Ad budget split calculator
Enter a total and a weight per channel; each channel gets its weight divided by the sum of weights, times the total. A 10,000 budget split 50/30/15/5 gives 5,000, 3,000, 1,500 and 500.
How to split an ad budget
Weights rather than percentages is the deliberate choice here, because weights do not have to add to a hundred. That makes it easy to say "twice as much on search as social" without doing arithmetic first, and easy to add a channel without rebalancing everything else. The daily figure matters more than it looks: most platforms pace against a daily budget, and a monthly figure entered as a daily cap is the classic way to spend a month of budget in a weekend.
Questions
No. Any numbers in proportion work. 2 and 1 splits two thirds to one third.
By recent efficiency, but leave a slice for testing. A budget entirely allocated to proven channels never finds a new one.
Daily, in most platforms, and derive it from the channel share rather than the total.
Monthly is usually enough. Weekly changes rarely gather enough data to justify themselves.
Take them off the total first, so the split covers media only and the fee does not distort the shares.