How to Create an Airbnb Marketing Budget
Planning is the most underrated aspect of marketing.
We’ve all heard the saying:
“Fail to plan, plan to fail.”
Sure, it’s cliché, but when it comes to short-term rental marketing, it couldn’t be more true.
Yet, here’s the problem—everyone talks about why you should plan, but no one explains how.
This gap leaves Airbnb hosts and short-term rental entrepreneurs spending money and time on things that don’t actually move the needle.
So, how do you create a proper Airbnb marketing budget?
In this blog, I’ll walk you through the steps to stop the guessing game, allocate your resources effectively, and make more money while staying in control of your spending.
Let’s dive in.
Step #1: Establish Your Baseline
Before you can budget, you need clarity on where you stand.
Think of a baseline as a snapshot of your current marketing performance. It’s your starting point, and without it, your budget has no foundation.
Start by identifying the actions guests take before booking your property. These are known as Micro KPIs (Key Performance Indicators).
For example:
Website visits.
Property views.
Price checks.
Once you’ve gathered these data points, organize them in order from “least likely to book” to “most likely to book.”
Pro Tip: Use the past 6–12 months of data to account for seasonality.
Your goal here is simple: figure out how many Micro KPIs it takes to generate one Main KPI (a booking).
Here’s what happens next:
If your baseline reveals you need more website traffic, your budget should focus on increasing visibility.
If your baseline shows lots of traffic but low bookings, you may need to improve your listing or follow up with potential guests.
Step #2: Identify Your Priorities
Now that you have your baseline, it’s time to decide where to allocate your budget.
The key here is focus. Instead of spreading yourself thin across too many tactics, pick one area and go all in.
Here’s how to prioritize based on your baseline:
If you need more website traffic:
Paid ads (e.g., Google or Meta).
Search Engine Optimization (SEO).
Listing site optimization.
If you need to convert more visitors into bookings:
Develop a lead generator (e.g., a discount for signing up to your email list).
Launch founder-led marketing on social media to build trust with potential guests.
Every tactic works—you just have to choose one that aligns with your goals and execute it with laser focus.
Step #3: Create Your Budget
With your priorities in place, it’s time to assign dollars to your strategy.
Here’s a simple framework to help:
Start small: If this is your first time running paid ads or investing in SEO, begin with a test budget. For example:
$200/month for ads.
$500 for an SEO expert.
Set realistic expectations: Marketing takes time. Don’t expect immediate results, but ensure you’re tracking progress every month.
Reinvest strategically: Once you see results, allocate a percentage of your profits back into what’s working.
Step #4: Protect Your Time
A marketing budget isn’t just about money—it’s about time.
Running an Airbnb means you already have a lot on your plate, so your marketing efforts need to fit into your schedule.
For example:
Dedicate two hours per week to managing your paid ads or posting on social media.
Spend one morning a month reviewing your metrics and adjusting your strategy.
Without time allocated, even the best budget and strategy will fall flat.
Final Thoughts
Creating an Airbnb marketing budget isn’t just about spending money—it’s about spending wisely. By following these steps, you’ll stop wasting resources on what doesn’t matter and start seeing meaningful results.
The formula is simple:
Know where you stand.
Focus on your biggest opportunities.
Allocate your time and money accordingly.
Marketing your Airbnb doesn’t have to feel overwhelming. With the right plan in place, you’ll create a system that drives bookings, builds your brand, and supports long-term success.
That’s all for today. Now it’s time to put this plan into action.