What a digital marketing budget really includes
Before giving a figure, it’s worth understanding that «digital marketing» is not a single service. When someone asks how much it costs, they are really asking about the sum of several line items that can be contracted separately: paid campaign management, content production, technical SEO, social media, email, analytics, and tools. A closed budget without a breakdown often hides unbilled hours or outsourced services that will appear later.
According to industry studies published by agency associations and freelance platforms, a small SME project combining basic SEO, a Google Ads campaign, and management of two social networks usually falls in a range of €600 to €1,500 per month, not counting the advertising investment. That figure is not a standard: it varies by country, by niche competition, and by the level of technical execution.
Frequently asked questions with concrete answers
How much does a Google Ads campaign cost per month?
Management is charged separately from the advertising budget. A typical management fee ranges from 10% to 20% of the investment, with monthly minimums of €250–400 at small agencies. If you invest €1,000 in ads, the total cost can land between €1,250 and €1,400. Keep in mind: if your advertising budget is €200, no percentage fee is profitable and many agencies will turn down the account. It’s a real limitation worth knowing before requesting proposals.
And SEO? Why is there so much difference between providers?
Because SEO is not a tangible deliverable. A one-off technical audit can cost €500–1,200, while ongoing monthly support with content, internal linking, and monitoring ranges from €500 to €3,000 depending on competition. In sectors like insurance or finance, with high-authority domains, the cost goes up because the work on content and authority takes longer. SEO doesn’t work for businesses that need sales in two weeks; that’s what paid advertising is for.
How much does managing social media cost?
A pack of 12 monthly posts with design and basic community management runs around €400–800. If vertical video is added, the figure goes up because production is more expensive than text. A common mistake: hiring social media management without a funnel strategy. Posting without capturing leads generates visibility but not measurable revenue, and the client perceives it as an expense with no return.
Are tools included in the budget?
Rarely. Semrush, Ahrefs, Screaming Frog, or a CRM have licenses that can add €100–400 per month. If the agency includes them, it usually passes the cost on in the fee. Always ask which licenses are covered and which are billed separately.
How much does email marketing cost?
The platform itself is cheap (from €10–50 per month for small lists), but producing sequences, segmentation, and template design can cost €300–1,000 per campaign if done properly. Automating without clean data is throwing money away: an unsegmented list performs far worse than a well-worked one.
Is there a reasonable minimum to start?
With €500 per month you can do one thing well: for example, a local search campaign with an optimized landing page. Spreading €500 across five channels yields results in none of them. Transparency about what cannot be achieved with that budget is more valuable than promising guaranteed results, which, moreover, no serious provider offers.
What to ask before signing
- Breakdown of hours per service and the profile of the professional who executes it.
- Whether the advertising investment is included or separate (almost always separate).
- Which metrics are reported and with which attribution tool.
- Exit terms and ownership of accounts and data.
An honest budget acknowledges its limits: without access to historical data or the ads account, any initial figure is an estimate, not a promise.