If you’re running a massage or wellness business, you’ve likely asked yourself this before:
“How much should I actually be spending on marketing?”
The truth? There’s no one-size-fits-all answer, but there is a smart way to figure it out for your business.
Whether you’re a solo practitioner trying to get more consistent bookings or a multi-room spa looking to grow your client base, your marketing budget shouldn’t just be a random number. It should be a reflection of your goals, growth stage, and how much return you want from each dollar spent.
Here’s how to think about it with real examples and a few rules of thumb.
First, Why Spend on Marketing?
Marketing isn’t an expense, it’s an investment. Every dollar you put in should help bring new clients through your door, increase rebookings, or strengthen your brand reputation in your local community.
So instead of asking, “Can I afford to market?” ask:
“What would my business look like if I had more consistent clients each week?”
That’s what smart marketing can do when it’s done intentionally and sustainably.
The Rule of Thumb: 5–10% of Monthly Revenue
Most marketing experts recommend that small businesses spend around 5–10% of their monthly revenue on marketing.
For example:
- If your massage business brings in $10,000/month, aim to spend $500–$1,000/month on marketing.
- Bringing in $20,000/month? A budget of $1,000–$2,000/month gives you more room to experiment and grow.
But this isn’t a hard rule. It changes based on your goals:
- New business or solo practitioner? Closer to 10% (or even 15%) can help you build awareness faster.
- Established business with a steady client base? You may only need 3–5% to maintain and optimize what’s already working.
What Does That Budget Cover?
Here’s how massage businesses typically break down that budget:
1. Google Ads / Facebook Ads
If you want to grow faster, paid ads can bring in a steady stream of new clients. Even $300–500/month can make a difference if you’re targeting your local area.
Example:
A solo therapist in a small town spends $10/day on Google Ads. That $300/month budget brings in 15–20 new clients. Even if half become repeat clients, that’s a strong ROI.
2. Email Marketing Tools
Platforms like MailerLite, ActiveCampaign, or ConvertKit help automate rebooking reminders, promotions, and client education. Budget around $30–$100/month depending on your list size.
3. Social Media Content & Scheduling
You could DIY this or hire help to plan and schedule your posts consistently. Budget ranges from $0 (DIY) to $200–500/month for help with graphics and posting.
4. Website Hosting & SEO Optimization
If you’re serious about long-term visibility, your website needs to work for you 24/7. Budget around $20–50/month for hosting and up to $300–600/month for occasional SEO or blog support.
5. Professional Photography / Branding
Every now and then, invest in real photos of your team, your space, and your client experience. It’ll pay off in every area of your marketing. Set aside $500–$1,000 once or twice a year.
Should You Increase Your Marketing Budget?
If your books are already full and you’re not planning to hire or grow, you might not need to spend more. But if any of these are true…
- You have empty slots every week
- Your team has availability but isn’t booked
- You’re relying too much on last-minute bookings
- You want to raise prices and attract higher-quality clients
… then it might be time to increase your marketing investment.
Even a small bump, say, going from $300 to $600/month, could double your visibility, bring in better leads, or reduce the time you spend scrambling for clients.
Tips to Maximize a Small Budget
You can market effectively without spending a ton. Here are a few smart ways to stretch your budget:
- Repurpose content. One blog post can become an email, 3 social posts, and a Google post.
- Automate what you can. Use templates, schedulers, and auto-responders.
- Track where clients come from. Don’t waste money on channels that aren’t bringing in leads.
- Get more reviews. These cost nothing and build massive trust.
- Start local partnerships. Offer chair massage at a gym, collaborate with chiropractors, or cross-promote with yoga studios.
Final Thoughts: Spend Based on Where You’re Going
Your marketing budget isn’t about where you are now — it’s about where you want to be.
Whether you’re booking 10 clients a week or 50, your budget should reflect your growth goals, not just your current revenue.
Start small if you need to. Track your results. Reinvest in what works.
Marketing done right is a growth engine, not a cost center.
Need Help Building Your Marketing Plan?
If you’re ready to grow your massage practice beyond just you, I help owners like you build repeatable marketing systems that keep your schedule and your team’s schedule full.
Visit scalingwellness.com to get started.
