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EP 439: Marketing Budgeting Deep Dive: How Much Should Your Spa Really Spend?


Ready to stop guessing about your marketing budget?

I’m joined by ad strategist Tara, and together we unpack the exact percentages spa owners should allocate to marketing – based on three key business phases:

  1. Maintenance Mode — stay level

  2. Growth Mode — scale strategically

  3. Hyper Growth Mode — invest heavily during big promotional windows


You’ll understand how to craft a budget that reflects your goals, season, and client behavior—and how to split that marketing budget across ads and analog efforts like mailers or in-person events.


What you’ll learn during this episode:

  • The budgeting breakdown: 5%, 10–15%, and 15–20% of revenue

  • Why sticking to percentages helps spot if you’re over– or under-spending

  • How your budgeting changes depending on the time of year

  • Why ad dollars should be evenly split between digital and “analog” channels

  • The secret to tracking true lead source quality (not just total new clients)

Resources Mentioned in Episode #439:  Marketing Budgeting Deep Dive: How Much Should Your Spa Really Spend?

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ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder of Addo Professional Alliance, a leading spa association for aesthetic professionals, and the creator of the Growth Factor Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

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