How Much Should You Spend on Marketing (and When Free Is Actually Better)
If you’ve ever Googled “How much should I spend on marketing?” you’ve probably seen every answer from “X% of your revenue” to “whatever it takes.” Super helpful, right? Here’s the truth: there’s no magic percentage. What matters most isn’t how much you spend—it’s how wisely you spend it, and whether your marketing dollars are backed by consistent, strategic effort.
Let’s clear this up and talk about where your marketing money (and time) actually belongs in 2026.
The Real Answer: Spend Intentionally, Not Emotionally
Most experts suggest setting aside 5–10% of your annual revenue for marketing. That’s a good starting point, but here’s the catch—throwing that money at random ads, fancy software, or “viral” campaigns won’t help if there’s no plan behind it.
You can do a lot with a small budget if you focus on consistency and smart use of free or low-cost tools that actually move the needle. Think of it as “marketing minimalism”: doing more with less, but better.
And while we’re being honest, let’s talk about ad spend for a moment.
Paid ads have become a bit of a protection racket. You pay to play, and when you stop paying, you get punished in your rankings on that platform. It might go great for a while, but when those clicks slow down and you decide to pause or reduce your spend, your rankings often drop right along with it. Suddenly, it’s one step forward, three steps back.
That’s why I always recommend building consistency, local outreach, and other free or organic marketing options first before diving into ad spend. Ads should amplify your marketing when its functioning at a high level, not replace poor marketing strategies.
Free Marketing That Works
Here are some surprisingly powerful, budget-friendly ways to grow your business—many from my Pro Toolkit:
Email marketing with SendFox – A free and simple way to stay top-of-mind with clients. Schedule regular emails to nurture relationships instead of chasing new leads constantly.
Networking locally – Coffee, meetups, and community events are still unbeatable. They cost you time, not dollars, and they build trust faster than any online ad. Search for “Networking Event in [insert your city or county here, yes even if its a small town]”.
Podcast guesting – Skip paid ads and talk instead. Being a guest on niche podcasts gets your name in front of highly targeted audiences who are already interested in what you do.
Paid Tools That You Need
$ Social scheduling with SmarterQueue – Yes, this one’s paid, but it saves so much time it’s worth every penny. You can recycle evergreen content, stay consistent, and never feel “behind” again.
$ Legal and compliance with Termageddon – Protect your business online with professional policies for pennies compared to what a lawyer would charge.
$$ CMS website hosting (Squarespace, etc.) – Your website is your digital storefront. This is one of the few areas worth paying for because reliability, SEO, and security matter. (Message me if you are looking for a discount and a free year of Google Workspace Email!)
The $0 Strategy That’s Worth Thousands
With even an hour a week, you can do free, high-impact marketing that builds real momentum:
Post once on social 1-3 times (something helpful, not salesy).
Send one short email to your list - every other week works too.
Attend or follow up with one new local connection (EVERY WEEK).
That’s it. Three touchpoints a week that keep you visible, valuable, and connected—all for the low price of FREE.
The Bottom Line
You don’t need to outspend your competition—you need to out-consistent them. A thoughtful, repeatable approach will always outperform a flashy but short-lived campaign.
Before you drop thousands on ads that may or may not deliver, invest your time in systems, structure, and consistency. That’s what builds a marketing foundation that lasts.
If you’re unsure where to start or how much to invest for 2026, let’s build your plan together.
👉 Book a Marketing Coaching Session
We’ll look at your goals, your budget, and your current tools to create a customized roadmap that works for your business, without breaking the bank. Because smart marketing isn’t about spending more. It’s about spending right.
