The Story of the Plumber from Coorparoo
I want to tell you about a mate of mine who runs a plumbing business out of Coorparoo. Let’s call him Dave. Dave has been in the game for fifteen years. He’s got five trucks on the road, a solid reputation, and if you ask anyone in the area for a plumber, they usually say 'Call Dave.'
One Tuesday morning, Dave calls me, sounding pretty fired up.
'Mate,' he says, 'I just searched for my own business name on my phone, and the first thing that popped up wasn't me. It was some franchise from the other side of Brisbane. They’re literally using my name to sell their services. How is that even legal?'
Dave had stumbled into the messy world of Google Ads bidding. Specifically, he was seeing the difference between 'brand' and 'non-brand' searches.
In plain English: people were looking for him by name, but his competitors were paying Google to jump the queue and stand in front of his shop door.
Most small business owners in Brisbane—whether you’re a lawyer in the CBD, a landscaper in Samford, or a boutique shop owner in Paddington—are losing money every day because they don't understand how to play this game.
Today, I’m going to show you how to protect your name, how to find new customers who haven't heard of you yet, and how to stop overpaying Google for the privilege.
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Part 1: Bidding on Your Own Name (The 'Brand' Strategy)
Let’s start with the most controversial topic in local marketing: Should you pay for ads when someone types your exact business name into Google?
It feels like a rort, doesn't it? You’ve spent years building your reputation, printing business cards, and doing good work. Why should you pay Google to show up for a customer who is already looking for you?
Why you (usually) have to do it
If you don't run an ad for your own name, Google will still show your 'organic' (free) listing. But—and this is a big but—Google often puts four ads at the very top of the page. On a mobile phone, those ads take up the whole screen.
If your competitor is savvy, they will bid on your business name. When a customer searches for 'Dave’s Plumbing Coorparoo,' the first thing they see is 'Cheap $99 Plumbing - Available Now.'
Busy people click the first thing they see. I’ve seen dozens of Brisbane businesses lose loyal customers simply because a competitor 'squatted' on their name. You need to stop competitors stealing customers by claiming that top spot. It’s like putting a security guard at your front door.
The 'Cheap' Benefit
Here’s the good news: Bidding on your own name is incredibly cheap. Because Google knows you are that business, they charge you way less than they charge your competitor.
While a competitor might have to pay $15 for a click on your name, you might only pay $0.50. It’s a tiny 'insurance premium' to make sure people who want you, find you.
When is it a waste of money?
If you have a very unique name and absolutely no one is trying to steal your traffic, you might be able to skip this. But for most tradies and professional services in competitive areas like Brisbane, it’s a must.
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Part 2: Finding People Who Don't Know You (The 'Non-Brand' Strategy)
Now, this is where the real growth happens. 'Non-brand' bidding is when you show up for what you do, not who you are.
Examples: 'Electrician near me' 'Family lawyer Brisbane' 'Best coffee shop South Bank' 'Emergency roof repair'
These people are 'in the market.' They have a problem, and they need a solution right now. They don’t care if it’s Dave, Steve, or ABC Plumbing—they just want the leak fixed.
The Reality Check: It’s More Expensive
Because you are competing with every other business in town for these terms, the price goes up. This is where most small business owners get burnt. They throw $1,000 at Google, bid on 'Plumber,' and wonder why the money vanished in three days with only two phone calls to show for it.
To make this work, you have to be surgical. You need to focus on finding new customers who are actually ready to buy, not just people browsing for DIY tips.
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Step-by-Step: How to Set This Up Without Going Broke
If you’re doing this yourself, or you want to make sure your current 'marketing guy' isn't wasting your cash, follow this blueprint.
Step 1: Separate Your Campaigns
Never, ever lump your own business name in with your general service terms.
Campaign A (The Shield): Only includes your business name. Low budget, high priority. This protects your turf. Campaign B (The Sword): Includes terms like 'Lawyer for Wills' or 'Brake Repair Brisbane.' This is where you hunt for new business.
