Novated lease marketing in Australia: the B2B plus B2C play

Novated lease marketing in Australia is two audiences in one campaign. The salary-packaging customer — the employee considering a new car and the novated-lease tax treatment — and the employer HR/benefits decision-maker — the people who approve the salary-packaging arrangement for the workforce. The two audiences have different search behaviour, different commercial value, and different lead-to-booking rates. The novated-lease broker that runs a single-audience campaign captures the easier half of the market and misses the harder, more valuable half.

The Australian novated-lease market is on track for $18 billion in new-vehicle lease originations in 2026, with EVs now representing 38% of those originations, per the ATO^[1]‘s most recent fringe-benefits-tax data and the novated-lease industry data published by the Finance Brokers Association of Australia. The market is large, growing, and structurally shifting toward EVs, which makes the dual-audience strategy more valuable each year.

The top 10 results for “novated lease marketing australia” on a 2026-05-01 retrieval are dominated by LinkedIn content, the leading broker sites (autopia^[2].com.au, novatedleaseaustralia.com.au), and a smaller set of industry publications. The recruitment noise (seek.com, linkedin jobs) is a recurring SERP feature on the commercial queries, and it has to be filtered out of the marketing programme as well as the SERP analysis.

The programme that does the dual-audience play has three components: the B2C customer campaign, the B2B employer campaign, and the EV-led originations content layer that addresses the 2026 shift.

The B2C customer campaign

The first component is the B2C customer campaign, and it is the higher-volume half of the market. The salary-packaging customer is researching the tax treatment of a novated lease, the comparison with a chattel mortgage or a personal loan, the residual value, the running cost, and the EV rebate eligibility. The search behaviour is research-led: the customer runs 5-12 queries over 2-4 weeks before contacting a broker. The search terms are “[brand] novated lease”, “novated lease vs chattel mortgage”, “novated lease tax saving calculator”, “novated lease residual value [model]”, “EV novated lease FBT exemption 2026”.

The B2C campaign structure is Google Ads on the research-led long tail, with a calculator-led landing page. The landing page has the novated-lease tax-saving calculator, the comparison table with the chattel mortgage and the personal loan, the EV rebate eligibility check, and the broker contact. The cost-per-click on the long-tail terms, in the AU auction data for 2026, is $0.80-3.50. The cost-per-lead is $25-50 in the first 60 days, dropping to $18-35 by month 4 as the negative keywords are tuned and the landing-page A/B tests settle.

The SEO programme for the B2C side is a content hub of 30-50 posts over 12-18 months, each targeting a specific research-led query. The posts are 800-1200 words each, with the specific tax treatment, the specific comparison, the specific residual value guidance, and a calculator embed. The cadence is three to four new posts a month for the first 12 months.

The B2B employer campaign

The second component is the B2B employer campaign, and it is the higher-value half of the market. The employer HR/benefits decision-maker is researching the salary-packaging provider for the workforce, the implementation, the employee support, and the broker network. The search behaviour is procurement-led: the HR manager runs 5-10 queries over 4-8 weeks, with input from the CFO, the payroll provider, and the existing employee benefits broker. The search terms are “salary packaging novated lease provider”, “novated lease broker for employees”, “novated lease implementation”, “novated lease cost per employee”.

The B2B campaign structure is account-based marketing (ABM) on LinkedIn, with a content programme that supports the procurement process. The LinkedIn campaign targets the HR/benefits decision-makers at the AU employers with 200+ employees, with a specific value proposition (the implementation timeline, the employee support, the broker network) and a specific case study. The LinkedIn campaign is a higher cost-per-lead ($150-400) but a much higher commercial value (the employer contract is worth $200k-$2m a year in commission to the broker).

The content programme that supports the B2B side is a procurement-focused content hub: the implementation guide, the employee-support case study, the broker-network overview, the security and compliance documentation, the reference customer list. The content is hosted on the broker’s website, not LinkedIn. The LinkedIn campaign drives the traffic to the content.

The EV-led originations content layer

The third component is the EV-led originations content layer, and it is the 2026-specific move. The 38% EV share of novated-lease originations is the structural shift, and the marketing programme that addresses it wins a disproportionate share of the 2026-2028 growth.

The content layer is a 12-18 month programme of EV-specific posts, calculators, and lead magnets. The posts cover the FBT exemption for EVs (the ATO’s draft ruling published in March 2026 confirms the exemption continues to apply for EVs under the luxury-car-tax threshold), the state-by-state EV rebate eligibility (NSW, VIC, QLD, WA, SA all have different schemes as of 2026), the comparison between an EV novated lease and an ICE novated lease on a 3-year and 5-year cost basis, and the charging infrastructure cost on a per-employee basis for the B2B employer.

The lead magnet is the EV-vs-ICE novated-lease calculator, with the state-by-state rebate eligibility built in. The calculator is the highest-converting lead magnet in the B2C campaign, and the highest-engagement asset in the B2B campaign. The first 60 days after launch produce 30-50% of the total lead volume for the EV-led originations content layer.

The next read in the cluster is car insurance marketing for the consumer insurance playbook, and auto finance marketing for the lender-side programme.