Australian retail businesses have long leaned on Meta advertising to drive both online and in-store growth. The appeal of broad reach and powerful targeting tools is clear. Yet increased competition and growing costs are making it harder to preserve profit margins. Many are starting to question the wisdom of an AD budget weighted so heavily towards a single platform. The modern performance marketing mix demands adaptation, data-driven strategies and an eye for sustainable returns. Retailers now face the challenge of combining platforms and tactics for better outcomes.
