The question everyone asks first
"How much should I spend on ads?" It is the first question I get on almost every call. And the honest answer is always the same: it depends on what you are trying to learn.
Start with learning, not scaling
The first phase of any Meta ads campaign is a testing phase. You are paying for data, not results. You are finding out which audiences respond, which messages resonate, and which offers convert.
This is not a failure. This is the process.
If you treat the first $500 as an investment in clarity rather than an expectation of revenue, you will make much better decisions.
A realistic starting range
For coaches, consultants, and service-based businesses, I typically recommend starting between $20 and $80 per day. At $20 per day, you are spending roughly $600 per month. At $80 per day, roughly $2,400 per month. That range gives you enough data to learn from without burning through your budget before the algorithm has had time to optimise.
When to increase
Increase your budget when the data shows clear signals. Not when you feel optimistic. Not when someone tells you to spend more. When the numbers show that a specific audience, message, or offer is converting at a cost that makes commercial sense.
Inside the Amplify Partnership, we agree on what those signals look like before a single ad goes live. That way the decision to scale is data-led, not emotional.
When to pause
Pause when the data is inconclusive after a full testing window. Pause when your offer or funnel needs work. Pause when you are spending money without learning anything new.
Pausing is not failing. It is protecting your budget until the conditions are right.
Take the free Visibility Audit to find out if you are ready
"If you treat the first $500 as an investment in clarity rather than an expectation of revenue, you will make much better decisions."