Enter your total marketing budget and goal to get a recommended split across influencer marketing, Meta Ads, and Google Ads — with projected reach and conversions.
Nia handles influencer campaigns. Pulse handles Google & Meta Ads. Both are built for brands and growth teams.
By the goal you pick. Brand Awareness weights influencer heavily at 60% with 25% Meta and 15% Google, because creator content buys attention from people not yet searching for you. Direct Conversions inverts it to 30% influencer, 40% Meta and 30% Google, since paid channels capture demand that already exists. Balanced Growth sits between them at 45/35/20.
Planning assumptions per channel, applied to whatever budget you enter. Cost per thousand impressions is taken as ₹120 for influencer, ₹180 for Meta and ₹220 for Google. Conversion rates are 1.8% for influencer traffic, 2.2% for Meta and 2.8% for Google. Google converts best and costs most per impression, which is the trade — it reaches people already searching.
Because it is the top of the funnel doing its job. A creator post reaches people cheaply and warmly, but most of them were not shopping when they saw it. Google search sits at the other end: fewer, more expensive impressions, shown to someone actively looking. Judging influencer spend on immediate conversion rate misreads what you bought it for.
They are reasonable planning defaults for an Indian D2C brand, and they will be wrong for you in some specific way. CPMs move with category competition and season — a festive window can double them. Conversion rates depend heavily on price point and how good your product page is. Use the split as a starting allocation and replace the assumptions with your own numbers as soon as you have a quarter of data.
Splitting a small budget three ways is usually worse than concentrating it. Below roughly ₹1 lakh a month, spreading across influencer, Meta and Google tends to leave each channel under the threshold where its algorithm can learn — Meta in particular needs enough weekly conversions to exit the learning phase. Pick the one channel that best matches your goal, get it working, then add the second.
Only when demand for your category does not exist yet, which is what the awareness split assumes. If people are already searching for what you sell, Google should be first and largest — capturing existing demand is cheaper than creating it. The awareness weighting suits a new brand in a category buyers do not yet know to look for; it is wrong for an established product with real search volume.
Three things that often matter more than the split. Retention and email or WhatsApp marketing, which usually returns more per rupee than any acquisition channel. Creative production, which is a real line item and the biggest single driver of paid performance. And a testing reserve — roughly 10–15% held back for trying things that may not work is what stops a plan calcifying.
Review monthly, change quarterly. Monthly review catches a channel that has broken. Changing the allocation every month, though, never lets any channel run long enough to produce a readable result, and both Meta and Google reset their learning when budgets swing sharply. Move money when you have a quarter of evidence, not a fortnight of noise.