
More leads are not automatically better if calls go unanswered or follow-up takes a week. Make sure forms work, tracking is tested, response ownership is clear, and the team can handle the expected demand before increasing spend.
A good budget is a business decision, not a platform recommendation. Start with clear economics, protect the learning period, and scale only when the whole customer journey can support it.