Facebook Ads Brisbane

Maximize Your Impact with Premier Facebook Ads Brisbane Strategies
Are you ready to elevate your business in Brisbane with Facebook ads that actually work? This guide cuts through the fluff, delivering actionable strategies to reach and convert your local audience effectively. Learn how to leverage precise targeting, create compelling ads, and optimize your budget for the Brisbane market, ensuring your campaigns drive real business growth with Facebook Ads Brisbane expertise.

Key Takeaways

  • Facebook Ads enable businesses in Brisbane to target audiences based on specific interests and behaviors, optimizing marketing strategies through tailored audience selection, crafting engaging content, using conversion-driven ad formats, and employing advanced retargeting.
  • Maximizing ROI on Facebook advertising involves smart budget allocation and constant performance tracking with tools, while integrating Instagram with Facebook can amplify your marketing impact through cohesive content sharing and cross-promotion strategies.
  • Businesses can strengthen their local Brisbane presence and lead generation through geo-targeting, community engagement, high-converting landing pages, and the strategic use of Facebook marketing trends and objectives to drive growth.

Harnessing Facebook's Power for Brisbane Business Growth

Facebook advertising offers businesses in Brisbane several benefits, including:
  • Connecting with a wider audience
  • Building brand visibility
  • Driving customer engagement
  • Designing customized marketing campaigns
  • Achieving a favorable return on investment
With its vast user base and precise targeting capabilities, Facebook advertising serves as a game-changer for Facebook business owners in Brisbane. The ability to tailor marketing efforts to the right audience is a key component of any successful Facebook advertising campaign. By leveraging actual purchase data, interest-based targeting, and behavior targeting, businesses can connect with customers based on their interests and purchasing habits. Moreover, A/B testing plays a pivotal role in optimizing ad content by systematically testing different combinations of visuals and text to identify the most engaging and effective content. A well-executed Facebook advertising strategy integrates all these elements in a seamless manner, driving unprecedented sales results, and reaching the right customer at any time and place. Hence, collaborating with a reputable Facebook advertising agency can help businesses achieve these goals and unlock their full potential.

Tailored Audience Selection

Facebook Ads stand out due to their capacity to connect with the appropriate individual at the opportune moment. This is made possible through tailored audience selection. Facebook Ads allow businesses to develop custom audiences using an existing email subscriber list, interest-based targeting, and creating lookalike audiences. This not only enhances ad personalization but also leads to optimal engagement and conversion rates, which are essential for a successful marketing campaign.

The power of tailored audiences in expanding a business’s client base is evident. Utilizing strategies such as creating lookalike audiences, Facebook Advertising can effectively display ads to both existing audiences and those who resemble a business’s current customers.

Crafting Engaging Ad Content

Crafting engaging ad content becomes the next priority once the target audience is determined. The right combination of visuals and text can create a compelling ad that not only captures the attention of your target audience but also drives them to take action. The essential components of compelling Facebook ad content are:
  • Visual appeal
  • Valuable freebies
  • A single goal
  • A sense of scarcity
  • Effective targeting
  • Short video content
  • An engaging call-to-action
An engaging narrative can be incorporated into ad content by:
  • Initiating with an attention-grabbing hook
  • Ensuring the narrative resonates with the intended audience
  • Understanding the target audience
  • Utilizing visually appealing images and videos
  • Crafting compelling ad copy
  • Employing effective Facebook ad targeting strategies
By following these steps, businesses can enrich their ad content and optimize engagement.

Conversion-Driven Ad Formats

Driving conversions is the primary goal of any marketing initiative. Facebook Ads support this goal by providing a range of conversion-driven ad formats. Product catalogue ads showcase items that customers have either previously viewed on your website or related products they’ve purchased before. Similarly, dynamic ads present products to customers who have viewed them on your website. These specialized ad formats aim to present relevant products to potential customers, thus enhancing the chances of conversions. The steps to create these conversion-driven ads involve:
  1. Installing the Facebook Pixel code
  2. Creating a custom conversion
  3. Setting up a conversion campaign
  4. Reviewing and initiating the campaign with an appropriate budget and schedule.

