Marketing
Paid social budgets need a floor, not just a ceiling
6 min read
Ask most founders about their paid social budget and you'll get a ceiling: the maximum they're comfortable spending in a month. Few can tell you the floor — the minimum spend required for a platform's algorithm to actually exit its learning phase.
Underfunded tests don't fail because the creative or targeting was wrong. They fail because they never generated enough signal to be evaluated fairly, and then get used as evidence that 'paid doesn't work for us.'
A media plan should set both numbers deliberately. If a business can't fund the floor, the honest answer is to wait, not to run an underpowered test and mistake noise for a verdict.