The new service began yesterday and will operate every Monday to Friday except public holidays.

It is the first service of its kind provided by Gold Bus, which primarily operates school bus services.

Manager Ross Huntington said the announcement of the service had been well received.

"The amount of public transport in this area has declined, so we're hoping for a good response," Mr Huntington said.

Transport Minister Peter Batchelor commended Gold Bus for its initiative in introducing the new service and providing another transport option for residents in the region.

"We are talking to operators in regional areas about improving transport services to meet the needs of local communities and reverse the economic and social isolation that regional Victoria suffered during the Kennett years," Mr Batchelor said.

The weekday service will depart from Avoca at 7.10am, reach Maryborough at 7.30am and arrive at Ballarat at 8.30am. The return service will depart from Ballarat at 3.50pm, reach Maryborough at 4.40pm and arrive at Avoca at 5pm.

In Ballarat, buses will stop at a number of schools, Ballarat Railway Station, Ballarat University, School of Mines, Ballarat Base Hospital and Wendouree Village Shopping Centre.

It will also provide regular and reliable transport services for the townships of Talbot, Clunes and Miners Rest, along the route.

Ripon MLA Joe Helper rode the first bus yesterday morning.

Mr Helper said the new service made travel easier for local residents and assisted them in accessing towns along the route.

"This service is a real boost for those needing to access essential services and facilities in nearby centres such as Ballarat, including connecting transport services to Melbourne," Mr Helper said.

V-Line provides rail and coach services through Maryborough on its Melbourne, Ballarat, Maryborough, Donald, Mildura route.