Local spend works in layers
Search captures intent — someone looking for you now. Social builds familiarity before they need you. Print and mail still move neighborhoods where digital noise is high and trust is hyper-local.
Most small businesses underfund one layer entirely. A split forces the conversation: if Google is 60% of budget, do you have listings, reviews, and landing pages that convert?
Revisit the split quarterly. Seasonality, new competition, and offer changes should move dollars — not vanity metrics from a single channel.