How much of my ad budget should I allocate to testing?

Asked May 19, 2026 Answers 2 Votes 137
137 votes
Digital Marketing Strategy & Performance

I'm budgeting for ads, but I'm unsure how much to put into testing new channels versus proven ones. Any guidance on a percentage breakdown?

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asked May 19, 2026 Milan Williams
2 Answers
14 votes

I recommend designating about 20% of your ad budget for testing new channels. It allows you to explore potential without sacrificing your core spend.

11 votes

I usually allocate anywhere from 15% to 25% for testing. The more experiments you run, the better your understanding of what really works for your brand.

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