One of the most common questions practice owners ask: "How much should I spend on marketing?" The honest answer: it depends. But there are proven frameworks to help you decide.
The 3-8% Rule
Most dental practice consultants recommend allocating 3-8% of revenue to marketing. Where you fall in that range depends on your growth goals:
| Practice Stage | Recommended % | Why |
|---|---|---|
| Established, stable | 3-4% | Maintain current patient base |
| Growth mode | 5-6% | Moderate new patient acquisition |
| New practice or aggressive growth | 7-8%+ | Build patient base quickly |
For a practice collecting $1M annually, that translates to $30,000-$80,000 per year on marketing.
Budget Allocation by Channel
How you split your budget matters as much as the total. Here's a starting framework:
Foundation (40% of budget)
- Website maintenance and hosting: $200-500/month
- Review management software: $100-300/month
- SEO: $500-2,000/month
Acquisition (40% of budget)
- Google Ads: $1,000-3,000/month
- Social media ads: $500-1,500/month
- Content creation: $500-1,000/month
Retention (20% of budget)
- Email marketing: $100-300/month
- Patient recall systems: $200-400/month
- Referral program costs: Variable
Only 4% of consumers never read reviews (BrightLocal, 2025). Investing in review generation improves conversion across all channels.
New vs. Established Practices
New Practices (First 2 Years)
Expect to invest more heavily upfront. Budget 8-10% of projected revenue, weighted toward:
- Google Ads for immediate visibility
- Local SEO to build organic presence
- Aggressive review generation
Established Practices
Shift budget toward retention and reputation:
- Maintain SEO rankings
- Focus on patient experience and reviews
- Referral program optimization
The ROI-First Approach
Rather than starting with a budget, start with your goals:
- How many new patients do you need monthly?
- What's your target cost per acquisition? (Aim for $150-300)
- Multiply: New patients needed × Target CAC = Required budget
Example: If you need 20 new patients/month at $200 CAC, budget $4,000/month for acquisition marketing.
Free Foundations First
Before spending on ads, maximize your free channels:
- Google Business Profile: Optimize completely (it's free)
- Review requests: Ask every happy patient
- Social media presence: Consistent posting builds trust
- Email newsletter: Stay top-of-mind with existing patients
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The Bottom Line
There's no magic number for marketing spend. Start with 3-5% of revenue if you're stable, 6-8% if you're growing. Track ROI by channel, cut what doesn't work, and double down on what does. And always prioritize the free foundations—they often deliver better ROI than paid channels.
