One of the most common questions founders ask us: 'How much should I spend, and where?' There's no single right answer, but there is a reliable framework based on business stage that we apply across 750+ client accounts.
Early Stage: Prioritise Paid Ads and Conversion-Ready Landing Pages
When you have little organic presence, paid ads deliver the fastest feedback loop on messaging and audience fit. We typically recommend 50-60% of budget here in the first 6 months, paired with a tightly focused landing page.
Growth Stage: Shift Toward SEO and Content
Once paid channels have validated messaging and audience, SEO and content investment starts compounding. This is where budget should shift toward 30-40% SEO/content, with paid ads maintained as a steady, optimised channel rather than the primary driver.
Mature Stage: Diversify and Defend
Established businesses should diversify across SEO, paid, social, and email to reduce reliance on any single channel — and to defend market share as competitors increase their own spend.
A Simple Starting Framework
- 40% Paid Advertising (Google + Meta)
- 30% SEO & Content
- 15% Social Media & Community
- 10% Email & Retention Marketing
- 5% Testing New Channels
Budget allocation should follow evidence, not habit — revisit it every quarter, not once a year.
The Mistake Most Businesses Make
Spreading budget too thin across too many channels too early. It's better to dominate one or two channels first, generate proof of what converts, and then diversify with confidence.
