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What is a good budget for my audience size, how many ads do I need and what about frequency?

Figuring out your audience size relative to your budget can seem like a bit of a puzzle. If your audience is too large for your monthly budget, you might not reach as many people as you'd hope. On the other hand, too small an audience could see your ads popping up too often, which might irritate potential customers.

Personally, I've found that an ad frequency of 5 often outperforms lower numbers like 1 or 2.

So, if you're a newcomer to the market targeting a fresh audience, I'd suggest a frequency range of 5 to 10 per month, depending on the length of the campaign.

Try out different ad creatives and continually test their effectiveness. This way, you can always be refining your approach, working towards finding the winning combination.

Enter your total audience size as in your LinkeIn campaign manager.

Pull up last month's data for this audience and find the Cost Per Impression (CPM). A CPM on LinkedIn currently hovers around 25-30$ within the business/tech industry.

Enter the number of months the campaign will run. The shorter the campaign the higher the frequency has to be.

A frequency between 5-10 per month is a good starting point, depending on how known your brand is to the audience.

1-3 months: 7-10 frequency. 3-6 months: 5-7 frequency.

Avg. Monthly Impressions

This is the total number of impressions your campaign will generate.

Ideal Number of Ads

This is the ideal number of ads for your campaign.

Avg. Monthly Reach

This is the reach of your campaign, calculated as total impressions / frequency.

Ideal Monthly Budget

This is the ideal budget with the audience size you have entered.


Do you need help with your marketing?

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I'll ask questions about your business and its goals, so we can make sure that I will provide value.

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