How to Set the Right Marketing Budget for Your Lawn & Landscape Business

You can't grow a thriving lawn without investing in good soil, and you can't grow a thriving business without investing in smart marketing. Consistent investment leads to predictable growth, which is why budgeting for marketing is so important. However, winging it without a plan leads to wasted money and missed opportunities. We'll break down how much to spend, where to spend it, and how to build a marketing budget that actually supports your goals.

Why You Need a Dedicated Marketing Budget

Growth isn't an accident - it's a result of strategic investment. Without a plan, marketing efforts become reactive, inconsistent, and ineffective. Having a set budget allows you to stay consistent year-round, even during slower seasons, track ROI more accurately, and scale up when opportunities arise.

How Much Should Lawn and Landscape Companies Spend on Marketing?

There are some general industry benchmarks that can help you determine how much you should spend on marketing. If you're looking to maintain or grow your business, you should spend about 5% of your revenue on marketing. However, if you're looking for aggressive growth or are entering new markets, you should spend 7-10% of your revenue on marketing.

That being said, you should adjust your marketing budget based on your business goals. For example, new businesses should spend more to build brand awareness, while established businesses can maintain a slightly lower percentage if they have strong word-of-mouth or repeat customers.

Here's an example breakdown of what your marketing budget should be:

• $500k annual revenue → $25k-$50k marketing budget
• $1M annual revenue → $50k-$100k marketing budget

Factors That Should Influence Your Marketing Budget

There are several factors that should influence your marketing budget, including:

• Business size and maturity: New companies need more visibility, while established ones focus on retention and upsells.
• Service areas and competition: Higher competition means more spend is needed to stand out.
• Growth goals: Are you maintaining your client list or trying to double in size?
• Seasonality: Planning for off-peak promotions vs. peak-season lead capture.
• Service offerings: High-ticket services, such as design-build projects and hardscapes, often justify higher marketing investment.

How to Allocate Your Marketing Budget

When it comes to allocating your marketing budget, you'll want to break it down across various channels. Here are some core areas that you'll want to include in your marketing budget:

• Website Development & Maintenance (10-15%): Your digital storefront must be top-notch.
• SEO & Content Marketing (15-20%): Critical for long-term organic growth.
• Google Ads / Paid Search (20-30%): Quick lead generation, especially for local services.
• Social Media Advertising (10-20%): Facebook and Instagram for brand awareness and lead nurturing.
• Local Service Ads (Google LSA) (5-10%): Pay-per-lead model that's highly efficient.
• Email Marketing / CRM (5-10%): Nurture leads and upsell current clients.
• Photography / Videography (optional 5%): For higher-end branding and before/after projects.
• Software and Tools (5%): Call tracking, CRM, reporting tools.

Mistakes to Avoid When Budgeting for Marketing

• Treating marketing like an expense, not an investment.
• Cutting marketing first during slow seasons, which hurts long-term growth.
• Putting all your eggs in one basket. Diversification = stability.
• Ignoring ROI tracking. You can't improve what you don't measure.

How to Adjust Your Budget Over Time

When you're first starting out, you'll want to start with conservative estimates. Then, you'll want to increase your spend where ROI is proven. You'll also want to reallocate your budget seasonally. For example, you'll want to boost your budget in the spring and nurture in the winter. It's important to regularly review your budget and audit your marketing spend quarterly or bi-annually.

Are You Ready to Grow?

Setting a marketing budget isn't just about picking a number - it's about making a strategic commitment to your company's growth. However, with a smart budget and a clear plan, you can generate more leads, close more deals, and build a more resilient business.

Need help building a data-driven marketing plan that fits your budget? At Lawnline Marketing, we specialize in helping lawn and landscape businesses grow smarter and faster. Contact us today to learn more.