When first running an ad, it’s going to be messy for about two to three weeks. Maybe even four.
The budget should be tiny in the beginning. $200-300 per month.
During those first weeks you want to edit settings that squeeze the ad audience tighter and tighter until you are barely getting clicks, and the budget is not being fully being used, but the keywords and Click Through Rate and your cost per each click are good. Squeeze it. Tight.
Let the ad run that way over a few more weeks so the algorithm starts to understand who is your audience. Make sure that you have set up the ability to measure conversions.
Then, increase the budget incrementally. Over several months. Only adjust settings to continue the squeeze.
You need to know the size of your potential customer base. Look at the number of impressions of your ads and compare it to the size of your potential customer base. The ad platform will be telling you how large it is.
If those numbers are getting close, you may have saturated your market and you need to expand. Expand to an additional geographic location, or add new services that would increase your market size.
