February 18, 2026
Local Advertising Cost Guide: What Every Channel Costs in 2026
Table of Contents
How much does it actually cost to advertise a local business? It's the first question every business owner asks, and the answer used to be frustratingly vague. "It depends" was the standard response from agencies and media reps.
In 2026, you deserve better than that. Advertising costs have shifted dramatically as digital platforms mature, streaming TV becomes accessible, and traditional channels adapt to shrinking audiences. Some channels have gotten cheaper. Others have gotten more expensive. And the math for small businesses looks different than it did even two years ago.
This guide breaks down what local advertising actually costs across every major channel, with real numbers, honest comparisons, and guidance on where your budget delivers the most value.
The Local Advertising Budget Framework
Before comparing individual channels, establish how much you should spend overall.
Industry Benchmarks
The U.S. Small Business Administration recommends that businesses with revenue under $5 million allocate 7-8% of gross revenue to marketing. The actual average varies by industry:
Restaurants: 3-6% of revenue
Retail: 3-5% of revenue
Home services: 5-10% of revenue
Healthcare practices: 3-8% of revenue
Professional services: 5-10% of revenue
For a business generating $500,000 annually, that translates to roughly $15,000-50,000 per year in total marketing spend, including advertising, website, and any agency fees.
The Multi-Channel Reality
No single advertising channel does everything well. Most successful local businesses split their budget across 3-4 channels that serve different purposes: awareness, consideration, and conversion. The cost guide below helps you understand what each channel costs so you can build a realistic multi-channel plan.
Streaming TV Advertising Costs
Connected TV advertising is the channel that's changed the most in recent years. What was once a $50,000+ commitment is now accessible to any local business.
What You'll Pay
CPM (cost per 1,000 impressions): $15-35, with an average around $25
Minimum campaign budget: $50 with Adwave
Ad creation: Free with Adwave's AI platform (traditional production costs $1,500-10,000+)
Monthly investment range: $50-2,000 for most local businesses
What that gets you: At $500/month with a $25 CPM, roughly 20,000 local impressions
What Affects the Price
CPMs vary based on targeting specificity, time of year (Q4 holiday season is more expensive), and the content environment. Premium live sports programming commands higher CPMs than on-demand content.
Best Value For
Building name recognition, establishing credibility through premium network placement, and reaching potential customers who aren't yet searching for your service. Streaming TV is particularly cost-effective for businesses that benefit from visual storytelling: restaurants, retail stores, home services, and healthcare practices.
Google Advertising Costs
Google captures demand that already exists. When someone searches "plumber near me" or "best pizza in [your city]," Google puts your business in front of them.
Google Business Profile (Free)
Every local business should have an optimized Google Business Profile. It's free, shows up in Maps searches, and drives significant traffic. The only "cost" is time spent keeping it updated with photos, hours, and responding to reviews.
Google Search Ads
Cost per click: $2-15 for most local businesses (varies wildly by industry)
High-competition industries: Lawyers ($30-80/click), dentists ($5-15/click), home services ($8-25/click)
Monthly budget range: $500-5,000 for meaningful visibility
Management fees: DIY is free but time-intensive. Agencies charge $300-1,500/month or 15-20% of spend
Google Local Services Ads
Cost per lead: $6-30 depending on service category
Pay only for leads, not clicks
Google Guaranteed badge builds trust
Available for: Home services, legal, financial, healthcare, and other service categories
What Affects the Price
Competition in your market is the biggest factor. A plumber in a small town might pay $3/click while one in a major metro pays $20. Seasonal demand also impacts costs, with HVAC searches spiking in extreme weather and tax services peaking in Q1.
Best Value For
Capturing high-intent customers who are actively searching for your product or service right now. Essential for service businesses where customers search when they have an immediate need.
Social Media Advertising Costs
Facebook, Instagram, TikTok, and other social platforms offer highly visual, targetable advertising at relatively low per-impression costs.
Facebook & Instagram
CPM: $8-15 for local targeting
Cost per click: $0.50-3.00
Monthly budget range: $300-2,000 for local businesses
Ad creation: DIY with Meta's tools (free) or hire a designer ($200-500 per ad set)
Boosted posts: Start at $5/day
TikTok
CPM: $10-20
Minimum daily budget: $20 for campaigns
Monthly budget range: $500-2,000
Best for businesses targeting audiences under 40
Nextdoor
CPM: $5-15
Monthly minimum: $50-100 depending on market
Hyperlocal targeting by neighborhood
Best for: Home services, restaurants, retail with very local customer bases
What Affects the Price
Audience size, targeting specificity, ad quality scores, and competition for the same audience all impact costs. Holiday seasons and election years increase social media advertising costs across the board.
