When i started i did just a little, increasing the time with each time we did it. If you can afford the toothpaste all the power to you, if you cant this doesn't foam up that much. NOt like human toothpaste. Neither dog Vic or Shaffer complains of the taste, and SHaffer's gums no longer bleed when i brush which they did quite a bit at the start. Now i can hold out his gums and get the inside of his molars. He really likes the feel of his electric toothbrush, cracks me up.