Optimizing Ad Spend for Maximum ROI

Despite Facebook Ads’ massive potential, optimizing ad spend is vital to ensure the maximum return on investment. This involves:
  • Perfecting account structure
  • Implementing the Meta Pixel with Google Tag Manager
  • Consolidating conversions
  • Selecting the appropriate bid strategy
  • Creating a marketing funnel
  • Engaging in remarketing to previous audiences
  • Conducting multiple A/B tests
  • Optimizing campaign settings.
The allocation of budget plays a key role in determining the performance of ad sets and campaigns. A flexible budget distribution approach helps in identifying and capitalizing on the most promising opportunities. However, it’s essential to avoid over-allocating budget to a small audience as it may lead to poor performance. Just as important as allocating budget is monitoring the performance of Facebook ads. It’s recommended to:
  • Monitor reach and impressions
  • Evaluate engagement rate
  • Track social media referrals
  • Calculate the click-through rate (CTR)
  • Measure important Facebook metrics
  • Optimize ad delivery.
Regular review and adjustment of campaigns, preferably every 2-4 weeks, can help prevent audience fatigue and improve overall performance.

Strategic Budget Allocation

Allocating your budget wisely is vital to maximize returns on your Facebook advertising spend. By aligning the budget with the mobile audience and utilizing Facebook’s mobile-specific ad formats and targeting options, businesses can optimize audience engagement with Facebook Ads. Recommended best practices for budget allocation in Facebook Ads include:
  • Starting with an affordable budget and gradually experimenting and adjusting
  • Allocating an initial budget based on business goals and objectives
  • Using similar size audiences in campaigns while gradually increasing the budget at the top level.

Performance Tracking and Adjustments

Monitoring your ads’ performance is essential in making necessary adjustments for optimal results. Some tools that can help you with this are:
  • SegmentStream Conversion Modelling Platform
  • SocialPilot
  • AdEspresso
  • Quintly
  • Facebook Ads Manager
  • Meta
  • Adzooma
  • Metrics Watch
  • Fanbooster
  • Keyhole
  • WordStream Facebook Ads Performance Grader
  • Sprout Social
  • GreyMetrics
  • Madgicx
These tools offer a range of analytics and insights into marketing performance across different channels. Key performance indicators (KPIs) to monitor include:
  • Reach
  • Impressions
  • Link clicks
  • Cost per conversion
  • Follower demographics
  • Click-through rate (CTR)
  • Engagement rate
  • Cost per mille (CPM)
  • Cost per click (CPC)

Integrating Facebook and Instagram for Synergistic Results

The integration of two social media powerhouses, Facebook and Instagram, can produce synergistic outcomes for businesses. By uniting social media pages and employing cross-promotion tactics, businesses can effectively:
  • Create engaging content
  • Reach a wider audience
  • Increase brand visibility
  • Drive more traffic to their websites
  • Generate more leads and conversions
This integration can yield significant results for businesses. The integration of Facebook and Instagram into your business’s marketing strategy can facilitate the establishment of your online brand presence and foster professional relationships within the industry.

Uniting Social Media Pages

Linking your Facebook and Instagram pages is a strategic decision that can broaden your business’s reach and visibility. By linking your Instagram account to your Facebook page, you can streamline ad management, facilitate cohesive content sharing, and create ads that reach both platforms. This integration can also broaden the reach and visibility of your products by linking an Instagram catalog to an external e-commerce store, facilitating a seamless shopping experience for your customers.

Cross-Promotion Tactics

Cross-promotion can significantly increase the impact of your social media marketing strategies. Here are some ways to cross-promote your content:
  • Cross-post content from Facebook to Instagram
  • Promote your Instagram account on other social media channels
  • Use Facebook’s advanced targeting options to reach potential customers
By implementing these strategies, you can tap into new audiences and foster deeper connections. With a strategic approach to cross-promotion, businesses can create a unified brand presence across different platforms, enhancing their reach and engagement.

Google Ads vs. Facebook Ads: Complementary Forces

In the realm of digital advertising, businesses can utilize two dominant forces, Google Ads and Facebook Ads, for their marketing initiatives. Google Ads, previously known as Adwords, aids businesses in reaching their target audience at the opportune moment when they are actively seeking their products or services. This is essential for capitalizing on user behavior driven by intent.

Leveraging Dual Platforms

Google Ads typically outperform in generating immediate sales and attracting users with strong purchase intent, while Facebook Ads are better at nurturing brand recognition and engaging a wider audience.

By strategically using the strengths of Google Ads and Facebook Ads in different stages of the marketing funnel, businesses can optimize their digital marketing strategies and achieve better results.

Measuring Cross-Channel Impact

Evaluating the impact of your cross-channel marketing initiatives is essential for refining your overall approach. By defining your goals and KPIs, analyzing your channel mix, benchmarking your performance, implementing cross-channel attribution, and tracking and analyzing customer journeys, you can gain valuable insights into the effectiveness of your marketing efforts across different platforms. Tools like:
  • Whatagraph
  • Mailchimp
  • Hootsuite
  • SEMRush
  • Screaming Frog
  • Google Ads
Can provide comprehensive analytics and insights, helping you make informed decisions and continuously optimize your strategies.

