Why Most Brisbane Businesses are Wasting Money on the Wrong People
I was sitting down with a landscaper in Coorparoo a few weeks ago. He was frustrated. He’d spent three grand on ads the previous month, and while his phone was ringing, half the calls were from people in Ipswich or the Gold Coast.
"I can't send a crew out to Ipswich for a small retaining wall job," he told me. "The travel time kills the profit. I need jobs within fifteen minutes of my yard."
He’s not alone. Most small business owners in Brisbane—whether you’re a plumber in Chermside, a café owner in Paddington, or a lawyer in the CBD—are falling into the same trap. They are shouting to the whole city when they only need to talk to their neighbours.
Location-based promotions aren't about fancy tech. It’s simply about making sure your marketing only reaches the people who can actually buy from you. If you run a local shop or service, someone five suburbs away might as well be in another country.
In this guide, I’m going to show you how to stop the waste and start getting more customers from your own back yard. No jargon, no fluff—just what works to put more money in your till.
The "Radius" Rule: Stop Chasing Everyone
The biggest mistake I see is business owners trying to be everything to everyone. If you’re a gym in Carindale, you don't need to be famous in North Lakes. You need to be the only gym anyone in Carindale thinks about.
Think about your business right now. Where do your best customers live? Draw a circle around your shop or office. For most service businesses, that’s a 10km to 15km radius. For a coffee shop, it might only be 2km.
When you focus your promotions on this tight area, your money goes ten times further. Instead of paying Google or Facebook to show your ad to a million people who will never visit you, you pay to show it to the 5,000 people who drive past your front door every day.
Quick Win: The "Local Only" Discount
Most people think a discount is just a way to lose money. And they’re right if they do it wrong. I've seen how a generic 10% off promo can actually hurt your margins without bringing in loyal regulars.
Instead, try a "Suburb Special."
If you’re a carpet cleaner in Morningside, run a flyer or a digital post that says: "Morningside Residents Only: Get your hallway cleaned free when you book three rooms this Tuesday."
Why does this work? 1. It feels exclusive. People love feeling like they've got a deal because of where they live. 2. It builds density. If you book three jobs in the same street on the same day, you save a fortune on petrol and travel time. That’s pure profit in your pocket.
Get Found on the Map (Where the Money Is)
When someone’s pipe bursts at 9:00 PM in Ascot, they don't browse the internet for hours. They go to Google Maps and type in "plumber near me."
If you aren't in those top three results on the map, you don't exist. You are losing thousands of dollars every single month to the guy down the road who simply filled out his profile better than you did.
I’ve seen dozens of businesses that are invisible on Google Maps simply because they haven't verified their address or they haven't uploaded a photo of their van. It’s the easiest fix in marketing, yet 80% of Brisbane tradies get it wrong.
How to win on the map without being a tech genius:
Photos of your work: People want to see your face and your work. If you’re a tiler, upload photos of that bathroom you finished in Bulimba. Mention the suburbs: In your business description, don't just say "We serve Brisbane." Say "We provide emergency plumbing to Kenmore, Brookfield, and Chapel Hill." Ask for reviews on-site: When you finish a job and the customer is happy, ask them to leave a review right then and there. A business with 50 reviews will get the call over a business with 5 reviews every single time.Using Local Groups (The Modern Word-of-Mouth)
Remember the old community noticeboards at the Coles entrance? They’ve moved to Facebook. Suburb-specific "Community Hub" groups are where your customers are hanging out.
But be careful. If you just join and start spamming "HIRE ME," you’ll get kicked out faster than a cockroach at a picnic.
You need to be helpful. If someone asks for a recommendation for a mechanic in Stafford, and you’re a mechanic in Stafford, don't just post your phone number. Say:
"Hey, I run the garage on Webster Rd. Happy to take a quick look at that noise for you this afternoon if you're passing by."This is how you get local customers without ads. It costs you zero dollars, just ten minutes of your time while you're having a cuppa.
The Power of Physical Presence
We live in a digital world, but we live in physical suburbs. Don't underestimate the power of being seen in the real world.
