Channel performance and spend benchmarks for Australian small and medium businesses, in A$. Drawn from CM Beyer client data and market research, Q4 2025 – Q1 2026.
This report compiles marketing performance benchmarks for Australian SMEs across digital and traditional channels. Figures are in Australian dollars and reflect the Australian media market — not re-badged UK or US numbers. Data is drawn from CM Beyer client engagements, public platform data, and CMB Insight research.
It is intended for marketing managers, founders and owners making channel-allocation decisions. All data is aggregate and anonymised — no individual client is identifiable.
Google Search remains the highest-intent channel for most Australian B2B SMEs. Branded campaigns convert roughly 2.6× better than generic terms. Average cost-per-lead held steady year-on-year in A$ despite rising auction pressure in metro markets.
Meta (Facebook/Instagram) CPMs rose ~16% year-on-year in the AU market while conversion rates flattened. For lead-gen budgets under A$3,500/month the maths is increasingly hard without tight audience targeting and strong creative.
LinkedIn is a dependable B2B channel in Australia’s concentrated professional market, but media costs run high. Organic LinkedIn remains the best zero-media-cost B2B option for businesses willing to invest in content.
For owned lists above ~5,000 contacts, email continues to deliver the strongest ROI of any digital channel. Well-segmented Australian lists are seeing 30–43% open rates.
Broadcaster video on demand (9Now, 7plus, 10 Play, SBS On Demand) and digital audio now offer credible, measurable reach for mid-market AU advertisers — at CPMs well below historical linear TV.
Sydney and Melbourne auction costs run materially higher than regional markets. Businesses serving regional Australia frequently see better cost-per-lead by deliberately excluding metro postcodes from generic campaigns.
Average performance across CM Beyer Australian client accounts, Q4 2025 – Q1 2026. A$, AU B2B context unless noted.
| Channel | Avg. CPL (A$) | Conv. rate | YoY trend |
|---|---|---|---|
| Branded Search | $22–$52 | 6.0% | Stable |
| Generic Search | $45–$110 | 2.1% | Mixed |
| LinkedIn (paid) | $70–$165 | 1.7% | Declining |
| Email (owned list) | $5–$15 | 3.6% | Improving |
| Meta (B2B targeting) | $34–$95 | 1.3% | Declining |
| SEO / organic | $10–$30 | 2.8% | Stable |
Enter your own numbers to see roughly where you sit against the Australian benchmark. Nothing is sent anywhere — this runs entirely in your browser.
Client data is drawn from accounts where CM Beyer Australia had direct campaign-management responsibility. Sample sizes vary by channel; Search data covers the widest base.
CPL figures estimate qualified inbound business leads (form, call, trial), not platform-reported clicks or form-fills, and should not be compared directly to platform cost figures.
This report does not constitute marketing advice. Performance varies by sector, offer and audience. Talk to CMB Insight about benchmarks relevant to your situation.
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