Building a Robust Business Facebook Page

Establishing a solid business Facebook page is a key stage in leveraging the capabilities of Facebook Ads. A well-optimized Facebook page not only enhances your visibility but also serves as a platform for you to engage with your audience.

From selecting the appropriate template and completing the profile with accurate information to enabling messaging features and maintaining regular posts, every aspect contributes to the performance of your Facebook page.

Page Optimization Techniques

Fine-tuning various aspects of your Facebook page can transform it into a potent marketing instrument. Elements such as:
  • Location Pages
  • Messenger
  • Featured Images
  • Boost options
are key components of a well-optimized Facebook page, including facebook offers. Strategies such as:
  • Utilizing page tabs
  • Optimizing page titles
  • Creating a Facebook vanity URL
  • Adding accurate NAP (Name, Address, Phone) information to your business page
can significantly enhance your page’s performance.

Regular Content Updates

Frequent content refreshes on your business Facebook page can boost visibility, promote customer engagement, and nurture brand loyalty. With the right tools like Meta Business Suite Planner, businesses can easily schedule content updates on their Facebook page, ensuring a consistent stream of fresh and relevant content. By updating its Facebook page between two and five times per week, a Brisbane-based business can sustain audience interest and foster deeper connections.

Advanced Retargeting with Facebook Ads

Employing advanced retargeting methods can markedly enhance the results of your Facebook advertising initiatives. Here are some ways to do it:
  • Align campaigns with shoppers’ interests, behavior, and purchasing likelihood
  • Target specific audience segments based on social media engagement
  • Create ads that resonate with your target audience
By following these strategies for facebook ads management, businesses can create more effective and targeted Facebook ads, ultimately leading to a successful facebook ads campaign.

Remarketing to Site Visitors

Remarketing is an effective mechanism for businesses to reconnect with site visitors who showed prior interest in their product or service. By creating a custom audience in Facebook Ads Manager and utilizing Facebook pixel, businesses can effectively re-engage site visitors, encouraging them to take the desired action.

Fostering Customer Loyalty

Cultivating customer loyalty is integral to a business’s enduring prosperity. By delivering personalized content that aligns with customers’ past interactions and preferences, businesses can promote recurring purchases and continuous involvement. Strategies to enhance customer loyalty include:
  • Upselling customers with premium products
  • Educating them about your offerings
  • Crafting offers that cater to the individual needs and preferences of each customer segment
These strategies can significantly enhance customer loyalty.

Elevating Your Brand with Video and Story Ads

Video and story ads offer businesses a distinct chance to amplify their brand and captivate their audience. With the increasing popularity of video content, businesses can effectively showcase their brand and products through engaging and creative videos.

Creating Compelling Video Content

The creation of engaging video content requires a deep understanding of your audience and the ability to produce content that speaks to them. Here are some strategies to consider:
  • Incorporate engaging visuals
  • Offer valuable freebies
  • Focus on a single goal
  • Create a sense of scarcity
  • Target your audience effectively
  • Keep your video content short
  • Include an engaging call-to-action
By implementing these strategies, businesses can create compelling video content that drives engagement and conversions.

Storytelling Through Stories

Storytelling is a potent technique that allows businesses to forge a deeper connection with their audience. By incorporating visuals, initiating with an attention-grabbing hook, and ensuring the narrative resonates with the intended audience, businesses can effectively utilize Facebook Stories to convey their brand’s story and create a deeper connection with their audience.

Lead Generation Mastery via Facebook Ads

Lead generation forms a vital part of any business’s expansion plan. Through Facebook Ads, businesses can streamline the lead generation process and attract quality leads. With the right strategies, businesses can create high-converting landing pages and utilize lead forms to capture vital contact details from potential customers.

Designing High-Converting Landing Pages

A carefully crafted landing page can markedly amplify the impact of your Facebook Ads. By incorporating:
  • A Unique Selling Proposition (USP) that sets your offering apart
  • Relevant social proof to boost credibility
  • A clear call to action (CTA) that prompts visitors to take the next step
Businesses can design high-converting landing pages that effectively convert visitors into leads.

Utilising Lead Forms

Businesses can use lead forms, a handy tool, to gather essential contact details from potential customers. By offering an incentive, being clear about your offer, using compelling content and formats, and keeping the form simple, businesses can effectively utilise lead forms to generate high-quality leads.

Local Targeting for Brisbane Businesses

Brisbane’s local businesses can leverage Facebook Ads to uniquely engage with local audiences and increase in-store visits. By implementing geo-targeting strategies and engaging with the local community, businesses can enhance their local presence and foster deeper connections with their audience.