I worked with a real estate agent in New Farm who was spending a fortune on digital ads. We shifted some of that budget into sponsoring a local bowls club. Not just putting a sign on the fence—anyone can do that—but actually showing up to the Friday night meat raffle.
He became "the real estate guy" for that club. Within six months, he’d listed four houses from members of that club alone. That’s the power of being a local fixture.
The "Letterbox Drop" Done Right
Most junk mail goes straight into the yellow bin. Why? Because it looks like junk mail.
If you want to win with physical mail in Brisbane, make it look like a letter. A window tinting business we know used hand-addressed envelopes with a simple note inside:
"We’re doing three houses in your street next week. Since we're already here, we can do yours for 20% less because we save on the travel."He got a 15% response rate. Most big companies are lucky to get 1%. Why did it work? Because it was personal, it was local, and it made sense.
Partnering with the Shop Next Door
Who already has your customers?
If you’re a dog groomer, the local vet has your customers. If you’re a mortgage broker, the local accountant has your customers.
Stop trying to find new people and start talking to the people who are already serving your neighbours. This isn't about paying for leads; it’s about a mutual exchange.
The "Voucher Swap" Strategy: 1. Find a non-competing business in your suburb. 2. Give them 50 vouchers for a "Free First Consultation" or a "Free Coffee with any Sandwich" to give to their best customers. 3. They look like a hero for giving away free stuff, and you get a steady stream of pre-qualified locals through your door.
Is Your Website Scaring Locals Away?
I see this all the time. A Brisbane business owner pays for a website, and it looks great. But it doesn't say where they are!
If I’m looking for a dentist in Indooroopilly, and your website just says "Professional Dental Services," I’m going to click the back button. I need to know you’re near me.
Make sure your website does these three things: 1. Put your phone number at the top: Make it big. People on phones want to tap and call, not hunt for a contact page. 2. Mention your suburb in the first sentence: "Your local mechanic in Geebung for over 20 years." 3. Show a map: Embed a Google Map so people can see exactly where you are and how to get to you.
The Cost of Getting This Wrong
What happens if you keep doing "broad" marketing?
Wasted Petrol: Driving across the Gateway Bridge twice a day for small jobs will eat your profit alive. Wasted Ad Spend: You’re paying for clicks from people who will never buy from you. Burnout: Dealing with enquiries that lead nowhere is exhausting.By focusing on location-based promotions, you're not just getting more customers; you're getting better customers. People who live near you are more likely to become regulars. They’re more likely to tell their neighbours about you. They’re more likely to stick with you for years.
What Should You Do First?
You don't need to do all of this tomorrow. If you're busy running your business, just pick one.
1. Today: Go to your Google Business Profile and upload three new photos of your work or your shop. 2. This Week: Join three local Facebook groups for your suburb and the surrounding ones. Don't sell; just listen and help. 3. This Month: Find one local business you can swap vouchers with.
How Long Until You See Results?
Marketing isn't a light switch, but location-based stuff moves faster than most. Google Maps updates: Usually takes 1-2 weeks to see a bump in phone calls. Facebook Group engagement: You can get an enquiry the same day if you're helpful.
- Voucher swaps: Usually takes about a month to get the momentum going.
Summary: Keep It Simple, Keep It Local
You don't need a massive marketing department or a $10,000-a-month budget to grow your Brisbane business. You just need to be the most visible, most helpful, and most convenient option in your own suburb.
Stop worrying about the whole of Queensland. Win your street. Then win your suburb. Then win the suburb next door.
If you want more phone calls from people who are actually in your service area, stop shouting at the clouds and start talking to your neighbours.
At Local Marketing Group, we help Brisbane small businesses stop wasting money on marketing that doesn't work. We focus on the stuff that actually makes your phone ring and puts money in the bank.
If you’re tired of being invisible and want to dominate your local area, let’s have a chat. We’ll look at your business, see where you’re losing money, and give you a straight-talk plan to fix it.
Ready to grow? Contact us at Local Marketing Group and let’s get to work.