What a €500 monthly ad budget can and can't do

Pick one channel first

With €500 a month, splitting money across Meta, Google and TikTok leaves too little in each to learn anything. Start where your customers already spend time. For most consumer products that means Meta. If people already search for what you sell, Google Shopping is often the better first step.

Test angles, not just images

An angle is the reason someone should care: a gift idea, a problem solved, a better price than the high street. Two or three clear angles tested over a few weeks teach you more than ten versions of the same message.

Give each test enough time

Small budgets need patience. Judge an ad after it has had a fair number of clicks, not after one day. Changing everything every morning resets the learning and wastes money.

Know when to add budget

Increase spend when an ad set brings orders at a cost you can live with and your store can handle more orders. Raise it in steps rather than doubling overnight, and watch the weekly revenue number, not just the ad dashboard.