Geo-Targeting Strategies

Geo-targeting empowers businesses to concentrate their marketing initiatives on particular geographic regions. By providing the ability to target specific locations such as countries, counties/regions, or cities, geo-targeting enables businesses to effectively reach potential customers who are in close proximity to their business.

Community Engagement

For any local enterprise, interaction with the local community is vital. By fostering connections and generating leads in Facebook groups, establishing a reputation, and directing others to your site and business, local businesses in Brisbane can effectively engage with their local community and build stronger relationships.

Crafting a Winning Facebook Marketing Strategy

Devising a victorious Facebook marketing strategy entails:
  1. Scrutinizing market trends
  2. Establishing precise goals
  3. Staying updated on market trends and competitors
  4. Promoting organic content
  5. Managing paid ads
By following these steps, businesses can create a winning Facebook marketing strategy that drives growth.

Analyzing Market Trends

The examination of market trends can yield invaluable insights to shape your Facebook marketing strategy. By understanding the most recent market trends, businesses can:
  • Establish well-defined and well-informed marketing objectives
  • Guide their Facebook marketing efforts towards achieving specific goals
  • Ensure competitiveness and relevance

Setting Clear Objectives

Establishing clear objectives is fundamental for a targeted and outcome-oriented Facebook marketing approach. By defining specific goals such as:
  • increasing brand awareness
  • managing brand reputation
  • increasing website traffic
  • improving community engagement
Businesses can ensure that each action contributes to their overall strategy and maximizes the potential for achieving optimal return on investment.


In conclusion, Facebook Ads offer a powerful platform for businesses, especially in Brisbane, to reach their target audience, engage them effectively, and drive conversions. By harnessing the power of Facebook Ads, implementing advanced retargeting strategies, creating compelling content, and setting clear objectives, businesses can craft a winning Facebook marketing strategy that drives growth. As the world of digital marketing continues to evolve, businesses that adapt and leverage these tools and strategies will stay ahead of the competition and achieve unprecedented success.

Frequently Asked Questions

How much does a Facebook ad cost in Australia?

The cost of Facebook ads in Australia varies, with average small businesses spending $1,000 to $10,000+ per month, and an additional monthly management fee of $1000 to $3000+ depending on your needs.

How much do 1,000 Facebook ads cost?

The cost of 1,000 Facebook ads can vary, but on average, the CPM (Cost Per 1,000 views) is $14.90. Keep in mind that the actual cost may vary based on the specific targeting and ad format used.

How much do Facebook ads cost 2023?

The average cost per click (CPC) for Facebook ads varies widely, with sources citing an average of $0.97, a range of $0.26 to $0.30, and a median of $0.40 in March 2023.

What are the benefits of Facebook Ads for businesses in Brisbane?

Using Facebook Ads can help businesses in Brisbane reach a larger audience, engage effectively, and drive conversions, ultimately increasing visibility and fostering customer engagement. With precise targeting capabilities, businesses can achieve a favorable return on investment.

Talking to a few Agencies? 
Awesome, we encourage that!

First Class Reputation For Digital Marketing

We urge you to go and check out what people have to say about Ben, our founder, and the team at Matter Solutions.

Check out what they write on our YouTube channel about Sam's PPC advice and help.

We're confident that you'll find that our team in Brisbane walks the walk, and we look after our clients for the long term.

Read Google reviews about usRead Facebook reviews about usTake a look at our Testimonials page
Google Reviews that highly recommend Matter Solutions
Nick's Story of Our Comprehensive Approach
"Their communication - Outstanding"

"The end product -Remarkable!"
Nick Moller - Entrepreneur
Some PPC Results For Clients
Snapshots of PPC Returns. Clients, Traffic, Conversions & Keywords Redacted
  • Brisbane based training company that asked for serious SEO results
Do You Need To Learn How Google Ads Work?
Helping Brisbane Learn About Google Ads.

Places we share PCC and Digital Marketing knowledge today

  • A great place to start is our YouTube channel:
    YouTube.com/askMatterSolutions (740 subscribers and growing).
  • We have some specific playlists, our PPC ones are actually embedded and link to the right and below.
  • The Digital Marketing Workshops ran monthly from 2016-2019 in Brisbane City and Sydney (near Hyde Park) will make a come back soon (after COVID). These workshops cover SEO, but not in much depth, it actually covers how digital marketing channels like SEO, Ads, CRO, website design and even things like your Social Media all fit together for your business.
  • We provide a Google Ads Training service, this is a one-to-one training service based on your own account over multiple sessions with the very same Google Ads Qualified Individual who manages client accounts.
  • Digital Marketing Blog posts. Here's a link to the sub-section of SEO blog posts.
  • Actionable Digital Marketing Tips. There is a specific group of Paid Advertising Tips to review.

