Most massage business owners know they should invest in marketing, but few know how much to spend, where to spend it, or how to know if it’s working.
Whether you’re solo or managing a growing team, a well-planned marketing budget isn’t just about numbers—it’s about confidently fueling the growth you want, at a pace that fits your goals.
In this article, we’ll walk you through a simple way to approach your marketing budget, without overthinking it or throwing money at tactics that don’t work. If you’ve ever asked yourself, “How much should I spend on marketing?” this is for you.
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Why You Need a Marketing Budget (Even If You’re Just Starting Out)
Marketing isn’t just an expense, it’s an investment. And like any investment, you want a return. Without a budget, it’s easy to:
- Overspend on things that don’t move the needle
- Underspend and stay stuck at the same level
- Constantly “try things” without knowing what’s working
A clear budget helps you make smart decisions, set realistic goals, and scale with confidence.
So, How Much Should You Actually Spend?
Here’s a simple rule of thumb:
Aim to spend 5–10% of your monthly revenue on marketing.
If you’re newer and want to grow fast, lean toward the 10% side.
If you’re more established or just maintaining, 3–5% might be enough.
Real-world example:
- Monthly revenue: $15,000
- 7% marketing budget = $1,050/month
That budget might be divided into: - $600 Google Ads
- $200 Social Media/Graphics
- $150 Email Marketing Platform
- $100 Promotional Offers/Giveaways
Adjust based on your business size, goals, and what’s already working.
Where Should That Money Go?
A good budget isn’t just about how much but where you spend it.
Here’s a breakdown of the most common (and effective) categories for massage businesses:
1. Local Visibility (Google & SEO)
People are searching “massage near me” every day. Make sure they find you.
- Google Ads for local keywords
- Google Business Profile optimization
- Occasional website updates or SEO improvements
Pro tip: Track how many new clients mention Google or “searching online” during intake.
2. Client Retention Tools
It’s easier (and cheaper) to keep a client than get a new one.
- Email marketing (like MailerLite, ConvertKit, or ActiveCampaign)
- Text rebooking systems (MassageBook, Square, etc.)
- Loyalty or referral incentives
You don’t need to overspend here; just be consistent.
3. Social Media Presence
Use social media to stay visible, build trust, and share your brand.
- Boosted posts or paid ads on Instagram/Facebook
- Content creation (photos, branded templates, videos)
- Occasional contests or giveaways
This is especially powerful for showcasing your space, therapists, or client stories.
4. Promos, Collabs, & Events
Marketing isn’t always digital. Offline works too.
- Partnering with yoga studios, gyms, or chiropractors
- Hosting a self-care event or open house
- Giving away branded swag or gift cards for referrals
These don’t need huge budgets; just creativity and consistency.
Track Your ROI (So You’re Not Guessing)
Every month, ask yourself:
- How many new clients came in?
- Where did they come from?
- What was the cost per lead/client?
- What service(s) are they booking?
- Are they rebooking?
Even a simple spreadsheet or client intake form can give you clarity. Over time, you’ll know exactly what works and where to invest more.
Don’t Set It and Forget It, Review & Adjust
Your budget should shift as your business grows.
- Hiring a new therapist? You’ll need to increase visibility.
- Launching a new service? Allocate funds to promote it.
- Going into a slow season? Boost retargeting or promos.
What worked 6 months ago might not be the best use of your budget today. A quick monthly review can keep you on track.
If You’re Not Ready to Spend…
Even if you don’t have much to invest right now, time is a currency.
You can still:
- Ask for Google or Facebook reviews
- Build an email list and send helpful tips
- Post consistently on social media
- Reach out to past clients and invite them back
When you do have a budget, you’ll already have the foundation in place.
Final Thought: Budget With Purpose, Not Pressure
You don’t need a huge budget to grow—you just need the right one for your stage of business and your goals.
Start by picking a number that feels manageable. Divide it across 2–3 key areas. Track the results. Adjust monthly.
And most importantly: Stay consistent.
Marketing success isn’t built overnight’s built over time.
Need Help Creating a Marketing System That Actually Works?
At Scaling Wellness, we help massage & spa business owners go from solo hustle to thriving team with systems that grow with you.
Whether you need help setting a smarter budget, creating campaigns that actually convert, or handing off your marketing to someone else, we’re here to support you.
Visit scalingwellness.com to learn more.
