Budget should match capacity and goals. A controlled test budget is used to validate CPL and lead quality in Juno Beach, then expansion into Palm Beach County and beyond is done only when results justify scaling. As a guide, we aim for a frequency of 4 per week (average number of times one unique person saw your ad), where the cost per 1,000 views usually averages around $10. The total budget then depends on the type of campaign, the user targeting and, the geographic reach of the campaign(s).