There's no single right number, but there is a sensible way to work one out, rather than picking a figure at random or copying what a competitor spends.
The rule of thumb: a percentage of revenue
A common benchmark for established service businesses is 5 to 10 percent of revenue spent on winning work. Businesses chasing bigger, higher-value jobs tend to sit at the higher end. But for most trades, the biggest gains don't come from spending more. They come from stopping the work you already attract from slipping away.
Fix the leaks before you spend more
Missed calls while you're up a ladder. Enquiries that don't get a reply for a day. Quotes nobody follows up. Happy customers nobody asks for a review. Each one quietly costs you jobs. If work is leaking out at that stage, more ad spend just means more leads going cold.
What actually counts as "marketing spend"
It's not just ad budget. A proper budget includes your website, the systems that handle your enquiries, quotes and payments, any agency fees and the ad spend itself. The systems are the part most trades forget, and they decide whether an enquiry turns into a booked job.
What this looks like in practice
We set up and run those systems for you on one monthly subscription:
Basic, £297 a month: missed-call text back, automatic replies to new enquiries, online booking, quotes and invoices from your phone, text payment links and automatic review requests. Best for solo trades and small teams.
Pro, £497 a month: everything in Basic, plus an out-of-hours AI employee that answers customer questions, takes their job details and postcode, checks the job suits you and books the appointment. Best for established businesses getting regular enquiries.
Premium, £697 a month: everything in Pro, with the AI employee working 24/7. Best for busy teams taking calls around the clock.
Each plan has a one-off setup fee. For a business turning over £150,000 a year, Basic works out at around 2.4 percent of revenue and Premium at around 5.6 percent, well inside that 5 to 10 percent guideline.
What happens if you underspend
The risk usually isn't dramatic. It's quiet. The business looks fine on paper but stays the same size for years, winning the same jobs, while calls go to voicemail and enquiries go to whoever replied first. Nothing breaks. Growth just doesn't happen.
Not sure which plan fits where your business is right now? We'll give you a straight answer.
Want to see it working in your business? Get in touch and try your first month free. Call 07830 364377, email info@nohasslefortrades.com or use the contact form on our website.
