Work out the daily and monthly budget required to hit a conversion goal at your target CPA.
Estimates assume a stable CPA. Real costs move with auction demand and creative quality.
Start from the number of conversions you need, multiply by a realistic CPA, then divide across the days in the period. Budgets set this way avoid the common mistake of scaling spend faster than the account can learn.
Most platforms stabilise after roughly 50 conversions per ad set per week. If your planned daily budget cannot produce that volume, consolidate ad sets rather than splitting the same money into more of them.
Enough to reach a meaningful number of conversions in two weeks. If your CPA is 25 and you need 50 conversions to judge an ad set, that is roughly 1,250 of spend, not 200.
Raising budget in steps of roughly 20-30% usually preserves performance better than duplication, which restarts learning and splits the same demand between competing ad sets.
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