There is no single price for marketing, because it can cost you time, money or both. This guide does not quote typical prices, because they vary too much by trade, area and supplier for any figure to be fair to you. It shows where the money goes, how to decide what you can afford, and what to ask before you pay anyone.
Where the money goes
Most small business marketing is a mix of a few things. You do not need all of them, and you can start with the ones that cost the least.
- Your own time, which is the biggest cost for most owners and the one that is easiest to forget.
- A website and a domain name, which you pay for as a one off, as a monthly fee, or both, depending on who builds it.
- A Google Business Profile, which is free to set up and use.
- Printed items such as van signs, cards and leaflets.
- Paid adverts on Google, Facebook or Instagram, where you set a daily or total budget and the platform charges you as people see or click.
- A freelancer or an agency, paid per project or by the month.
- Software, often as a monthly subscription, and photography or video.
Time is a cost too
If you spend your evenings writing posts, that time is not free. Work out what an hour of your time is worth to the business. Sometimes paying for help is cheaper than doing it badly yourself. Sometimes it is not, and a simple routine you can keep up is enough. Be honest about which of those describes you, because a plan you abandon in a fortnight costs you the time you put in and gives nothing back.
Work out what a customer is worth to you
The most useful number in marketing is one you already have. Take the profit you make on an average job, not the price you charge. Then look at your own records and see how many of the people who ask for a quote end up booking. Profit per job, multiplied by the share of enquiries you win, tells you roughly what one enquiry is worth to you.
You should not pay more than that to get an enquiry, and you should aim to pay well under it. If you do not yet know your numbers, start keeping them. Even a notebook is enough.
Set a budget you can afford to lose
Decide an amount you can spend each month without strain, whatever happens. Marketing takes time to show results, and early weeks tell you very little, so agree a fixed period with yourself, such as three months, before judging it. Change one thing at a time so that you can tell what made a difference.
Nobody can tell you in advance what a pound of marketing will return for your business. Be wary of anyone who gives you a number with confidence.
Questions to ask before you pay anyone
Whether it is a freelancer, an agency or a software company, a good supplier will answer these plainly and in writing.
- What exactly will you do each month, and how will I see it?
- Who owns the website, the advertising account and the Google Business Profile? It should be you.
- If I leave, do I keep everything, including the logins?
- Does my advertising money go straight to the platform, and can I see the account myself?
- What is the minimum contract, and how do I cancel?
- Do you promise a ranking or a number of enquiries? A promise like that is a warning sign, because no one controls what Google or your customers do.
Track what you spend and what comes back
Keep a simple sheet with the date, what you spent, how many enquiries came in and how many became jobs. Ask every new customer how they found you and write it down. After a few months you will see which spending earns its place and which does not, using your own figures rather than someone else's average.
Where GrowthDept fits
GrowthDept is an AI marketing department for small business owners. Its plans run from £29.99 to £999 a month in pounds, excluding VAT where it applies, and the pricing page lists what each one includes. You can cancel any time from Settings. Paid advertising, a website and photography are separate costs.
There is a 7-day free trial, and you do not need a card to start.
Common questions
Is there a standard marketing budget for a small business?
No. What you can sensibly spend depends on what a customer is worth to you, how many enquiries you turn into jobs and how much you can afford to lose while you learn.
Can I do marketing for nothing?
You can do a lot without spending money, for example a Google Business Profile, a Facebook Page and asking customers for reviews. It still costs your time, so decide how much time you can give each week.
When should I pay an agency or freelancer?
When your time is worth more doing the work you are good at, and you can describe in writing what you want them to do and how you will judge it.
How long before I can tell if marketing is working?
It varies by what you do. Agree a fixed period in advance, keep your own records of enquiries and jobs, and judge it on those.