The Truth About Google Ads for Brisbane Service Businesses
I was sitting down with a sparky from Chermside a few months ago. He was frustrated. He’d spent three grand on Google Ads over the summer, and when I asked him what he got for it, he shrugged.
"I got plenty of clicks," he told me. "But my phone didn't ring nearly enough to pay for the bill. It felt like I was just handing money to Google for the sake of it."
If you’ve ever felt like Google Ads is just a giant vacuum for your credit card, you aren’t alone. Most small business owners in Brisbane—whether you’re a plumber in Coorparoo or a lawyer in the CBD—have been told they need to be on Google. But nobody tells you how to do it without losing your shirt.
This guide isn't about the technical bells and whistles. It’s about one thing: making your phone ring with customers who actually want to pay you.
Why Most Google Ads Campaigns Fail (And How to Fix It)
Most people set up their ads, pick a few words like "Plumber Brisbane," and let Google do the rest. That is a recipe for disaster. Google is a business, and their goal is to get you to spend money. Your goal is to make a profit. Those two things aren't always aligned.
The biggest mistake I see is businesses paying for the wrong kind of attention. You don't want people just looking for information; you want people who have a problem right now that you can solve.
For example, if you're a roofer, you don't want to pay for someone searching "how to fix a tile." You want to pay for the person searching "emergency roof repair West End." One is a DIYer who will never give you a cent; the other is a customer with a credit card in their hand.
The "Intent" Factor
Think of Google like a digital yellow pages, but much faster. When someone types something into that search bar, they are telling you exactly what they want.
If you sell high-end landscaping, you don't want to show up for "cheap garden plants." You want to show up for "luxury landscape design Brisbane." By being picky about which searches you show up for, you stop wasting your budget on people who were never going to hire you anyway. Choosing the right search vs display ads strategy is the first step in making sure your money goes toward people actually looking for your service.
How Much Does This Actually Cost?
This is the first question everyone asks. "How much should I spend?"
Here is the blunt truth: If you spend $5 a day, you are wasting your time. In a city like Brisbane, competition is stiff. If a click costs you $10 and you only spend $5, your ad will never even show up.
For most service businesses, you need to be prepared to spend at least $1,500 to $2,000 a month to see real momentum.
Does that sound like a lot? Think of it this way: If that $2,000 brings in $10,000 worth of new jobs, was it expensive? No. It was an investment. If you spend $500 and get zero jobs, that was expensive.
The Cost Per Lead
You need to know your numbers. If you’re a pest controller and a new customer is worth $300 to you, how much are you willing to pay to get that customer? If you can get a lead for $30, and you close one in three leads, your cost to get a new customer is $90. You’ve just made a $210 profit. That’s a winning business model.
Making Your Phone Ring
Getting a click is easy. Getting a phone call is harder.
I’ve seen businesses spend thousands of dollars sending people to a website that looks like it was built in 1998. If someone clicks your ad on their phone, and your website is hard to read or doesn't have a big "Call Now" button, they will leave. You just paid $15 for someone to look at your site for three seconds and leave.
To see real results, your ads need to be set up to get phone calls directly. On a mobile phone, your ad should have a button that allows them to call you with one tap. No browsing, no reading, just calling.
Why Your Website Matters
Your website has one job: to convince the person who clicked the ad that you are the right person for the job.
It must work on phones. Most of your customers are searching while they are on the go or sitting on the couch. It must load fast. If it takes more than three seconds, they’re gone. It must show you are local. Mentioning Brisbane suburbs or showing a photo of your van in front of the Story Bridge builds trust instantly. It must have a clear call to action. Tell them what to do. "Call for a free quote" or "Book your inspection online."
Beating Your Competitors
Every day, your competitors are trying to take your customers. In Brisbane, the trades and professional services sectors are incredibly competitive. If you aren't at the top of the page, you're invisible.
But being at the top isn't just about bidding the most money. Google rewards ads that are relevant. If someone searches for "Air conditioning repair" and your ad says "Best Electrician in Brisbane," Google will charge you more because your ad doesn't match the search. If your ad says "Fast Air Con Repair - Available Today," you’ll likely pay less per click and get more calls.
You can even use clever strategies for stealing competitor customers by showing your ad when someone searches for a specific rival business. If a customer is unhappy with their usual provider and looks them up, your "Faster, More Reliable Service" ad might just win them over.
What to Do First
If you’re ready to start getting more leads from Google, don't just dive in and hit the "Smart Campaign" button. That’s usually a shortcut to wasting money.
1. Define your goal. Do you want more phone calls or more quote forms filled out? 2. Pick your best services. Don't try to advertise everything. Pick the high-profit jobs you actually want more of. 3. Check your website. Open it on your phone. Is your phone number easy to find? Does it load fast? 4. Set a realistic budget. Be prepared to commit for at least 3 months. Google Ads takes a little time to "learn" what works for your specific business.
Common Pitfalls to Avoid
Advertising 24/7: If you’re a family-run business and you don't answer the phone after 5 PM, don't run your ads at 2 AM. You're just paying for voicemails that you'll have to chase the next day (and likely lose to someone who answered the phone). Broad Keywords: Avoid terms like "Lawyer" or "Mechanic." Use "Family lawyer Brisbane" or "Logbook service Milton." Ignoring Negative Keywords: This is the secret weapon. You can tell Google not* to show your ad for certain words. For example, if you only do residential work, you should add "commercial" as a negative keyword so you don't pay for those clicks.
Is It Worth Hiring an Agency?
You can do this yourself, but it’s like fixing your own plumbing. You might get it right, or you might end up with a flooded house. A good agency saves you more money than they cost by cutting out the waste and making sure your ads are seen by the right people.
At Local Marketing Group, we specialise in helping Brisbane service businesses grow. We don't care about "impressions" or "click-through rates"—we care about how many times your phone rings and how much money you make.
If you're tired of guessing and want a system that actually brings in customers, let's have a chat. We’ll look at what you’re doing now and show you exactly where the gaps are.
Ready to grow your business? Contact us at Local Marketing Group and let’s get your phone ringing.