Company · Marketing Investment
How much should you spend, and on what?
Most budgets start with a percentage someone heard once. This one starts with the growth you actually want, works back through jobs, leads, and cost per lead — then checks the answer against the rule of thumb and tells you when they disagree.
$69,697
Annual budget
$5,808 per month
2.0%
Of target revenue
Common range is 5–10%
$182
Cost per job won
24.8× return on spend
697
Leads it must produce
383 booked jobs from marketing
This lands below the usual 5–10% range — which usually means strong unit economics, or an assumption that is too optimistic. Check the close rate and cost per lead against what you can actually evidence.
| Where it goes | Annual | Monthly | Why |
|---|---|---|---|
| Paid search & LSA | $20,909 | $1,742 | Demand capture — scales fastest, first dollar in |
| Local search & maps | $16,727 | $1,394 | The map pack and AI answers where locals actually choose |
| Database & retention | $12,545 | $1,045 | The cheapest job is the customer you already earned |
| Content & site | $11,152 | $929 | The foundation every other channel converts against |
| Brand & fleet | $8,364 | $697 | The wrap, the yard sign, the name they remember at 2 AM |
Want these numbers turned into a plan?
A budget is only a plan once every dollar has a job. Build the exact package this budget buys — website, search, maps, content, and retention — priced line by line, or have a strategist pressure-test your assumptions first.
The assumptions, in the open
This is a model, and models are honest only when they show their work.
- Marketing's share of the work. Not every job comes from paid marketing — repeat, referral, and reputation carry the rest. The posture setting assumes marketing produces 35% of jobs on Hold, 50% on Grow, and 65% on Aggressive.
- The rule-of-thumb check. The result is compared against the common 5–10% of revenue band — not because the band is right for you, but because knowing you're outside it should be a decision, never a surprise.
- Your inputs beat our defaults. Close rate and cost per lead move this model more than anything else. Use numbers you can evidence from your CRM and call tracking — and if you can't evidence them, that's the first problem worth fixing.