Stop throwing money at the wall and see what actually sticks
If you run a business in Brisbane—whether you’re a sparky in Coorparoo or a lawyer in the CBD—you’ve likely been bombarded by people promising to get you to the "top of Google."
Most of it is rubbish.
I’ve sat down with dozens of local business owners who are frustrated because they’re spending $2,000 a month on "marketing" but their phone isn't ringing any more than it was last year. They want to know one thing: "If I put $1 into this, how much comes back to me?"
To answer that, we need to look at the data. In this guide, I’m going to compare the three most common ways Brisbane businesses try to get more customers. We’ll look at the costs, how fast they work, and which one actually puts more money in your bank account.
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Option 1: The "Pay-Per-Click" Trap (Buying Leads)
This is when you pay Google or Facebook every time someone clicks on an ad.
How it works: You bid on words like "plumber near me" or "urgent dental care." Every time someone clicks, you pay anywhere from $5 to $50 depending on how many other people are bidding.
The Reality Check: I’ve seen a lot of businesses in the Western Suburbs get burnt here. They set a budget of $1,000 a month, the clicks happen, the money disappears, but they only get two or three phone calls. Why? Because half those clicks were probably your competitors checking your prices or people looking for DIY advice.
Cost: High. You pay for every single visitor. Speed: Instant. You can have ads running this afternoon. The Risk: The moment you stop paying, the phone stops ringing. You aren't building an asset; you're renting space.
Verdict: Good for a quick win if you have an emergency (like a quiet week), but it’s the most expensive way to grow a business long-term.
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Option 2: The "Spray and Pray" (Broad Awareness)
This is the old-school approach. Think radio ads on Triple M, billboards on the Gympie Arterial, or those glossy magazines dropped in letterboxes.
How it works: You pay a lot of money to show your face to thousands of people, hoping that 1% of them happen to need your service right now.
The Reality Check: Unless you have a massive budget like a major car dealership, this is usually a waste of cash. A small business shouldn't care about "brand awareness." You should care about people who are ready to buy. Why pay to show a roof restoration ad to someone who lives in a brand-new apartment block in Newstead? It makes no sense.
You should focus on how to get customers nearby rather than trying to be famous across the whole of South East Queensland.
Cost: Very High. Usually requires thousands upfront. Speed: Slow. You have to repeat the message for months before people remember you. The Risk: It is almost impossible to track if that billboard actually resulted in a sale.
Verdict: Avoid this until you're turning over $5M+ a year. It’s too expensive for most small businesses.
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Option 3: The "Local Authority" Approach (Owning Your Suburb)
This is the strategy we recommend to 90% of our clients at Local Marketing Group. It’s about making sure that when someone in your specific area looks for what you do, you are the only logical choice.
How it works: Instead of trying to win all of Brisbane, you dominate the 5 or 10 suburbs around your base. You make sure your Google Map listing is perfect, you get heaps of 5-star reviews from locals, and your website clearly shows you work in those specific streets.
The Reality Check: We worked with a pest control business in Morningside that was struggling to compete with the big national franchises. By shifting their focus to just the inner-east suburbs and fixing online listings, their phone calls increased by 40% in three months without spending an extra cent on ads.
People trust locals. If I’m in Chermside and I see a business that mentions they’ve done work on my street, I’m calling them first.
Cost: Medium. You pay for the setup and the strategy, but you don't pay for every click. Speed: 2-4 months to see real momentum. The Risk: You have to be patient. It doesn't happen overnight like an ad does.
Verdict: This is the best "bang for your buck." It builds an asset that keeps bringing in leads for years.
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Let’s Look at the Numbers
I’m an analytical guy, so let’s look at a hypothetical scenario for a Brisbane business (like a kitchen renovator or a mechanic) over 6 months.
| Feature | Buying Ad Clicks | Local Authority Strategy |
|---|---|---|
| Upfront Cost | $0 | $1,500 - $3,000 |
| Monthly Cost | $2,000 (Ad Spend) | $500 - $1,000 (Management) |
| Total Cost (6 Months) | $12,000 | $4,500 - $9,000 |
| What happens if you stop? | Calls stop instantly | You keep your rankings and calls |
| Quality of Enquiries | Mixed (Price shoppers) | High (Locals who trust you) |
What Should You Do First?
If you want to grow but don't want to waste money, here is the order I tell my mates to follow:
1. Claim your Google Business Profile: It's free. If you haven't done this, you're invisible. Fill it out completely. Don't leave the description blank. 2. Get 10 New Reviews: Don't just wait for them. Text your last 10 happy customers and ask. A business with 50 reviews will beat a business with 5 reviews every single time, even if the one with 5 reviews is a better business. You can significantly turn happy customers into a steady stream of new business just by asking for that review. 3. Make sure your site works on phones: Most of your customers are looking for you while they're on the go or sitting on the couch. If your site is hard to read on a phone, they’ll leave in two seconds. 4. Stop trying to target everyone: If you're based in North Lakes, don't try to get jobs in Ipswich. The travel time kills your profit. Own your backyard first.
The "Secret Sauce" Most People Miss
Most marketing agencies will try to sell you on "technical SEO" or "complex funnels." Honestly? Most of that is just fluff to justify a high monthly fee.
What actually works for a local business is relevance. Google wants to show its users the best local option. If your website has photos of you working in Brisbane suburbs, mentions local landmarks, and has reviews from people in those postcodes, Google will show you to more people.
It’s not magic; it’s just being the most helpful local choice.
Summary: Which approach wins?
If you need a job tomorrow* to pay the bills, pay for Google Ads. It’s expensive, but it works fast.
If you want to build a business that grows every year, pays for itself, and eventually allows you to stop worrying about where the next job is coming from, focus on your local presence.
Most Brisbane businesses get this wrong by trying to be everything to everyone. The ones who win are the ones who decide to own their specific suburb and do it better than anyone else.
Ready to get more phone calls without the headache? At Local Marketing Group, we don't do fluff. We focus on the stuff that actually makes your phone ring. If you’re a Brisbane business owner tired of seeing your competitors take the best jobs, let’s have a chat.