Ads4 min read
The $12-a-day ad
Big ad budgets fail all the time. Small ones succeed all the time. The difference is never the money. It's how narrow the target is.
One ad, one search, one page
A $12/day ad aimed at a single, specific search ("office catering fitzroy") with a landing page that answers exactly that search, will beat a $50/day ad aimed at "food melbourne" every single time. Broad targeting is where small budgets go to die.
The math that matters
At $3 per click, $12/day buys four visits from people who typed exactly what you sell. If one in ten enquires, that's a real enquiry every few days from people ready to buy. Now compare that to what a week of hopeful posting gets you.
Set a hard daily cap, give it two weeks, and judge it on enquiries, not clicks, not impressions. If it doesn't pay, turn it off and try the next specific search.
The takeaway: never ask "how much should I spend on ads?" Ask "which one search is worth $12 a day to me?"