Why Your Google Ads Look Small (And Why It’s Costing You Money)
If you’re paying for Google Ads to grow your business here in Brisbane, you’ve probably noticed something frustrating. You search for your own service—maybe it’s “plumber Chermside” or “accountant Milton”—and you see your ad. But it looks tiny. It’s just a headline and a line of text.
Then you see your competitor’s ad. It’s massive. It has their phone number clickable right there, links to their pricing page, their five-star rating, and even their street address. Their ad takes up half the screen, while yours looks like an afterthought.
In the world of Google, size actually matters. The more space your ad takes up, the more likely someone is to click it. Most importantly for local tradies and shops, the right "add-ons" (what the tech heads call extensions) make it easier for people to call you without even visiting your website.
I’ve seen dozens of Brisbane business owners dump thousands into Google Ads, only to wonder why the phone isn't ringing. Usually, it’s because they’ve ignored these simple additions that turn a boring text box into a “call me now” machine.
Here are the biggest mistakes I see local businesses making and how you can fix them to get more customers for every dollar you spend.
Mistake 1: Hiding Your Phone Number
This is the biggest sin in local marketing. If you’re a locksmith and someone’s locked out of their house in Indooroopilly, they don’t want to read your “About Us” page. They want to hit a button and hear a human voice.
If you don’t have a "Call" button attached to your ad, you are forcing people to click through to your website, wait for it to load, and hunt for a phone number. Every extra step is a chance for them to get distracted and leave. By adding a simple phone number link, you make it effortless for them to book you.
When you stop paying for leads that never actually pick up the phone, your profit margins start looking a lot healthier.
Mistake 2: Not Showing Your Local Face
People in Brisbane like buying from people in Brisbane. If I’m looking for a mechanic, I want to know they are just down the road in Geebung, not some massive national franchise with a call centre in Sydney.
There is an add-on that links your Google Business Profile (your map listing) to your ads. This shows your physical address and how many kilometres away you are from the person searching. It also pulls in those gold stars from your reviews.
If you have 50 five-star reviews and your competitor has none, but you aren't showing those reviews in your ad, you’re throwing away your biggest advantage. It’s the easiest way to build trust before they’ve even clicked.
Mistake 3: Giving Too Many (or Too Few) Choices
You can add extra links below your main ad. I see two extremes here. Some businesses link to random stuff like their "Terms and Conditions" (who cares?) and others don't use them at all.
Think about what your customer actually wants. If you’re an electrician, don't just link to your homepage. Give them links for "Emergency Repairs," "Solar Installations," and "Ceiling Fan Special."
This helps you in two ways: 1. It makes your ad physically bigger on the screen. 2. It sends people exactly where they need to go.
You want to get more customers by making the path to buying as short as possible. If they want a quote, give them a direct link to the quote form right in the ad.
Mistake 4: Forgetting the "Why Us" Snippets
Google allows you to add little snippets of text that highlight your best features. I’m talking about things like "24/7 Emergency Service," "Family Owned & Operated," "Free Quotes," or "Same Day Turnaround."
These aren't clickable links; they are just bullet points that sit under your ad. They take two minutes to set up, they cost $0 extra, and they tell the customer exactly why they should pick you over the guy next to you.
If you’re trying to stay ahead of the pack, stealing your competitors' customers often comes down to these small details. If your ad says "10-Year Warranty" and theirs says nothing, you win.
How Much Does This Cost?
Here’s the best part: Google doesn't charge you extra to use these add-ons. You pay the same price per click whether your ad is a tiny sentence or a massive block of information with a phone number and map.
In fact, using these usually makes your ads cheaper over time. Google likes ads that people actually click on. When your ad is full of useful info and people click it more often, Google rewards you by lowering your costs. It’s one of the few times the big tech giants actually give you a break.
How Long Until You See Results?
You can see the difference almost instantly. The moment these add-ons are approved (usually within 24 hours), your ad will start taking up more space.
You’ll notice: - More phone calls: Especially from people on mobiles. - Better quality enquiries: Because people have already seen your reviews and services before clicking. - More bang for your buck: Your daily budget goes further because you aren't wasting money on "vague" clicks.
What Should You Do First?
If you’re running your own ads and feeling overwhelmed, don't try to do everything at once. Start here:
1. Add your Phone Number: Make sure it’s set to show on mobile devices. 2. Link your Google Map: Get those reviews and your suburb showing up. 3. Add 4 "Sitelinks": Link to your four most profitable services.
Look, I get it. You started your business to be a builder, a florist, or a lawyer—not a digital marketing expert. Most of what you read online makes this sound like rocket science, but it’s really just about being the most helpful option on the screen.
I’ve seen a small pest control business in Morningside double their lead volume just by fixing these "add-ons" without spending a single cent more on their daily budget. It’s the lowest-hanging fruit in marketing.
If you’re tired of looking at your ads and feeling like they’re invisible, or if you’re worried you’re just burning cash every month, we can help. At Local Marketing Group, we specialise in making sure Brisbane businesses actually see a return on their investment.
Stop settling for tiny ads. Let’s make your business the one everyone clicks on.
Ready to get the phone ringing? Contact Local Marketing Group today and let’s get your Google Ads working as hard as you do.