There is no universal Instagram ad budget. The right number depends on your goal, margins, the maximum you can pay to acquire a customer and how much testing you plan.
- Write down monthly target results.
- Set an acceptable cost per result from your profitability.
- Multiply them to get an approximate media budget.
- Add a learning and testing allowance.
- Adjust for high-competition seasons.
- Include tax and invoicing items and confirm with your accountant.
- Distribution: keep enough budget for new audiences, not just remarketing, and reserve a share for creative and audience tests.
- Daily vs lifetime: daily for always-on campaigns, lifetime for launches and fixed-date promotions.
- Scaling: increase gradually, refresh creatives and check frequency and landing pages before cutting spend.
Racoun plans Instagram budgets from profitability, takes no media commission and shows spend and results in its client panel.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
