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How much should you really spend on Marketing?​

Wondering how much to budget for marketing?

A general rule of thumb suggests 7-10% of total revenue.

But it varies based on your goals and growth stage.

Here’s how much you should spend on marketing depending on your goals:

Startups

Around 11-12% of revenue.

Maintain market position

2-10% of revenue.

Steady growth

5-25% of revenue.

Other tips:

01

Look at your previous marketing efforts and their outcomes. This can help you understand what strategies worked and what didn’t, which can inform your budget allocation.

02

Spend time investigating your target audiences and spend your money where they are listening, watching, reading or scrolling.

03

Take into account your projected revenue and other business expenses. Your marketing budget should be a portion of your total revenue, but it should also be enough to achieve your marketing goals.

04

Remember be flexible, your marketing budget might need adjustments throughout the year based on the performance of your campaigns, changes in the market, or shifts in your business goals.

Frequently Asked Questions About Marketing Budgets

What percentage of revenue should a business spend on marketing?

A general rule of thumb is 7-10% of total revenue. The right amount for your business depends on your goals and growth stage.

How much should a startup spend on marketing?

Startups typically spend around 11-12% of revenue on marketing, as building awareness from scratch usually takes more investment.

How much should an established business spend on marketing?

To maintain your market position, around 2-10% of revenue. If you’re aiming for steady growth, 5-25% of revenue, depending on how fast you want to grow and how competitive your market is.

Should my marketing budget change during the year?

Yes. Your budget may need adjusting based on how your campaigns perform, changes in the market, or shifts in your business goals, so build in some flexibility.

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Ashleigh Rushton

6 October 2026