Building a marketing budget isn’t just about choosing a number that feels right. It’s about being honest with where your business stands, where it’s trying to go, and what it can realistically invest to get there. Most small and mid-sized business owners don’t need a lecture; they need clarity. They need someone to say, “Here’s what you should be thinking about. Here’s how to stop burning cash on stuff that doesn’t move the needle.”

In this blog, we’re going to walk you through what a solid digital marketing budget looks like for SMBs. We’ll break down how the money should be split, how much is too much, and where most businesses waste money without realizing it.

No fluff. No “guru” advice. Just the kind of straightforward budget talk you wish someone gave you earlier.

Digital marketing budget for small to medium-sized businesses (SMBs)

There is no need to have a big team or Fortune 500 bank account to create your digital presence. But you do need to know what you’re signing up for.

So, what exactly does a digital marketing budget cover? It’s everything that helps you show up and get seen online:

• Paid ads (Google, Meta, etc.)
• Website tweaks or rebuilds
• Blog and video content
• Email marketing platforms
• SEO tools
• Social media management

The beauty of digital marketing is that it’s trackable. You can see what’s working and fix what’s not working. But without a plan, it turns into a spending spiral. A few thousand here for Facebook ads, a freelancer there, maybe a tool you don’t even use anymore, and suddenly, you spent money with nothing to show.

How much should you set aside?

If you're just getting started, or launching something big, start with 10–15% of your projected revenue. More established? You might land somewhere closer to 7–10%. But don’t let percentages be the boss. Your goals should be.

Marketing budget breakdown for SMBs

Here’s a basic breakdown that actually reflects how businesses spend—not how textbooks say they should.

• Paid Ads: 35–40%

  Google Ads, Meta campaigns, Instagram boosts, ads are great when you need quick traffic. But they burn fast. Spend here when you know what you want people to do and where to send them

• Content Creation: 20–25%

  Whether it’s social posts, blogs, reels, or explainers, this is where you craft your brand voice. Content stays. People refer back to it. It’s not just noise; it’s an asset. 
  
  

• SEO: 15–20% 

  If people are searching for what you do, you want to show up. SEO takes longer but delivers the kind of organic growth you can’t buy in a weekend ad blitz.
  
  

• Email + CRM Tools: 10–15%

  Your mailing list? That’s gold. Nurture it. You’ve already earned people’s attention, so don’t go silent now. Drip campaigns, updates, re-engagement flows, they all need a little budget love.
  
  

• Software + Tracking Tools: 5–10%

  Think scheduling tools, website heatmaps, basic automation tools, or analytics dashboards. These don’t bring in leads on their own, but they keep everything running tight.

SMB marketing budget guide: How to make smarter moves

There’s no shortage of ways to spend your marketing budget. The trick is knowing where it matters. Here’s how to approach it like a real operator, not just a hopeful marketer:

1. Get clear on what you want

Don’t say “We want more traffic.” That’s vague. Instead: “We want 50 qualified leads per month,” or “We want 1000 new subscribers before the end of Q3.” Specifics shape strategy. Vagueness kills budgets.

2. Follow the buyer trail

How do people find you? What is their first touchpoint? Where do they drop off? Plug holes in that journey. Don’t throw cash at things that aren’t part of that path.

3. Don’t ditch what’s already working

You might already have blog posts pulling traffic or email sequences converting quietly in the background. Keep those running and optimize instead of reinventing the wheel.

4. Review past results before planning new ones

Check past campaign performance. Which platforms gave you the most conversions? Which were duds? Your budget should reflect past performance, not wishful thinking.

5. Always keep 5–10% for experiments

Try that new ad format. Sponsor a niche newsletter. Test short-form video. Some ideas will flop. Others might 10x your results. But if you’re not testing, you’re falling behind.

How much should small businesses spend on marketing?

There’s no magic number, but here’s a rough guide based on how long you’ve been in the game:

• New businesses (0–2 years):

  You’re building brand awareness and visibility. Plan to spend 10–15% of your projected annual revenue. More if you’re entering a saturated market.

• Scaling businesses (2–5 years):

  You’ve got traction and some systems in place. Budget around 7–10%, shifting focus to refining your funnel and boosting conversions.

• Established businesses (5+ years): 

  You’ve built brand equity. You know your channels. You’ve probably got repeat business. You can go leaner; 5–8% should be plenty for upkeep and growth.

What matters most isn’t how much you spend, but how connected it is to outcomes.

Keep your budget working for you

Too many SMBs treat marketing like gambling. “Let’s boost a post and hope for the best.” That mindset burns money and erodes confidence. Instead, look at your online marketing budget like any other investment. You expect returns. You track results. You double down where things work. That’s how you turn marketing from a money pit into a revenue engine.

At FBSPL, we don’t believe in one-size-fits-all strategies. We work closely with growing businesses to map out budgets that are realistic, data-backed, and aligned with your goals. No fluff. No bloated retainers. Just clear direction and measurable impact.