If you mix them, Google’s reports will look great (because your own name gets lots of cheap clicks), but you won’t actually know if you’re winning new customers or just paying for people who would have called you anyway.
Step 2: Use 'Negative Keywords' (The Money Saver)
This is the most important part of non-brand bidding. You need to tell Google who you don't want to talk to.
I once looked at a cabinet maker’s account in Brendale. He was paying for clicks from people searching for 'Used kitchen cabinets' and 'How to paint cabinets.' He didn't sell used stuff, and he didn't give lessons. He was literally paying for people to leave his site.
You need to stop Google wasting money by blocking words like: 'free,' 'jobs,' 'cheap,' 'course,' or 'DIY.'
Step 3: Speak to the Problem
When you are bidding on non-brand terms, your ad needs to be a hero.
If someone searches 'blocked drain Brisbane,' don't just say 'Dave’s Plumbing - Established 2008.'
Say: 'Blocked Drain? We’ll Be There in 1 Hour. $0 Call Out Fee. Call Now!'
You have about half a second to convince a stranger to click your ad instead of the three others. Focus on the result they want (a fixed drain) and the speed they need.
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How Much Should You Spend?
I get asked this every single day. 'How much do I need to put into Google?'
Here is the honest, blunt truth: In a city like Brisbane, if you’re in a competitive trade or service, anything less than $30–$50 a day on non-brand ads is usually a waste of time. Why? Because clicks in some industries cost $10 or $20. If your budget is $10 a day, your ad turns off at 8:00 AM after one person clicks it.
The 'Shield' (Brand) Budget: Usually $5–$10 a day is plenty to protect your name. The 'Sword' (Non-Brand) Budget: Start with at least $1,500 a month if you actually want to see the phone ring consistently.
If that sounds like a lot, remember: this isn't a cost, it's an investment. If you spend $1,500 and it brings in $10,000 worth of work, you’d do that every day of the week, wouldn't you?
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Common Mistakes I See Brisbane Business Owners Make
1. The 'Set and Forget' Trap
Google is not a slow cooker. You can't just turn it on and walk away. The 'big boys' (your competitors with huge budgets) are constantly changing their tactics. If you don't check your account at least once a week to see what people are actually typing in, you are throwing money down the drain.
2. Sending People to a Messy Website
If you pay $15 for a click, and that person lands on a website that is slow, doesn't work on a phone, or makes it hard to find your phone number, you have just given Google a $15 donation.
Before you spend a cent on non-brand ads, make sure your website works on phones and has a big 'Call Now' button right at the top.
3. Ignoring the 'Google Guaranteed' Badge
If you’re a tradie, there’s a shortcut that often works better than traditional ads. It’s called Local Services Ads. You get a little green tick next to your name. It’s a great way to build trust instantly with people who don't know you yet.
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What Should You Do First?
If you’re feeling overwhelmed, here is your 3nd-of-the-week checklist:
1. Search for your own business name on your phone. If a competitor is showing up above you, you need a 'Brand' campaign immediately. This is your top priority. 2. Look at your 'Search Terms' report. See what words people actually typed in before clicking your ad. If you see words like 'jobs' or 'free' or 'cheap' and that's not you, add them to your 'Negative' list immediately. 3. Check your landing page. Does it actually mention the service you're bidding on? If you're bidding on 'Emergency Electrician,' don't send them to your homepage about 'General Wiring.' Send them to a page that says 'Emergency Help Available Now.'
The Bottom Line
Bidding on your own name is about protection. It’s cheap, it’s effective, and it stops people from 'stealing' your hard-earned customers at the last second.
Bidding on general terms is about growth. It’s more expensive, it requires more attention, but it’s how you go from one truck to five trucks.
Most Brisbane businesses we talk to are either doing none of this, or they're doing it in a way that makes Google rich and their bank account empty.
If you want someone to take a look under the hood of your Google Ads and tell you plainly where you're wasting money and where you're missing out, we can help. We don't do 'marketing speak.' We do phone calls and profit.
Ready to get your Google Ads working properly? Contact Local Marketing Group today and let's get those phones ringing.