#1 Google Ads ManagementAgency
in Australia

Google Ads is a powerful online advertising platform that enables businesses to display ads on Google’s search results pages, YouTube, and partner websites. It operates on a pay-per-click (PPC) model, where you only pay when someone clicks on your ad.

Search ads, the most common type, appear at the top or bottom of the search results page when users type in specific keywords. These placements are determined by Google’s ad auction, which evaluates your bid and the relevance of your ad to determine its position.

Google Ads Manager is a powerful platform that allows businesses to create, manage, and optimise their online advertising campaigns across Google’s vast network, including Search, Display, YouTube, and more. It provides advanced tools for targeting specific audiences, setting budgets, and analysing ad performance to maximise return on investment. To use Google Ads Manager effectively, start by setting up an account, defining campaign goals, and selecting the appropriate ad format. From there, you can refine targeting options based on demographics, interests, and behaviours to reach the right audience. Continuous monitoring and optimisation—such as adjusting bids, testing different ad creatives, and analysing performance metrics—ensure your campaigns remain effective and cost-efficient.

Yes, Google AdWords and Google Ads refer to the same advertising platform, but with a key difference in naming. In 2018, Google rebranded AdWords to Google Ads to simplify and reflect the expanded range of advertising options beyond search ads.

While Google Ads encompasses all types of online advertising, including search ads, display ads, YouTube ads, and more, the core functionality remains the same.

Essentially, Google Ads is the updated version of Google AdWords, offering a broader scope of services to help businesses reach their target audience across various Google platforms.

Google AdWords offers a wide range of advertising options to bring your brand, products, or services to a highly targeted audience. One of the most effective formats is video ads, which can appear on platforms like YouTube and engage users with dynamic, visual content. Video ads allow businesses to tell their story and showcase their offerings in a compelling way that resonates with potential customers.

Additionally, Google AdWords enables businesses to advertise within mobile apps, ensuring that your message reaches users on the go. Whether through search ads, display ads, or video, Google AdWords ensures your business is visible across multiple platforms, maximising reach and driving quality traffic to your website or app.

The best Google AdWords solution for your business depends on your goals, way of working

Here are four considerations you should keep in mind.

1. Finding the right expertise

Behind all serious online digital marketing campaign gains, there’s a powerhouse marketing team that made it happen.

When it comes to Google AdWords, you want a team of seasoned professionals to get the job done.

And when you’re looking for expertise in a specialised field of digital marketing, an agency is generally the best way to go.

While it is possible to bring an in-house PPC specialist on board, it takes time and energy to find someone who’s a good fit for your business.

Paid media is a fast-growing field, which means competition is fierce. If you want the best of the best in-house, you need to be prepared to pay for it. Even then, there’s no guarantee that they’ll deliver the ROAS you’re looking for.

But with an agency, you’re not only getting one PPC specialist. You’re getting a team of specialists, who are absolute GUNS at what they do.

PPC management agencies employ Pay-Per-Click advertising experts who have worked on a range of clients and industries, which means they already have a good idea of what works and what doesn’t. They’re also switched on when it comes to the best strategies and optimization techniques and invest in the best industry tools to help them get the job done.

Some agencies are also Google Partners, or even Google Premier Partners. Being a Premier Partner means the agency has demonstrated extensive skill and expertise in Google AdWords and has delivered solid revenue gains for clients.

When you work with a Google Premier Partner, this is like getting Google’s ‘seal of approval’ on that agency.

On top of that, most agencies aren’t exclusively focused on one area of digital marketing. Agencies employ a range of specialists, including search engine optimisation experts, copywriters, designers, data analysts and more.

With their collective expertise, an agency can churn out powerful ads using industry insights and provide impactful messaging and targeting to maximise conversions.

Ultimately, the goal is to find the best specialist expertise for your PPC campaigns.

Depending on your stage of growth (and the urgency of finding the right fit), finding an in-house or outsourced expert are both viable options. If you want more timely and scalable expertise, agency is the way to go.

2. Focus and alignment with your goals

In this area, in-house wins every time. Even if you’re working with a dedicated team of PPC experts, nothing beats having a specialist that’s working full-time on your marketing goals and is physically IN your office.

