Most business owners I talk to in Brisbane are frustrated. They feel like they’re throwing money into a black hole called 'marketing' and hoping for the best.
I’ve sat down with sparkies in Coorparoo and boutique owners in Paddington who all ask the same thing: "Should I be paying for Google Ads, or should I be doing that SEO stuff?"
The answer isn't a simple 'yes' or 'no.' It depends entirely on where your business is at right now, how much cash you have in the bank, and how quickly you need the phone to ring.
If you get this wrong, you’ll burn through your profit before you see a single lead. If you get it right, you build a machine that brings in customers while you sleep. Let’s break down what actually works at different stages of your business growth.
The Honest Truth About Google Ads and SEO
Before we look at your revenue, let’s get the definitions out of the way using plain English.
Google Ads (Paid Ads) is like a tap. You turn it on, pay Google some money, and your name appears at the very top of the search page. The moment you stop paying, the tap turns off. It’s fast, it’s expensive, but it gets you found by customers who are ready to hire you this afternoon.
SEO (Search Engine Optimisation) is like planting a fruit tree. You have to prep the soil and water it for a long time before you get any fruit. But once that tree is grown, it produces fruit for years without you having to pay for every single apple. It’s about making sure your website is the one Google trusts enough to show people for free.
Stage 1: The Start-Up (Revenue: $0 - $100k)
When you’re just starting out, you have more time than money. You’re probably working out of your spare room or a van, and every dollar counts.
What works best?
At this stage, Google Ads are usually a trap unless you have a very high-profit service (like emergency plumbing or high-end legal advice). If you spend $1,000 on ads and only make $1,200 in sales, you’ve actually lost money once you factor in your time and materials.Your Strategy:
1. Do the 'Free' SEO yourself: Make sure your Google Business Profile is set up. Ask every single customer for a review. This is the most basic part of an Australian business guide to getting noticed online. 2. Focus on 'Now' money: Use Facebook groups, local community pages, and word-of-mouth. 3. The Verdict: Don't hire an agency yet. You can’t afford a good one, and a cheap one will just take your money and deliver nothing.Stage 2: The Growing Business (Revenue: $100k - $500k)
You’ve got a steady stream of work, maybe an employee or two, and you’re looking to scale. You’re tired of chasing leads and want them to come to you.
What works best?
This is where a hybrid approach kicks in. You need the immediate 'sugar hit' of ads to keep the boys on the tools busy, but you need to start building your long-term rankings so you aren't a slave to Google’s ad prices forever.Your Strategy:
Google Ads (The Tap): Run small, targeted ads for your most profitable services. If you’re a landscaper, don't waste money on 'gardening tips.' Only pay for clicks when someone searches 'retaining wall builder Brisbane.' SEO (The Foundation): Start fixing your website. Make sure it works on phones and that it clearly states which suburbs you service. If you’ve noticed your website traffic dropped, now is the time to find out why and fix it before it gets worse. Cost: Expect to spend $1,500 – $3,000 a month total. Timeline: Ads work in 48 hours. SEO will take 6 to 9 months to start paying for itself.Stage 3: The Established Player (Revenue: $500k - $2M+)
You’re a known name in your niche. You have overheads, a fleet of vehicles or a storefront, and a team that needs a constant flow of work to stay profitable.
What works best?
At this level, SEO should be your primary focus, with ads used for 'top-up' or seasonal promotions. Why? Because as you grow, paying $10 or $20 for every single click becomes incredibly expensive. You want the bulk of your customers to find you through the free listings.Your Strategy:
Dominate the local area: You should be appearing in the 'Map Pack' for every major suburb you service. Aggressive SEO: You want to be the authority. If someone searches for your industry in South-East Queensland, your name should be there. This isn't just about keywords; it's about being the most helpful resource. Ads for Expansion: Use Google Ads to test new suburbs or new services before you commit to them long-term. The Verdict: If you aren't investing heavily in SEO at this stage, you are leaving the door wide open for a hungrier competitor to steal your market share.How to Tell if You’re Wasting Money
I see so many Brisbane business owners getting ripped off by 'marketing experts' who show them fancy charts but no actual money. Here is how you tell if your marketing is working:
1. Are the phones ringing? This is the only metric that matters. If your 'clicks' are up but your phone is silent, your marketing is failing. 2. Are they the right customers? There’s no point getting 100 enquiries for $50 jobs if you need $5,000 jobs to pay the bills. 3. What is your 'Cost Per Lead'? If it costs you $100 in ads to get one phone call, and you only convert 1 in 4 calls, that customer cost you $400. Can your business afford that? If not, stop the ads and fix your website first so it does a better job of turning visitors into customers.
Step-by-Step: What to do right now
If you're feeling overwhelmed, follow these steps in order. Don't skip ahead.
Step 1: Check your website on your phone
Open your website on your mobile. Can you find your phone number in 2 seconds? Is there a big 'Enquire Now' button? If you have to pinch and zoom to read anything, stop everything else. No amount of SEO or Ads will help you if your website is a pain to use. People will just leave and click on your competitor.Step 2: Set a realistic budget
Marketing is a business expense, like rent or insurance. If you’re turning over $500k, trying to grow with a $200-a-month budget is a waste of time. You’re better off spending that money on a nice lunch for your best referring client. Be prepared to invest at least 5-10% of your target revenue back into marketing if you want serious growth.Step 3: Pick your battle
Need work by Monday? Google Ads. Want to retire in 5 years with a valuable business you can sell? SEO. Want both? Do both, but start with the one that solves your biggest problem today.A Note on "Cheap" SEO
I’ll be blunt: Cheap SEO is a scam. I’ve seen businesses in Chermside and Indooroopilly pay $500 a month to 'overseas experts' only to have their website banned by Google because the work was so dodgy.
Good SEO takes time. It involves writing real content for real people, fixing technical errors, and building a reputation. If someone promises you "Page 1 of Google in 30 days for $299," run the other way. They are lying to you.
Why Brisbane Businesses Struggle With This
In a city like Brisbane, the competition is getting tougher. A few years ago, you could get away with a basic website and a few five-star reviews. Now, the big franchises are spending tens of thousands a month to dominate the search results.
To compete, you don't necessarily need to outspend them, but you do need to be smarter. You need to focus on your local suburbs. A plumber in North Lakes doesn't need to rank for 'plumber Australia'—they just need to be the king of North Lakes, Mango Hill, and Burpengary.
Summary of the Game Plan
Revenue <$100k: Focus on Google Business Profile, reviews, and hustle. Save your cash. Revenue $100k - $500k: Start with Google Ads to get cash flowing, then reinvest that profit into professional SEO. Revenue $500k+: SEO should be your engine. Use Ads as the turbocharger when you need an extra boost.At the end of the day, marketing should make you money, not cost you money. If you’re looking at your bank account and it’s not growing despite your marketing efforts, something is wrong.
If you want to stop guessing and start getting results that actually show up in your bank balance, we should talk. At Local Marketing Group, we don't care about 'impressions' or 'algorithms'—we care about how many more jobs you booked this week.
Ready to grow your Brisbane business? Contact Local Marketing Group today and let's figure out a plan that actually makes sense for your revenue level.