Sorry for the late response, this actual depends everyone has there own approaches if your sponsoring a new game, 10k or lower is good you just have to make sure players actually enjoy your game instead of leaving in a few minutes or seconds.
Your game should feature a actual gameplay, including quests, prizes for player that intend to join back to your game to achieve those rewards make it attractive that it’s worth playing it again or returning back if your game doesn’t feature an actual gameplay or mechanics you’ll not gain that much of your audience to return. Sponsor your game on different devices that users tend to play on, I wouldn’t really go in depth with this since there are over a thousand threads on different approaches you could go for.
Here is a thread talking about how much you should advertise/ sponsor on your game regarding what should you sponsor it on to gain more players that are willing to play your game. It might be helpful to take this along the process: