Look, if you’re running a business in Brisbane, you already know that a customer in Ascot is world’s apart from a customer in Logan.
But for some reason, most marketing agencies treat the whole city like one giant blob. They set your ads to a 20km radius around the CBD and wonder why you’re getting enquiries from people who can’t afford you, or jobs that are too far away to be profitable.
It’s a massive waste of money.
I’ve spent years looking at the numbers for local tradies, shops, and services across this city. The reality is that Brisbane is a collection of villages. If you want to stop burning cash and actually start making a profit, you have to change how you talk to different suburbs.
Here is my honest take on how to win the suburb-by-suburb war in Brisbane.
Why Your 'All of Brisbane' Strategy is Failing
When you target 'Brisbane' on Facebook or Google, you’re competing with everyone. The big national franchises, the massive lead-gen sites, and every bloke with a ute and a smartphone.
It drives your costs up and your quality down.
You end up spending $50 on a click from someone in Ipswich when you’re based in Northgate. By the time you drive out there, factor in the Gateway toll, and realize they’re just price-shopping, you’ve lost money before you even picked up a tool.
We see this constantly. Business owners come to us saying 'marketing doesn't work.' Usually, it’s just that their local marketing mistakes are draining their bank accounts because they're being too broad.
If you want more phone calls that actually turn into high-profit jobs, you need to get surgical.
The Three 'Brisbanes' You Need to Know
I break the city down into three main categories. Each one needs a different approach if you want people to actually book you.
1. The Inner-North and Blue-Chip Belts (Ascot, Hamilton, Paddington)
These people have money, but they have zero time. They aren't looking for the cheapest quote. They’re looking for the person who won’t ruin their day.
If you’re targeting these areas, your website needs to look professional. It needs to load fast on a phone while they’re sitting in traffic on Kingsford Smith Drive.
The Strategy: Focus on reliability and 'white glove' service. Don't talk about discounts. Talk about being on time, cleaning up after yourself, and having high-end experience.
2. The Rapid Growth Corridors (North Lakes, Coomera, Ripley)
These are young families. They’re stressed, they’re paying off mortgages, and they’ve just moved into a new build that’s probably starting to have its first round of issues.
The Strategy: You need to be the 'local hero.' They want someone who lives nearby. Mentioning specific landmarks or local schools in your ads works wonders here. They want to feel like they’re supporting a local family business, not a faceless corporation.
3. The Established Suburban Blocks (Chermside, Carindale, Mt Gravatt)
These are the bread and butter for most service businesses. It’s a mix of retirees and established families. They value reputation above everything else.
The Strategy: Reviews are king here. If you have five-star reviews from people in their specific suburb, you’ve already won the job.
How to Actually Target Suburbs Without Going Insane
You don't have time to write 100 different ads. I get it. You’re busy running the actual business. But there are a few 'cheats' we use to make this work without it taking over your life.
Use Suburb Names in Your Headlines
It sounds stupidly simple, but it works.
Instead of an ad that says 'Best Plumber in Brisbane,' try 'The Plumber Paddington Trusts.'
When someone is scrolling through their phone and sees their own suburb name, they stop. It’s a psychological trigger. They think, 'Oh, they're right around the corner.'
Landing Pages That Don't Suck
If you’re running ads for 'Kitchen Renovations Bulimba,' don't send people to your homepage that talks about all of Queensland.
Create a simple page that says 'Kitchen Renovations for Bulimba Homes.' Show a photo of a project you did nearby. It makes the visitor feel like you understand their specific type of house—whether it’s a Queenslander or a modern apartment.
This is how you get more calls from ads instead of just paying for people to look at your site and leave.
The 'Local Group' Goldmine
I’m going to be honest: most business owners ruin their reputation in local Facebook groups. They join 'Northside Mums' or 'Paddington Community' and just spam their flyer every Tuesday.
It’s annoying. Don't be that person.
Instead, look for people asking for help. If someone asks for a recommendation, give them helpful advice first. 'Hey, I’m a sparky in the area. Before you call anyone, check your safety switch—it might just be a tripped fuse.'
That builds massive trust. We’ve written a whole guide on how to handle Facebook group jobs without being a pest. If you do this right, you can keep your schedule full for free.
Stop Wasting Money on 'Brand Awareness'
Unless you’re Harvey Norman, stop spending money on 'getting your name out there' in suburbs you don't even want to work in.
I see so many small businesses buying billboards on the M1 or radio spots that cover the whole South East.
For a small business, 'brand awareness' is usually just a fancy way for an agency to say 'we didn't get you any leads but please keep paying us.'
Every dollar you spend should have a straight line to a phone call or an enquiry. If you’re a landscaper in Kenmore, you don’t need someone in Redcliffe to know your name. You need the ten people in Kenmore who need a retaining wall right now to find you.
The 'Google Maps' Factor
Google likes it when you’re actually local. If your business address is in Coorparoo, you’re going to have a much easier time showing up for people in Coorparoo.
But what if you want jobs in New Farm?
You need to show Google that you actually do work there.
The Pro Move: When you finish a job, ask the customer for a review right then and there. If they mention the suburb in the review ('Great job fixing our lights in New Farm!'), Google sees that. It’s like a digital breadcrumb trail that tells the search engine you’re active in that area.
What This Costs (and What it Saves)
Doing this properly takes a bit more effort upfront. You might spend an extra few hours setting up your ads or tweaking your website.
But here’s the math:
Broad Strategy: Spend $1,000. Get 20 leads. 15 are too far away or have no budget. You book 2 jobs. Cost per booked job: $500. Suburb Strategy: Spend $1,000. Get 10 leads. 8 are in your target area and ready to pay. You book 6 jobs. Cost per booked job: $166.
It’s a no-brainer. You're spending the same amount of money, but you're making three times as much back because you aren't wasting time on the wrong people.
My Honest Recommendation
If you're feeling overwhelmed, don't try to conquer the whole city at once. Pick three suburbs.
Pick the three where you’ve done your best work, where the houses are the right age for your services, and where you actually enjoy working.
Focus all your energy there for a month.
1. Update your Google profile with photos from those areas. 2. Run a small, targeted ad specifically naming those suburbs. 3. Ask your existing customers in those areas for reviews.
You’ll see the quality of your phone calls change almost immediately.
Marketing isn't about being everywhere. It’s about being in the right place at the right time when a local needs help.
At Local Marketing Group, we don't believe in fluff. We believe in getting Brisbane businesses more work in the areas that actually make them money.
If you want someone to take a look at your current setup and tell you where you're bleeding cash, get in touch with us. We’ll give it to you straight—no jargon, just results.