Stop Guessing and Start Growing
If you’re running a business in Brisbane—whether you’re a sparky in Coorparoo, a lawyer in the CBD, or running a café in North Lakes—you’ve likely been bombarded by people trying to sell you advertising.
Everyone claims their platform is the best. The local paper says they reach the most households. Facebook says they have the best data. Google says they own the search. It’s enough to make you want to close your wallet and just hope for the best.
But hope isn’t a strategy.
I’ve seen dozens of local business owners waste thousands of dollars on "brand awareness" or "community presence" without ever seeing a single phone call come from it. It’s frustrating. You work hard for your money, and when you spend it on ads, you expect to get more money back in return.
In this guide, I’m going to break down the most common local advertising strategies. I’ll tell you what works, what’s a complete waste of time, and how to choose where to put your next dollar based on the results you want today.
The "Intent" Game: Why Some Ads Fail Before They Start
Before we look at specific platforms, you need to understand one thing: Intent.
There are two types of advertising: 1. Ads for people who are looking for you right now. 2. Ads for people who might need you later.
If your hot water system bursts at 10:00 PM on a Tuesday, you aren't scrolling through Facebook looking for a funny meme from a plumber. You’re going to Google and typing in "emergency plumber Brisbane."
If you spend all your money on "later" ads when your business relies on "now" problems, you will go broke. Most local businesses get this wrong. They spend money on winning local jobs by trying to be everywhere at once, instead of being exactly where the customer looks when they have a problem.
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1. Google Ads: The Heavy Hitter for Phone Calls
Google is the king of local advertising for one reason: it captures people at the exact moment they want to spend money.
How it works: You pay to show up at the very top of the search results when someone types in a specific phrase like "pest control Chermside" or "mechanic near me."
The Good: Results are fast: You can turn these ads on today and get a phone call this afternoon. High quality: These people actually need your service. They aren't just browsing; they have a problem and a credit card ready. You only pay for clicks: If no one clicks, you don't pay. (Though, if they click and don't call, that's a different problem we'll discuss later).
The Bad: It’s expensive: In competitive industries like plumbing or electrical, a single click can cost $20, $50, or even $100 in Brisbane. It’s complex: If you set this up yourself without knowing what you’re doing, Google will happily take your money and show your ads to people who aren’t even in your service area.
The Verdict: If you need jobs now to keep the boys busy, Google Ads is the best place to start. It’s the closest thing to a "tap" for new customers. Just be prepared to pay for the privilege.
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2. Facebook & Instagram: Building the "Local Famous" Vibe
Facebook ads are different. People are there to look at photos of their grandkids or argue about politics—they aren't looking for a mortgage broker.
How it works: You show your ad to people based on where they live, their age, and their interests.
The Good: Cheaper than Google: You can reach thousands of people in your local suburb for a fraction of the cost of Google. Visual impact: If you have a visual business—landscaping, renovations, hair salons, or a restaurant—Facebook is great for showing off your work. Staying top of mind: It helps you become the "go-to" person in your area so that when they do need you, they already know your face.
The Bad: Lower intent: Just because someone saw your ad for a new patio doesn't mean they want one today. You might have to show them 10 ads over three months before they finally call. The "Tire Kickers": You will get a lot of comments and likes, but far fewer actual bookings compared to Google.
The Verdict: Facebook is great for businesses that sell "wants" (like a nice dinner or a new dress) rather than "needs" (like a blocked toilet). It’s also excellent for knowing your suburb and building a reputation over time. If you need money tomorrow, don't start here.
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3. Local SEO & Google Maps: The Long-Term Goldmine
This isn't strictly "paid advertising" in the sense that you don't pay per click, but it requires an investment of time or money to get right. This is about showing up in the "Map Pack"—those three businesses that appear under the map when you search for something local.
How it works: You optimise your business profile so Google trusts you enough to recommend you to locals.
The Good: Free clicks: Once you’re in the top three, the phone calls start coming in for free. Trust: People trust the map results more than they trust the "Sponsored" ads at the top. Mobile dominant: Most people searching on their phones click the map first.
The Bad: Takes time: You won't see results for 3 to 6 months. It’s a marathon, not a sprint. Highly competitive: Every other business in your suburb wants those three spots.
The Verdict: This is the single most important thing for any local Brisbane business. Even if you’re doing paid ads, you must work on your map presence. The best way to start is by making sure you get more phone calls by having your business information 100% accurate and updated.
