How much to budget for a first test
Five decisions before running ads, from a meaningful action to spend and conditions for continuing.
- ROSSAUS · 011 / 5
What will you pay for?
I start with one action: a purchase, a booking or a qualified enquiry. Otherwise, cheap clicks can tell us little about the business outcome.
1action to assess the testChoose the outcome, then calculate the path to it - ROSSAUS · 022 / 5
One offer for one audience
I choose a segment, its need and a reason to buy. We test one offer at a time so the next change has a clear purpose.
- WhoA specific segment
- NeedA customer problem
- WhyA reason to choose
Example: a trial class for beginners - ROSSAUS · 033 / 5
Between a click and payment
I follow the visit, enquiry and payment. Keeping the source in analytics and the CRM lets us compare channels by meaningful actions.
- 1,000clicks
- 50enquiries · 5 %
- 10payments · 20 %
Teaching scenario: conversion rates are assumptions - ROSSAUS · 044 / 5
Now calculate the spend
With these assumptions, ten payments require a thousand clicks. I multiply by the cost per click. Creative, development and team work are separate costs.
₽50,000ad spend in this scenario- 1,000clicks
- ₽50per click
A worked example, not a sales forecast - ROSSAUS · 055 / 5
What happens after the test?
Before launch, we agree on a spend limit, an observation window and conditions for continuing. If the economics fail, we review the offer and payment path.
Calculate your budget- 01A spend limit
- 02Time for the purchase cycle
- 03Conditions for continuing
Use your numbers in the calculator to compare scenarios
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