Budgets for the media aren't usually set in stone. The minimal cost of the media channel you are using and its ability to turn leads into sales will determine how much of your media budget you allocate to it. Due to increased competition and the difficulty of getting your ad to appear on the front page of search results, Google Ads are becoming more and more expensive. These budgets will need to be updated regularly to get a good result; it operates much like inflation. Add to this, the fading impact that organic reach has on a search page and the enormous problem of irrelevant traffic.