For local businesses in Australia, Facebook Ads are one of the most powerful tools to bridge the gap between digital discovery and physical foot traffic. Whether you’re a plumber in Paddington, a cafe in Coorparoo, or a gym in Geelong, this guide will show you how to reach the exact people living within your service area.
Why Local Facebook Ads Matter
Unlike traditional radio or local paper ads, Facebook allows you to hyper-target your local community with surgical precision. This means you aren't wasting your budget showing ads to someone in Perth if you only serve North Brisbane. When done correctly, you can generate high-quality leads and store visits for as little as a few dollars a day.---
Prerequisites: What You’ll Need
Before you dive into the Ads Manager, ensure you have the following ready:- A Facebook Business Page (optimised with your Australian address and phone number).
- A Meta Business Suite account.
- A valid payment method (Credit Card or PayPal).
- High-quality images or videos of your local business, staff, or work.
- Your ABN (Australian Business Number) for tax and verification purposes.
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Step 1: Access Meta Ads Manager
Don't make the mistake of just clicking the "Boost Post" button on your timeline. While easy, it lacks the advanced targeting tools local businesses need. Instead, go to adsmanager.facebook.com. What you should see: A dashboard with tabs for Campaigns, Ad Sets, and Ads. If this is your first time, you may need to complete the account setup by adding your timezone (ensure it's set to AEST/Brisbane or your local state) and currency (AUD).Step 2: Create a New Campaign
Click the green + Create button. Facebook will ask for your campaign objective. For local businesses, the most effective choices are:- Awareness: Good for new businesses wanting to get their name out.
- Leads: Best for service-based businesses (plumbers, lawyers) using instant forms.
- Traffic: Best for driving people to your website or booking page.
Step 3: Name Your Campaign Strategically
Organisation is key. Use a naming convention like: [Service Area] - [Objective] - [Month/Year]. Example: Brisbane North - Lead Gen - HVAC Promo July 24.Step 4: Set Your Budget and Schedule
Scroll down to the 'Budget' section. You can choose a Daily Budget (e.g., $10/day) or a Lifetime Budget. Warning: Start small. For a local business, $5–$15 per day is usually enough to test the waters. You can always scale up once you see a positive Return on Ad Spend (ROAS).Step 5: Define Your Local Audience (The Most Important Step)
This is where the magic happens. Under the 'Audience' section, look for Locations.- Click 'Edit' and change 'Australia' to your specific suburb or city.
- Select "People living in this location" rather than "People recently in this location" to avoid showing ads to tourists or commuters.
- Use the Radius Tool. You can drop a pin on your shop front and set a radius (e.g., 10km to 20km).
Step 6: Refine with Detailed Targeting
While you want to reach locals, you also want them to be interested in what you do. Under 'Detailed Targeting', add interests related to your business. Example:* If you run a pet grooming salon, target people interested in "Dogs," "Pet Supplies," or specific breeds. Note: Don't go too narrow. If your local radius is small, keeping targeting broad often performs better as Facebook’s AI finds the best prospects for you.Step 7: Choose Ad Placements
Facebook will recommend 'Advantage+ Placements' (Automatic). For beginners, this is usually fine. However, if you have specifically vertical video content, you might want to manually select 'Instagram Stories' and 'Reels' to ensure it looks professional.Step 8: Create Your Ad Creative
Now, move to the 'Ad' level. This is what your customers actually see.- Select your Media: Upload a high-resolution image or video. Local faces work best! A photo of your team in front of a recognisable local landmark or your branded ute builds instant trust.
- Primary Text: Keep it brief. Start with a local hook: "Need a reliable electrician in Brisbane North?"
- Headline: Make it punchy. "$50 Off Your First Service - Limited Time!"
- Call to Action (CTA): Choose 'Book Now', 'Get Quote', or 'Learn More'.
Step 9: Set Up the Lead Form (If using Leads Objective)
If you chose 'Leads', you’ll need to create an Instant Form. This allows users to submit their details without leaving Facebook.- Keep it simple: Ask for Name, Email, and Phone Number.
- Australian Context: Ensure you include a link to your Privacy Policy (required by Australian law if you are collecting personal data).
Step 10: Review and Publish
Check your ad previews for mobile and desktop. Ensure your phone number is correct and your website links work. Once satisfied, hit Publish.---
Common Mistakes to Avoid
- Too Wide a Radius: Don't target the whole of Queensland if you only work in the Gold Coast. You'll waste money on clicks you can't service.
- Ignoring Comments: When your ad goes live, people will comment. Respond quickly! It shows you are a real, active local business.
- Bad Imagery: Avoid generic stock photos. Australians value authenticity; a grainy photo of your actual shop is often better than a polished stock photo of a generic office.
Troubleshooting Common Issues
- Ad Not Delivering: Check if your audience size is too small (under 1,000 people). If so, expand your radius.
- High Cost Per Click (CPC): Your creative might be boring. Try changing the image or the first sentence of your text.
- Ad Rejected: This often happens in 'Special Categories' like Credit, Housing, or Employment. Ensure you aren't accidentally breaching Meta's advertising policies.
Next Steps
Once your ad is running, let it sit for at least 7 days before making changes. Facebook's algorithm needs time to "learn." After a week, check your results. If you're getting leads, consider increasing your budget by 10-20%.Running local ads can be a full-time job. If you’d rather focus on your business and let the experts handle your digital growth, we’re here to help.
Ready to scale your local reach? Contact the team at Local Marketing Group for a strategy session tailored to your Australian business.