Marketing budget calculator: how much to spend, and where

Results are estimates to guide decisions, not financial advice. Your numbers stay in your browser.

Start from what you can afford

There is no single right percentage. A budget makes sense when you can see what it costs against your gross profit, and what each channel is expected to do.

Budget = revenue × marketing %
Share of gross profit = budget ÷ (revenue × gross margin)

About the split

The split is a starting point we often use, not a rule. "Leads now" leans on search and social ads; "Build the brand" puts more into PR, content and creative, which pay back more slowly but make every ad work harder. Adjust it as your own results come in.

Questions

What percentage of revenue should go to marketing?

It depends on your growth plans, margins and market. Fast-growing and newly launched brands usually spend a larger share than established ones. Use the share-of-gross-profit figure to check it is affordable.

Does the budget include agency fees and salaries?

Include everything you spend on marketing: media, production, agency fees, tools and marketing salaries.

How often should I change the split?

Review it every quarter. Move money towards the channels with the lowest cost per customer.

Is my data saved?

No. The calculation runs in your browser. Nothing is sent unless you choose to email yourself the result.