Why Your Google Ads Budget Isn't Working (And How to Fix It)
I’ve sat down with dozens of business owners across Brisbane—from electricians in Coorparoo to boutique gym owners in Newstead—and they all say the same thing: "I tried Google Ads, but it just felt like I was throwing money into a black hole."
If you’ve ever felt that way, you’re not alone. Most small business owners set up an ad, choose a few keywords, and then watch as Google eats through their daily budget by 10:00 AM without a single phone call to show for it.
Here is the honest truth: Google is a massive machine. If you try to manage every single cent manually, you will lose. You have a business to run; you can’t spend all day adjusting what you’re willing to pay for a click. On the flip side, if you just give Google a blank cheque, they’ll happily spend it on people who have zero intention of buying from you.
The secret for small budgets is something called "Smart Bidding." Don't let the name bore you—it basically means letting Google’s computers do the heavy lifting to find people who are actually ready to book your services.
When you get local customers, you want the ones who are ready to open their wallets, not the ones just browsing for ideas. Here is how you make that happen without blowing the bank.
What is Smart Bidding (And Why Should You Care?)
In the old days, you had to tell Google, "I’m willing to pay $4.50 for someone who types in 'plumber near me'." The problem? Maybe that person is just a student doing a project, or maybe they’re a competitor checking your prices. You still paid the $4.50.
Smart Bidding uses "machine learning" (which is just a fancy way of saying the computer remembers patterns). It looks at millions of bits of data in a split second. It knows if the person searching is on an iPhone in Ascot at 2:00 PM on a Tuesday—and it knows that people in that exact situation are 10 times more likely to call a plumber than someone searching from a desktop in the city at midnight.
For a small business, this is a game-changer. It means your limited budget is saved for the "high-probability" customers.
Step 1: Tell Google What a "Win" Looks Like
Before you turn on any automation, you have to be crystal clear with Google. If you don't tell the system what you want, it will just try to get you "clicks." But you can't pay your mortgage with clicks. You need phone calls, form submissions, or bookings.
This is where most Brisbane businesses fail. They run ads but haven't set up "Conversion Tracking." If Google doesn't know which click led to a phone call, it can't learn how to find more people like that caller.
Action Plan: Make sure your website has your phone number as a clickable link and a simple contact form. Use a tool (or ask your web person) to make sure Google gets a "ping" every time someone clicks that number or hits 'send' on your form. This is the only way to get more bookings consistently.
Step 2: Choose the Right Strategy for Your Budget
Google will give you a list of complicated-sounding options. For a small business with a modest budget, there are really only two you should care about:
1. Maximize Conversions
This is the "Just get me leads" button. You tell Google, "I have $50 a day. Use it to get me as many phone calls or enquiries as possible." Who it’s for: Businesses that are just starting out or those who just want the phone to ring as much as possible. The Reality: Google will spend your whole budget. If you haven't set up your tracking properly, it might spend that money on "junk" leads, so be careful.2. Target CPA (Cost Per Acquisition)
This is the "I know what a lead is worth" button. You tell Google, "I want phone calls, and I’m willing to pay $30 for each one." Who it’s for: Businesses that know their numbers. If you know that 1 in 5 callers becomes a customer, and a customer is worth $500, then paying $30 for a lead is a bargain. The Reality: If you set this too low (e.g., telling Google you only want to pay $2 for a lead in a competitive industry like law or roofing), Google simply won't show your ads because it knows it can't hit that target.Step 3: Stop the "Budget Leaks"
Even with smart bidding, Google can be a bit cheeky. It will try to show your ads in places they don't belong to spend your money faster. If you want to stop wasting budget, you need to tighten the screws.
Turn off the "Display Network": When you set up a Search ad, Google often tickets a box to show your ads on other websites (like news sites or games). For 90% of local businesses, this is a total waste of money. Stick to the search results where people are actually looking for you. Check your Locations: If you only service the Northside, don't let your ads run in Logan. It sounds obvious, but I see this mistake every single week. Be specific with your postcodes. Negative Keywords: This is a list of words you don't want to show up for. If you’re a premium landscaper, you should add words like "cheap," "free," "DIY," and "jobs" to your negative list. This ensures your money goes toward people looking to hire a pro, not people looking for a bargain or a career change.
How Much Will This Cost?
I’ll be blunt: Google Ads in Brisbane isn't as cheap as it was five years ago. If you’re in a competitive trade, you need to be prepared to spend at least $1,500 to $2,000 a month to see a real return.
If you try to go in with $5 a day, the system won't get enough data to learn. It’s like trying to learn to drive by only sitting in the car for 30 seconds once a week. You’ll never get anywhere.
The Timeline: Week 1-2: The "Learning Phase." Google is figuring out who clicks and who calls. Don't touch anything! If you keep changing things, the computer gets confused and has to start over. Month 1: You’ll start to see calls coming in. Some will be great; some will be rubbish. Month 3: This is the sweet spot. By now, the smart bidding has enough data to know exactly who your best customers are. This is when your cost per lead usually starts to drop.
Is It Worth Doing It Yourself?
You can absolutely set this up yourself. Google makes it look easy with "Smart Campaigns," but be warned: those are often designed to make Google money, not you. They take away too much control.
If you have the time to watch a few tutorials and check your account once a week, give it a crack. But if you’re flat out on the tools or managing a team, usually the money you save by hiring an expert far outweighs the fee they charge. A pro will make sure you aren't paying for clicks from people who are never going to buy.
What to Do First
If you’re ready to stop guessing and start growing, here is your 3-step checklist for tomorrow morning: 1. Check your tracking: Does your website actually tell Google when someone calls you? If not, stop your ads immediately until that's fixed. 2. Review your bid strategy: Are you still using "Manual Bidding"? If you have more than 15-20 leads a month coming in, try switching to "Maximize Conversions." 3. Clean up your keywords: Look at what people actually typed in to find you. If you see words that have nothing to do with your business, add them to your negative keyword list.
Running a business in Brisbane is tough enough without fighting with Google. Use the automation to your advantage, keep a close eye on your actual results (phone calls, not just clicks), and don't be afraid to cut out the stuff that isn't making you money.
Need a hand getting your ads to actually pay off? At Local Marketing Group, we specialise in helping Brisbane businesses turn their ad spend into actual profit. We don't care about fancy reports; we care about your phone ringing. Contact us today and let’s see if we can get your budget working harder for you.