Here are videos of much younger Sam (2018-2020). He's the Head of Google Ads at Matter Solutions responsible for the Paid Media & Social work we do for clients.

There are two playlists worth watching:-

(above) FAQ - Questions done quick - Google Ads Questions

(below) Google Ads - Everything you need from Start to Finish

Watch this playlist from our YouTube Channel

Google Ads - Everything you need Start to Finish
Frequently Asked Questions...
...about Brisbane Google AdWords Management


Google AdWords is the old name for Google Ads. It is the advertising system that helps Google generate the vast majority of their income!

Without the cynicism, it is an advertising platform that allows businesses to show their ads in a highly targeted way to people who are searching for their product or service, provided their Account is optimised to do so.

Google does assist businesses in setting up the account, however, one must retain the cynicism present in the above paragraph if deciding to use their assistance. Their representatives work for Google, not you!

Google AdWords is a powerful advertising platform that can:

  1. Increase leads and sales.
  2. Identify new opportunities and markets.
  3. Improve insights into target market online behaviour.

The different types of Advertising you can do through Google include:

  1. Search Network
  2. Display Network
  3. YouTube Network

Each network has different targeting options that allow you to narrow down your audience in order to show your Ads to people most likely to buy your product!

1. Search network

Google AdWords Search Network gives you the opportunity to bid on Keywords related to your product or service so that your Ads can be seen on the first page when someone searches for that Keyword.

The higher your bid, the more likely you are to be at the top of the page!

Of course, outbidding people for the position means that you will pay a higher Cost Per Click if your Ad gets clicked on. Ensuring that your Ads are highly targeted, your Quality Score is high, and your Keywords are optimised for Conversions is of the utmost importance - if you don't know what that means, we recommend having a chat to us first!

2. Display network

Google Ads Display Network has many uses and opportunities.


Can you help us with Facebook Ads?

Yes, that is explained on our Facebook Advertising page.

Facebook ads are very different to Google Ads. Google's ads, especially the ones in search are unique. They get your product or service in front of potential customers when they're looking for you. Facebook ads is less active, it is more like traditional ads on the television or radio - they're interrupting people's day with an ad offering something they didn't know they wanted. There are excellent opportunities there, but it is a very different beast from Google's Search Ads.

SEO Brisbane

How long does BRISBANE Google ADWORDS take?

Google AdWords can be a short, medium, and long term strategy, depending on the business and how it is used. It complements the long term SEO strategy in many ways and can be used as a "quick pivot" medium of testing new markets.

Consider these three factors:-

  1. Budget
  2. Time
  3. Competition

Budget and time are the two main factors as they affect the outcome of the Google AdWords account. If you have a small Budget, you will need more time to gather the data necessary to make qualified decisions, but if you have a large Budget, that can help you gather data quicker.

Your Competition affects your cost per click, which in turn affects your Budget and therefore affects the time factor as well. Ensuring that your Google AdWords account is properly targeted reduces wasted spend in the early weeks of a Campaign, and improves the performance of the account by reducing the time it takes to identify that which is performing, such as which Keywords and Ads is most likely to result in a Conversion.

In my years of experience, I (Sam is writing this) have found that it takes around 12 weeks on average to gather the required data that allows you to significantly improve the performance of your AdWords account.

In many cases we strike gold in a Campaign much earlier than that, however, we recommend our clients use this rough guideline to gauge where they are at the present vs where they will be in the future via Cost Per Acquisition identification.

Many clients continue to use Google AdWords even when their SEO Strategy has them at the top of the Organic Search Results. Sometimes it is for brand recognition, sometimes it is because the Google Ads take up so much real estate on the front page now that it means their competitors are on top of them, sometimes it is to test out new targeting or new markets!

DO I NEED TO WRITE the ads FOR Matter Solutions TO USE?

No, but you can if you really want to. We provide the format and character limits, you provide the copy! Sounds simple and effective, yes?

In the past clients have begun their engagements with us by specifying strict editorial control, i.e. they want to write every single word that appears on their Ads. However, due to a number of factors, including Google Best Practice, this slows everything down massively and isn't advised.

Matter Solutions have been writing brilliant Ads for more than a decade that achieve high Click Through Rates, however, we understand that you'd like to make sure that your brand is being properly portrayed...

  1. We write our Ads based on the messaging within the website.
  2. We write our Ads based on the messaging within the website and send through an example for your approval.
  3. You write your Ads, send them to us, we have to pimp your Ad Text in accordance with Google Best Practice guidelines and our extensive marketing experience... and then send it back to you for approval.

