Start from the minimums
The minimum daily budget is $25 in the US and £15 in the UK, per campaign. A daily budget is a weekly average: a day can spend up to twice the daily amount. Two US campaigns at the minimum come to about $1,500 a month.
Example splits
| Monthly media | Campaign 1 | Campaign 2 | Campaign 3 |
|---|---|---|---|
| $1,500 | Desktop, decision questions: $900 | All devices, problem questions: $600 | – |
| $3,000 | Desktop, decision: $1,500 | Desktop, comparison: $900 | All devices, problem: $600 |
| $5,000 | Desktop, decision: $2,200 | Desktop, comparison: $1,500 | All devices, problem: $1,300 |
These are starting points, not rules. After four weeks, the data decides.
Rules for moving money
- Move weekly, in steps of 10–20%. Large jumps make results hard to read.
- Follow fitting companies, not clicks. An ad group with fewer clicks but more in-profile companies wins.
- Keep 15% for new questions. Buyer questions change; test new ones every month.
When to add a country
Add the second country as its own campaign once the first has four weeks of data. Separate campaigns keep costs and results comparable. Costs by budget level.
Rebalancing after week four (fictional)
| Campaign | Weeks 1–4 spend | In-profile companies | Cost per in-profile company | Weeks 5–8 change |
|---|---|---|---|---|
| Desktop, decision | $1,500 | 22 | $68 | +15% |
| Desktop, comparison | $900 | 9 | $100 | Hold |
| All devices, problem | $600 | 3 | $200 | −20%, rewrite hints |
The decision campaign earns more budget because it brings fitting companies more cheaply, even if its click cost is higher.
When to add a campaign
- A new country.
- A new product line with different buyers.
- A buyer question big enough to deserve its own budget.
Questions
Should brand questions get budget?
Usually not. People asking about you by name already know you; organic answers and your site serve them.
What about weekends?
B2B research dips at weekends. Daily budgets average over the week, so the system can spend more on weekdays.
How much should we keep for testing?
About 15% for new questions each month.
Start here: ChatGPT ads for B2B. More articles in ChatGPT ads.