Two Australian businesses both "spend A$5,000 a month on marketing" and get opposite results — because one counts ad spend and the other counts agency fees, and both forgot GST. Here's how to read an Australian marketing budget properly.
- Two separate costs: the agency fee and the ad spend.
- Small-business retainers: roughly A$1,000–7,500/month.
- Mid-market: roughly A$7,500–20,000/month.
- Plus 10% GST on most agency fees.
1. The Two Costs You Must Separate
The management fee pays the team for strategy, creative, campaign management and reporting. The ad spend goes straight to Google and Meta. If a quote merges them, you can't tell whether you're buying reach or hours — so ask for the split every time.
2. The Honest AUD Ranges
Roughly A$1,000–4,000/month for one or two channels. Good for a single focused goal.
Roughly A$4,000–12,000/month for multi-channel strategy and reporting.
A$12,000–20,000+/month for integrated SEO, paid, social and content.
Set by your goals and paid to the platforms. Keep it separate from the agency fee.
3. GST and Tracking
Most registered Australian agencies add 10% GST to their fees, so an A$5,000 retainer is really A$5,500 — confirm inclusive or exclusive before comparing. Just as important: insist on conversion tracking. In a higher-cost market, running ads without knowing your cost-per-customer is how budgets quietly disappear.
Reach and followers are not revenue. Demand cost-per-lead and cost-per-customer, and check whether fees include GST. Both keep your spending honest.
4. How to Budget Smart
Traffic Without Sales Is a Leak.
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