All Marketing

Nobody ever blew a marketing budget with a single big decision. It goes one "can you just" at a time. 💸

Can you just add a testimonials section. Can you just tweak the headline. Can you just do a quick social tile. Each one is too small to argue about, so you say yes, and yes, and yes. Then the quarter closes and the campaign that was meant to bring in leads still hasn't shipped. That's scope creep, and it's the quietest way a Perth business loses money on marketing.

The real cost isn't the free hours. It's what those hours were meant to do - the Google Ads clean-up, the landing page test, the campaign that ships a month late. The paid work is what waits, so every unpriced extra is paid for out of the results.

Episode 101 of the podcast is live. Read this week's essay or join Charlie and Mark on the podcast (both on the same page): https://www.allmarketing.com.au/blog/scope-creep-marketing-budget-perth-business/

Where do the "can you just" requests hit hardest in your week?

Ask ten Perth business owners what a marketing consultant does and you'll get ten vague answers. That vagueness is why the exact same scope of work gets quoted at $500 a month by one operator and $10,000 by another.

Here's the line most of the industry won't draw for you: half of what gets invoiced as "strategy" is really ex*****on with a nicer cover page. Strategy decides where your money points. Ex*****on is just how fast it travels. Pay strategy rates for the second one and you'll overspend every single month.

A real consultant owns four decisions - your positioning, your offer, which channels to fund, and how you'll measure whether any of it worked. Everything else is downstream.

We pulled the whole role apart in this week's essay, and Charlie and Mark dig into it on the podcast (both on the same page). Worth a read before you sign your next retainer 👇🏽

Read or listen here: https://www.allmarketing.com.au/blog/what-a-marketing-consultant-actually-does/

What did your last "marketing strategy" actually hand you on paper?

Google would love to run your ads for you. It just won't show you where the money went. 👀

That's Performance Max in a nutshell - one budget spread across Search, YouTube, Display, Gmail, Maps and more, with almost no breakdown of what actually worked. The dashboard can look glorious while a chunk of your spend quietly buys back people already searching your own business name.

The honest question isn't "does PMax work?" It's "can you even tell?" In this week's post we walk through the five things to insist on before you hand over the budget - and a very Perth example where a lovely-looking $18 cost per conversion was hiding phantom leads.

Read this week's blog post, or listen to Charlie and Mark break it down on the podcast (both on the same page): https://www.allmarketing.com.au/blog/performance-max-google-ads-perth-business/

What's your Performance Max actually counting as a conversion? 👇🏽

Someone in Joondalup just asked their phone for the best physio near them. They didn't get ten blue links. They got a map with three names and an AI-written answer that recommended two businesses by name. If yours wasn't one of them, you didn't exist for that customer. 📍

Here's the uncomfortable part we keep seeing in Search Console audits across Perth: businesses ranking page one, pulling thousands of impressions a month, recording zero clicks. The map pack and the AI answer above the results absorb the whole intent. The rank tracker says the SEO is working. The phone says otherwise.

The good news? There's no separate AI project to fund. The same six steps that win the map pack today are exactly what gets you named by ChatGPT, Gemini, Claude and Grok tomorrow. Complete profile, review velocity, identical details, local schema, real photos, honest measurement.

Read this week's full framework, or join Charlie and Mark on the podcast (both on the same page): https://www.allmarketing.com.au/blog/local-seo-ai-perth-business/

What's your Google Business Profile looking like right now - infrastructure, or a formality you filled in back in 2019?

Here's a truth most Perth business owners haven't caught up to: your website isn't read mainly by people anymore. It's read by machines, and they decide what to say about you before a customer ever sees you.

When someone asks ChatGPT, Grok, Gemini or Google's AI Overview "who should I call?", the engine has already read you and either named you or skipped you. Most WA sites hand it a wall of text and hope it guesses right. It usually doesn't.

The fix isn't expensive or glamorous. It's schema markup - the small piece of code that hands your facts (name, hours, services, reviews) straight to the machine so it names you instead of a competitor it found easier to read. And almost nobody in Perth has done it yet, so the field is wide open.

