How much should I spend on marketing in 2025?
Let’s talk numbers… marketing budget numbers.
I know. Not exactly a fun one. And if you’re already feeling nervous just from clicking on this post, you’re not alone.
For most small business owners, the question of how much to spend on marketing comes with a side of stress. You want to grow. You want to be wise with your money. But you also don’t want to throw it at something that may not work.
Here’s the good news: you don’t need a massive budget… you need a smart one. In this post, we’ll walk through what real businesses are spending, how to set a marketing budget that fits your goals, and what to do if you’re not quite there yet.
Let’s make the money talk a little less scary… and a lot more strategic.
What the Research Says
According to the U.S. Small Business Administration, companies doing under $5 million in revenue should spend 7-8% of gross revenue on marketing if they’re looking to grow.
Other major sources (like Gartner and Deloitte) recommend 5-10%, depending on your goals.
Here’s the short version:
5% = maintenance (keeping the business steady)
10%+ = growth (reaching new people, launching offers, building long-term visibility)
When we work with clients, we help them find where they fall on that spectrum. If you’re in a quieter season, 5-6% might make sense. If you’re gearing up for a launch or want to break into a new market, closer 10-12% is often the sweet spot.
To get an idea of what this might look like for you, if your company’s annual revenue is $100,000, a 5% (maintenance) marketing budget per year would look like $5,000 and a 10% (growth) marketing budget per year would look like $10,000. If your company’s annual revenue is $250,000, 5% is $12,500 and 10% is $25,000.
This doesn’t mean you need to spend that all at once (notice I said budget per YEAR) or only in one place, BUT it gives you a realistic range to start from.
Factors That Should Shape Your Budget
Instead of copying what another business is doing, think about:
Your current stage: Just starting out vs. scaling something proven
Your industry: B2B usually has longer sales cycles, B2C often needs higher visibility
Your competition: If you’re in a crowded space, you’ll likely need to invest more to break through
Your goals: Are you maintaining, growing, or launching something brand new?
What’s Actually Included in a Marketing Budget?
A well-rounded budget might include:
Paid advertising (Meta, Google, YouTube, etc.)
Social media management + engagement
Email platforms
Website hosting, updates, and optimization
Strategic consulting or coaching
Content creation tools or subscriptions
Photography/videography
Lead generation assets
If you work with us, we will prioritize what matters most in your current season and goals so you know your money is being used effectively. For instance, most of our clients don’t start off with any photography/videography budget because this is something that can be added as your revenue grows. You can see exactly what it costs to work with us here.
If you’re DIYing or just getting started, there’s some great free tools out there to get you going like ChatGPT, Canva, and Meta itself. But I do encourage you – evaluate regularly and pay attention to when DIY is no longer saving you time, energy, and money!
DIY can be a launchpad, but it is not a long-term growth strategy.
Because here’s the reality:
You’re going to pay for marketing one way or another… in time and energy, or in money. The most successful business owners I work with are the ones who recognize when it’s time to shift how they’re paying… and get serious about what their time is worth. And if you’re curious how that might look in your case, we lay out our pricing clearly right here.
When It’s Time to Spend More
Here’s the truth: if you’re already pouring time and energy into marketing but still not seeing traction, it might not be about working harder. It might be about needing a shift in strategy… or support.
Maybe you’ve been posting consistently, tweaking your offers, running ads, or even dabbling in every platform you can think of… but still feel stuck. The needle isn’t moving. You’re second-guessing yourself. And every time someone says “just be consistent,” you want to scream (or nap).
This is the point where many business owners plateau… not because their offers are bad, but because they’ve outgrown what DIY marketing can realistically deliver.
When that happens, it’s not a failure. It’s a signal:
You’ve done what you can with what you have.
Now, it might be time to bring in someone who can help you get where you actually want to go.
Final Thought: You Don’t Need a Massive Budget, You Need a Smart One
At the end of the day, the right marketing budget is one that:
Aligns with your growth goals
Stretches your capacity (without burning you out)
Is backed by strategy, not guesswork
If you’re not sure what kind of investment makes sense for your business, I’d love to take a look with you.
Book a free discovery call and let’s get clarity on where your money (and time) will make the biggest difference.