Why Spending Money to Get a Customer Is the Smartest Move You Can Make
Let’s be blunt: customers won’t just show up because you’ve opened your doors or posted “I’m here!” on social media. That’s not how business works—not in 2025, not ever.
If you want to grow your business, you need a plan to bring in new customers—and yes, that means spending money to make money.
Here’s how to break it down and finally take control of your marketing with logic instead of guesswork.
1. What’s a Customer Worth to You?
Start by asking: What is the average customer worth to me over their lifetime?
This is called Customer Lifetime Value (CLV).
Let’s say you run a service-based business and the average client stays with you for 12 months, paying £100/month. That customer is worth £1,200 to you.
Know your number. This helps you decide how much it’s worth spending to get one.
2. How Much Would You Pay to Get One Customer?
Now ask: What would I be happy to spend to gain a £1,200 customer?
There’s no fixed answer—it’s your decision. Some businesses are happy spending £100 to get that £1,200 customer. Others might spend £400.
Your Customer Acquisition Cost (CAC) is a strategic choice.
3. How Many Leads Do You Need to Get One Customer?
Look at your past performance. If you get one customer from every five leads, then your conversion rate is 1 in 5.
This number is crucial—it shows how effective your sales or onboarding process is.
4. How Much Can You Spend to Get One Lead?
Here’s where the maths gets interesting:
Take the amount you’re willing to spend to get one customer (Step 2)
and divide it by the number of leads it takes to get that customer (Step 3).
Example:
- You’re happy to spend £300 to get one customer
- You need 5 leads to convert one
- You can spend up to £60 per lead
This number helps you decide which marketing channels are viable.
5. How Many New Customers Do You Want Next Month?
Be specific. Not “more” customers—say “I want 10 new customers” next month.
Once you’ve set that target, it’s time to reverse-engineer the plan.
6. How Many Leads Do You Need to Get That Many Customers?
Multiply the number of customers you want by the number of leads it takes to convert one.
Example:
- You want 10 new customers
- You need 5 leads per customer
- You need 50 leads next month
7. What’s Your Required Marketing Budget?
Now multiply the number of leads you need by how much you can spend per lead (from Step 4).
Example:
- You need 50 leads
- You can afford £60 per lead
- You need a marketing budget of £3,000 for the month
Final Thought: You’re in Control
Marketing shouldn’t feel like guesswork. You can’t just rely on luck or visibility. You need a repeatable, measurable system to bring in customers.
Once you understand the numbers, you stop seeing marketing as an expense and start seeing it as an investment—a smart one.
Want help working out your numbers and building a predictable lead engine?
That’s exactly what we do at Business Coaching Manchester. Book a free strategy session today and let’s make your marketing work like clockwork.