Why Wrong Allocation Costs More Than the Budget Itself
We took over an eCommerce account with 80% of budget on LinkedIn (right for B2B, wrong for an online store). Result: €90 CPL for €30 products. The problem wasn't the budget — it was the distribution.
The Core Logic: Capturing vs. Creating Demand
Google Ads captures existing demand — works when people already search for what you sell. Meta Ads creates demand — reaches people who don't know they need your product yet. LinkedIn Ads targets by role and industry — only makes sense for B2B with deal values above €600–€1,000.
Recommended Allocation by Business Type
eCommerce: Meta 50–60%, Google 30–40%. Local services: Google 70–80%, Meta 20–30%. B2B SaaS: Google 40–50%, LinkedIn 30–40%, Meta 10–20%.
The 70/20/10 Rule
70% on the main channel with proven ROAS/CPL. 20% on the secondary channel. 10% on tests. Don't spread budget equally to "diversify" — concentration beats premature diversification.
Minimum Budget Per Channel to Matter
Google Ads Search: minimum €300/month. Meta Ads: minimum €200/month per active ad set. LinkedIn Ads: minimum €50/day per campaign. If total budget is under €400/month, stay on one channel with sufficient budget rather than three with insufficient ones.
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Adela Mincea
Performance Marketing Expert
Performance marketing specialist with 10+ years of experience running Google Ads, Meta Ads and LinkedIn Ads campaigns for businesses in Romania and internationally.