Start with what you want to sell
The budget comes from the goal, not from a round number. If you want ten new customers a month, you need to estimate how many contacts it takes to close one sale and how much each contact costs. That math shows whether the investment makes sense.
Keep the two parts separate
Media budget is what goes straight to Meta, Google or another platform. The agency's monthly fee is something else. Keeping the two separate and visible avoids surprises and shows exactly where every real (R$) goes.
Split it with purpose
- One part for people who are already searching, like Google and remarketing.
- One part to create new demand, like Meta and YouTube.
- A small reserve to test creatives, audiences and offers.
When to increase it
Gradually increase what has already brought in customers at an acceptable cost, and only once your team can handle the contacts. Doubling the budget overnight usually makes results worse for a few weeks.