Industry Insights 2025: How Melbourne Businesses Are Shifting Their Marketing Budgets

If you’ve been running ads or managing your business online lately, you’ve probably noticed one thing — marketing is changing fast. What used to work last year might not even get you a single click today.

At Embery, we spend every week tracking what’s really moving the needle for local businesses — from bin hire companies to beauty salons and retail stores across Melbourne. Here’s what we’re seeing right now👇

• Paid Advertising Still Leads the Game (35%)

Despite the rise of organic tactics, Google Ads and Meta Ads continue to bring the fastest ROI — especially for service-based businesses. But here’s the catch: campaigns that work today are laser-focused on intent, not volume. 💡 We’ve seen clients double their bookings just by shifting 20% of their ad spend toward high-intent local keywords and call tracking.

• Social Media Marketing Is No Longer Just About Posting (25%)

Posting content isn’t enough anymore. Brands that perform best on social channels are the ones using short-form video (like Reels & TikTok), storytelling, and community engagement instead of random product shots. At Embery, our clients who combine storytelling + paid boosting see 2–3x higher engagement within 30 days.

• SEO & Content Marketing Are Building Long-Term Value (20%)

If ads are the fuel, SEO is the engine. Consistent content — like blogs, local landing pages, and Google My Business optimization — helps brands own their niche for years. 💬 One of our Melbourne clients ranks on page one for “cheap skip bin hire” after 3 months of ongoing content and backlink work.

• Email & SMS Marketing Are Quietly Making a Comeback (10%)

Open rates are back up — because automation tools are smarter than ever. Personalized drip campaigns and customer reactivation sequences are turning cold leads into repeat buyers without extra ad spend.

• GMB & Reviews Are Underrated (10%)

When 90% of local customers check Google Reviews before calling, reputation isn’t optional. Our GMB growth system helps small businesses get consistent 5-star reviews, boosting both trust and local ranking.

What Next For 2025?

In short: integration beats isolation. The most successful marketing strategies combine all five — Ads, SEO, Social Media, Email, and Google Reviews — into one connected system that drives results and reduces waste.

At Embery, we don’t follow templates — we test, analyze, and adapt to what drives real revenue for your business. If you’d like to see how this approach could work for you, let’s talk.

👉 Book a free strategy call with Embery Australia now.