The rule of thumb I know for the error on a count for random sampling is that it goes as the square root of the count. For instance, if I observe a radioactive source for $1$ minute and measure $100$ decay events, a reasonable uncertainty on the count is $100\pm\sqrt{100} = 100 \pm 10$.
I have a different sampling problem, though. To put it simply, imagine I have a bag filled with a large number of balls which are each either red or blue. I'm interested in measuring the fraction of red balls in the bag. I draw an unbiased sample of $N_{\rm balls}$ balls and count the red ones, finding $N_{\rm red}$. My estimate for the red fraction $f_{\rm red}=N_{\rm red}/N_{\rm balls}$, but what uncertainty should I associate with this? I'm tempted to say $f_{\rm red}=\frac{N_{\rm red}}{N_{\rm balls}}\pm\frac{\sqrt{N_{\rm red}}}{N_{\rm balls}}$, but I find this unsatisfying. This is because it makes no distinction in the case where I draw $N_{\rm red}=0$; if this occurs with $N_{\rm balls}=1$, then my measurement is not especially constraining and should have a large uncertainty, but if I found $N_{\rm red}=0$ with $N_{\rm balls}=10^5$ I would have a high confidence that $f_{\rm red}\sim0$. In the particular experiment I have in mind, repeated draws are not an option.
Could someone point me to a correct handling of the statistics for such an experiment?
I appreciate that the physics content here is fairly minimal, so if the community prefers that this move to CV.SE or M.SE that's fair enough; I put it here because the context is a physical experiment and I would prefer answers in terms familiar to a physicist.