Separate the cost categories
Media spend is only one part of a growth programme. Clarify whether creative production, website work, tracking, tools, and management are included. Comparing two proposals without those boundaries can produce a misleading price comparison.
Work backward from business value
For a lead-generation business, consider the expected contribution from a customer and the realistic lead-to-customer rate. For e-commerce, review margin, shipping, returns, and repeat-purchase assumptions. Use conservative estimates until actual evidence improves them.
Give tests a decision rule
Document what you are testing, how long the customer journey takes, and what evidence would justify continuing, changing, or stopping. Avoid splitting a small budget across so many channels that no test receives a useful amount of attention.
Scale within operational capacity
An increase in enquiries is helpful only if the business can respond and deliver. Before raising spend, check lead response times, appointment availability, stock, or fulfilment capacity as relevant. A media decision can expose an operational bottleneck.