Best Value For
Visual businesses (restaurants, retail, beauty), community engagement, event promotion, and reaching specific demographic groups. Social media advertising works best for businesses with compelling visual content and offers.
Direct Mail Costs
Physical mail still works for local businesses, especially in markets where digital fatigue is real.
What You'll Pay
Postcards: $0.50-1.00 per piece (design + print + postage)
Letters/brochures: $1.00-2.50 per piece
EDDM (Every Door Direct Mail): $0.20-0.40 per piece (no mailing list needed)
Targeted mailing lists: $0.05-0.15 per name
Typical campaign: 5,000 pieces at $0.75 each = $3,750
Response Rates
Direct mail averages a 2-5% response rate according to the Data & Marketing Association, which is significantly higher than digital advertising response rates. For a $3,750 campaign reaching 5,000 homes with a 3% response rate, you'd generate 150 responses.
What Affects the Price
Paper costs, postage rates (which increase annually), print quantity (larger runs are cheaper per piece), and design complexity all affect your total cost.
Best Value For
New business openings, new mover campaigns, seasonal promotions with specific offers, and reaching older demographics who are less active online. Particularly effective for restaurants, home services, and healthcare practices.
Local Radio Advertising Costs
Radio remains a common local advertising channel, though its audience has shifted significantly toward older demographics.
What You'll Pay
Production: Free to $500 (many stations produce ads for free when you buy airtime)
30-second spot: $25-500 depending on market size and station
Small market (under 250K population): $25-100 per spot
Medium market (250K-1M): $100-300 per spot
Large market (1M+): $200-500+ per spot
Monthly package deals: $1,000-5,000 for a meaningful schedule
What Affects the Price
Market size, station ratings, time of day (morning and afternoon drive time are most expensive), and how many spots you commit to buy. Negotiation matters: rate cards are starting points, not final prices.
Best Value For
Reaching commuters, building frequency through repetition, and markets where local stations have strong community loyalty. Audio-only format limits effectiveness for businesses that benefit from visual advertising.
Local Newspaper and Print Costs
Print advertising has declined but hasn't disappeared, especially in communities with active local publications.
What You'll Pay
Display ads: $10-30 per column inch for community papers, $50-200+ for metro dailies
Quarter-page ad: $200-500 in community papers, $1,000-5,000 in metro dailies
Classified/service directory: $25-100 per week
Special sections (home & garden, dining guide): Premium pricing, but targeted readership
What Affects the Price
Publication circulation, ad size, color vs. black and white, frequency commitments, and section placement. Front sections and special interest sections cost more.
Best Value For
Businesses targeting older demographics (55+), community-oriented businesses, and markets where local newspapers still have strong readership. Also effective for legal notices, real estate, and businesses targeting homeowners.
Outdoor and Billboard Costs
Billboards and outdoor advertising provide constant visibility in specific locations.
What You'll Pay
Traditional billboards: $750-3,000/month in small to mid-size markets
Digital billboards (shared rotation): $300-1,500/month
Bus stop/transit ads: $300-1,000/month
Bench and small format: $100-400/month
What Affects the Price
Location (highway vs. side street), traffic count, format (static vs. digital), and contract length. Prime highway locations in larger markets can exceed $10,000/month.
Best Value For
Businesses with a specific physical location to drive traffic to, and businesses that benefit from high-frequency exposure in a particular area. Restaurants near highway exits, retail stores on main roads, and businesses in commercial districts.
Review Platform and Directory Costs
Online directories and review platforms serve as both advertising and reputation management for local businesses.
What You'll Pay
Yelp Enhanced Profile: $300-1,000/month depending on market
Yelp Ads: $150-1,000/month with cost-per-click pricing
Angi (formerly Angie's List): $300-500/month for a basic listing
Thumbtack: Pay per lead, typically $5-50 depending on service type
Industry-specific directories (Healthgrades, Avvo, Houzz): Free basic listings, $100-500/month for premium
What Affects the Price
Market competition, business category, and the platform's dominance in your area. Some platforms dominate certain industries (Houzz for home services, Healthgrades for medical).
Best Value For
Service businesses where customers actively compare options before choosing. Healthcare providers, home services, restaurants, and professional services benefit most from review platform visibility.
Cost Comparison Table
Here's how the major local advertising channels compare on key cost metrics:
Streaming TV: $50-2,000/month, $15-35 CPM. Best for awareness and credibility.
Google Search Ads: $500-5,000/month, $20-80 effective CPM. Best for high-intent capture.
Social Media: $300-2,000/month, $8-15 CPM. Best for visual engagement.
