How Much Money Should Chiropractors Spend on Marketing?

One of the most common questions chiropractors ask is, “How much should I be spending on marketing?” Unfortunately, there’s no one-size-fits-all answer. Your marketing budget depends on your goals, experience, available time, and financial situation. In this episode of the Rocket Chiro Podcast, Jerry Kennedy breaks down what chiropractors need to consider when setting a smart, sustainable marketing budget.

What’s Normal?

Most small businesses spend 5–10% of gross revenue on marketing. Growth-focused businesses often spend 10–20%. Chiropractors? Usually far less. Many operate with 2–3%, and some don’t spend anything on external marketing at all.

However, even if you think you’re not spending on marketing, you probably are. Website hosting, domain names, print materials, business cards—it all counts. The real difference is whether you’re intentionally investing in marketing or passively coasting.

Why Chiropractors Often Underspend

Chiropractors—especially new ones—typically have limited budgets. There’s often pride in “doing it all yourself” or “growing by referral,” but this mindset can hold you back. Ironically, the time you most need to invest in marketing (early in practice) is when you usually have the least money and the least experience making smart marketing decisions.

Jerry shares his own experience of starting out with a large loan. While the money helped him get set up, it also created false security and delayed asking for help. Too much money, too soon, without a strategy, can lead to poor choices.

So, What Should You Spend?

There’s no exact number. Your marketing budget should be based on:

• Your practice goals

• Your available time and money

• Your marketing skills

• Your current momentum

Don't make zero spending the goal. At the same time, don’t fall for high-ticket gimmicks that promise the moon. Be intentional and strategic.

Budgeting Basics for Chiropractors

Do:

• Invest in low-cost, high-impact strategies if you’re tight on funds.

• Understand that marketing takes either time or money—often both.

• Prioritize foundational strategies first (see below).

• Spend money