How to Allocate a ₹10 Lakh Google Ads Budget for a B2C Brand

Campaign Structure, Budget Split & Winning Strategy

Running Google Ads with a ₹10 lakh monthly budget is a big opportunity — and a big responsibility. When managed correctly, this budget can drive massive growth, predictable sales, and strong brand recall. When managed poorly, it can burn cash very fast.

This blog explains how to smartly allocate ₹10 lakhs on Google Ads for a B2C brand, covering:

• Campaign types
• Budget distribution
• Funnel strategy
• Optimization approach

Step 1: Define the Objective Before Spending a Single Rupee

Before allocation, answer one key question:

👉 What is the primary business goal?

For most B2C brands, the goals fall into three categories:

• Sales (E-commerce / D2C)
• Leads (High-ticket products, services)
• Brand + Performance mix (Scaling stage brands)

For this blog, we’ll assume a performance-focused B2C brand aiming for sales + scalable growth.

Step 2: Understand the Full-Funnel Google Ads Strategy

A ₹10 lakh budget should never go into just one campaign type.

A strong B2C Google Ads strategy covers:

• Bottom of Funnel (BOF) – High-intent users
• Middle of Funnel (MOF) – Consideration & comparison
• Top of Funnel (TOF) – Discovery & brand demand creation

Ignoring any stage limits scalability.

Ideal Budget Split for ₹10 Lakh (Overview)

Funnel Stage	Campaign Type	Budget %	Amount
BOF	Search + Shopping	45%	₹4.5 Lakhs
MOF	Performance Max / Display Remarketing	25%	₹2.5 Lakhs
TOF	YouTube + Discovery	20%	₹2 Lakhs
Testing & Scaling	Experiments	10%	₹1 Lakh
Total		100%	₹10 Lakhs

Now let’s break this down.

1️⃣ Bottom of Funnel (₹4.5 Lakhs – Revenue Engine)

This is where direct sales and highest ROAS come from.

A. Search Campaigns (₹2.5 Lakhs)

Why?
Search ads target users with clear buying intent.

Campaign Types:

• Brand keywords
• Non-brand high-intent keywords
• Competitor keywords (if applicable)

Strategy:

• Separate brand & non-brand campaigns
• Focus on exact & phrase match for control
• Aggressive bidding on top-performing keywords
• Strong ad copy with USPs & offers

📌 Goal: Capture demand that already exists

B. Shopping / Performance Max for Products (₹2 Lakhs)

Why?
Shopping ads dominate SERP real estate for B2C brands.

Strategy:

• Optimize product feed (titles, images, pricing)
• Segment products by:
  • Bestsellers
  • High-margin products
  • Seasonal products
• Exclude low-performing SKUs

📌 Goal: Drive scalable, visual-driven conversions

2️⃣ Middle of Funnel (₹2.5 Lakhs – Consideration & Retargeting)

This stage nurtures users who didn’t convert immediately.

A. Performance Max (₹1.5 Lakhs)

Why?
Performance Max uses automation across Search, Display, YouTube & Gmail.

Strategy:

• Use audience signals (website visitors, cart viewers)
• Separate asset groups by product category
• Use strong creatives & messaging
• Let automation scale winners

📌 Goal: Convert warm audiences efficiently

B. Display Remarketing (₹1 Lakh)

Why?
B2C buyers need multiple touchpoints.

Strategy:

• Target:
  • Product viewers
  • Cart abandoners
  • Past purchasers (upsell)
• Use dynamic creatives
• Short attribution windows

📌 Goal: Recover lost conversions at low CPA

3️⃣ Top of Funnel (₹2 Lakhs – Demand Creation)

Most brands fail here — and then complain about scaling limits.

A. YouTube Ads (₹1.5 Lakhs)

Why?
YouTube builds:

• Brand recall
• Product awareness
• Trust

Ad Types:

• Skippable in-stream ads
• Shorts ads
• Influencer-style creatives

Strategy:

• Focus on storytelling, not selling
• Highlight problem → solution
• Optimize for engagement & reach

📌 Goal: Create future buyers

B. Discovery Ads (₹50,000)

Why?
Discovery ads reach users during content consumption.

Strategy:

• Strong visuals
• Lifestyle imagery
• Soft CTA

📌 Goal: Introduce brand to new audiences

4️⃣ Testing & Scaling Budget (₹1 Lakh – Growth Accelerator)

This is where smart advertisers win.

What to Test:

• New creatives
• New audiences
• New offers
• New bidding strategies
• New landing pages

📌 Rule:
Never test with your main budget.

📌 Goal: Identify next growth lever

Key Optimization Principles for a ₹10 Lakh Budget

✅ Track Everything

• Conversion tracking
• Enhanced conversions
• Funnel drop-offs
• ROAS by campaign

✅ Creative Is King

Google Ads today is not just keywords.
It’s:

• Visuals
• Messaging
• Offers
• Landing pages

✅ Scale What Works, Kill What Doesn’t

• Weekly performance reviews
• Pause low ROAS campaigns
• Shift budget dynamically

✅ Think Long-Term, Not Just ROAS

Only BOF gives instant ROAS.
TOF builds future demand.

Common Mistakes to Avoid

❌ Spending entire budget on Search
❌ Ignoring YouTube & Discovery
❌ Poor landing pages
❌ No remarketing
❌ No testing budget
❌ Making daily emotional changes

Final Thoughts

A ₹10 lakh Google Ads budget is powerful — if used strategically.

Winning B2C brands:

• Build full-funnel presence
• Balance automation with control
• Invest in creatives & data
• Think beyond short-term ROAS

Google Ads is not an expense.
It’s a growth engine — when structured correctly.