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Business

Winners Convert Best, Not Spend Most

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Australia's Record $18.4B Ad Spend in 2025: Winners Convert Best,

Australian businesses spent more on digital advertising last year than at any point in history. According to IAB Australia’s Internet Advertising Revenue Report, prepared by PwC, the market reached $18.4 billion in 2025 – an 11.5% jump on the year prior – with search advertising alone hitting $8.0 billion.

So why are a growing number of service-business owners convinced that spending more is no longer the answer to their lead problem?

The reason sits in a part of the funnel most advertisers never examine closely: the page a click actually lands on.

The Gap Nobody Is Pricing In

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Every advertiser watches cost-per-click. Far fewer pay attention to what that click does next – and that, increasingly, is where the money quietly disappears.

A click is only the midpoint of a transaction. The visitor still has to arrive somewhere, understand it within seconds, trust it, and act. When they land on a homepage, a cluttered service page, or anything built for browsing rather than deciding, most simply leave. The business pays full price for the click and gets nothing for it.

The data is unambiguous. Dedicated landing pages built for paid traffic routinely convert at roughly double the rate of homepages or product pages fed the same visitors. For a business buying clicks on Google or Meta, that is not a rounding error. It is the difference between an ad account that produces booked jobs and one that steadily burns budget.

An Expert Read on the Problem

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Michael Costin, a Gold Coast digital marketer who has spent more than a decade running paid campaigns for Australian service businesses, argues the industry has spent years optimising the wrong half of the equation.

“Everyone pours attention into the ad – the targeting, the bid, the creative – and then sends a perfectly good click to a page that was never built to convert it,” Costin says. “You can win the auction and still lose the lead. The auction was never the hard part.”

That frustration was common enough that Costin built a business around it. His company, Postclick, takes its name from the idea directly: in paid advertising, the outcome isn’t decided at the click, but in everything that happens after it.

What the Data Points Toward

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The response Costin and a growing number of operators advocate is what he calls the “ad-first” landing page – a page designed backwards from the ad and the searcher’s intent, rather than forwards from a company’s existing website.

In practice it is unglamorous discipline rather than clever design. The page makes the same promise the ad made. It asks for one clear action instead of offering a dozen. It answers the precise thing the visitor typed into Google at the moment they needed help, and it removes every reason a ready buyer might hesitate. None of it is exotic. Almost all of it is routinely skipped.

That neglect is understandable. Ad platforms market themselves on reach, automation and scale – the parts they control. The landing page is the part the business controls, which is exactly why it tends to be the part that gets ignored.

Why It Matters More as Budgets Climb

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The old assumption was that more spend meant more leads in a straight line. Rising click costs and increasingly automated campaigns have broken that maths. When the landing experience is weak, a bigger budget doesn’t fix the problem – it scales it.

For a local trades company, clinic or professional firm, that reframes the most important question. Before lifting an ad budget, the more profitable move is often to ask whether the page receiving it is built to convert at all. Fixing the page costs nothing extra per click and lifts the return on every dollar already being spent.

With national ad spend setting records and showing no sign of slowing, that distinction is beginning to separate the businesses pulling ahead from the ones simply paying more to stand still. The winners, increasingly, are not the ones buying the most attention. They are the ones doing the most with the attention they have already paid for.

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Janus Henderson Intermediate Term Income Managed Account Q1 2026 Commentary

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Allspring Short-Term High Income Fund Q1 2026 Commentary

Janus Henderson Investors exists to help clients achieve their long-term financial goals. Formed in 2017 from the merger between Janus Capital Group and Henderson Global Investors, we are committed to adding value through active management. For us, active is more than our investment approach – it is the way we translate ideas into action, how we communicate our views and the partnerships we build in order to create the best outcomes for clients. While our investment managers have the flexibility to follow approaches best suited to their areas of expertise, overall our people come together as a team. This is reflected in our Knowledge. Shared ethos, which informs the dialogue across the business and drives our commitment to empowering clients to make better investment and business decisions.www.janushenderson.com

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Nokia Oyj Stock Falls 6.15% Amid Profit-Taking Following Recent Surge on AI Momentum

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Nokia CEO Pekka Lundmark says he was "particularly pleased by strong sales growth" as the Finnish telecoms giant returned to profit.

HELSINKI — Nokia Oyj shares tumbled more than 6% on the Helsinki exchange Thursday, closing at 13.90 euros, down 0.91 euros or 6.15%, as investors appeared to take profits after the Finnish telecom equipment maker’s stock enjoyed a dramatic run-up fueled by artificial intelligence optimism.

The decline came amid elevated trading volume, with more than 20 million shares changing hands, well above recent averages. The drop reversed some of the strong gains seen earlier in the week, when the stock had climbed on positive sentiment around the company’s expanding role in AI networking infrastructure.

Nokia, a leader in mobile networks and optical systems, has repositioned itself amid the global push for advanced connectivity and data center buildouts. The company reported solid first-quarter 2026 results in April, beating expectations and raising its growth outlook for network infrastructure, particularly in IP and optical segments tied to AI demand.

Analysts have highlighted Nokia’s progress in AI-related offerings, including innovations in fixed networks and partnerships that position it to benefit from hyperscaler spending. Recent price target increases, such as Northland raising its target to $20 from $13 on the U.S. ADR, underscored growing confidence in the company’s trajectory.

