How much should a small business spend on marketing?

There's a rough rule of thumb, but the honest answer depends on your stage. Here's how to set a budget you can live with.

The common rule of thumb is to spend somewhere around 5 to 10 percent of revenue on marketing, more if you're growing fast, less if you're steady. But a rule of thumb isn't your answer. The honest budget depends on your stage, your margins, and what you're trying to achieve. Here's how to set one you can actually stick to without starving the rest of the business.

The rough benchmark

Established businesses often spend around 5 percent of revenue to hold their position, and closer to 10 percent or more when chasing growth. Treat it as a starting point to sanity-check against, not a law.

What actually shifts your number

• How fast you want to grow
• Your profit margin per customer
• How competitive your market is
• Whether you're building for the long term or need cash now

Start from goals, not guesses

Work backwards from what you want. If you need ten new customers a month and know roughly what each costs to win, that gives you a budget grounded in reality instead of a percentage plucked from the air.

Spend less, but spend it well

A small budget aimed precisely beats a big one sprayed around. The first euros should go to the basics that pay back fastest: your profile, reviews, and a site that converts.

Make every euro accountable

The right budget is the one where you can see what each euro returns and adjust from there. We help small businesses set a realistic budget and spend it where it pays. Want a figure grounded in your numbers? Grab a free audit.