How much to spend on ads as a small business

The right question isn’t “what does the competition spend?” but “how much can I afford to lose while learning without hurting the month?”. Set a weekly ceiling. If you can’t look at it calmly, it’s too much.

Start where intent exists. Google Ads on local searches is usually more predictable than broad awareness on Meta. Then, if the venue creative is strong, test Meta with a small radius.

Work backwards. If a table or appointment leaves you X margin, how many contacts do you need and at what maximum cost? Without that number, any agency can sell you “scale”.

Short tests with native creatives. Two weeks with your own photo and a clear offer teach more than three months with stock. Kill quickly what doesn’t bring messages.

Don’t paper over a weak product with more spend. If the menu confuses or WhatsApp doesn’t reply, the ad amplifies the problem. Fix the bridge before you raise bids.

Include production cost. A media budget without a photo bank is an open tap. Coordinate online advertising with photography and content.

We propose ranges by area and category — with a written ceiling and a contact metric. No magical ROAS promises over the first beer.

Shall we talk?