Stop Overpaying: What Small Business Marketing Really Costs

The Truth About Your Marketing Budget

If you’re a business owner in Brisbane, you’ve probably felt the sting of writing a cheque for marketing and wondering if you’re just throwing money into the wind. I’ve sat across the desk from hundreds of tradies, shop owners, and professional service providers from Chermside to Logan. Almost all of them ask the same two questions: "How much should I be spending?" and "When will the phone start ringing?"

Most of what you read online about marketing budgets is rubbish. It’s written by people who have never had to worry about making payroll on a Friday. They talk about "brand awareness" and "engagement metrics." In the real world, those things don't pay the bills. New customers do.

In this guide, I’m going to give you the honest benchmarks for what Australian small businesses are actually spending in 2024, what that money should buy you, and—most importantly—how to tell if you’re getting ripped off.

The "Magic Number": How Much is Enough?

There is a common rule used by big corporations that you should spend 10% of your total revenue on marketing. For a small business turning over $500,000, that’s $50,000 a year.

Let’s be real: for many of you, that feels like a lot.

Here is the Brisbane reality. If you are in a growth phase (you want more jobs, more staff, and a bigger footprint), you should be looking at 7% to 12% of your revenue. If you are in a maintenance phase (you’ve got enough work but want to keep the pipeline steady), 3% to 5% is usually enough to keep the lights on.

The Cost of Doing Nothing

Where the Money Goes: A Realistic Breakdown

Marketing isn’t just one thing. It’s a mix of different tools working together. Here is what you can expect to pay for the essentials in the current Australian market.

1. Your Website: The Lead Machine

The Cost: A professional, high-performing website for a small business usually costs between $3,000 and $8,000. The Trap: Don’t fall for the "$500 website" from someone’s cousin. It will look cheap, and it won't get you customers. Conversely, don't spend $20,000 on a custom-coded masterpiece. You don't need it. You need a site that loads fast and makes people call you.

2. Google Ads: The "Right Now" Leads

The Cost: Most Brisbane small businesses need a management fee of $500–$1,500 per month, plus the ad spend (the money that goes directly to Google). Your ad spend should be at least $1,000 a month to see real results. The Outcome: You should start seeing phone calls within 48 hours of the ads going live. If you aren't, something is wrong. You need to be measuring ROI constantly to ensure those clicks are turning into cash.

3. Local SEO: The Long Game

The Cost: Expect to pay $1,000 to $2,500 per month. The Timeline: This isn't an overnight fix. It takes 3 to 6 months to start seeing the real benefits.

• The Waste of Money: Anyone promising "Rank #1 on Google in 30 days" is lying. Walk away.

How to Tell if Your Marketing is Working

This is where most business owners get frustrated. They see money leaving their bank account every month, but they don't know which part of their marketing is actually bringing in the jobs.

You shouldn't have to guess. You need to see exactly where your sales come from so you can do more of what works and stop doing what doesn't.

If your marketing person sends you a report full of "impressions" and "clicks," ask them this: "How many of those turned into a phone call?" If they can't answer, they aren't doing their job.

Predictions for 2025: What’s Changing?

1. Lead Costs are Rising: Google and Facebook are getting more expensive. You can’t afford to have a leaky bucket. If you’re paying $50 for a lead to call you and no one answers the phone, you’ve just lost $50. You must focus on how visitors become customers once they find you. 2. Video is Non-Negotiable: You don't need a film crew. A 30-second clip of you on a job site in Coorparoo explaining how you fixed a problem is worth more than a thousand stock photos. It builds trust before the customer even meets you. 3. Local Trust is Everything: People are tired of big national franchises. They want local experts. Highlighting your Brisbane roots and your local reviews will be your biggest competitive advantage.

What Should You Do First?

If you have a limited budget, don't try to do everything at once. You'll end up doing five things poorly instead of one thing well.

Step 1: Fix your website. Make sure it works on phones and has your phone number in big letters at the top. Step 2: Claim your Google Business Profile. It’s free. Get your customers to leave reviews there. Step 3: Pick one paid channel. If people search for your service when they have a problem (like a mechanic or a lawyer), use Google Ads. If your product is visual (like a landscaper or a cafe), use Facebook/Instagram.

The Bottom Line

Marketing is an investment, not an expense. If you spend $1,000 and it brings in $5,000 worth of work, you’d do that every day of the week, wouldn't you?

The problem isn't the cost; it's the waste. Most businesses waste 30-50% of their budget on things that don't move the needle. Stop worrying about being everywhere and start focusing on being where your customers are looking.

If you’re tired of guessing and want a straight-shooting partner to help grow your Brisbane business, we’re here to help. We don't do jargon; we do results.

Ready to get more phone calls? Contact Local Marketing Group today and let’s talk about a plan that actually makes you money.