Ad Budget Split Calculator
(Divide a Monthly Budget Across Channels)
Enter your total monthly ad budget and a percentage for each channel. The calculator shows the amount for each channel and checks that the split adds up to 100%.
Step 1 — Total Budget
The full budget you want to split across channels
Step 2 — Channel Split (%)
Budget Allocation
Enter a total budget to see the dollar split per channel.
💡 Formula Guide
This ad budget split calculator divides one monthly advertising budget across four channels. Enter the total and a percentage for Google Ads, Meta, TikTok and other channels. It returns the amount for each channel per month and per day, and tells you whether the percentages add up to 100%.
How the Split Is Calculated
A $10,000 monthly budget split 40% / 30% / 20% / 10% gives these amounts.
| Channel | Share | Per month | Per day |
|---|---|---|---|
| Google Ads | 40% | $4,000 | $131.42 |
| Meta (Facebook and Instagram) | 30% | $3,000 | $98.56 |
| TikTok Ads | 20% | $2,000 | $65.71 |
| Other channels | 10% | $1,000 | $32.85 |
The 40 / 30 / 20 / 10 split is only what the calculator opens with. It is not a recommendation. To go the other way and find a percentage from an amount, divide the channel amount by the total and multiply by 100.
Choosing the Percentages From Your Own Results
The calculator divides the money. The percentages are your decision, and the best guide is what each channel has already produced for you. Compare the channels on the same measure over the same period.
| Channel | Spend | Conversions | Cost per conversion |
|---|---|---|---|
| A | $4,000 | 80 | $50 |
| B | $3,000 | 40 | $75 |
| C | $2,000 | 20 | $100 |
In this example channel A brings conversions at half the cost of channel C, which is a reason to test a larger share for A. Move budget in steps and measure again, because the cost per conversion on a channel can change as you spend more on it.
The CPA Calculator works out cost per conversion and the ROAS Calculator works out revenue per dollar of ad spend.
Things to Check Before You Set the Budgets
- The total adds up. A split above 100% spends money you do not have. A split below 100% leaves part of the budget unassigned.
- Each share is large enough to learn from. A channel with a very small budget may produce too few clicks or conversions in a month to judge.
- Daily and monthly settings. Ad platforms let you set budgets per day or for a campaign's whole run. Use the per-day figure for daily budgets.
- Fees outside the platforms. Agency fees, creative costs and tools are not part of this split unless you include them in the total.
To work out how large the total budget should be, use the Ad Spend Budget Calculator.
How to Use the Ad Budget Split Calculator
- Enter the total monthly budget: Type the full amount you plan to spend on ads in a month.
- Set a percentage for each channel: Type the share for Google Ads, Meta, TikTok and other channels. Use 0 for a channel you do not use.
- Check the balance: The note under the inputs shows the total. Adjust the percentages until it reads 100%.
- Read the amounts: The calculator shows the monthly amount and the amount per day for each channel.
Frequently Asked Questions
How do I split an ad budget by percentage?
Multiply the total budget by each channel's percentage and divide by 100. With $10,000 and a 40% share, the channel gets 10,000 × 40 ÷ 100 = $4,000.
How should I decide the percentages?
Use your own results. Work out the cost per conversion or the return on ad spend for each channel over the same period and give more to the channels that perform better. If you have no results yet, start with a split you can afford to test and change it once you have data.
How is the amount per day worked out?
The monthly amount is divided by 30.4375, the average number of days in a month. $4,000 a month is $131.42 a day.
What happens if my percentages do not add up to 100?
The calculator still shows an amount for each channel and marks the split as not balanced. At 110% a $10,000 budget shows $11,000 allocated, which is $1,000 more than you have.
Can I change the channel names?
No. The four rows are Google Ads, Meta, TikTok and other channels. Use any row for a different channel if you need to. The arithmetic does not depend on the label.
Does the calculator tell me which channel is best?
No. It divides a budget. It has no data on how any channel performs for your business.
Formulas and worked examples checked in October 2026.