Agencies work across various clients, which means it’s trickier to find one that has the same depth of knowledge about your company, goals and business processes as an in-house employee would.

On top of that, it’s much easier for an in-house team to collaborate with different stakeholders across projects.

It’s also more challenging to manage the flow of information. When you’re working with an in-house specialist, they get the latest company updates, attend workshops and brainstorms.

They’re up-to-date with your latest marketing campaigns, goals and objectives. However, if you’re working with an agency, you have to brief them and ensure they’re aware of your business priorities and any opportunities coming up.

But while an agency can’t be in your office all the time, it is absolutely possible to find an outsourced team that acts as an extension of your team.

On top of that, not being in the thick of it all can also be an advantage. When you have someone working solely on your PPC, it can be hard to see the wood for the trees.

An agency works across industries and clients, allowing them to provide you with a macro view of trends — not to mention they can offer up new perspectives and ideas.

3. It takes time to keep up with Google

It’s easy to underestimate the amount of work it takes to keep up with the world’s most ubiquitous search engine.

While anyone can start running a Google Ads campaign, there’s a lot that goes into creating and optimising a high-performing campaign that works for your business.

If you have an in-house generalist, they might be spread across multiple projects including Search Engine Optimisation / SEO, content, PR and social media advertising. This means it’s tough to keep an eye on spend, dig into the figures, and tweak campaigns as regularly as they need to.

Even an in-house PPC specialist might end up having to manage extra projects, which takes focus away from their main role.

But in agencies, PPC specialists have one goal: deliver for clients. That means their sole focus and job is on getting the best results possible for businesses.

At the same time, keeping up with new product features or updates is a full-time job in itself. Google regularly makes updates to its Ads product. PPC agencies make a point of keeping up with the latest intel.

They’re typically the first to know when there’s a new feature or product, like Google Shopping Ads. That knowledge is then applied to campaigns across their clients, which directly benefits your business.

Many agencies even have direct links to employees within Google and work closely with them regularly to optimise spending for advertisers.

Agencies are also regulars at conferences and seminars, both in Australia and overseas (if you’re working with a global agency). During these events, they gain insights into industry benchmarks and best practices — which they’ll then pass on to you.

4. Maximising return on ad spend

While hiring an in-house employee often seems like the more affordable option, often it isn’t the case.

Let’s say you hire a PPC specialist for your team. Their salary alone will cost you an average of $66,484 per year. When you add in super, employee benefits, annual leave, sick days, office overheads, bonuses and onboarding, it could be well over $100,000 a year.

On top of that, you have to pay for a membership for PPC tools, which can cost thousands per year. If you want them to attend conferences, upskill with training or get certified, that’s another few thousand.

And that’s not even including your ACTUAL Google Ads campaign marketing budget.

Meanwhile, if you outsource your PPC, your management fees could end up much lower than the cost of a full time employee.

This management fee covers strategy, audit, ongoing campaigns, optimisation and reporting. Plus, your agency will already have all the tools it needs at its disposal.

On top of this, if you have an in-house employee, they often don’t have quite as much riding on ROAS as an agency does. If an agency doesn’t perform, you always have the choice of putting out a pitch for another agency.

Because of this, agencies are held highly accountable for their results. This isn’t to say an in-house specialist isn’t good at what they do, or won’t get results. It’s simply a different level of accountability.

The three core principles of Google Ads focus on creating effective, relevant campaigns that maximise return on investment.

These principles are:

Relevance: Your ads need to be highly relevant to the search queries of your target audience. This means choosing the right keywords, creating compelling ad copy, and ensuring your landing page aligns with the user’s intent, improving the likelihood of conversions.

Control: Google Ads offers you full control over your campaigns. You can set your budget, choose targeting options, and adjust bids to control costs while reaching the right people at the right time. This flexibility ensures you get the most out of your advertising spend.

Measurement: Tracking the success of your campaigns is crucial for optimisation. Google Ads provides detailed reporting and analytics, allowing you to measure performance, test different strategies, and refine your approach to continuously improve results.

These principles help ensure your Google Ads campaigns are effective, cost-efficient, and able to deliver real business outcomes

If you’ve decided to outsource AdWords management to an agency, the next step is to find one that will help you hit your revenue goals.

