Digital Marketing in Malta: Costs, Agencies, and What Actually Works

Igor Blaic
4 days ago
3 min read

Let’s be real. If you’re running a small business in Malta, you’ve probably already heard the magic phrase: “You need digital marketing.”

And then someone threw around words like “funnels,” “SEO,” and “CPC” until your eyes glazed over like a kannoli.

So let’s strip it down. No jargon, no fancy words - just what actually works in Malta, how much it costs, and whether you should bother with agencies or go DIY.

The Reality: Malta Is Small, But Online Attention Is Big

Malta might be tiny - you can drive across it in under an hour—but attention online works the same way here as it does in London, New York, or Rome. Everyone is scrolling Instagram, Googling restaurants, checking TikTok trends, and clicking Facebook ads while pretending to work.

Translation: if your business isn’t showing up online, someone else’s is.

What Actually Works in Malta (Spoiler: Not Everything)

1. Facebook & Instagram Ads

Still the king here. If you’re running a local gym, salon, or café, a well-done Meta ad campaign can fill up your calendar faster than festa fireworks fill the sky.

Best for: local offers, events, discounts, “first-time customer” promos.
Costs: expect €300–€1,000 per month to run something that actually gets results.

Pro tip: Don’t boost random posts. Build an offer people can’t ignore (e.g. “Free posture check + massage for €20”) and run it properly as an ad campaign.

2. Google Search Ads

If someone types “Best plumber Malta” at 10pm with water spraying out of their sink… guess what? Whoever shows up first on Google wins.

Best for: services people search for in emergencies or by necessity (plumbers, dentists, lawyers, delivery).
Costs: €2–€5 per click on average in Malta. If 100 people click and 10 book, you just bought 10 new customers.

3. SEO (Search Engine Optimization)

Yes, the infamous SEO. Long-term play. Don’t expect magic in a week. But over time, ranking for “hairdresser Sliema” means customers find you for free.

Best for: businesses with steady demand (restaurants, clinics, ecommerce).
Costs: €500–€2,000/month if you hire someone. Free if you’re willing to blog and grind it out yourself (but honestly… who has time?).

4. TikTok & Reels

This one surprises people. Maltese businesses that show behind-the-scenes, staff jokes, or quick “before and after” transformations are blowing up.

Best for: anything visual- food, fitness, beauty, construction, even accounting tips (yes, accountants are going viral now).
Costs: Basically free, unless you run ads. Just costs your pride when your first video gets 17 views.

Agencies in Malta: Worth It or Waste of Money?

Here’s the truth:

Good agencies exist. They’ll charge €1,000–€3,000/month, and if they’re solid, they’ll make you more money than you spend.

Bad agencies exist. They’ll take your money, post a few stock photos of “smiling people in suits,” and call it a strategy.

Signs of a good one:

They ask about your goals, not just your budget.
They show you numbers, not vibes.
They explain what’s happening without sounding like they’re reading out a NASA manual.

If an agency can’t explain to you, in plain Maltese-English, how your €1,000 becomes €5,000 in revenue, walk away.

What It’ll Cost You to Do It Yourself

Facebook/Instagram Ads Manager: Free to set up. You’ll just pay for the ads.
Google Business Profile: Free (set this up TODAY if you haven’t).
Canva for design: €10/month.
Time: The most expensive part - because you’ve got a business to run, right?

If you’re tight on budget, start with:

Google Business Profile.
One solid Facebook/Instagram campaign with a strong offer.
A simple, decent-looking website (not a 1998 horror show).

Malta-Specific Truth Bomb

Malta is a “word-of-mouth island.” People still ask their cousin, their neighbor, or their friend before buying.

So your marketing doesn’t just need clicks. It needs trust. That means:

Show reviews everywhere.
Use photos/videos of YOUR team, not stock models from New Jersey.
Keep it real - Maltese customers can smell fake faster than they can smell pastizzi in an oven.

Final Word: Stop Overcomplicating

Digital marketing isn’t about chasing every shiny trend. It’s about:

Being seen where people already look (Google, Facebook, TikTok).
Giving them a reason to try you.
Following up until they buy.

Do that consistently, and you’ll crush half the businesses still relying only on “my cousin’s friend told me about you.”

So, whether you hire an agency or DIY it - remember: attention is currency in Malta. Spend it wisely. Talk soon, Igor