If you are investing in Local Business targeted Awareness Campaign you can measure effectiveness of your Campaign in Cost Per 1,000 people “Reached” In addition to “Reach” you also look to “Frequency” of your Ad being put in front of the same person, why? Because if you want a prospective person to retain a memory of your business name they need to see your Ad more than once over a short period of time. Optimising your Awareness Ad for “Recall” will help you build up Local Awareness of your brand name. The generally accepted Australian research says it takes 5–7 brand impressions before a cold prospect remembers your brand from advertising exposure.

Shopify Research has the average cost per 1,000 Impressions as USD$12.07 [AUD $18.56 ] and the cost Per Click at USD$0.97 [ AUD$1.49 ]. At these rates a cost per 35,000 Impressions would be AUD$649.60 but average costs cover a wide range. With a fine-tuned and targeted approch you can get excellent ROI on your advertising dollar, even with a budget of under AUD$200 per month.

Our experience has been that with a Local Advertising Strategy, we can achieve results that are a lot more effective than the average. If your Awareness Ad is running in a 40KM circle around your business, in a reasonably populated area [ like Perth Western Australia ] with a targeted reasonably broad audience and a low daily advertising budget of $5 per day [$152.50 per month]… depending on your business & audience targeting we have found that we can usually achieve a general ROI in the range of 35,000 Impressions, for a Reach of around half, 17,500 Individuals and if you were tracking for Retention, that would be around on quarter of the Reach or 4,375 new people will remeber your brand name by the end of the month. A great return for a very low advertising investment.

For lead generation advertising, where people give you their contact details and/or agree for you to contact them to book an appointment – you can expect to pay a lot more for your results.

Wordstream.com reseach, in USD,  as at Nov 2022 says …

the average cost per lead in Facebook ads across all industries is $19.68, ranging from $12.91 for food and drink to $56.89 for news.

At the accross all industry average rate of USD$19.68, AUD$30.27,  you can see, Lead Generation advertising costs a lot more per result.   With fine tuning over a couple of months, our targeted Local Businesses Lead Generation Campaigns have often been able to achieve per lead results below AUD$14 per lead … what your conversion rate is from the Leads you generate will also vary by industry and the cost of the service or product you are marketing … you may only convert 5%-10% of the leads you generate.

In general, we find that Lead Generation  ROI works best for businesses that have at least one high-priced item to sell, that way you only need to sell a couple of the high-priced services/products to cover your monthly advertising cost.