Marketing Budget Calculator

It depends on your stage. A long-established venue with steady regulars may spend around 3% of revenue, a growing business typically invests around 5-6%, and a brand-new opening pushing for awareness can justify 8% or more. This calculator applies a stage-based percentage to your revenue to suggest a realistic annual budget rather than a one-size-fits-all number.

Budget = revenue x the percentage that matches your stage. The monthly figure is simply the annual budget divided by twelve. The default for a growth-stage venue is about 5.5% of revenue, but you can adjust the percentage to reflect your ambition and competitive situation.

The calculator distributes the total across the main hospitality channels: social ads, Google (search and maps), influencers and PR, and loyalty. A common starting split is roughly 40% social, 30% Google, 20% influencer/PR and 10% loyalty, but you set the weights and the tool normalises them so they always add to 100% and converts each into euros.

As a percentage of revenue it usually falls. A new venue spends heavily to build awareness; an established one with strong word of mouth and repeat customers needs proportionally less. Watch the percentage, not just the absolute amount, and reduce it gradually as your customer base becomes self-sustaining.

The budget is the input; CAC is the result. Dividing acquisition spend by the new customers it produces gives your cost per customer, and comparing that to customer lifetime value tells you whether the budget is well spent. Use this calculator to set the budget, then the CAC and CLV calculators to check that it is working.