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Despite the day’s setback, Nokia’s shares remain up substantially year-to-date, reflecting a broader recovery narrative. The company has benefited from renewed focus on its technology portfolio following the integration of acquisitions like Infinera, which bolstered its optical networks capabilities critical for high-speed data transmission in AI environments.

Market observers noted the pullback as typical after rapid advances. The stock had hit multi-year highs in recent sessions, with gains driven by sector enthusiasm for AI infrastructure plays. Broader European markets showed mixed performance, but telecom and tech names experienced some rotation as investors reassessed valuations.

Nokia’s comparable operating profit guidance for the full year stands at 2.0 billion to 2.5 billion euros, with management tracking toward the midpoint. The company expects network infrastructure sales growth of 12-14% for 2026, incorporating strong contributions from optical and IP networks.

Q2 seasonality assumptions point to a 5-9% sequential increase in net sales, with operating profit for the quarter representing 12-16% of the full-year total. These figures reflect ongoing recovery in telecom capex cycles alongside new opportunities in AI-driven networking.

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The company’s strategic shift emphasizes programmable networks, AI-powered automation and energy-efficient solutions. Nokia has launched initiatives such as an AI Networking Innovation Lab and new agentic AI capabilities for fixed networks, aiming to capture a larger share of enterprise and carrier spending on next-generation infrastructure.

Challenges persist in traditional mobile networks, where 5G deployment cycles have matured in many markets, leading to softer demand in some regions. However, leadership in optical transport and routing positions Nokia well for the surge in data center interconnect needs driven by generative AI workloads.

Investors continue to monitor upcoming catalysts, including the Q2 and half-year 2026 results scheduled for July 23. Management has emphasized execution on cost discipline, free cash flow conversion of 55-75% and capital expenditures in the 900 million to 1 billion euro range for the year.

On the corporate side, recent insider transactions have drawn attention, with senior managers disclosing purchases, signaling confidence in the company’s direction. Such activity often bolsters retail investor sentiment in a stock that has seen significant volatility over the past decade.

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Broader industry dynamics support a constructive outlook for well-positioned players like Nokia. Global telecom operators and cloud providers are ramping up investments in AI-ready infrastructure, creating tailwinds for equipment suppliers. Analysts project continued growth in relevant segments even as traditional wireless markets stabilize.

Nokia’s U.S.-listed American Depositary Receipts (ADRs) reflected similar pressure in recent sessions but have shown resilience amid the overall uptrend. The company’s market capitalization stands in the tens of billions of euros, with a diversified global footprint across Europe, North America and Asia.

Looking forward, Nokia faces competition from rivals including Ericsson, Huawei and emerging players in optical and routing markets. Success will depend on winning large-scale deployments, maintaining technology leadership and navigating macroeconomic factors such as currency fluctuations and trade policies.

The stock’s recent performance highlights both the opportunities and risks in the AI infrastructure theme. While enthusiasm has driven sharp rallies, profit-taking and valuation concerns can trigger swift reversals, as seen on June 4. Long-term investors focus on fundamentals, including margin expansion and cash generation potential.

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Nokia maintains a strong balance sheet and commitment to shareholder returns through dividends. The company continues to invest in research and development to stay at the forefront of 6G research and AI integration in networks.

As the market digests the day’s move, attention turns to any incremental news from industry conferences or analyst commentary. Nokia’s transformation from a legacy mobile phone giant to a key enabler of modern digital infrastructure remains a core investment thesis for many.

The June 4 decline, while notable, fits within the context of a volatile but upward-trending stock in 2026. With Q2 earnings approaching and ongoing AI tailwinds, the coming weeks could provide further clarity on whether the rally has further room or if consolidation is in store.

Market participants will also watch macroeconomic indicators affecting telecom spending, including interest rates and corporate IT budgets. Nokia’s diversified portfolio across network infrastructure, mobile networks and licensing provides some buffer against sector-specific slowdowns.

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In summary, Thursday’s 6.15% drop in Nokia shares represents a healthy correction after outsized gains rather than a fundamental shift. The company’s strategic positioning in high-growth AI networking areas continues to underpin analyst optimism, even as near-term trading reflects profit realization.

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WA artists' designs to feature on Olympic uniform

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WA artists design Olympic uniform

Noongar artists Peter Farmer and his son have been unveiled as creators of the artwork to be displayed on the Australian Olympic Team’s next uniform.

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PLS mid-stream plant a 'big step' for Pilbara lithium processing

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PLS mid-stream plant a 'big step' for Pilbara lithium processing

PLS is readying to bring its mid-stream demonstration plant online at its Pilgangoora mine site, aiming to prove up lithium phosphate production from a project conceived during the depths of a market downturn.

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UK house prices fall unexpectedly as market feels Iran war impact

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UK house prices fall unexpectedly as market feels Iran war impact


UK house prices fall unexpectedly as market feels Iran war impact

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WA artists design Olympic uniform

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WA artists design Olympic uniform

Noongar artists Peter Farmer and his son have been unveiled as creators of the artwork to be displayed on the Australian Olympic Team’s next uniform.

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BGC class action set for six-week initial trial

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BGC class action set for six-week initial trial

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MicroSalt schedules annual general meeting for June 30

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MicroSalt schedules annual general meeting for June 30

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Perth Airport selects DXC for tech system delivery

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Perth Airport selects DXC for tech system delivery

Perth Airport has selected Virginia-based DXC Technology to helm the implementation of tech in the airport’s new terminals, scheduled to open in 2031.

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