One of the most common questions we get from hospice owners is: How much should we be spending on digital marketing each month?
The answer depends on your goals, market size, and how aggressive you want to be but here are some general guidelines to help you plan with confidence.
Baseline Marketing Budget Recommendations:
1. Small to Mid-Sized Markets (Population under 500,000):
- Recommended Total Monthly Budget: $3,000–$5,000
- $2,000 for marketing services (strategy, SEO, CRM, reporting)
- $1,000+ for paid ads (Google Ads or Facebook Ads)
2. Larger, Competitive Markets (Population over 500,000):
- Recommended Total Monthly Budget: $5,000–$10,000+
- $2,000-$3,000 for full-service marketing
- $3,000–$7,000+ for paid traffic to stay competitive and visible
What Does That Budget Cover?
Your monthly spend typically includes:
- Website enhancements & SEO
- Google Ads management
- Reputation management
- Content creation (service pages, blogs)
- CRM & lead follow-up automation
- Monthly strategy & performance reporting
Can You Spend Less?
Yes, but results will be limited. We’ve seen some providers underinvest and then wonder why they’re not getting leads. If you’re spending under $2,000/month total, it’s likely you’ll struggle to generate meaningful traction in today’s competitive digital space.
How to Think About ROI:
Rather than thinking how much does it cost, ask:
👉 What is each new patient worth to your agency?
If even 1-2 new admissions a month cover your marketing spend, your marketing becomes a revenue generator, not an expense.
Final Thought:
Digital marketing isn’t about buying ads or checking SEO boxes, it’s about building a system that drives growth. Budget accordingly and you’ll build long-term success, not short-term Band-Aids.