In some fields (finance, healthcare and legal) we know that clients must approve our Ads before publication - Option C is the clear path for these clients.

Option A is recommended if you trust the messaging on your website. We simply distill that messaging to fit the character limits, while ensuring the Headlines are attractive to the person who is searching, and create an appealing Call To Action relevant to your business.

If you think that your website's messaging might need tweaking for new potential clients, we'd recommend Option B - we still write it, you advise of any minor tweaking for potential clients, we administer those changes and send it live.

isn't Google AdWords just set and forget?

If you ask Google this question, the answer would be undoubtedly "yes", other than increasing your budget or allowing an Artificial Intelligence to bid for you.

If you ask anyone who has had any experience with Google AdWords, the answer will be a long drawn out "nooooooo" with the person wide-eyed terrified at the thought of leaving a Campaign in Google's hands with no optimisation.

While it is true that there is a flurry of activity in the early months of a Google AdWords Campaign as various tactics are employed, with a significant amount of Negative Keywords being added, Bids being adjusted, Keywords paused or new Campaigns created, among many other activities, the effort moves to executing the broader strategy by analysis of Ad engagement, while also viewing the behaviour of people once they visit your site.

Many clients are happy that they have halved their Cost Per Acquisition in the first few months, but after a while this rate of improvement slows and some clients wonder why there isn't the same activity happening on their accounts. At this point some clients decide that Google AdWords has reached its peak for their business and they'd rather save the management fee per month.

They then leave the account alone and it trundles along, never really improving, just maintaining. The thing is that improvements to a Campaign after the first six-ish months may be incremental, but they are still improvements.

In my many years of Google AdWords experience, the clients that stick around for years see the greatest benefit. Over that time the Campaign continues to be refined, and while the CPA might not halve every three months, even a mere ten percent improvement year on year after the Campaign is returning a healthy ROI means that the business profits despite the small Management Fee.

  1. Consult someone who understands Google Ads.
  2. Calculate the investment period and don't be afraid to commit to it.
  3. Find a provider who you can work with you on short, medium and long term returns to suit your needs


We use a scientific data-driven approach that is based on the Pareto Principle and formulated around a proprietary Theory called Core, that identifies and targets the performing elements of an Account and focusses the Budget there in order to gain an ROI.

Google Ads requires us to consider two things, the algorithm upon which the Ads are distributed, and the people to which the Ads are showing. Or as Sam likes to put it:

Appeal to the human, satisfy the AI.

Appeal to the human  

The first principle we use:

Is the person who triggered my Keywords while Searching on Google looking for my product or service, and does my Ad Text entice them to visit my site?

The fundamentals don't change that much. In fact, it sounds downright simple. But if it was easy, then you wouldn't be here.

This concept has many moving parts, from Keyword selection to Negative Keyword implementation, to perfecting the three Headlines to reflect the person's intent, within 30 Characters, to creating Ad Descriptions that entice, inform, and perform.

Satisfy The AI 

Another principle is to satisfy the platform, the algorithm, the Artificial Intelligence, the "AI", that you show your Ads on:

Google is looking to reward the best Ads, so ensure that your Ads reflect Best Practice!

The best thing about Google's algorithm for the Quality Score is that, as long as you abide by some pretty basic guidelines, as long as you Appeal to the Human, you're likely going to Satisfy the AI.

Two factors that cross-over:

  1. Ensuring the Headlines reflect what is being searched for,
  2. Sending the potential client to the best landing page.

Again, fairly simple, but far from easy. Keywords evolve as more Search Terms come in, better Ad Text, analysis of Google Analytics data and pivoting targeting where behaviour dictates, new features come on the scene, the list goes on. In fact, the range of optimisation tactics that can be implemented to improve the Campaigns is virtually endless, but the strategy remains the same.

Appeal to the Human, Satisfy the AI.


We use two analogies for this question in the past, one relates to Real Estate, and one relates to warfare.

If you're a student of successful business, you'll know about Ray Kroc, the "founder" of McDonald's, and you'll be aware that "required reading" for CEOs of Fortune 500 companies includes Sun Tzu's The Art of War. This is relevant, I promise.

There is an anecdote about an appearance by Ray Kroc where he asks the crowd what business people think McDonald's is in. Invariably someone from the crowd responds with "hamburgers".

"Incorrect, Maccas isn't the best hamburger maker, you can make a better one at home," says Ray (paraphrased using Aussie lingo), "the actual business we are in is Real Estate!"

And it is true, at the time of this anecdote, the only rival for Real Estate holdings in the world was the Catholic Church.

You're wondering what this waffling has got to do with Google Ads and whether you need it? Here it is:

The Convenience of being in the Right Place at the Right Time.

