Performance Marketing Playbook: Budget Allocation Between Paid Search, Social, and Prospecting Channels

Marketers often ask: “How should I divide my performance marketing budget between search, social, and other paid channels?” The answer depends on your goals, audiences, and industry—but this post gives you a strategic framework to guide your decisions.

Understand Channel Intent and Costs

1. Google Search: High intent, high CPC
2. Meta Ads: Lower intent, mid CPC, high visual impact
3. LinkedIn: High B2B targeting, but expensive reach

A Smart Framework to Divide Your Budget

1. Allocate base funding to high-intent (60%)
2. Reserve 20–30% for retargeting and nurture on social
3. Use 10–20% for experimental/prospecting campaigns
4. Monitor CPA and LTV per channel weekly

Dividing your paid media budget wisely ensures you maximize both reach and conversions. Use intent and performance data to adapt your allocation as you go.