There is no magic percentage. A good budget starts with what a new patient is worth and how many new patients you want. This guide shows a simple way to set one.
Key takeaways
- Work backwards from the patients you want.
- Know your numbers: patient value and how many enquiries book.
- Start with a test budget you can keep for three months.
- Review every month and adjust.
Start with what a new patient is worth
Add up what an average new patient pays over time. If patients come back, count the return visits too. This is the most important number in your budget.
The patient value calculator helps you work it out.
Work backwards from the patients you want
- Decide how many new patients you want each month.
- Divide by the share of enquiries that book. This gives the enquiries you need.
- Check what one enquiry costs in your area and service. Multiply to find your ad budget.
Example only. These are made-up numbers to show the maths. If you want 10 new patients and 1 in 4 enquiries books, you need about 40 enquiries. Then you check what an enquiry costs for your service and area.
Three ways to set a budget
Work backwards (best)
Use the steps above. It ties your budget to the patients you want.
A fixed test amount
Choose an amount you can keep for at least three months. This suits a first test.
A share of income
Some practices use a percentage of income. It is simple, but it ignores what a patient is worth, so use it as a check only.
How to split your budget
A marketing budget usually has three parts. Ad spend goes to the platforms. Management pays for the person who runs the ads. Pages, creative and tools cover your landing page, photos or video, tracking and email software. See the healthcare ads cost page for what moves each one.
Review every month
Look at cost per enquiry and cost per new patient. Move money towards what works and pause what does not. Do not judge ads after one week, because they need time to learn.
Common mistakes to avoid
- Spreading a small budget across too many channels.
- Forgetting management, page and tools costs.
- Not tracking calls and bookings.
- Stopping too early, before the ads have learned.
- Leaving enquiries unanswered.
Frequently asked questions
How much should a clinic spend on marketing?
There is no single answer. Work out what a new patient is worth and how many you want, then check what an enquiry costs for your service. Start with a test budget you can keep for three months.
Should my budget change through the year?
It can. Demand and competition change, and some practices spend more when they have space for new patients. Review monthly.
What if my budget is small?
Focus on one service, one area and one goal. The small practice marketing page shows a simple 90-day plan.
Keep reading
Lead cost calculator
Estimate your cost per lead and per patient.
Healthcare ads cost
What affects the price of ads.
Small practice marketing
A simple plan for a small budget.
Checked in November 2026. This is a plain-English summary, not legal or financial advice.
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