Recommended Minimum Budgets (and When Not to Run Remarketing)

Quick answer

You need at least $10/day to launch. To run Meta and Google together you need $35/day, and we recommend $70/day or more so each platform has enough to work with. Below $35/day with both platforms selected, you choose: raise the budget to $35/day or launch on Meta only.

Remarketing gets about 20 to 25% of your Meta budget. When that share would be under about $5/day, remarketing doesn't run.

The budget ladder

Under $10/day: too low to launch.
$10/day or more: enough to launch on one platform, Meta or Google.
Under $35/day with both platforms: we launch on Meta only, or you raise the budget to $35/day.
$35/day up to $70/day with both: both platforms run, but each gets a small share. You can raise the budget or keep both as they are.
$70/day or more: our recommendation for running Meta and Google together. It's a recommendation, not a minimum.

These amounts are in US dollars. In other currencies, the same thresholds are converted at the current exchange rate and rounded up.

How your budget is split

You set the total. Agency AI sets the split.

Meta and Google: about 50/50 at lower budgets, moving toward 70/30 in Meta's favor from about $175/day, and 70/30 at $200/day and above.
Within Meta: remarketing gets about 20 to 25%. The rest goes to your new customer campaign.

What each campaign contains: What Agency AI builds for you.

Why there is a minimum

Meta and Google learn from results. More budget means more purchases, and more purchases mean faster learning and steadier delivery. Below $10/day there isn't enough spend for either platform to learn from.

Small budgets still work. Expect bigger day-to-day swings, and judge results over 7 to 14 days rather than day by day. Meta may label a small ad set "Learning Limited". It can still make sales, and it isn't a reason on its own to cut ads. Full detail: Understanding the learning phase.

When remarketing doesn't run

Remarketing shows ads to people who already visited your store, so its audience comes from the traffic your new customer campaign sends. At low budgets two things go wrong: there are too few recent visitors to remarket to, and a tiny remarketing budget can't collect enough results to optimize.

That's why remarketing only runs when its 20 to 25% share comes to about $5/day or more. In practice, that means a Meta budget of roughly $20 to $25/day. Below that, your new customer campaign runs on its own, and your welcome email tells you remarketing is off.

Changing your budget

The fastest way is to message your AI Strategist, for example "Set my new customer campaign to $40 a day". It can change daily budgets on Meta campaigns, Meta ad sets and Google campaigns. It shows you a card with the change, and nothing happens until you click Approve.

Or do it yourself in Manage ads:

In the app: click the Budget cell on a Meta campaign that has a campaign-level daily budget. Campaigns budgeted at the ad set level show N/A. The change syncs to your ad account right away.
In the AI Dashboard: you can also edit Google campaign budgets and Meta ad sets that hold their own budget.

Budgets are in your ad account's own currency. See Currencies in Agency AI.

Raise in steps. Big budget jumps can restart Meta's learning phase and cost you the progress the campaign has made. Several smaller increases beat doubling at once.

When to increase

Raise the budget when ROAS sits above your break-even ROAS and holds steady over 7 to 14 days, not after one strong day. Single-day swings are normal. If a campaign is still in the learning phase, wait.

Ad Performance Recommendations on the Agency AI home page also flags budget increases and decreases. Where your break-even ROAS comes from: Break-even ROAS and target ROAS.

Questions? hello@agencyai.app.