No offence to Maccas, but they're not number 1 on anyone's list over the age of 10. They're well priced, but it is their convenience that makes them best at what they do. They're in the Right Place at the Right Time.

And with the analytical tools with Google and the Google Ads system, you can show up in the Right Place at the Right Time with your Ads and sell your hamburgers... or whatever it is you sell.

Let's look at the Sun Tzu analogy.


The Art Of War has many relevant passages, but this one shows us that we can learn relevant Search Terms through Google Ads that our opposition simply might have missed or doesn't have a stronghold over.

This allows us to use our Google Ads account like foot soldiers, exploring and holding strategic positions while our artillery builds up a presence in the background. In this case, the artillery is your SEO and the "background" is the Organic listing.

And finally, a mish mash of the Real Estate and Military analogies

Location. Location. Location. We've all heard this Golden Rule of Real Estate, apply it to your digital strategy. If you are at the top of Google in the Organic section, the Maps section, and the Google Ads section, that means that there are THREE listings on the battleground that is the front page of Google that your competition isn't showing their listings.

Can I do Google Adwords myself?

Oh, for sure! If you have the time and expertise to ensure that your Google Ads account will be spending money where it is going to make you money, go for it!

Learning how to recognise performing and non-performing elements of a Campaign goes much deeper than simply looking at how much the Clicks cost, or improving your Click Through Rate.

Conversions don't magically appear because you have some enticing Ad Copy and as the manager of your Google Ads account, you need to be empowered with the knowledge of what happens before, during, and after someone clicks on your Ads.

This means not only understanding the data in the Google AdWords account, but also being able to analyse the behaviour of people on your site in your Google Analytics account to optimise your advertising performance, across all Digital Channels!

Our commitment to success extends to helping clients through comprehensive, hands on, targeted, and company-specific Google Ads Training. We'd strongly recommend this training if you are looking to look after your Google AdWords account yourself.

Do I need any Marketing experience?

No, definitely not.

The best thing about digital marketing with Google Ads is that it is quantifiable. Not only will you be able to see the Clicks to your site, but we will show you what Clicks become Conversions (Sale or Lead), and even better, what people were Searching for in order to Convert.

The digital marketing optimisation process does include your expertise, it is your business after all.

You will learn how and why the system works, we'll also teach you how to analyse the data coming in as we believe not only in transparency, but we also know that the more you know about the system's capabilities and limitations, the better our combined strategies will result in ROI.

Can you guarantee the 1st position in Google?

The only way to guarantee the top position in the Google Ads section is to have an unlimited Budget and be willing to pay top dollar for a Click.

While we'd love to work with clients who have unlimited Budgets (get at me!), we are realists. Google Ads' Quality Score system may provide a mechanism to reduce the Cost Per Click of your Campaign, these days most people have at least attempted to optimise their Ads in order to better compete.

Our Ads are written with Best Practice in mind and therefore have the best opportunity to have a lower Cost Per Click, but even then we wouldn't recommend being in the top position!

In some cases, particularly if your industry is competitive, the person who clicks the Number 1 Ad will often look at the Ads in position 2, 3 and 4 in order to do their version of "due diligence". And if your offering is similar to the last website they look at, you have potentially spent top dollar in order to give the person in position 4 the Conversion.

Data-driven results come from testing what position is best to Convert in the Search Results. Sometimes being Number 1 can really be Number 2 (sorry for the toilet humour).


If you find yourself on the edge of buying Google Ads services from someone who guarantees top position, ask this question, and get the answer in writing, ideally enjoined into the contractual agreement.

How do you circumvent Google Ads policy to make these guarantees?

How much does google ads cost?

How long is a piece of string?

There are many factors at play with Google Ads and how much it costs, particularly in relation to Keywords:

  1. Competition.
  2. Cost per Click.
  3. Search Volume.

In our initial review, we delve deep into what you are looking to achieve, what is the core of your business and what Keywords to target through Keyword Research. We then provide you with an initial report that takes into account the above factors and gives you an approximate Cost per day/week/month.

It needs to be kept in mind that the approximate Cost is for the Keywords uncovered in the course of consultation and through Keyword analysis. Over time this Cost could increase or decrease due to optimisation and Search Term analysis that results in Negative Keywords being added to the Campaigns


We are data-driven, in the course of optimising a Campaign we often find new Keywords to work with that perform well and therefore need to increase the Daily Budget. Alternatively, we might find that there are some Keywords that simply do not have an ROI and therefore there is no point in spending money on them, in which case we'd be able to reduce the Daily Budget.

