For Australian small and medium enterprises, choosing the right marketing platforms can feel overwhelming. There’s a constant stream of new options, and it’s easy to spread yourself too thin. We consistently find that focusing on a few key platforms, and doing them *well*, delivers the strongest return on investment. It’s not about being everywhere; it’s about being where your ideal customers are and engaging them effectively.

The ‘best’ platforms aren’t universal. They depend on your industry, target audience, and business goals. However, some consistently outperform others for Australian SMEs. We’ve analysed countless campaigns and identified a few clear winners.

• Google Search Ads: Despite the rise of social media, Google remains the primary destination for people actively searching for solutions. For many businesses, particularly those offering specific products or services, Google Search Ads deliver immediate, measurable results. Optimising for relevant keywords and a strong landing page experience is crucial.
• Meta (Facebook & Instagram): Meta’s platforms still boast the largest audience reach in Australia. While organic reach has declined, targeted advertising remains highly effective, especially for businesses with visually appealing products or services. We’re seeing strong performance from video ads and utilising Meta’s detailed audience targeting options.
• Email Marketing: Often overlooked, email marketing consistently provides a high ROI. Building an email list and nurturing leads with valuable content and targeted offers is a powerful strategy. It’s a direct line to your customers and allows for personalised communication.
• LinkedIn: If your target audience is professionals or businesses (B2B), LinkedIn is essential. It’s a powerful platform for lead generation, thought leadership, and building brand credibility. Content marketing and targeted advertising are key to success here.

It’s important to remember that platform performance isn’t static. Algorithms change, and consumer behaviour evolves. We anticipate continued growth in short-form video content across all platforms in 2026 and beyond, so incorporating this into your strategy will be vital. Regularly analysing your campaign data and adapting your approach is essential for maximising your ROI. Don’t be afraid to test different platforms and strategies to find what works best for *your* business.

To determine the optimal platform mix for your business, we recommend starting with a comprehensive marketing audit. This will help us understand your current performance, identify opportunities for improvement, and develop a data-driven strategy to achieve your growth objectives. Contact us today to schedule a consultation.