Free template

Free marketing budget allocation template

Split one monthly budget across your channels, estimate what each one returns, and see which channel earns the most per dollar. Channels you don’t need stay on Standby.

Quick answer

This free marketing budget allocation template splits one monthly budget across up to 10 channels, including Google Ads, Local Services Ads, Meta and Instagram, SEO, Google Business Profile and AI search. It estimates leads, customers, revenue and profit after spend for each channel, then ranks them by profit per $1 so you know where to move budget next month. It works in Excel and Google Sheets, and there’s no email required to download it.

Inside the template

What’s in the file

Every tab is built with live formulas, so you type in a few numbers and the rest calculates. Peach cells are the ones you fill in.

growfaster-marketing-budget-allocation-model.xlsx
ChannelYour %BudgetEst. leadsProfit after spendRankStatus
Local Services Ads25%$2,50045.5$6,7052Active
Google Ads25%$2,50027.8$3,1255Active
Google Business Profile20%$2,00057.1$9,5711Active
SEO15%$1,50020.0$2,5504Active
Meta & Instagram Ads5%$5008.3$1,1883Active
Reviews & reputation0%$00.0$0Standby
ModelStarting mixesStart here
Illustrative placeholder numbers from the template, not benchmarks or client results.

Model

Enter your budget, revenue per customer, margin and close rate. Set your allocation and see leads, customers, revenue, profit after spend and a profit-per-dollar ranking for every channel, plus a chart.

Starting mixes

Illustrative starting splits for local services, DTC brands, manufacturers and B2B services. Pick one on the Model tab to see it next to your own allocation.

Start here

Plain-English instructions, the color key and notes on how to estimate organic channels.

How to use it

Five steps. About ten minutes.

Works in Microsoft Excel, Google Sheets (upload it to Google Drive and open it with Sheets) and Apple Numbers.

  1. 01

    Enter your numbers

    Type your monthly budget, average revenue per new customer, gross margin and typical close rate into the peach cells at the top of the Model tab.

  2. 02

    Pick a starting mix

    Choose the business type closest to yours. Its suggested split appears beside each channel for reference.

  3. 03

    Set your allocation

    Type your own percentage for each channel. The check under the table turns green when it adds up to 100%. Set a channel to 0% to put it on Standby.

  4. 04

    Add cost per lead estimates

    Use your own cost per lead for each channel if you have it. The file ships with placeholder numbers you should replace.

  5. 05

    Move budget monthly

    Replace estimates with real results each month and shift budget toward the channels ranked 1 and 2 by profit per $1.

Why rank by profit per dollar, not leads

The cheapest leads aren’t always the best ones. A channel with pricier leads that close more often, or bring bigger jobs, can earn more for every dollar you put in. Ranking by profit after spend per $1 keeps the focus on your bottom line.

Don’t spread budget thin

Most businesses do better with three or four channels funded properly than eight funded a little. Keep the rest on Standby and test one new channel at a time in the Testing row.

Organic channels need time

SEO, Google Business Profile and AI search usually take months to build, then keep producing without paying per click. Judge them on a longer window than paid ads.

Want this done for you? Your new marketing department handles every channel for $1,997/month.

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FAQ

Frequently asked questions

Straight answers. Have a question that isn’t here? Ask it on a quick call.

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How should I allocate my marketing budget?

Start with the channels closest to buying intent for your business, such as Google Ads and Local Services Ads for local services or Meta and Google Shopping for e-commerce. Fund three or four channels properly, measure profit after spend, and move budget toward whichever earns the most per dollar each month.

What percentage of revenue should go to marketing?

It depends on your margins, growth goals and competition. Many small businesses spend a single-digit percentage of revenue, and businesses trying to grow quickly spend more. This template helps you decide by showing what each dollar is likely to return.

Does this template work in Google Sheets?

Yes. Upload the file to Google Drive and open it with Google Sheets. The formulas, dropdowns and colors carry over. It also works in Excel and Apple Numbers.

Do I need to give my email to download it?

No. The download is free and doesn’t require an email address or sign-up.

Are the numbers in the template real benchmarks?

No. Every number in the file is an illustrative placeholder. Replace them with your own costs and results for an accurate picture.

How do I estimate cost per lead for SEO or AI search?

Divide what you spend on that channel each month by the leads it brings in once it has had time to ramp up. Use a conservative estimate at first and update it as real results come in.

Can GrowFaster manage my budget allocation for me?

Yes. GrowFaster runs your channels as one marketing department for $1,997/month and moves budget toward whatever produces the most profit. Book a Free Assessment to see what we’d prioritize.

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