Balchik is a city in Bulgaria, located on the Black Sea Coast, in the Dobrich Province, with around 12,000 people living in it.
When standing on or near the beach, try to walk up the hill via the town or follow the main road (which is called Ulica Panorama Pat, Ulica Magnolia and Ulica Primorska - the name changes but it's the same road - number 27). However, this main road is going through the town and traffic that bypasses Balchik will not use it. You can hitch it, but there won't be many cars. It might be better to walk up to E87 (check google maps here