Break-even ROAS is the only budget rule you need
A fixed monthly budget is a guess. A break-even multiple is a decision rule: work out 1 ÷ gross margin, and you know exactly when spending more makes money and when it stops. At 40% margin that is 2.5x; at 65% it is about 1.55x.
Include everything in the margin calculation — cost of goods, delivery, payment fees, packaging, and your realistic return rate. Stores that forget delivery and returns routinely believe they are profitable at 2x when they are not. The ROAS calculator will run it for you.
Split by temperature, not by platform
The more useful split is not Meta versus Google versus TikTok — it is cold versus warm versus retargeting. A workable starting shape is roughly 60% to cold prospecting, 25% to retargeting people who viewed products or abandoned carts, and 15% to your existing customer list.
Retargeting will always show the best ROAS because those people were already interested — which is why judging channels on ROAS alone leads to gradually shrinking your business into an audience that already knows you. Cold spend is what feeds the other two, and cutting it because its ROAS is lower is the most common way Kuwait stores stall.
Scale when the numbers say so, not when you feel ready
The right way to increase spend is in steps of roughly 20–30%, holding for a week each time and watching whether ROAS stays above break-even. Doubling a budget overnight resets the platform's optimisation and usually produces a worse result at higher cost.
It also helps to know your ceiling. Kuwait is a small market — at some point you have reached most of the realistic buyers for your category, and additional spend buys frequency rather than customers. When ROAS falls steadily as you scale rather than staying flat, you have found that ceiling, and further growth has to come from AOV, repeat rate or a new market.