Sydney holds more franchise sites, closer together, on a more broken map than any other Australian city. Harbour, rivers, national parks and a very expensive ad auction. This page covers what a franchise marketing platform does for a Sydney network, with measured numbers from New South Wales zones.
Amplaro is a digital franchise marketing platform: head office builds local campaigns once, and every Sydney franchise partner activates them for their own store, targeted to that store's real trade area rather than a circle on a map. The partner picks a campaign, a budget and a date. The brand, the artwork and the spend limits are already locked by head office.
If you are comparing tools for the first time, the general version of this page is what a franchise marketing platform is. This one is about what changes when the network is in Sydney: the geography, the store density, and what the auction prices do to sloppy targeting.
Draw a 3 kilometre circle around a store in Mosman and a good share of it lands across the water, in suburbs that store cannot serve without a bridge that is not there. Sydney trade areas stop at the harbour, at the rivers, and at the national parks that wrap the city north and south. A radius ploughs through all of it.
We measured this on 150 zones built from official NSW suburb boundaries, using the same engine that plans real campaigns. The full method is on the zone benchmark.
The median share of a covering circle that lands outside the zone it is meant to serve, on NSW zones. Two thirds of the area, and the budget follows the area.
The same number for Amplaro's fitted Meta targeting, at a median 92.4% of the zone covered, from a median of 5 fitted circles per zone.
NSW zones where a fixed 3 kilometre radius also misses 13% or more of the zone itself. The circle wastes money and still skips streets the store delivers to.
Fitted Google targeting on the same NSW zones: a median 13.8% outside at 90.4% coverage. The mechanics of how a polygon becomes platform targeting are on zones into ad audiences, and the plain-language version of the radius problem is radius vs delivery zone.
Most national networks have their thickest cluster of sites in Sydney. That density is where radius targeting quietly costs the most, because circles from neighbouring stores of the same brand overlap, and the brand ends up bidding against itself.
Each campaign is fitted to that store's own trade area, so adjacent partners are not paying for the same households twice. See delivery area targeting.
Sydney has all of them at density. The sector versions of this page start at franchise industries, from restaurants and QSR to gyms.
Sydney CPMs punish waste. When two thirds of a circle is outside the zone, the auction price multiplies the damage. Tight shapes are worth more here than anywhere.
Head office builds campaign packages once: artwork in the brand font, offers, budgets, dates, guardrails. A Sydney partner signs in, picks a campaign, sets a budget inside the limits, and is live in minutes on Meta and Google, with the store's own delivery or trade area as the audience. Organic posts to the store's own pages and printed flyers ride along in the same order flow.
Head office sees every campaign, every store and every dollar, including the stores that have launched nothing. The full flow is on how it works, and the rollout playbook for a big network is on rolling out.
A polygon does not have to be one connected shape. If a store's trade area stops at the water, the fitted targeting stops at the water too, instead of paying to reach suburbs on the far shore that the store will never serve. A radius cannot do that, which is a big part of why circles test so badly on New South Wales zones.
That is exactly the situation zone fitting is for. Each store's campaign is fitted to that store's own trade area, so two stores of the same brand are not bidding against each other for the same suburbs. With a radius, close stores overlap almost by definition, and the brand pays twice for the same households.
No. Head office builds the campaign packages wherever it sits, and Sydney partners activate them for their own stores. The guardrails, the budgets and the reporting stay with head office. Nothing about the platform assumes the brand team and the stores are in the same city.
Platform pricing is on the pricing page, and each partner chooses their own media budget inside limits head office sets. Sydney auctions are among the more expensive in the country, which is an argument for tighter targeting rather than bigger budgets: money that lands outside the trade area is wasted faster here than anywhere else.
The hub for this whole topic is the franchise marketing platform guide, and the measured case against circles is the zone benchmark. Every city breaks a radius differently:
The benchmark says what happens on typical NSW zones. The number that matters is yours, and measuring your own store shapes takes one demo.