There's no fixed right amount, but a sensible first test for a small seller in Ghana is GH₵ 50 to GH₵ 100 a day for 5 to 7 days. Then work out your cost per sale, compare it with what each sale earns you, and only increase the budget on ads that bring sales at a cost you can afford.
Start with what a sale is worth to you
Before choosing a budget, know your numbers:
- Price of the product
- What you keep after fees, delivery and the cost of making it
- Most you'll pay in ads for one sale and still be happy
Example: you sell a GH₵ 150 e-book and keep about GH₵ 140. If you'd happily pay GH₵ 40 in ads per sale, an ad that brings sales at GH₵ 30 each is working. One at GH₵ 90 each isn't, yet.
A first-week test plan
| Day | What you do |
|---|---|
| 1 | Launch one Sales campaign, one ad set, 2 or 3 ads |
| 2 to 4 | Don't touch it. Meta is learning |
| 5 to 7 | Compare cost per purchase for each ad |
| 8 | Switch off ads with no sales; keep the best one or two |
Small budgets need patience. Changing ads every day resets what Meta has learned.
When to spend more
Increase the budget when an ad keeps bringing sales below your "most you'll pay" number for several days in a row. Raise it gradually, for example 20 to 30% every few days, rather than doubling overnight, so delivery stays stable.
When to stop
- No sales after spending two to three times what one sale is worth to you
- Clicks but no checkouts: the problem is probably your page or offer, not the ad (why ads get clicks but no sales)
- Checkouts but no purchases: look at the checkout and payment step
Track it, or you're guessing
Connect your Meta pixel and Conversions API token in Paylead (Store Settings → Integrations). Ads Manager then shows purchases and cost per purchase for every ad, and Paylead sends mobile money purchases from the server when they're confirmed, so they're counted even if the buyer closes the page.
Get a budget plan for your product
Open a product in Paylead and tap the green Promote megaphone. On Pro and Business, your ad kit includes a daily test budget in cedis for that product, what to check before spending more, and a retargeting plan.
Frequently asked questions
Can I start with GH₵ 20 a day?
You can, but results come slowly and are harder to judge. If that's your budget, run one ad at a time and give it longer.
Is boosting a post cheaper?
Boosts can look cheaper per click, but a Sales campaign optimised for purchases usually costs less per actual sale.
Should I pay in cedis or dollars?
Check which currency your ad account uses before you start, since you can't easily change it later. If your card is charged in dollars, ask your bank about foreign exchange fees.
