Google Ads & Performance Marketing: FAQs for Australian Businesses

Google Ads can go live within hours of campaign approval. However, the learning phase typically lasts 1–2 weeks where Google’s algorithm tests different audiences and placements. During this period, cost-per-click may be higher and conversions less predictable. We recommend letting campaigns run for at least 14 days before making significant changes. Patience during the learning phase leads to better long-term performance.

Competitors can bid on your brand name as a keyword even if they can’t use it in their ad copy. Google Ads operates on a relevancy auction—if a competitor’s ad is more relevant to a search, it may appear above yours. The best defence is maintaining a strong paid presence for your own brand terms. A higher Quality Score and relevant ad copy ensure your ad shows first when someone searches for your business.

Cost-per-click varies dramatically by industry. In Australia, legal and insurance keywords can cost $30–$60 per click. Retail and e-commerce average $1–$3. Professional services sit around $5–$15. Location, competition, and Quality Score all influence CPC. We regularly achieve 30–50% lower CPC than industry averages through careful keyword selection, ad relevance optimisation, and landing page quality improvements.

Both have their place. Automated bidding (Target CPA, Target ROAS) works well when you have sufficient conversion data—typically 30+ conversions per month. Manual bidding gives you more control and is better for new campaigns with limited data. We recommend starting with manual bidding to understand your costs, then transitioning to automated strategies once performance data is established.

Clicks are a vanity metric without context. Focus on cost per acquisition (CPA), return on ad spend (ROAS), click-through rate (CTR), conversion rate, and Quality Score. A high CTR with low conversions suggests a landing page problem. A high CPA with good conversion rates might mean you’re targeting too narrow an audience. We build custom dashboards for every client to track the metrics that actually impact their bottom line.