How do you allocate budget across platforms?

Budget allocation across social media platforms should follow a test-then-scale model rather than a fixed percentage split applied without evidence. Start by allocating a test budget (typically 20 to 30% of total paid social budget) equally across the platforms most relevant to the target audience. Run test campaigns with equivalent creative, offers, and durations, then compare CPL, lead quality, and ROAS across platforms before scaling budget toward the highest performers.

For most B2B businesses, the allocation ultimately favors LinkedIn (60 to 70% for lead generation) with Meta supporting retargeting and awareness at a lower budget. For B2C businesses, Meta typically receives the largest allocation (50 to 70%) with YouTube supporting consideration-stage video content. Allocations should be reviewed quarterly as platform performance, ad costs, and audience saturation shift over time.

IKF Insight

Use a test-and-scale approach to allocate budget based on performance data.

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How do you allocate budget across platforms?

IKF Insight

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