For Australian small and medium enterprises focused on lead generation, the question of whether to use programmatic advertising is a valid one. It’s a powerful tool, but not a ‘set and forget’ solution. We’ve seen it deliver fantastic results for clients, but also witnessed wasted budgets when it’s not the right fit. Essentially, programmatic advertising uses technology to automate the buying and selling of ad space, ensuring your ads reach the right people at the right time.

Here’s what you need to consider. Firstly, programmatic excels at reaching specific audiences. Unlike traditional advertising, you’re not broadcasting to everyone. We can target potential customers based on their online behaviour – the websites they visit, the searches they make, even the content they engage with. This precision is crucial for lead generation, as you’re focusing spend on people already showing interest in what you offer.

Secondly, data is key. Programmatic relies on data to optimise campaigns in real-time. We analyse performance constantly, adjusting bids and targeting to maximise lead quality and minimise cost per acquisition. If you don’t have robust tracking in place – things like conversion tracking on your website – it’s difficult to measure success and refine your approach. This means ensuring your CRM and website are properly integrated.

Thirdly, consider your lead volume needs. Programmatic is most effective when you need a consistent flow of leads. If you’re only looking for a handful of high-value leads each month, other strategies like LinkedIn Sales Navigator or targeted content marketing might be more efficient. However, if you need to fill a sales pipeline regularly, programmatic can scale to deliver.

Finally, budget is a factor. While programmatic can be cost-effective, it typically requires a minimum monthly spend to achieve meaningful results. We generally recommend a minimum of $3,000 – $5,000 per month to allow for sufficient data collection and optimisation. Don’t fall for the trap of thinking you can start with $500 and expect miracles. Looking ahead, as data privacy regulations evolve into 2026 and beyond, programmatic platforms will continue to adapt, focusing on first-party data and privacy-centric targeting.

So, should you use it? If you have a clear target audience, a commitment to data tracking, a need for consistent lead flow, and a reasonable budget, then programmatic advertising is definitely worth exploring. We recommend starting with a discovery session to assess your current lead generation efforts and determine if programmatic aligns with your business goals.