How much should you be spending on marketing?
Updated: Apr 13
This is one of the most common questions founders ask. Also one of the most misunderstood.
"How much should I actually be spending on marketing?"
Some say 5%. Others say 20%. Some founders spend almost nothing, while others invest heavily without seeing results.
The truth is, there isn't a single number that applies to every business. But there is a way to think about marketing spend that is far more strategic and far more effective.
The Real Answer: It depends on your stage
Marketing isn't a fixed cost. It's a growth lever. And how much you should invest depends largely on where your business currently sits.
Early-Stage Brands (0-1 year)
At this stage, visibility is everything. You're building awareness, testing messaging, and establishing your presence.
Most early-stage brands should expect to invest around 10-20% of their projected revenue into marketing.
Not because it's comfortable, but because growth at this stage requires momentum.
Growth Stage (1-3 years)
You've validated your offer, you have some traction, and now the focus shifts to scaling.
At this stage, marketing spend typically sits between 8-15% of revenue, depending on how aggressively you want to grow.
The difference here is that your spend should feel more strategic, not experimental.
Established Brands (3+ years)
Once your brand is stable and generating consistent revenue, marketing becomes more about maintaining presence and optimising performance.
Spend often stabilises around 5-10% of revenue, with a stronger focus on efficiency and return.
But here is where most brands get it wrong
They focus on the percentage, not the purpose. Marketing isn't just about how much you spend. It's about how intentionally you invest it.
You could spend 2,000 AED strategically and see results.
You could also spend 20,000 AED with no structure and see nothing.
The difference is never just the budget. It's the direction.
What you should actually be investing In
A strong marketing budget isn't just 'ads' or 'posting'
It should be distributed across the areas that actually drive growth.
Strategy
Without a strategy, every other investment becomes less effective.
This includes:
Brand positioning
Messaging
Content direction
Platform selection
Content Creation
This is what your audience sees, and what shapes their perception.
Content includes:
Social media
Photography and video
Reels and short-form content
Copywriting
In 2026, content is no longer optional. It's the core of your brand presence.
Distribution (Paid Media & Reach)
Organic growth is powerful, but it's not always enough.
Paid media helps:
Accelerate visibility
Reach new audiences
Support launches
Scale what's already working
Systems & Consistency
Consistency requires structure.
This includes:
Content planning
Scheduling tools
Workflow systems
Ongoing execution
Inconsistency is one of the biggest hidden costs in marketing.
A simple way to think about it
Instead of asking
"How much should I spend?"
ask
"How seriously do I want to grow?"
Because your marketing investment should reflect your ambition.
If you want slow, organic growth -> your spend can be lighter.
If you want to build a strong, visible brand quickly -> your investment needs to match that.
The reality for most founders
Many founders hesitate to invest in marketing because it feels uncertain. There is no immediate guarantee, no instant return.
But the brands that grow are the ones that understand this:
Marketing is not an expense.
It's the engine behind your visibility, perception and long-term growth.
Delaying it often costs more than investing in it properly.
How Quartz de vie approaches marketing investment
At Quartz de Vie, we don't believe in arbitrary budgets.
We help brands invest intentionally - aligning their spend with their goals, stage and capacity.
Whether that means building a strong organic presence, developing a content system, or layering in paid media, the focus is always the same:
Clarity. Direction. Results.
Because it's not always about spending more. It's about spending smarter.
