An advertising budget is a calculation, not a preference. The right number comes from what a customer is worth to you and how many clicks it takes to bring one in. Without those two numbers, any figure quoted is a guess.
The maths runs backwards
The order is this. What do you earn from an average customer, how many visitors does it take to produce one, and what does the click that brought them cost. Once those three are known the budget follows on its own.
Take an example. Say the average order is a thousand lira with three hundred in margin. If one in fifty visitors buys, a customer costs fifty clicks. At six lira per click that customer costs three hundred lira and the campaign breaks even. Bring the click down to four lira and it turns a profit.
A budget too small produces no data
Fifty lira a day, in a sector where clicks cost six, buys eight clicks. That is two hundred and forty in a month, not enough to tell which keyword is working. The campaign cannot learn and neither can you.
For a campaign to produce meaningful data it needs at least a hundred clicks a month and preferably thirty conversions. Below that threshold the spend is an experiment rather than advertising, and its results should not drive decisions.
No conversion tracking, no campaign
If you cannot see which click became a sale or an enquiry, the money is spent blind. A campaign launched without conversion tracking tells you at the end of the month only what you spent, never what it returned.
The first month is a learning month
A new campaign spends its first two to four weeks gathering data, and costs run high through that period. Constantly adjusting it during those weeks resets the learning. Judging the first month and shutting it down is a decision made too early.
Start on the search network
On the search network your ad appears to someone already looking for what you sell. On the display network it interrupts them doing something else. The first catches intent and converts markedly better. On a limited budget you do not open both.
