Look, if you’ve been running ads for a while, you’ve probably noticed that people aren't just searching for what you do on Google anymore. They’re scrolling through YouTube, checking their Gmail, or looking at their 'Discover' feed on their phones.
Google calls the ads that show up there 'Demand Gen' campaigns. It’s a fancy name for ads that use photos and videos to get people interested in your business before they even think to type your name into a search bar.
When they work, they’re brilliant. You get your brand in front of thousands of local eyes for a fraction of what a normal search ad costs. But I’ve seen plenty of Brisbane business owners pour money into these and get absolutely nothing back but a few 'likes' and a lighter bank account.
If you want these ads to actually result in more phone calls and bookings, you need to avoid the traps most people fall into. Here is my honest take on what’s probably going wrong and how to fix it.
1. You’re using 'Stock' photos that look like ads
We’ve all seen them. The photo of the perfectly clean plumber with a blindingly white smile holding a wrench he’s clearly never used.
People on YouTube and social media have a 'rubbish filter' built into their brains. As soon as they see something that looks like a corporate ad, they skip it.
If you want to stop the scroll, use real photos of your team, your van, or a job you just finished. It doesn't need to be professional. Honestly, a photo taken on a modern iPhone usually performs better than a high-end studio shot because it looks real. It looks like it belongs on the feed.
When your ads feel like a recommendation from a mate rather than a pitch from a big company, people click more.
2. You’re shouting at the wrong people
The biggest mistake I see is businesses trying to show these visual ads to everyone in Brisbane. Unless you’re selling bread or milk, that’s a massive waste of money.
Demand Gen works best when you give Google a 'seed' to start with. The best seed you have is the people who have already bought from you. By uploading a list of your past customers, you can tell Google, "Find me more people who look like these guys."
It’s a much smarter way to use your customer list to find new leads without having to guess who your audience is. If you just leave it wide open, Google will spend your budget on teenagers watching gaming videos instead of homeowners who need their roof fixed.
3. Your website isn't ready for the traffic
Imagine you’ve got a cracking ad. Someone clicks it, they’re excited, and then they land on your website.
If that page takes ten seconds to load, or if they have to zoom in with their thumbs just to find your phone number, they’re gone. You’ve just paid for a click that resulted in zero money.
Before you spend a cent on these visual campaigns, make sure your website works on phones. Not just 'okay'—it needs to be fast and easy. If you’re already running other ads and they aren't turning into sales, you might need to look at if you're burning cash on ads that are actually working, but your website is letting the team down.
"I see so many businesses obsessing over the 'perfect' video for their ads while their website's contact form is actually broken on half the phones in Brisbane. Fix the leaky bucket before you turn the tap on full blast."
— Sarah Chen, SEO Specialist
4. You’re asking for marriage on the first date
This is a big one. On Google Search, someone is looking for "emergency electrician near me." They have a problem and they want it fixed now. You can go straight for the sale.
On YouTube or Gmail, they might just be killing time. They aren't necessarily in a rush. If your ad says "BUY NOW" or "BOOK AN APPOINTMENT" immediately, it might be too much too soon.
Try offering something of value first. Maybe it’s a free guide, a discount code, or just a video showing how you solved a problem for another local. Build some trust first.
If you try to force a sale on someone who was just trying to watch a car review, they’ll resent you. Play the long game. It’s about being the person they think of when they do eventually need your service.
5. You aren't watching the 'Auto-Play' settings
Google loves to make things easy for you, but 'easy' usually means 'expensive.'
When you set up these campaigns, Google will try to put your ads everywhere. Some of those places are rubbish. They might put your ad in the middle of a kids' YouTube channel because a toddler is playing with their parent's phone.
That toddler isn't going to hire you for a kitchen renovation.
You need to go into the settings and exclude certain types of content. We do this for our clients because we’ve seen how quickly a budget can disappear on 'junk' views. It’s a similar problem to what people face when they don't know how to fix Performance Max campaigns—Google’s automation is smart, but it’s also designed to spend your money. You have to put some guardrails in place.
6. You’re impatient
I’ll be straight with you: Demand Gen takes time.
Google’s computer brain needs to see who clicks, who stays on your site, and who leaves. It usually takes about two to three weeks for the system to 'learn' who your actual customers are.
If you turn the ads on Monday and turn them off Friday because the phone didn't ring off the hook, you’ve just wasted five days of data. You have to give it room to breathe.
I usually tell my mates to commit to at least a month of testing. If it’s not working by then, we pivot. But pulling the plug too early is the fastest way to ensure you never see a return.
7. Your 'Call to Action' is weak
What do you want them to do?
Don't just say "Click Here." Tell them exactly what happens next. "Get a Quote in 2 Minutes." "See Our Recent Work in Paddington." "Claim Your 10% Local Discount."
If the instruction is vague, the result will be vague. Be direct. We’re Aussies—we like people who get to the point.
How much does this cost?
For a local Brisbane business, you don't need a massive budget to start. You can see results with as little as $20 or $30 a day. The key isn't how much you spend, it's how carefully you target it.
If you’re spending $50 a day but showing ads to people in Sydney, you’re throwing money away. Keep it local, keep it specific, and keep the photos real.
What should you do first?
Before you go into the Google Ads dashboard and start clicking buttons, do these three things:
1. Grab your phone. Take 5-10 photos of your team working or a finished project. No filters, no fake smiles. Just real work. 2. Check your website. Open it on your phone. Try to fill out your own contact form. If it’s annoying for you, it’s definitely annoying for your customers. 3. Get your customer list ready. Export your past clients' emails into a simple spreadsheet so you can show Google who your 'ideal' person looks like.
Demand Gen is a powerful tool, but like any tool, if you use it wrong, you’ll end up hurting your pocketbook. Avoid these mistakes, and you’ll be ahead of 90% of your competitors who are still using those cheesy stock photos.
If you’re not sure if your ads are actually making you money or just making Google rich, give us a shout. We’re at Local Marketing Group, and we’re happy to take a look at what you’re doing and tell you straight if it’s rubbish or not.