Split social spend across several products or services

Key takeaways

Splitting a marketing budget across product lines works best when one offer leads. Give most ad spend to the product or service with the best mix of margin, demand and capacity, and rotate the others by season. Spreading a small budget evenly leaves every offer underfunded and none with readable results.

• Lead with 1 offer: best margin, demand and capacity combined.
• Give the lead offer 60–70% of ad spend.
• Rotate other offers by season, one at a time.
• Organic content can cover the full range at no ad cost.

How do you choose the lead offer?

Score each product or service on gross profit per sale, how many people want it, how well it converts and how much more you can deliver. The one with the best combined score leads. It is often not your favourite or newest offer, but the one buyers already ask for.

• Social media budget for a UK small business
• Entry offers: a small first sale that leads to a bigger one

What does the split look like in pounds?

Illustrative example on £800 of monthly ad spend: £520 for the lead service, £280 for a seasonal second offer that changes each quarter. Other services appear in organic posts and on the website. Each advertised offer keeps enough budget to produce a cost per enquiry you can trust.

• Lead offer: about 65% of ad spend, always on.
• Seasonal offer: about 35%, rotated quarterly.
• Everything else: organic posts and website.

How should seasonal offers be rotated?

Move the second slot to whichever offer has demand coming in the next six to eight weeks. A garden firm might rotate from design in winter to maintenance in spring. Start the switch early, because ads need time to settle before demand peaks.

• Seasonal advertising: timing spend across channels

When should two offers both be always on?

When the budget is large enough for both to learn, and the offers reach clearly different buyers, such as a B2B and a consumer service. Otherwise one campaign that leads with the main offer and mentions the others on the landing page is more efficient.

What does this look like in practice?

A pattern we see: a business advertises all six services at once with a small budget, and each ad gets a handful of clicks. Leading with the best-selling service and rotating one seasonal offer usually brings more enquiries overall, including for the services no longer advertised directly.

• See client work
• Social Media Marketing for UK businesses

Multiple offers checklist

• Score each offer on margin, demand, conversion and capacity.
• Advertise the top scorer continuously.
• Rotate one seasonal offer each quarter.
• Cover the rest in organic posts.
• Review the scores every six months.

• Pay an agency or spend it on ads? Weighing £1,500
• TikTok ads minimum budget: what to start with

Next step

List your products or services with their gross profit and how often buyers ask for them. The top line is your lead offer for next month's ads.