Why Your Facebook Ads Are Burning Cash (And How to Stop It)
I see it every single week here in Brisbane. A local business owner—maybe a landscaper in Carindale or a boutique owner in Paddington—comes to me frustrated. They’ve been tipping $50 or $100 a day into Facebook ads, and for the first few weeks, the phone was ringing. Then, suddenly, it stopped.
The natural reaction? "Maybe I need to spend more money to reach more people."
Stop right there.
If your ads aren't working at $20 a day, they certainly won't work better at $100 a day. You’ll just lose your money five times faster. Most of what you read online about "optimising algorithms" is rubbish designed to make marketing agencies sound smart.
At Local Marketing Group, we care about one thing: Did that ad put money in your bank account? If the answer is no, your ads are broken. But before you delete your account or double your budget, there are five specific things you need to check.
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1. You’re Boring Your Customers (The "Creative" Problem)
Most small business ads look like ads. That’s the first mistake. People go to Facebook to see what their grandkids are doing or to complain about the traffic on the M1; they don't go there to be sold to by a pushy salesperson.
If your ad is just a stock photo of a guy in a hard hat with the text "Best Plumber in Brisbane - Call Now," people will swipe past it faster than a Queenslander runs for cover in a hailstorm.
The Fix: Be a Real Person
Facebook is a social place. To get people to stop scrolling, you need to look social.Use real photos: A photo of your actual team standing in front of your van is worth ten times more than a polished corporate shot. Use video: I cannot stress this enough. If you want to get more sales, film a 30-second clip on your iPhone. Show a "before and after" of a job. Explain one common problem your customers have. It doesn't need to be professional; it just needs to be real. Write like you talk: Don't use fancy business language. Write the ad as if you were sending a text to a mate explaining how you can help them.
2. You’re Asking for a Marriage on the First Date
This is the biggest reason ads fail for professional services like accountants, lawyers, or high-end renovators. You are showing an ad to someone who has never heard of you and asking them to "Book a $5,000 Consultation."
They don't trust you yet. Why should they?
The Fix: The "Value First" Approach
Instead of asking for a big sale immediately, offer something small and helpful.The Tradie approach: Instead of "Hire me to fix your roof," try "Download our 5-minute checklist to see if your roof survived the storm season." The Shop approach: Instead of "Buy this dress," try "Get 10% off your first order when you join our local VIP club."
When you stop shouting "Buy from me!" and start saying "Here is how I can help," you’ll find that you actually turn Facebook into sales much more effectively. You need to build a bit of a relationship first.
3. Your Website is a Mess on Phones
I’ve seen businesses spend thousands on beautiful ads, only to send people to a website that takes 10 seconds to load and looks terrible on an iPhone.
If someone clicks your ad and has to pinch and zoom just to find your phone number, they are gone. They won't wait. You’ve just paid Facebook $2 for a click that resulted in a frustrated potential customer.
The Fix: The "Thumb Test"
Open your own website on your phone right now. 1. Can you find the "Call Now" or "Enquire" button within 2 seconds using only your thumb? 2. Does the page load before you can count to three? 3. Is the text big enough to read without glasses?If the answer is no, stop your ads immediately. Fix your website first. You are literally throwing money down the drain by sending traffic to a broken shopfront.
4. You Have No "Proof" That You’re Actually Good
In Brisbane, word of mouth is king. If I’m looking for a mechanic in Coorparoo, I’m going to ask my neighbours who they use. Facebook ads are basically a way to manufacture that word of mouth, but you need to back it up.
If your ad is just you saying "I'm great," nobody believes you. Everyone says they're great.
The Fix: Let Your Customers Do the Talking
Your ads should feature your happy customers. This is the most powerful way to get customers using proof.Screenshot your reviews: Take a 5-star Google review, put it in a nice frame (you can use a free tool like Canva), and make that your ad image. Case studies: "How we saved a family in North Lakes $400 a month on their electricity bill." Video testimonials: Ask a happy client if you can film them for 20 seconds saying why they liked your service. This is gold.
5. You’re Targeting the Whole World (Including People Who Can't Buy)
Facebook will happily take your money to show your ad to people in Sydney even if you only service the Brisbane Bayside. If your settings are too broad, you’re paying for eyeballs that can never become customers.
The Fix: Tighten Your Circle
Location: If you’re a local cafe or a plumber, set your ads to a 10km or 15km radius around your business. Don't target the whole of Queensland "just in case." Age: If your typical customer is over 40, don't show ads to 18-year-olds just because it makes your "reach" numbers look bigger. The "Interests" Trap: Don't get too bogged down in targeting people who like "luxury cars" or "golf." Usually, targeting by location and age is enough—let the content of your ad (the photo and the words) do the work of attracting the right person.---
How Much Should This Actually Cost?
I’ll be blunt: If you aren't prepared to spend at least $20 a day for at least a month, don't bother with Facebook ads. You need enough data to see what’s working.
However, you don't need a $5,000-a-month agency fee to get started. You can do a lot of this yourself by just being authentic and following the steps above.
The Timeline for Results:
Days 1-7: You’ll see likes and maybe some comments. Don't get excited; likes don't pay the bills. Days 8-21: If your ad is good, you should start seeing enquiries or small sales. Day 30+: This is where you look at the math. If you spent $600 and made $2,000 in profit, the ads are working. Now you can think about increasing the budget.What Most Businesses Get Wrong
Most people treat Facebook ads like a lottery ticket. They put some money in, pull the lever, and hope for a jackpot.
Marketing isn't magic; it's math and psychology. If your offer is boring, your website is slow, or you look like a faceless corporation, no amount of money will fix your results.
I’ve seen a small gym in Chermside double their membership in three months just by switching from "Join Now" ads to "Watch our members' 30-day transformations" ads. They didn't spend more; they just changed what they were saying.
Your Action Plan
If your ads have stopped working, do this today: 1. Turn off any ad that hasn't generated a lead or sale in 7 days. Stop the bleeding. 2. Check your mobile website speed. Use your own phone. If it's slow, call your web person. 3. Find your best 3 Google reviews. Turn them into ads. 4. Film one video. Just you, talking to the camera about a problem you solved for a customer this week.
Facebook is still one of the best ways to grow a Brisbane business, but only if you stop acting like a marketer and start acting like a trusted local expert.
Need help figuring out why your ads aren't ringing the phone? At Local Marketing Group, we don't care about "likes" or "engagement"—we care about your bottom line. If you want a straight-talking partner to help you get more customers, let's chat.