It's the first question most business owners ask, and it deserves a straight answer rather than "it depends." Marketing costs vary because the work varies, but there are sensible ranges and, more importantly, a sensible way to think about the number.
The rough numbers
As a working guide for a small to mid-sized business, and figures here are approximate in dollars:
- A content shoot: from around $1,100
- A website or landing page: from around $1,900
- Social media management: from around $825 a month
- Paid ads management: from around $950 a month, plus your ad spend
A big-city US or Canadian agency will often charge a good deal more for the same work, largely to cover their own overheads rather than because the output is better.
What actually drives the price
Scope, mostly. How much content, how many platforms, how many pages, how much is bespoke versus templated. A single reel costs less than a full launch campaign; a one-page site costs less than a ten-page one. None of that is surprising, but it's where the number comes from.
The better question
Instead of asking what marketing costs, ask what a customer is worth to you. If a new client is worth a few thousand dollars over their lifetime, spending a few hundred to win them is easy maths. Marketing that pays for itself isn't an expense, it's a return, and the only real problem is spending money you can't measure.
Why more US and Canadian businesses look overseas
A favourable exchange rate means senior, hands-on work from a UK agency can cost less than the local equivalent, without a drop in quality. Add a fresh perspective on your market and remote-native ways of working, and it's easy to see why more North American businesses are hiring outside their own backyard.
Whatever you spend, the rule is the same: start with the goal, not the budget. Work out what a result is worth, spend in a way you can track, and put more into what works.
Written by
The Guardians Digital team