Building a marketing budget that actually grows revenue
10 min read
Start with the math, not the tactics
Know your average customer value and your close rate. Those two numbers tell you what you can afford to pay for a lead.
The 70/20/10 rule
- 70% into channels that reliably produce leads today.
- 20% into channels that are growing but unproven for you.
- 10% into experiments — a new channel, a new offer, a new creative angle.
Where most local businesses should start
Google Search + a strong website + local SEO. It's the highest-intent, most measurable stack for a service business.
When to add more
Once your foundation is producing predictable leads, layer in retargeting, video, and OTT/CTV to compound demand.