How Much to Spend on Ads for Your Coaching Business

How Much Should You Spend on Meta & Google Ads?

If you’re an endurance coach looking to grow your business, you’ve probably asked yourself: How much should I actually spend on ads? Spend too little, and you won’t see results. Spend too much, and you’ll burn cash without a clear ROI.

The answer? It depends on Lifetime Value (LTV) and Customer Acquisition Cost (CAC). But as a beginner, you definitely need to spend something that means something, this keeps you engaged and eager to improve. Let’s break it down so you can confidently invest in ads and scale your business.

Understanding Lifetime Value (LTV) and Customer Acquisition Cost (CAC)

Gross Lifetime Value (LTV) for Endurance Coaches

LTV is how much a client is worth to your business over the course of their relationship with you.

For example, if your coaching program costs €200/month and clients stay with you for an average of 12 months, your LTV = €2,400.

Customer Acquisition Cost (CAC)

CAC is how much it costs to acquire a new client. If you spend €500 in ads and sign up 2 new clients, your CAC is €250 per client.

Don't forget! If you are paying someone to run your ads, this is also part of your CAC!

The Ideal LTV to CAC Ratio

I suggest a LTV to CAC ratio of at least 3:1. That means for every €3 you earn, you should spend €1 to acquire that customer.

For an endurance coaching business, that means:

• If your LTV is €2,400, you can afford to spend up to €800 to acquire a client while maintaining strong profitability.

• If you’re seeing a 5:1 ratio or higher, you’re likely under-investing in growth. It may be time to increase your ad spend, otherwise you're leaving money on the table.
  

How to Determine Your Ad Budget

Now that you understand LTV and CAC, how do you decide how much to spend on Meta and Google Ads?

1. Start with a Percentage of Revenue

A general rule for service-based businesses is to allocate 10-30% of revenue to marketing, depending on growth goals.

• 10-15% if you’re stable and looking for slow growth.

• 20-30% if you’re aggressively scaling and want to dominate your niche.
  

2. Consider Your Sales Cycle

• If you offer low-ticket coaching (e.g., €100/month memberships), you need a low CAC and should focus on highly targeted, conversion-focused ads.

• If you sell premium coaching (€300+/month) or long-term packages, you can afford higher CAC and should consider retargeting and nurturing leads through content.
  

3. Run Small Tests First

Start with €10-€15/day on Meta or Google Ads and track results. Look at:

• Cost per lead (CPL) – Are you generating leads profitably?

• Conversion rates – Are leads turning into paying clients?

• Ad-to-client ratio – How many leads does it take to close one client?

If you’re seeing a profitable CAC, scale up the budget gradually.

4. Balance Meta vs. Google Ads

• Meta Ads (Facebook & Instagram) – Best for brand awareness, retargeting, and impulse-driven coaching offers. Use video ads, testimonials, and limited-time discounts.

• Google Ads (Search, YouTube, Google Network) – Best for high-intent searches like ‘triathlon coaching near me’.
  

5. Track, Optimize, Scale

• Use a CRM to track where leads are coming from and their lifetime value.

• Make sure you have conversion tracking set up correctly! If you don't measure it you can't improve it. It would be like trying to coach a serious athlete with no heart rate or power data and just off of RPE or 'Feel' :)

• Double down on what works and cut what doesn’t.

• Retarget website visitors and engaged prospects—warm traffic converts better.
  

Final Takeaway: Spend Based on Your Growth Goals

Your ad budget isn’t a guess—it’s a strategic investment. Know your LTV, CAC, and profit margins, and invest accordingly. If your LTV is high and your CAC is low increase your spend and scale faster.

Want a custom strategy for your coaching business? Book a free consultation with breakaway leads today and let’s map out a growth plan. 🚀

You can aslo access the free Ultimate Digital Marketing guide for even more tips here.