Small businesses often either skip marketing budgeting entirely or overthink it with complex spreadsheets. Here's the simple framework we recommend to clients starting with a modest monthly budget.
Start With a Single Number
Decide your total monthly marketing budget as a fixed number you're comfortable committing to for at least 90 days. Don't plan to "spend what's left over" — that guarantees inconsistency.
The 70/20/10 Split
- 70% — Proven channels: whatever has already shown results (or the highest-intent channel for your business, usually Google Ads or SEO)
- 20% — Secondary channel: a second channel to diversify, often social media or content
- 10% — Experiments: testing new formats, platforms, or creative angles
Review Monthly, Commit Quarterly
Track performance monthly, but avoid reallocating your entire budget every month — most channels need 60–90 days to show their real potential. Quarterly is when you make bigger reallocation decisions.
A Ôé¿50,000/month budget executed consistently for 6 months will almost always outperform a Ôé¿150,000 budget spent inconsistently for 2 months.