Truth is, not all agencies are created equal. There are plenty of agencies that will talk the talk. But when it comes down to delivering, they leave a lot to be desired.

So how do you separate the good from the bad?

These questions will help you get started:

• Have you worked on any projects or clients in a similar industry?
• Do you have any recent case studies you can share with me?
• What key metrics do you look at when it comes to Google Ads?
• Which tools do you use?
• How do you keep up-to-date with any new features or updates?
• Who will be working with me? What experience do they have? Do they have any certification or accreditations?
• How quickly will I start seeing results? (Hint: if they say “right away”, run the other way. Results take time — more on this in a second)
• What’s the reporting process?
• Will I have access to my AdWords account? (Another tip to remember: if they are unwilling to give you access to your Ads account or share raw data, they have something to hide).

Finally, don’t fall into the trap of thinking that an agency is good because they’ve been around for a long time. Even a bad agency can stick around for years if they manage to scrape together some results.

Remember: it takes time

No matter which option you choose, remember that to see results from any Google Ads strategy takes some time so you need patience.

While Google Ads is a powerful digital marketing tool to grow your business, it isn’t a magical revenue switch. It’s not as simple as putting your keywords and bids into Google, then sitting back and watching the orders roll in.

Regardless of whether you have an in-house expert of you’ve outsourced to a PPC guru, producing high ROAS and generating real results takes WORK.

Too often, businesses pull the plug too early because they’re not getting traction as quickly as they’d like. However, the truth is that it takes research, testing and optimisation to produce higher returns and maximise revenue.

You need to run campaigns for AT LEAST three months to set benchmarks. Only then can you start optimising to get a 1:1 return on ad spend — and eventually snowball this so every Google Ads dollar is working hard for your bottom line.

The good news? With the right agency, you’ll increase your ROAS, win more customers and skyrocket revenue — now and into the future.

If you’re ready to work with an agency to get more from your Google Ads campaigns, invest your money where it counts. At OMG, we’ve worked with thousands of companies across the world to crush the competition and rake in sales using PPC.

As the best-rated digital agency and top SEO agency in Australia, we know what works — and we’re here to help you get ahead with your digital marketing.

A “good” CTR varies by industry, but the average CTR for Google Ads search campaigns hovers around 2%. Achieving a CTR above this benchmark often indicates that your ads are resonating with your target audience. A skilled Google Ads agency can optimize ad copy, targeting, and bidding to push your CTR even higher.

Yes, Australia is considered a competitive market for Google Ads, especially for local businesses. With a large number of businesses vying for attention in popular industries, such as retail, hospitality, and professional services, the cost-per-click (CPC) can be higher in certain sectors due to intense competition. Additionally, Australian consumers are highly active online, leading businesses to invest in Google Ads to capture their attention and drive traffic.

However, this also means there are ample opportunities for businesses to target specific local audiences with tailored ads, especially by leveraging Google Ads’ targeting features, such as geographic and demographic targeting. While competition may be fierce, well-optimised campaigns with clear strategies can still deliver great results, making Google Ads an effective tool for local businesses looking to stand out in a crowded market.

We believe in delivering results with integrity and expertise. Here’s why OMG stands out:

1. Results-Driven Campaigns

We focus on creating hyper-targeted campaigns that maximize your return on investment. Every element—from keywords to landing pages—is designed to attract the right audience and drive conversions.

2. Transparent Communication

We keep you informed at every stage with detailed reports and clear insights into your campaign’s performance. No hidden fees, no guesswork—just honest and open communication.

3. Proven Expertise

With years of experience managing Google Ads for businesses of all sizes, we have the knowledge to turn your campaigns into profit-driving powerhouses.

Google Ads can transform your marketing by delivering immediate results. With the ability to target specific audiences, locations, and even user intent, it’s perfect for driving qualified traffic to your website.

For businesses just starting out or promoting time-sensitive offers, Google Ads is an unparalleled tool to build visibility and generate leads fast. Unlike organic strategies, Google Ads can place your business at the top of the search results within hours. And the best part? You only pay when someone engages with your ad, ensuring cost efficiency when campaigns are managed strategically.

