December 2025 was when next-year strategies crystallized. After analyzing 40+ campaigns across 2025, the 50-30-20 framework proved most effective for our clients.
50% to Proven Channels: Google Ads Search + Shopping for intent capture, Meta for discovery and retargeting. These are the channels that consistently deliver ROI and should get the majority of budget.
30% to Growth Channels: TikTok for Gen Z reach, Snapchat for unique audiences, YouTube for brand building. These channels show strong momentum and should get significant test budgets.
20% to Experimental: Emerging platforms (Threads, new ad formats), AI-powered creative testing, and alternative attribution models. This bucket is for learning, not immediate ROI.
Platform-specific allocations within the 50%: Google Ads (60% of proven budget for e-commerce, 70% for B2B), Meta (40% for e-commerce, 30% for B2B).
For KSA specifically, we recommended increasing Snapchat allocation from 5% to 12% of total budget based on 2025 performance trends.