We break the whole thing down in this week's blog post, and Charlie and Mark talk it through on the podcast (both on the same page). Have you ever checked what AI can actually read about your business?

Read it here: https://www.allmarketing.com.au/blog/schema-markup-how-businesses-get-read-and-cited-by-ai/

Your customers have stopped scrolling ten blue links. They ask ChatGPT or Google's AI, get one written answer, and it names a handful of businesses. You're either in that answer or you don't exist.

That's Answer Engine Optimisation (AEO), and this week's blog post breaks down exactly how Perth businesses get named - clear answers up front, FAQ schema, consistent business details, and proof from third parties, not just your own homepage.

The best part? Almost no WA business has done anything about it yet. The field is wide open. 🏁

Charlie and Mark also unpack it all on this week's podcast, embedded right on the post. Quick test tonight: ask an AI the exact question your best customer would ask. Are you named?

Read it here: https://www.allmarketing.com.au/blog/answer-engine-optimisation-perth-business/

Your next customer might not be a person. It could be an AI agent doing the research, the shortlisting and the booking - and it feels nothing about your beautiful website.

For 20 years we've marketed to humans: emotion, hero images, persuasive copy. None of that touches an agent. It reads facts - your services, prices, availability, reviews - scores you against rivals in milliseconds, and moves on if it can't extract the answer. Hidden pricing and enquiry-only forms make you invisible to the machine choosing on your customer's behalf.

The upside for Perth businesses? Clarity beats budget. A smaller, clearer operator can beat a bigger competitor simply by being legible to the agent.

We break the whole framework down on this week's blog, and Charlie and Mark dig into it on the podcast (both on the same page). Have a read: https://www.allmarketing.com.au/blog/when-your-customer-is-a-machine/

Could an AI agent actually find and recommend your business today?

Your next customer might never see your website.

They will ask ChatGPT for a recommendation, read the three-sentence answer, and act on it. If your Perth business is not in that answer, you do not exist in that moment 🤖

That is where llms.txt comes in: a tiny plain-text file you put at the root of your site that hands AI a clean, plain-English brief on who you are and what you actually do. No menus, no pop-ups, no jargon for the machine to trip over. For once the sharper, clearer operator beats the bigger budget.

This week Charlie and Mark unpack the whole framework on the podcast (and the full write-up is on the blog) - what llms.txt is, how it differs from your sitemap, and the seven steps to build your own in an afternoon.

When an AI explains your market, does it name you or your competitor? 👉🏽 https://www.allmarketing.com.au/blog/llms-txt-perth-business-ai-citation/

Google just killed the search box. After the May 2026 update, Search is a conversational AI agent - and roughly 83% of searches now end without a single click.

That sounds like a death sentence for your traffic. It isn't. It's a filter. The Perth businesses that adapt to Generative Engine Optimisation (GEO) are getting cited and recommended by the AI. The ones still pumping out keyword-stuffed blog posts are quietly disappearing.

This week Charlie and Mark break down exactly how local WA businesses stay visible in the new search - entity data, structured schema, and the kind of first-hand expertise a machine can't fake.

Have you noticed your clicks dropping but your rankings holding? That's the shift. Read this week's post or listen to the podcast here: https://www.allmarketing.com.au/blog/perth-digital-marketing-google-ai-mode/

Some of your customers have quietly stopped Googling.

When a Perth local wants the best CBD cafe, how to structure a business loan, or which software to use, they're now typing it straight into TikTok, Instagram and LinkedIn search bars. If your social strategy is still chasing "Monday vibes" captions and a lone rocket emoji, you're invisible exactly when buyers are looking.

Our latest piece breaks down the Social Media SEO framework we use to turn social content into a searchable, AI-citable asset - captions as metadata, keywords spoken in the first 3 seconds, and 3-5 intent-driven hashtags instead of 30 generic ones.

Are your posts answering the questions your market is actually searching? 👇🏽

Read the full breakdown: https://www.allmarketing.com.au/blog/perth-social-media-seo-strategy/