How to set an effective marketing budget for your dental practice
When we talk with dental clinics about their marketing, one of the first questions we hear is: “How much should I actually spend?” It’s a fair question, and honestly, the answer isn’t always as simple as picking a number out of thin air. Setting a marketing budget is about making sure your clinic is visible, attracting the right patients, and not letting the competition leave you behind.
Start with a percentage of your revenue
A good starting point is to look at your annual revenue and decide on a percentage to allocate toward marketing. For most dental clinics, we recommend somewhere between 5 and 10 percent of your annual revenue. If you’re newer or really want to ramp up growth, it can make sense to go higher, sometimes even up to 12 percent. On the other hand, established clinics with a solid patient base might get away with 4 to 6 percent, especially if you’re more focused on keeping existing patients coming back.
Here’s a quick example: let’s say your clinic brings in $600,000 a year. A 5-10% marketing budget means you’d set aside $30,000-$60,000 annually, or about $2,500-$5,000 each month. It’s important to see this as an investment, not just an expense, if done right, it should bring in more than it costs.
Don’t underestimate the cost of not advertising
We see it all the time: clinics decide to cut back on marketing to “save money,” but end up with empty chairs and a slower stream of new patients. The reality is, not advertising usually costs more in the long run. You might not see the bill for lost patients or missed referrals, but it shows up in your numbers. Even a smaller, steady marketing effort can help keep your practice top-of-mind in your community and prevent those slow weeks that nobody likes.
Spread your budget across different channels
Once you know what you can spend each month, the next step is to decide where to put it. We’ve found that clinics get the best results when they don’t put all their eggs in one basket. Here’s a breakdown we often suggest:
- 30-40% on Google Ads. This is where people are searching for a “dentist near me” or “emergency tooth removal”, they’re ready to book.
- 20-30% on social media (like Instagram and Facebook). This helps you build trust and stay visible to your local community.
- 10-15% on local SEO. Ranking higher on Google Maps and local searches brings in organic traffic.
- 10-15% on content, like blog posts, videos, and helpful guides. This supports your SEO and shows patients you know your stuff.
- 5-10% on email or SMS marketing. Great for recalls, reactivating old patients, and sharing special offers.
Don’t forget, you might also need to budget for tools or services that help you run these campaigns - things like a CRM, design help, or automation platforms. Missing these can make your marketing less effective, so it’s worth considering.
Track, measure, and adjust as you go
Your marketing budget isn’t something you set once and forget about. We always recommend reviewing your results every month. Are your Google Ads bringing in new leads? Is your Instagram actually driving appointments? If something’s working, put a bit more there. If something isn’t, shift your budget. For example, if a $500 ad campaign brings in $5,000 worth of treatments, that’s a pretty good return and a sign to double down.
Final thoughts
Marketing isn’t just a nice-to-have for dental clinics - it’s what keeps your chairs filled and your practice growing. By setting a realistic budget and spreading it across the right channels, you give yourself the best shot at steady, predictable growth.
If you’re not sure how to get started or want to make sure your marketing dollars are working as hard as they can, we’re always happy to chat. Reach out to us at https://g-media.ai/contacts and let’s talk about what would work best for your clinic. Sometimes just having a quick conversation can make the whole process a lot clearer.