The first step to determining your Facebook advertising budget is to understand the numbers related to the marketing and sales of your business. For most of my clients, the goal is to make money, which means they’re focused on getting leads and making sales.
Typically, a marketing budget for any business is 5%–12% of revenue. Newer companies may want to spend closer to 12% because they want to grow aggressively. But let’s say your company has been around for a while and you’ve got great revenue coming in. If you want to maintain or grow incrementally, your budget might be closer to 5%.