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PPC budget. Split by ROI.
Allocate spend across Google, LinkedIn and Meta. See which channel earns the next dollar — and which doesn't.
Channels (monthly)
Allocation
Total budget
$15,000
monthly
Blended CAC
$257
target $300
Benchmark
Within CAC target
Blended CAC $257 ≤ target $300.
How it works.
Allocate the next dollar to the lowest-CAC channel until it saturates (CAC rises). Then move down the list. Don't average — average CAC hides the bad channel.
FAQ.
How do I split PPC budget across channels?+
Allocate by expected CAC per channel, not by intuition. Highest-ROI channel gets first dollar; scale until CAC hits your ceiling, then move to the next channel.
What's a good CAC ratio for paid?+
Paid CAC should sit at or below blended CAC × 1.2. If paid is 2× blended, you're subsidizing acquisition with paid spend — fix conversion or pause the channel.
Google vs LinkedIn for B2B SaaS?+
Google captures intent (people searching for solutions). LinkedIn captures fit (right title, right company). Most B2B SaaS runs both: Google for SMB, LinkedIn for mid-market/enterprise.
Should I have a separate brand budget?+
Yes — 15–25% of total PPC. Brand search keeps competitors off your trademark and converts at 3–5× the rate of non-brand. Don't lump it with prospecting.
How often should I rebalance budget?+
Weekly review of pacing, monthly rebalance of share. Anything more frequent is over-optimizing on noise; less frequent and you miss channel decay.