Figuring out the right budget split for software ads depends a lot on your goals, but here’s a simple structure that works well for many software brands, especially if you’re just starting or working with a modest budget:

Search Ads – 40%
This is where people already looking for solutions like yours hang out (e.g., searching “best antivirus for Windows”). These users are high intent, so it makes sense to put a big chunk of your budget here. You don’t have to go straight to Google Ads—there are more affordable platforms like 7Search PPC where you can get solid results without spending a fortune.

Display/Retargeting – 25%
Banner ads on relevant websites or retargeting people who visited your site but didn’t convert can be super cost-effective. It keeps your brand top of mind. Display ads work well on platforms like 7Search PPC because you can run campaigns across many niche sites for less than on mainstream ad networks.

Social Media Ads – 20%
Use this for awareness and engagement. Video clips, testimonials, or carousel ads showing off your features work great here. Facebook and LinkedIn are good starting points, depending on your audience (consumer vs. business users).

Content Promotion – 10%
If you're running helpful blogs or lead magnets (like a free cybersecurity checklist), use part of your budget to promote them. This supports long-term traffic and builds trust.

Testing/Experimentation – 5%
Always leave a little aside for trying new things—maybe TikTok, influencer shoutouts, or an affiliate test. You might find a surprise winner.

So, a 40-25-20-10-5 split gives you a balanced approach—strong focus on performance, while still building long-term brand visibility.

Hope this helps! And if you’re running on a lean budget, definitely look into 7Search PPC—it’s beginner-friendly and gives you more bang for your buck, especially in niche software markets.