An ad budget is not a fixed number: start with a small daily amount, test for a week and raise it based on results (cost per conversation). You pay the ad budget to Meta and the agency's work to the agency.
Two separate amounts
The ad budget is the money that goes to Meta. The agency fee is the work of the team that sets up and runs the campaign. At Foster the targeting work costs 300 ₼ per month, and the ad budget is not added to it.
The test budget
For the first 7 days the daily budget can be small. The goal is not results but learning which creative and audience work. 4–5 creatives are enough for a test.
When to raise it
If the cost per conversation is stable and leads are good, raise the budget in steps of roughly 20–30%. Doubling it at once disrupts Meta's learning phase.
What eats the budget
Weak creatives, an audience that is too narrow, campaigns without an end date and slow replies to messages. The last is forgotten most often: someone who came from an ad won't wait.
Questions
Is the ad budget included in the agency's price?
No. You pay the ad budget to Meta directly. The agency is paid only for setting up and running the campaign.
When can I raise the ad budget?
When the cost per conversation is stable and lead quality is good — in steps.