Campaign Budget Allocator

A defensible starting point is to weight budget toward the channels returning the most per dollar — allocate in proportion to each channel’s current ROAS. This calculator does exactly that. It is a first pass, not a final answer: it deliberately ignores diminishing returns, minimum viable budgets per channel, and the role each channel plays in the funnel, all of which you layer on next.

Because ROAS falls as you scale a channel. The first dollars reach the cheapest, highest-intent audience; each additional dollar reaches a harder, more expensive one, so ROAS decays. Concentrating the whole budget in one channel drives it up that decay curve fast, while starving channels that would have delivered efficient volume. Diversification is how blended efficiency stays high as spend grows.

Each channel needs enough spend to exit the learning phase and generate statistically meaningful data — often a few hundred to a few thousand dollars a week depending on your CPA. Splitting a small budget across five channels can leave every one of them under that threshold, so none optimizes well. With a limited budget, concentrate on two or three channels rather than spreading thin.

Frequently enough to follow performance, rarely enough to let campaigns exit learning and stabilize. Weekly reviews with smaller, incremental shifts usually beat large monthly swings, which reset the platforms’ learning and add volatility. The point is continuous, evidence-led rebalancing rather than a set-and-forget annual plan.

No. Retargeting almost always shows a higher ROAS because it harvests demand that prospecting created, so a pure ROAS-weighted split over-funds it and starves the top of the funnel that feeds it. Budget prospecting and retargeting separately: size retargeting to the volume of demand prospecting generates, and judge prospecting on incremental new customers, not headline ROAS.

Not directly — it allocates on the ROAS numbers you enter, so it reflects seasonality only insofar as your current ROAS already does. In practice you raise budgets into strong seasons and trim in weak ones, and you re-enter updated ROAS as it moves. A live optimizer does this continuously by re-reading performance and reallocating automatically.