Free tool

How much should you spend on marketing?

Answer three quick questions, plus two optional ones, to see roughly what a South African business your size needs to spend on marketing to get results, in rands and split across the channels that make sense for you.

By Nikki WilsonUpdated 9 October 20262 min to use

1. Your yearly turnover

Total sales before costs, for the last 12 months. An estimate is fine. We've put in R3 million as an example: change it to yours.

2. What do you want marketing to do this year?

Keep things steadyHold on to the customers and enquiries you already get

Grow steadilyWin more of the right customers, year on year

Launch or grow fastA new business, new area or new service that needs to be known

3. Who do you sell to?

Businesses

Consumers

Both

4. Do you exhibit at conferences, expos or trade shows? (optional)

Only if you take a stand or sponsor events. Leave it on "No" if you don't.

1 or 2 a year

3 or more

5. What do you spend on marketing now? (optional)

Per month, including ads, agency or freelancer fees, your website and printing. Leave it blank if you're not sure.

R/ month

See my budget

Monthly budget needed to get results

R0 / month

of turnover · a year

A rough guide, not a plan

This estimate is based on published benchmarks and your answers. It does not replace a full assessment of your business's needs, and it is not a go-to-market strategy (the plan for which customers to target, with what message and through which channels). For a budget and plan built around your business, contact us for a full assessment.

Where the money could go

A starting split for your monthly budget. The channel to start with is in green.

Where to start

Want this as a plan you can act on?

Leave your details and Nikki will email you your budget, with a short note on what to do first, within one working day. No spam, no sales sequence.

Let's talk

What's normal?

Marketing spend vs turnover in South Africa

South African companies spend about R3.50 on marketing for every R100 of turnover. That is the latest published figure from Agency Scope, a survey of senior marketers at South African companies that work with advertising agencies, and it is from 2023. The 2025 survey has not published a spend figure.

Smaller businesses usually spend a bigger share, because fewer people know them yet. In the 2026 CMO Survey of US companies, the average was 9% of turnover, and companies with turnover under US$10 million spent 12.1%. Gartner's 2026 survey of large companies found 7.8%.

For a business turning over R3 million a year, 3.5% is about R8 750 a month and 9% is about R22 500 a month.

There is no published South African benchmark for small businesses yet, so use these figures as a guide rather than a rule.

Marketing spend vs turnover

The latest South African and international figures, with your suggested budget from the calculator.

South African companiesYour suggested budget ()

Source: Agency Scope South Africa 2023 (Scopen), via Bizcommunity; The CMO Survey 2026; Gartner CMO Spend Survey 2026

How this works

The calculator starts from a percentage of turnover, the most common way businesses set a marketing budget. It then adjusts for your goal and who you sell to.

Keep things steady: 5% to 7% of turnover. The middle value in the 2026 CMO Survey is 5%.
Grow steadily: 7% to 10%. Large companies average 7.8% and all US companies average 9%.
Launch or grow fast: 10% to 15%. Companies with turnover under US$10 million average 12.1%.
Conferences and trade shows (optional): exhibiting is expensive, so the range goes up by 1% of turnover for one or two events a year and 2% for three or more. Events then take 20% or 35% of the budget. Among companies that exhibit, trade shows are the biggest single marketing cost, at about 41% of their marketing budget (CEIR 2026).
Businesses that sell to consumers spend slightly more on average than those that sell to other businesses, so the range moves up or down by half a percent.
The ranges assume a business with healthy profits. If you keep less than R10 from every R100 of sales after all costs, stay at the low end so marketing does not put pressure on cash flow.

Sources

Agency Scope South Africa (Scopen), reported by Bizcommunity: marketing budgets of 3.5% of turnover in 2023, down from 4.2% in 2021. This is the latest published South African figure.
The CMO Survey 2026, Highlights and Insights Report (Deloitte, Duke University and the American Marketing Association; fieldwork January 2026): average 9% of revenue, middle value 5%, 12.1% for companies under US$10 million, and figures by business type.
Gartner CMO Spend Survey 2026 (401 marketing leaders, mostly at companies with over US$1 billion revenue; fieldwork January to March 2026): 7.8% of revenue.
CEIR 2026 Marketing Spend Decision Report, reported by Trade Show Executive (8 May 2026): exhibiting takes 40.8% of exhibitors' marketing budgets, their biggest single channel.
Trade show costs in South Africa, Growth Pulse Media (14 September 2026): a 9m² stand at a national South African show typically needs about R150 000 to R170 000 all in, including floor space, stand build and travel; and HOTT3D exhibition stand price guide: R3 500 to R20 000 per m² to build a stand, before floor space.

This calculator gives a rough estimate only. It does not replace a full assessment of your business's needs, does not imply a go-to-market strategy, and is not financial advice. The right budget depends on your cash flow, your market and what each new customer is worth to you. Contact us for a full assessment.

Questions

Frequently asked questions.

How much should a small business spend on marketing in South Africa?

Most businesses spend between 5% and 10% of turnover on marketing. Smaller and newer businesses usually need a bigger share than established brands, because fewer people know them yet. South African companies that work with advertising agencies spent about 3.5% of turnover in 2023 (Agency Scope), while the 2026 CMO Survey found a 9% average among US companies and 12.1% for companies with turnover under US$10 million.

What percentage of turnover do South African companies spend on marketing?

About 3.5%, or R3.50 for every R100 of turnover, according to Agency Scope 2023, a survey of senior marketers at South African companies that work with advertising agencies. It was 4.3% in 2019 and 4.2% in 2021. There is no published figure for South African small businesses yet.

Should a new business spend more on marketing?

Usually, yes. A new business has no word of mouth or repeat customers yet, so it has to work harder to be found. That is why the calculator suggests 10% to 15% of turnover for a business that wants to launch or grow fast, as long as cash flow allows it.

How much should I budget for trade shows and conferences?

It depends on how many you do. A small stand of about 9m² at a national South African show typically costs R150 000 or more once you add floor space, the stand build, travel and staff time (Growth Pulse Media, 2026). Among companies that exhibit, trade shows take about 41% of the marketing budget (CEIR 2026). If your budget is smaller, visiting as a guest, speaking or sharing a stand with a partner can be better value. The calculator includes events only if you say you exhibit.

Is this calculator a marketing plan?

No. It gives a rough starting budget based on published benchmarks and your answers. It does not replace a full assessment of your business's needs, and it is not a go-to-market strategy. For a budget and plan built around your business, book a free 30-minute consultation with Solas Creative.