A practical guide for local businesses in Melbourne’s South East

Advertising should be one of the most powerful tools in your marketing toolkit—but for many small business owners, it’s become a source of frustration and wasted spend.

If you’ve been running ads (or thinking about it) and wondering where the leads are, you’re not alone. I work with local businesses across Melbourne’s South East every day, and I see the same pattern: high costs, low return, and a whole lot of noise.

The good news? There are simple, proven ways to reduce your ad spend and improve your results—without needing a massive budget or a full-time marketing team.

Let’s break it down.

1. Stop Boosting Posts

It’s the quick and easy option—but boosting posts rarely delivers the results you actually need. Why? Because it’s not built for lead generation. It’s designed for visibility, not conversions.

Instead:
Set up a proper ad campaign through Meta Ads Manager or Google Ads. Choose a clear goal (leads, website traffic, conversions), so the platform knows what outcome you want—and optimises accordingly.

Looking for help setting up a campaign that actually converts?
Book a free 20-minute call and let’s map it out.

2. Narrow Your Targeting

When you target everyone, you reach no one. Many small business ads are far too broad—showing to people who are unlikely to convert.

Instead:
Refine your targeting based on your ideal customer. On Meta, use interests, behaviours, and location (think: specific suburbs, not just “Melbourne”). On Google, focus on high-intent search terms and review your targeting settings regularly.

3. Build a Landing Page That Works

If someone clicks your ad and lands on a slow, cluttered, or confusing page, the chances they’ll take action drop dramatically.

Instead:
Create a focused landing page with one clear goal—whether it’s filling out a form, making a call, or booking an appointment. Make it fast, mobile-friendly, and easy to navigate.

Not sure where to start with landing pages?
Let’s take a look together. I offer affordable support for small businesses who want to improve performance without overcomplicating it.

4. Use Retargeting to Stay Visible

Most people don’t take action the first time they see your ad—and that’s okay. But if you’re not following up, you’re missing out on warm leads.

Instead:
Set up retargeting audiences. You can reconnect with people who’ve visited your website, engaged with your social content, or clicked your ads but didn’t convert. These are your most valuable prospects—don’t let them drop off.

5. Monitor Your Search Terms and Add Negatives

On Google Ads, if you’re not reviewing your search terms regularly, you’re almost certainly paying for clicks that aren’t relevant.

Instead:
Check your search term report weekly. Add negative keywords to filter out irrelevant traffic. This simple habit can dramatically reduce wasted spend and improve lead quality.

6. Focus on Outcomes, Not Impressions

High reach and engagement look great on a report—but do they bring in leads?

Instead:
Track meaningful outcomes like calls, form submissions, bookings, or product sales. These are the numbers that matter. If you’re not seeing them, it’s time to review the campaign structure, creative, or offer.

You Deserve Better from Your Advertising

You’re doing all the right things—showing up, offering great service, and building something meaningful in your local community. Your advertising should support that—not drain your resources or leave you wondering what you’re paying for.

If you’re a small business in Melbourne’s South East and you want help reducing your ad spend while improving results, I’m here to help. No pressure, no contracts—just someone in your corner who’s as invested in your growth as you are.

Need a second set of eyes on your ads?
Book a free consultation and let’s see where we can improve things together.