Look, I’ve sat in plenty of pubs from Paddington to Chermside talking to business owners who are absolutely fed up.
They’re fed up with 'experts' telling them they need to spend ten grand a month on things they don't understand. They’re fed up with seeing money go out the door and not seeing the phone ring.
If you're wondering how much you should actually be spending on marketing, you aren't alone. Most people are just throwing darts in the dark.
I want to pull back the curtain on what this stuff really costs. No jargon. No fluff. Just the honest truth about what you need to spend at each stage of your business to actually make more money.
The 'Start-Up' Phase: When You’re Doing It All Yourself
When you’re just starting out—maybe you’ve just got your van decaled or you’ve finally opened the doors to your shop—money is tight. I get it. Every dollar you spend on marketing is a dollar you aren't taking home to the family.
At this stage, your budget is usually $0 to $1,000 a month.
Most of your 'cost' here isn't money; it's your time. You’re the one posting on Facebook, you’re the one asking for reviews, and you’re the one making sure your business reputation stays solid from day one.
Where your money goes
- A basic website: Don't spend $10k. Get something clean that works on phones. If it doesn't work on a phone, it's useless. - Google Business Profile: This is free. If someone tries to charge you to 'set it up' for a massive fee, walk away. - Basic Branding: You need a logo that doesn't look like your nephew drew it on a napkin.The biggest mistake at this stage
Trying to do everything. You don't need TikTok, Instagram, LinkedIn, and a podcast. Pick one place where your customers actually hang out and do it well. For most local Brisbane businesses, that’s Google and maybe one social platform.The 'Growth' Phase: When You’re Ready to Scale
This is where things get interesting. You’ve got a steady stream of work, but you’re tired of chasing it. You want the phone to ring without you having to hustle for every single lead.
Usually, we see businesses in this phase spending between $2,000 and $5,000 a month.
At this point, you’re paying for speed. You want results now, not in six months. This is usually when you start looking at Google Ads.
Why Google Ads?
Because when someone’s toilet is overflowing in Indooroopilly, they aren't looking for a plumber on Instagram. They’re going to Google. Being the first name they see is how you get the job.But here’s the kicker: if your website is confusing, you’re just burning cash. You need to make sure you stop confusing customers the second they land on your page. If they can't find your phone number in three seconds, they’re gone.
The Cost of Expertise
At this stage, you probably can't do it all yourself anymore. You’re too busy actually running the business.Paying an agency or a freelancer to manage your ads or your SEO (the stuff that makes Google like you) will cost you. Expect to pay a management fee. If someone offers to run your ads for $100 a month, they aren't doing anything. They’re just setting it and forgetting it while your budget disappears.
"Most business owners think marketing is an expense to be minimised, but if you treat it like a machine where you put $1 in and get $4 out, you'll never want to stop spending."
— James O'Brien, Content Marketing Manager
The 'Established' Phase: Protecting Your Turf
Once you’re the big fish in your local pond, your marketing changes. You aren't just looking for leads; you’re building a brand. You want people to call you because they know your name, not just because you were the first ad they saw.
Budget: $5,000 to $15,000+ per month.
This sounds like a lot of money. And it is. But at this level, you’re likely turning over millions.
Investing in the 'Face' of the Business
At this stage, people want to know who they’re buying from. We often talk to clients about whether they should be the face of the company. In Brisbane, people buy from people. Seeing your face on a billboard or in a video makes you a real person, not just another faceless company. That trust is worth gold.Where the money goes
- Content: Professional videos that show your team in action. - SEO: Dominating the search results so you don't have to pay for every single click. - Systematising: Using software to follow up with leads automatically so nothing falls through the cracks.Why 'Cheap' Marketing is the Most Expensive Thing You’ll Buy
I see it all the time. A business owner hires a 'cheap' agency overseas or gets a mate’s kid to do their marketing.
Six months later, they’ve spent $5,000 and haven't made a cent back.
That’s not a $5,000 loss. It’s the $5,000 PLUS the hundreds of thousands in lost sales because the phone didn't ring.
In marketing, you usually get what you pay for. If it sounds too good to be true, it’s rubbish. Good marketing requires smart people spending time on your business. Smart people aren't cheap.
How to Know if Your Marketing is Working
Stop looking at 'likes' and 'reach'. They don't pay the bills.
There are only two numbers that matter: 1. How much did I spend? 2. How many new customers did I get?
If you spend $2,000 and you get $10,000 in new work, that’s a win. Do it again. If you spend $2,000 and the phone is silent, something is wrong. It’s either your ads, your website, or your price.
Speaking of price, don't fall into the trap of thinking you have to be the cheapest. You can charge more than your competitors if your marketing makes you look like the professional you are. People in Brisbane will pay for quality and reliability.
My Honest Take on 2024 and Beyond
Marketing is getting harder. There’s more noise than ever.
My prediction? The businesses that win over the next few years won't be the ones with the biggest budgets. They’ll be the ones who are the most human.
Stop trying to sound like a corporate robot. Talk to your customers like you’re talking to a mate. Show them your work. Show them your happy customers. Be honest about your prices.
What Should You Do First?
If you’re feeling overwhelmed, here’s my advice:
1. Fix your website: Make sure it loads fast and your phone number is huge. 2. Claim your Google Business Profile: Get some fresh photos up there this week. 3. Ask for reviews: Every single happy customer should be giving you a 5-star review. It’s free and it’s the most powerful marketing you have.
If you want to stop guessing and actually start growing, let’s have a chat. We won't give you a fancy pitch or a 50-page report you’ll never read. We’ll just tell you what’s working and what’s a waste of your time.
You can find us over at Local Marketing Group. No pressure, just honest advice over a virtual beer.