If you’re running an MSP and you’ve got a marketing budget, one of the biggest questions you’ll face is: where should I put my money?

Some of you might have more than $1,000 a month to spend. Others might have less. Either way, the challenge is the same—spend effectively.

That’s what I’m going to break down here: if I only had $1,000 a month to market my MSP, exactly how I’d use it.

And I’ll tell you now—out of the five strategies I’m about to share, number four is hands down the most effective for generating leads today. Stick around for that one.

1. Build Your Dream 150 List

This one’s rooted in human psychology. Ever heard of Dunbar’s Number? It’s the idea that the human brain can only manage around 150 relationships at once.

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So instead of trying to market to everyone, narrow your focus to a list of 150 dream clients.

Here’s how:

  • Look at your existing client base.
  • Identify your most profitable clients.
  • Ask yourself: which ones do I actually enjoy working with?
  • Model your Dream 150 on those.

Then, jump into LinkedIn Sales Navigator (you can even use a free trial) and build that list—decision makers only. Export it into your CRM. I use HighLevel, but any CRM with a pipeline view will do.

Create a pipeline called Dream 150 with stages for outreach, follow-ups, and calls. This becomes the backbone of your prospecting system.

2. Direct Mail with a Twist

This one surprises people, but direct mail is still one of the most effective ways to cut through the digital noise.

Here’s how I’d spend part of the budget:

  • Write three letters to your Dream 150.
  • Send them out in sequence:
  • Follow up with a phone call.

This isn’t new—Dan Kennedy’s “Magnetic Marketing” is built on it. But the key is consistency. Debt collectors were successful not because they sent one letter, but because they followed up relentlessly.

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At today’s prices, sending three letters to 150 prospects is about $445 in stamps plus another $50 for supplies. Around half your budget—but worth it.

3. In-Person Networking

Now, this one might sting if you’re introverted. I used to hate networking too. BNI meetings at 6 a.m.? No thanks.

But here’s the truth: if you want to change your business, you’ve got to change yourself.

The real reasons why in person Networking is powerful and low cost:

  • Building long-term relationships (some of mine are still going 15 years later).
  • Growing personally—standing up in front of people gives you confidence.
  • Finding one or two strong referral partners that can consistently bring you business.

Yes, it costs money. About $99/month at the time of writing. But if you take it seriously, it pays itself back in spades.

4. Lead Gen Ads (The Big One)

This is the most effective marketing channel for MSPs right now.

Forget the noise about Google Ads or LinkedIn. Everyone has a Facebook or Instagram account, and Meta’s Lead Gen Ads are a goldmine.

Here’s why I love them:

  • Leads can fill out a form right inside Facebook or Instagram.
  • No friction, no extra clicks, no need to send people off-platform.
  • Meta’s algorithm is ridiculously good at finding the right people for your ads.

Let me give you numbers. In a recent campaign, I spent around $250 and generated 50 leads at just under $5 each. That’s 80 leads a month if you put $400 of your $1,000 budget into it.

These leads can go straight into your CRM, into your Dream 150 pipeline, or even into a group you control (more on that in the next section).

If you take only one thing away from this post, make it this: Lead Gen Ads should be in your marketing stack. Here’s a great video on how to setup lead gen ads for your MSP on youtube.

5. Own Your Own Group

Facebook groups used to be amazing for building local authority. But algorithms have changed. Now, you’re at the mercy of whatever Facebook decides shows up in the feed.

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That’s why I recommend building your own Skool group (yes, that’s the name of the platform). For $9/month, you get:

  • A timeline for posting updates and content.
  • A classroom area where you can upload cybersecurity tips, guides, or even a whole library of resources.
  • An events tab where you can run webinars for your group.

The real power is ownership. It’s your group, not Meta’s, and you control the communication. Pair this with Lead Gen Ads, and you’ve got a system for pulling prospects into a community you own.

Final Thoughts

There you have it—five ways to spend $1,000 a month on MSP marketing:

  1. Build your Dream 150.
  2. Send direct mail campaigns. ($500/month)
  3. Invest in networking. ($100/month) (BNI)
  4. MOST EFFECTIVE Run Lead Gen Ads. ($391/month) how to setup
  5. Own your own group. ($9/month) on skool

If your budget’s tight and you can only pick one, go with Lead Gen Ads. They’re simple, scalable, and give you control.

But no matter which option you choose, the real key is consistency. Marketing must be consistent, one-off tactics wont cut it—start showing up, tracking results, and repeating the process until you see compounding growth.