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How Much Should Small Irish Businesses Really Spend on Marketing in 2025?

Let’s be honest – when it comes to setting a marketing budget, most small business owners in Ireland feel a little… unsure. We get it. One of the most common questions we hear at RIPPLE is: “How much should I actually spend on marketing next year?” 

Whether you’re running a boutique hotel in Kerry, an eCommerce store from Galway or a legal practice in Dublin, figuring out the sweet spot between spend and return is absolutely crucial. And with the ever-changing digital landscape, AI tools popping up everywhere and consumers behaving more unpredictably than the Irish weather – having a solid marketing plan (and budget!) is no longer just “nice to have.” 

So Edwina, our account director has broken it down for you.

If you’re hoping to grow, compete, or just stay visible next year your marketing budget needs to be more than just a leftover budget line item. The companies we work with that invest strategically in marketing see: 

  • More leads & sales (hello bookings and checkouts!) 
  • Stronger brand recognition (especially online) 
  • A leg up on their competitors (yes, even the flashy ones with TikTok accounts) 

So.. How much should you spend?

There’s no exact science, but industry pros (like the Small Firms Association and our pals at HubSpot) recommend spending 5% to 10% of your annual revenue on marketing. That’s a solid baseline, but it’s not one-size-fits-all. Here’s what we consider when helping clients at Ripple set budgets: 

1. What Stage Is Your Business At? 

  • New or scaling? You’ll want to invest more (closer to 10–15%) to build awareness fast and make your mark. 
  • Established with a loyal base? You might focus more on retention, automation, and upselling — so your spend might be more strategic than splashy. 

2. What Industry Are You In?

  • If you’re in a competitive space like law, finance, tourism, or eCommerce, you’ll likely need to shout louder (and pay more) to get noticed. 
  • Local services (like plumbers, salons or fitness studios) can often succeed with leaner, hyper-targeted spend. 

3. What Are Your Marketing Goals?

  • Are you trying to get your name out there? 
  • Do you need leads on tap? 
  • Expanding into new areas? Launching something exciting? 

 

Your goals should shape your spend. Otherwise, it’s just guessing.

4. Are You DIY-ing or Partnering with an Agency? 

Doing it yourself can work – if you’ve got the time, tools and know-how. But we’ve seen many businesses burn through budget with poor targeting or confusing strategies. 

Working with a team like RIPPLE means you can: 

  • Focus on running your business 
  • Trust that your budget is being spent wisely 
  • Get measurable results, not just “likes” 

A Real-Life Look: €20,000 Annual Marketing Budget Breakdown 

Here’s how we typically see a smart, balanced marketing budget play out for small businesses in Ireland: 

Don’t worry if your budget isn’t that size just yet. Even if you’ve got €500–€1,000/month, you can still make waves with: 

  • Local SEO (be where your customers are searching) 
  • Paid social media ads (great bang for buck) 
  • A lean, mean content machine (blogs, newsletters, helpful guides)

Here’s the truth: there’s no magic number. But when you align your budget with your business goals, audience, and resources – marketing becomes less of a cost and more of an engine for growth. 

At RIPPLE, we love helping small Irish businesses thrive. If you’re unsure where to start or just want to sanity-check your plan for 2025, let’s chat. 

Contact us today
Edwina

Written by Edwina Carey

Ripple, Moving Brands Forward

[email protected]

www.ripplemarketing.ie

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