Paid Advertising Budget Allocation

Paid Advertising Budget Allocation: How Should We Allocate Our Budget Between Different Types of Paid Advertising Channels Such as Google Ads, Social Media Ads, and Display Advertising?

As a multifaceted digital design agency, doubleBaRRiL Digital Marketing Agency produces beautifully crafted creative solutions that transcend business goals and garner recognition. We harness the combined power of data, strategy, creativity, and technology to deliver on your business objectives. Our agile, interdisciplinary teams collaborate using their expertise in branding, innovation, design, digital marketing such as SEO, PPC, and Social Media, and analytics to tailor highly strategic campaigns that streamline targeted traffic and drive measurable results for our clients to soar above their competitors.

When it comes to paid advertising, effectively allocating your budget across different channels is crucial for maximizing ROI. Let’s explore how to allocate your budget between Google Ads, social media ads, and display advertising.

Understanding the Channels

  1. Google Ads:
    • Search Ads: Target users actively searching for specific products or services. High intent and often result in higher conversion rates.
    • Display Ads: Appear on websites within Google’s Display Network. Great for brand awareness and reaching a broad audience.
  2. Social Media Ads:
    • Facebook/Instagram: Highly targeted ads based on user demographics, interests, and behaviours. Excellent for brand engagement and driving traffic.
    • LinkedIn: Ideal for B2B marketing. Targets professionals based on job titles, industries, and company size.
    • Twitter: Effective for real-time engagement and trending topics.
  3. Display Advertising:
    • Includes banners, rich media, and video ads. Effective for retargeting and maintaining visibility across the web.
Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.
Stuart Henderson Britt

Budget Allocation Strategies

  1. Set Clear Objectives:
    • Brand Awareness: Focus more on display advertising and social media ads to reach a broader audience.
    • Lead Generation: Allocate more to Google Search Ads and LinkedIn for targeted, high-intent users.
    • Engagement: Use social media ads for interactive and engaging content.
  2. Analyse Historical Data:
    • Review past performance data to identify which channels have yielded the best results. Allocate a larger portion of your budget to high-performing channels while experimenting with smaller allocations to test new strategies.
  3. Understand Your Audience:
    • Where does your target audience spend most of their time? Allocate more budget to those platforms. For instance, younger audiences might be more active on Instagram and TikTok, while professionals are on LinkedIn.
  4. Balance Short-Term and Long-Term Goals:
    • Short-term: Google Search Ads for immediate leads and conversions.
    • Long-term: Display and social media ads for building brand presence and nurturing leads.

Recommended Budget Allocation

  • Google Ads (40-50%):
    • Prioritize search ads for high-intent users.
    • Allocate a smaller portion for display ads aimed at retargeting and awareness.
  • Social Media Ads (30-40%):
    • Split based on audience insights. For example, allocate more to Facebook/Instagram if your target demographic is active there.
    • Consider LinkedIn for B2B and professional services.
  • Display Advertising (10-20%):
    • Focus on retargeting and maintaining visibility. Utilize rich media and video ads for higher engagement.

Continuous Optimization

  1. A/B Testing:
    • Regularly test different ad creatives, headlines, and calls to action across all channels to identify what resonates best with your audience.
  2. Monitor and Adjust:
    • Use analytics to track performance. Adjust your budget allocation based on real-time data to optimize for the best results.
  3. Integrate Campaigns:
    • Ensure your campaigns are integrated across all channels for a cohesive brand message and better user experience.



Effective budget allocation across Google Ads, social media ads, and display advertising requires a strategic approach that considers your business goals, audience behaviour, and historical performance data. At doubleBaRRiL Digital Marketing Agency, we excel in creating and executing tailored campaigns that drive measurable results. By leveraging our expertise, you can confidently allocate your budget to maximize ROI and outshine your competitors.

Are you ready to embrace the future? Start implementing brief but impactful interactive strategies today and unlock the potential of this rapidly growing trend. Your customers are waiting to hear from you.

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