Updated 7 October 2026
A digital marketing budget should fit what your business can serve. Include the work behind the campaign as well as the platform spend.
Choose the result
Decide whether you need enquiries, bookings, repeat purchases or better information for existing customers. Identify the bottleneck first. More traffic is not useful if enquiries already go unanswered.
Include the hidden work
Allow for writing, design, photography, landing pages, software, tracking setup and staff time. Separate ongoing maintenance from a one-time campaign. Keep account ownership and billing access under business control.
Fund a test you can evaluate
Choose one channel and a clear offer. Set a review date, spending boundary and stop condition. Compare qualified enquiries and completed work with the full cost. Avoid treating followers, clicks or impressions as profit.
Your next move
Make a simple budget with campaign spend, production and staff time. ITG can help identify the materials needed to support one realistic test.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!