#EOFY End of financial year: Marketing checklist for business owners
June heralds the much-anticipated EOFY window in Australia—a moment for strategic acceleration. With EOFY sales surging, savvy business owners can leverage this peak period through smart EOFY marketing strategies, setting themselves up to finish strong and launch confidently into the new financial year.
Find Out What Tax Deductions and Concessions You Can Claim
Key 2025 updates:
- Instant asset write-off: Small businesses with turnover under $10m can immediately deduct assets costing under $20,000 each if installed/used before 30 June 2025. (ATO, 2025)
- Prepaid expenses: Eligible costs like rent, insurance, and even marketing subscriptions or ad packages may be claimed up to 12 months in advance.
- Advertising & marketing costs: Google Ads, Facebook Ads, SEO services, and website development remain tax-deductible as long as they directly relate to earning assessable income.
Why marketing spend makes sense at EOFY:
- Boosts brand awareness long after campaigns finish.
- Can directly drive sales and conversions.
- Creates tax benefits this year while setting up growth for FY25–26.
Suggested Marketing Investments to Consider
- Website set-up or refresh: In 2025, over 90% of Australians research online before buying (Statista, 2025). Your website is your storefront; make sure it’s fast, mobile-friendly, and accessible.
- Facebook & Google Ads: Deductible expenses that can generate new leads. EOFY is a perfect time to run seasonal campaigns or lock in packages for the new year.
- Social Media Packages: If you’ve got leftover budget, consider pre-paying for our 3-month content and ads bundle. It’s deductible and keeps your business visible beyond June.
Facebook Ads/ Google Ads: All that advertising you did this year? Claim it!
Following websites, Google Ads and Facebook Ads are deductible expenses for a business. Even though these expenses seem small, they can accumulate in the end.
Review Your Marketing Performance
- Evaluate with KPIs: Whether it’s open rates for email campaigns, click-through rates for ads, or conversion rates from landing pages — use EOFY to benchmark what worked and what didn’t.
- Review SEO Analytics: See where your website traffic is coming from, which keywords drive conversions, and what demographics engage most. This data is invaluable for FY25–26 planning.
Evaluate Your Budget
- Compare your original budget vs actual marketing spend for FY24–25.
- Identify which campaigns delivered the best ROI, and which drained resources without results.
- Use these insights to allocate next year’s budget more effectively.
Analyse the Market
You’re not doing business alone. Market shifts affect everyone — so build external awareness into your EOFY review.
- Industry shifts: In 2025, cost-of-living pressures have pushed 71% of Australians to wait for EOFY sales before making big purchases (AMI, 2025). Know what’s influencing your customers’ decisions.
- Competitor insights: Review what your competitors are doing differently — pricing, ad campaigns, product positioning. Identify your unique selling points (USPs) to stand out in FY25–26.
Create Your EOFY Marketing Plan for the New Financial Year
With insights gathered, build your FY25–26 marketing plan. Include:
- Goals: Tie marketing goals directly to business objectives.
- Timeline: Plan campaigns across quarters so activity is spread, not rushed.
- Budget: Allocate based on ROI learnings from last year.
- KPIs: Use measurable benchmarks to track success throughout the year.
Final Thoughts
EOFY is more than a tax deadline — it’s an opportunity to review, reset, and reinvest. By following this EOFY marketing checklist, you’ll not only maximise deductions but also strengthen your brand for the year ahead.
If you’re unsure how to create a competitive advantage in a crowded market, it may be time to partner with a digital marketing agency like Ptech Group. We’ll help you build a marketing strategy that turns EOFY pressure into FY25–26 success. Let’s connect.
Frequently Asked Questions
EOFY (End of Financial Year) in Australia is the period around 30 June when businesses close their accounts, claim eligible tax deductions, and prepare for the new financial year. It’s also the perfect time to review marketing performance and reinvest in strategies that boost growth.
Advertising and marketing costs are generally tax-deductible if they relate directly to earning income. This includes Google Ads, Facebook Ads, SEO services, website development, and even prepaid marketing subscriptions or ad packages. Small businesses may also benefit from the instant asset write-off scheme.
EOFY marketing spend makes sense because it:
- Boosts brand awareness beyond the EOFY sales rush.
- Drives immediate sales and conversions.
- Creates tax benefits this year while preparing your business for FY25–26 growth.
Business owners can consider:
- Refreshing or setting up a website to improve online visibility.
- Running Facebook and Google Ads to capture seasonal demand.
- Purchasing social media content packages to maintain visibility after EOFY. These investments are tax-deductible and strategically position your business for the new financial year.
Analyse key metrics such as email open rates, ad click-through rates, conversion rates, and SEO analytics. Compare your budgeted vs actual spend and assess which campaigns delivered the best ROI. Use these insights to refine your FY25–26 marketing plan.
Market shifts and competitor activity directly impact customer behaviour. In 2025, 71% of Australians delayed big purchases until EOFY sales due to cost-of-living pressures. Reviewing competitor campaigns, pricing, and positioning helps you identify unique selling points and stay competitive.
A strong EOFY marketing plan should include:
- Clear goals tied to business objectives.
- A timeline with quarterly campaigns.
- Budget allocations based on last year’s ROI.
- KPIs to track progress.
This ensures your marketing remains proactive instead of reactive in FY25–26.