Direct Mail: $1,000-5,000/campaign, $150-300 per 1,000 pieces. Best for targeted households.
Radio: $1,000-5,000/month, $5-15 CPM. Best for commuter reach.
Print: $200-2,000/month, $20-100 CPM. Best for older demographics.
Outdoor: $300-3,000/month, $3-10 CPM. Best for location-based visibility.
How to Allocate Your Budget
Budget allocation depends on your business type, goals, and where your customers are in the buying process.
For Businesses Focused on Awareness
Prioritize channels that reach people who don't know you yet:
50% streaming TV for broad local visibility
25% social media for community engagement
25% one additional channel (outdoor, direct mail, or radio)
For Businesses Focused on Leads
Prioritize channels that capture active searchers:
40% Google Ads for search capture
30% streaming TV for awareness that feeds search volume
20% social media for retargeting and offers
10% review platforms for conversion optimization
For New Businesses
Brand new businesses need awareness and credibility fast:
35% streaming TV for immediate local visibility
30% Google Ads for capturing early searchers
20% direct mail to surrounding neighborhoods
15% social media for community building
Hidden Costs to Watch For
Every advertising channel has costs beyond the media buy itself.
Creative Production
TV commercial production: Free with Adwave, $1,500-10,000+ with traditional production
Graphic design for print/mail: $200-500 per project
Photography: $300-1,000 for a professional shoot
Video for social media: $500-2,000 for professional quality
Management and Optimization
Agency management fees: 15-20% of spend or $500-2,000/month flat fee
Google Ads management: $300-1,500/month
Social media management: $500-2,000/month including content creation
Platform Fees and Minimums
Some platforms charge setup fees, require minimum commitments, or take a percentage of spend. Always ask about total cost, not just media rates.
Making Every Dollar Count
The businesses that get the best return from local advertising aren't necessarily the ones spending the most. They're the ones spending strategically.
Start with one or two channels. Master them before adding more. Spreading a small budget across five channels means you're doing none of them well.
Measure what you can. Ask every new customer how they found you. Track website traffic during campaigns. Compare sales during advertising periods to non-advertising periods.
Test before you commit. Most digital channels let you start small. Run a $200 test on streaming TV before committing to a quarterly plan. Try a small Google Ads campaign before signing an agency contract.
Reinvest in what works. When you find a channel that produces results, increase your investment there rather than chasing the next shiny option.
Common Questions Answered
What's the cheapest way to advertise a local business? Google Business Profile is free and essential for every local business. Beyond that, social media advertising offers the lowest cost per impression starting around $5/day. Streaming TV advertising starts at $50 with Adwave and offers premium placement that builds credibility. The "cheapest" option depends on your goal: if you need leads today, Google is efficient. If you need awareness, streaming TV delivers more impressions per dollar than most channels.
How much should a small business spend on advertising per month? The SBA recommends 7-8% of gross revenue for businesses under $5 million. For a business earning $500,000 annually, that's roughly $2,900-3,300 per month across all marketing activities. Many successful local businesses spend $1,000-3,000 monthly on advertising specifically, with the rest going to website, marketing tools, and content.
Is streaming TV really affordable for local businesses? Yes. Streaming TV advertising has dropped from a $50,000+ commitment to campaigns starting at $50. A local business spending $500/month on streaming TV reaches approximately 20,000 local viewers, with ads running on premium networks like NBC, Hulu, and ESPN. The combination of professional presentation and local targeting makes streaming TV one of the best value channels available today.
Which advertising channel has the best ROI for local businesses? No single channel wins for every business. Google Ads typically produces the most measurable direct response because it captures people already searching. Streaming TV produces the best long-term brand building by reaching people before they search. The highest ROI usually comes from combining both: TV builds awareness, which increases the number of people who search, which Google captures. Businesses that invest in both awareness and capture channels outperform those that rely on one alone.
Are advertising costs going up or down in 2026? It's mixed. Google Ads costs continue rising 5-10% annually as more businesses compete for the same searches. Social media advertising costs have stabilized after years of increases. Streaming TV costs have actually decreased for small businesses as platforms like Adwave make the channel more accessible. Traditional radio and print have seen modest price increases driven by declining audiences and rising production costs. Overall, digital channels offer more value per dollar than they did five years ago, while traditional channels have gotten relatively more expensive.
Build Your Local Advertising Plan
The best time to start advertising was yesterday. The second best time is now. You don't need a massive budget to start building local visibility, but you do need to spend intentionally on channels that reach your target customers.
Start with the channels that match your business type and goals. Test with modest budgets. Track results. Scale what works.
Ready to add TV to your advertising mix? Create your first commercial free and start reaching local customers on premium streaming channels, starting at just $50.