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4. Letterbox Drops & Local Flyers: Is Print Dead?
I get asked about this all the time. "Should I spend $2,000 on a flyer drop in Carindale?"
The Reality: For 90% of businesses, flyers are a waste of money. Most of them go straight from the letterbox to the yellow recycling bin without being read.
When it works: If you’re a local takeaway shop with a great Tuesday night special. If you’re a real estate agent who just sold the house next door. If you’re a tradie already doing a job on that street and you drop a card to the neighbours saying, "We're working at #42 today, give us a call if you need anything while we're in the area."
The Verdict: Massive, generic flyer drops are a gamble. Targeted, "neighbourhood" flyers work much better. But generally, your money is better spent online where you can track exactly how many people saw your offer.
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5. Local Sponsorships: The "Feel Good" Trap
Sponsoring the local footy team or the school fete feels great. You get your logo on a jersey or a fence. You feel like a pillar of the community.
But let’s be blunt: Does it make you money?
I’ve written before about why community marketing often fails to deliver a return on investment. If you’re doing it because you want to support the club, that’s fantastic. Do it. But if you’re doing it because you expect your phone to ring off the hook, you’re going to be disappointed.
The Verdict: Treat sponsorships as a donation or a nice-to-have, not a core lead-generation strategy. Your logo on a scoreboard doesn't tell people why they should hire you over the guy next door.
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The Comparison Table: Where Should You Invest?
| Strategy | Cost | Speed of Results | Quality of Leads | My Recommendation |
|---|---|---|---|---|
| Google Ads | High | Immediate | Very High | Use if you need jobs now. |
| Facebook Ads | Medium | Moderate | Medium | Best for visual businesses or brand building. |
| Google Maps | Low/Med | Slow (3-6 months) | High | Essential for every local business. |
| Flyers | Medium | Moderate | Low | Only for very specific, hyper-local offers. |
| Sponsorships | High | Very Slow | Low | Do it for the community, not for the profit. |
What Should You Do First?
If you were my mate and you just opened a new shop or trade business in Brisbane, here is the exact order I’d tell you to do things:
Step 1: Fix Your "Shop Front" (Your Website)
Don't spend a cent on ads until your website works on phones and has a big, clear "Call Now" button. If you send paid traffic to a rubbish website, you are literally throwing money down the drain. People will click, see a site that looks like it was made in 2005, and leave immediately.Step 2: Optimise Your Google Business Profile
It’s free. Fill out every section. Upload photos of your work. Get your happy customers to leave reviews. This is the foundation of everything else. A business with 50 five-star reviews will always get more calls than one with zero, even if they spend more on ads.Step 3: Start Small with Google Ads
Pick your most profitable service (e.g., "switchboard upgrades" instead of just "electrician") and run ads for that in a small 10km radius around your base. See if the phone rings. If it does, and you make a profit, then you can start spending more.Step 4: Don't Forget Your Old Customers
It is five times cheaper to get an old customer to hire you again than it is to find a brand new one. Before you go chasing new leads, make sure you've reached out to the people who already know and trust you. This is the easiest money you'll ever make.Common Mistakes to Avoid
Trying to be everywhere: You don't need to be on TikTok, LinkedIn, Instagram, and the local radio. Pick one or two things and do them properly. Not tracking the results: If you don't ask every caller "How did you hear about us?", you have no idea if your marketing is working. Write it down in a notebook or a simple spreadsheet. Stopping too soon: Marketing isn't a light switch. Especially with things like Google Maps, you need to give it time to build momentum. Vague offers: "Quality service at great prices" is boring. Everyone says that. Try something specific: "$50 off your first service for Kedron residents" or "Same-day service or the first hour is free."
The Bottom Line
Local advertising isn't about being the loudest person in Brisbane. It’s about being the most helpful person at the exact moment someone needs you.
If you’re a service-based business, Google is your best friend. If you’re a lifestyle or retail business, Facebook and Instagram are your playground. But for everyone, having a solid presence on Google Maps is non-negotiable.
Stop spending money on things that "might" work and start focusing on the platforms that put your business in front of people who are ready to buy. It’s not about the algorithm or the technical jargon—it’s about getting your phone to ring so you can do what you do best: run your business.
Ready to get more local customers without the guesswork? At Local Marketing Group, we help Brisbane businesses stop wasting money and start winning more jobs. We don't do fluff—we do results.
Contact us today to see how we can help your business grow.