ANSWER:

With so many channel options, lean into what gives the best marginal return. Here’s how to budget:

• 50% to hyper-targeted digital ads (Facebook, Instagram, Google) in your ZIP + competitor zones
  
• 20% to local direct outreach / community channels (Nextdoor, local sponsorships, targeted mailers)
  
• 10% to mid-funnel content / traffic magnets (lead magnets, downloadable plans, quizzes)
  
• 10% to retargeting / lead nurturing ads (for warm audience)
  
• 10% testing fund (small experiments: podcast guest ads, influencer posts, email blasts)

Track cost per appointment, not just cost per lead, and double down where conversion is highest. Reallocate every 30 days.

WHY IT MATTERS:

A tactical, channel-aware budget beats blind ad spend. In Jason’s challenge, you’ll get a budget allocation model plus a scorecard to know what’s working in your market.