Why Most Small Businesses Ignore YouTube (And Why They’re Wrong)
If you’re like most business owners I talk to in Brisbane, you probably think YouTube ads are only for big brands like Harvey Norman or Coca-Cola. You might think you need a $10,000 film crew and a massive budget just to get started.
I’m here to tell you that’s rubbish.
In fact, for many local tradies, retail shops, and professional services, YouTube is the single most undervalued way to get your face and your brand in front of local customers. While your competitors are all fighting over the same expensive keywords on Google Search, you could be showing up on the TV screens and phones of your ideal customers for as little as 2 to 10 cents per view.
At Local Marketing Group, we’ve seen this work for everyone from a landscaper in Carindale to a boutique law firm in the CBD. In this guide, I’m going to show you how to use YouTube to make sure that when someone in your area needs your service, you’re the only person they think of.
The "Local Celebrity" Effect: A Real-World Case Study
Let’s look at a real example. We recently worked with a residential electrician based in Morningside. They were doing okay with standard Google ads, but they wanted to grow faster. They wanted to be the "go-to" sparky in the Eastern Suburbs.
Instead of just bidding more on "electrician near me," we took a simple 30-second video they shot on an iPhone. It wasn't fancy. It was just the owner standing in front of his branded van, explaining three things to look for before calling an electrician.
We showed that video only to people living within 10km of Morningside who had recently searched Google for things like "switchboard upgrade" or "power outage."
The result? Within three months, their phone started ringing with people saying, "I saw your video on YouTube." They weren't just getting leads; they were getting warm leads who already felt like they knew the owner.
Because we were organising their account the right way, they weren't wasting money showing ads to people in Ipswich or the Gold Coast. They were dominating their own backyard.
How Much Does This Actually Cost?
Let’s talk turkey. The biggest fear business owners have is that video ads will drain their bank account.
Here is the reality of YouTube pricing: 1. You only pay if they watch: With most YouTube ads, if a viewer clicks "Skip" before 30 seconds (or before the end of a shorter video), you don't pay a cent. You just got 5 to 20 seconds of free branding. 2. The "View" price is tiny: In Brisbane, we typically see views costing between $0.04 and $0.12. 3. Small budgets work: You can start seeing results with as little as $10 or $20 a day.
If you compare this to a local magazine ad or a physical billboard, it's a no-brainer. A billboard on Gympie Road might cost you thousands a month, and you have no idea who is actually looking at it. With YouTube, we can make sure only people who are actually interested in your service see your face.
When setting a realistic budget, I tell my mates to think of YouTube as an investment in "mental real estate." You're buying space in your customer's head so that when their toilet overflows or they need a new roof, your name is the first one that pops up.
The Three Types of Videos That Actually Make Money
You don't need a Hollywood production. In fact, over-produced, "slick" ads often perform worse for small businesses because they look like commercials. People skip commercials. People watch helpful videos.
1. The "Helpful Expert" Video
Show a common problem and how to fix it (or when to call a pro). If you're a plumber, show people how to turn off their water mains in an emergency. It builds trust instantly.2. The "Behind the Scenes" Video
Show your team, your van, and your work. People buy from people. Seeing a friendly local face makes you much less risky to hire than a faceless company with a stock-photo website.3. The "Social Proof" Video
Film a 15-second clip of a happy customer in front of the job you just finished. "I'm here with Mrs. Smith in Chermside, we just finished her new deck, what do you think?" It’s gold.How to Stop Wasting Money on the Wrong People
The biggest mistake I see Brisbane businesses make is being too broad. If you’re a hair salon in Paddington, you shouldn't be showing ads to people in North Lakes. It’s a waste of money.
Google has incredible data. We can target people based on: What they are searching for: We can show your video to people who just searched for your competitors or your services on Google. Where they live: Down to the specific postcode. Life events: People who are about to move house, just got married, or started a new job.
By focusing on the right people, you ensure you're finding your best customers rather than just shouting into the wind.
What Most People Get Wrong: The "Skip" Button
You have 5 seconds before that "Skip Ad" button appears. Most business owners waste those 5 seconds with a slow logo animation or a boring "Hello, my name is..."
Don't do that.
You need to "call out" your customer immediately. "Hey Brisbane homeowners, is your aircon making a weird noise?" "Looking for a reliable mechanic in the Southside?" "Don't pay another cent for electricity until you see this."
If they skip after that, great—they weren't your customer anyway, and you didn't pay for the view. If they stay, you've got a live one.
How Long Until You See Results?
YouTube is a "slow burn" compared to Google Search. When someone searches for "emergency locksmith," they need help now. When they see your video on YouTube, they might not need you today, but they will in three months.
Typically, we see a "lift" in direct business after about 4 to 6 weeks of consistent running. You’ll notice more people typing your business name directly into Google or more people saying "I've seen you around" when you show up for a quote.
Is It a Waste of Money for You?
I'll be honest: YouTube ads aren't for everyone. If your website looks like it was built in 1998, fix that first. People will click your ad, see your site, and leave immediately. If you only have $5 a day to spend on marketing, stick to Google Search for now.
- If you can't handle more phone calls, don't start.
Your Action Plan
1. Grab your phone: Go out to your current job site or into your shop and film a 30-second tip or a quick introduction. Don't overthink it. 2. Identify your "Gold Mine" suburbs: Where are your most profitable jobs? Target those postcodes first. 3. Set a modest budget: Start with $10 a day and see how many views you get. 4. Check the stats: Look at how many people are watching at least half the video. If it's low, change the first 5 seconds.
Running a business in Brisbane is competitive. Whether you're in the trades, professional services, or retail, you need an edge. YouTube ads give you that edge by making you the most recognisable name in your local area.
If you want to grow your business without the headache of managing complex tech, we can help. At Local Marketing Group, we specialise in getting Brisbane businesses more calls and more customers through smart, results-focused marketing.
Ready to get more phone calls? Contact us today and let’s talk about how we can put your business in front of your ideal customers.