Keyword Competition

The primary factor in the Cost of Google Ads is competition. Your competitors are the ones that increase or decrease your Cost Per Click, and it is them that you must "battle" for position in the Search Results of Google Ads.

Remember that scene from Bruce Almighty when Bruce grants everyone what they wished in their prayers? And there was chaos as all these people won the lottery?

Many people have left the "battle" up to Google in the hopes that the Almighty's Algorithm is benevolent to them and their business. Their competitors had the same idea.

Increasing your bids every time your competition increases theirs simply results in massively high bids and ultimately, the pricing of yourself out of the market. As I've said above, the only people who win this war are those with the unlimited Budget.

Working out how to optimise when you show, where you show, and what you show in order to beat your competition will assist in reducing your Cost.

How do I know if it’s worth doing Google Ads?

You've probably used Google Ads before, or have heard about it. You might even be one of the unfortunate people to believe that Google Ads is a horror story in the making.

In order to properly determine if Google Ads is right for you, you must consider the Return on Investment for your business. Answering these questions should help...

  1. Do people look for what you do on Google? (Sometimes they don't)
  2. Do you think the people who look for what you do on Google would want to get help from you?
  3. Can you help those people and make a profit?

If you answered "yes" to all three of these questions then Google Ads is a great option for you in the short- to mid-term, even if it is just to tide you over until your SEO campaign begins to take full effect.

What results should I expect to see?

The beauty of Google Ads is that Campaign performance can be determined fairly quickly, with the performing elements of the Campaign being readily identified using advanced Conversion Tracking and analysing online behaviour in the back end of your website.

Results as a term is subjective in the Digital Marketing world, but you as a business owner use it to mean one thing: SALES.

We get that, so we won't come to you with feigned excitement about how our Click Through Rate is high, or how the Cost Per Click is getting lower, or the Bounce Rate is really good. These are "results" for the Campaign, but mean little to nothing to you.

Our recommendation is to prepare for approximately three months of testing and optimisation. From our extensive experience, this is when we have determined what is performing, and how to better target those elements of the Campaign with the allocated Budget.

Sometimes it takes a little longer but there is always an indication of ROI, and in many cases we strike gold straight away.


We help clients craft Digital Marketing Strategies.

Some clients already have a strategic digital marketing plan defined and need a specialist Search Marketing Company like Matter Solutions to deliver on its activities and meet its objectives.

In either case our Google Ads Campaigns are designed and executed by specialists at Matter Solutions, or other agencies, who provide complementary activities and objectives, e.g.


Our Google Ads management includes a monthly report and catch up session.

In the first 6 weeks of a Campaign, we are in contact at least once weekly. In these 20-30 minute phone reviews we go through the data in the Account with targeted questions regarding the experience on the floor in your business.

What does this mean? Think about it this way, the Campaign could be producing hundreds of enquiries that are showing up as Conversions. Without being in contact, this would look great to us. What if those Conversions were duds?

Contact in those first few weeks allows two things:

  1. Identify performing/non-performing elements of the Campaign to maximise/minimise where required.
  2. Inform and teach you as a client to be able to read the data in the Google Ads and Google Analytics.

An informed business owner is then able to receive our monthly reports moving forward and make decisions based on the information.

Brisbane Google Ads Management

We are based in the City of Brisbane on Adelaide St. Most of our clients are in the City, Fortitude Valley, in Brisbane Metro and South East Queensland. We love to meet clients face-to-face and although that's significantly lessened since Covid-19 we've maintained close connections with our local Brisbane based clients. We know the city, we know Queenslanders and we're here to help Brisbane grow. 

Gold Coast Google Ads Management

We have a number of Google AdWords clients on the Gold Coast - and we are keen to help many more. 

Being in Brisbane and therefore not that far from the Gold Coast, prior to the pandemic we regularly would travel there to meet with our clients. While the world has definitely shifted to an online model of meetings, our understanding of the Gold Coast suburbs, culture and layout allows us to easily assist businesses in the area. We're also keen to come meet with you if you're looking for a traditional face to face meeting. 

Sydney SEO

Our office in Brisbane has a link to the excellent facilities at The Hub, near Hyde Park in Sydney. This has allowed us to meet with the traditional face to face manner with Sydney-based companies and hold seminars on Google AdWords management techniques and strategy. 

Our esteemed and lauded Google AdWords guru (me, Sam) grew up in Sydney and understands the layout of the suburbs, the "cultural" differences of different areas, and the arterial roads that allow us to provide local knowledge despite being interstate. 

If you're in Sydney and want a better deal, an agency based in Sunny QLD is a great option. We're almost in the same timezone and you can access professional PPC Specialists for less than the flashy agencies in Sydney and Melbourne. 

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