Please note that Google Ads Manager is not the backend of Google Ads itself but rather a tool within the Google Ads ecosystem that helps businesses and agencies manage multiple accounts and campaigns in one place. If you’re referring to the backend platform where you create and manage ads, that would simply be Google Ads.

However, Google Ads Manager (formerly My Client Center – MCC) is particularly useful for agencies or businesses handling multiple Google Ads accounts. It allows seamless switching between accounts, bulk campaign management, and consolidated reporting. If you’re looking to run and optimise ads directly, you’d use the Google Ads interface, but if you’re managing several client accounts or large-scale campaigns, Google Ads Manager is the go-to solution.

The cost per click (CPC) in Google Ads varies based on your industry, competition, and the quality of your ads. On average, CPCs range from $1 to $2 on the search network, though highly competitive industries like insurance or legal services can exceed $50 per click.

The good news? High-quality ads often result in lower CPCs. Google rewards campaigns that are well-optimized and relevant, meaning that working with an experienced Google Ads agency can help you minimize costs while maximizing results.

Don’t worry about your budget spiralling out of control. PPC advertising gives you a lot of control over how your budget is spent.

Google AdWords is a powerful platform that allows you to reach potential customers who are actively searching for the services you offer. With precise targeting options, you can ensure your ads are shown to the right audience, based on their search queries, location, and online behaviour.

By selecting relevant keywords related to your business, you can appear at the top of search engine results pages (SERPs) when users search for terms that match your offerings. Additionally, Google AdWords allows for targeting specific geographic areas, enabling you to focus on local, regional, or global audiences. This ensures that the services you offer are visible to potential customers exactly when they need them. Whether through text ads, display ads, or video ads, Google AdWords offers a variety of formats to maximise your visibility and drive high-quality traffic to your website.

Google Ads optimisation services involve a series of strategic adjustments designed to enhance ad performance, reduce wasted spend, and maximise return on investment (ROI). These services cover multiple aspects of a campaign, ensuring that every dollar spent is driving meaningful results.

Key Aspects of Google Ads Optimisation:

• Keyword Optimisation – A successful campaign starts with selecting high-intent, relevant keywords while eliminating irrelevant search terms through negative keywords. Agencies continuously refine keyword lists based on search trends, competition, and conversion data.
• Bid Strategy & Budget Allocation – Google Ads offers different bidding strategies (e.g., manual CPC, target ROAS, and maximise conversions). Agencies optimise bidding in real-time to ensure businesses aren’t overpaying for clicks while still securing competitive ad placements.
• Ad Copy & Creative Optimisation – A/B testing multiple versions of ad headlines, descriptions, and display creatives helps determine which versions resonate best with the target audience, increasing engagement and click-through rates (CTR).
• Landing Page Optimisation – Getting a user to click is only half the battle; converting them is the key. Agencies ensure landing pages are fast, mobile-friendly, and aligned with ad messaging to improve conversion rates.
• Audience Targeting & Segmentation – Optimising audience targeting involves refining demographic settings, retargeting past visitors, and creating custom audience lists based on user behaviour and interests.
• Ad Scheduling & Geo-Targeting – Data-driven scheduling ensures ads appear when users are most likely to convert, while geo-targeting ensures ad spend is focused on locations that generate the highest ROI.
• Conversion Tracking & Analytics – Regular performance analysis helps agencies adjust strategies based on what’s working. Proper tracking setup ensures businesses can measure actions like form submissions, phone calls, and purchases.

Why a Google Ads Management Agency Is Best for Optimisation

Managing and optimising Google Ads requires expertise, time, and ongoing testing. A professional Google Ads agency has access to advanced tools, machine learning insights, and industry benchmarks that allow them to make data-driven decisions. They continuously refine campaigns, spot underperforming areas, and implement best practices to maximise ROI.

With algorithm updates and changing trends, having an agency ensures that your campaigns remain competitive, cost-effective, and conversion-focused.

One of the most common questions most brands have is this: What’s the best way of investing in your paid Google search marketing?

Should you bring an SEM specialist and do it all in-house, outsource your Google ads management to an agency, or do a combination of both?

When it comes to Google adverting campaigns, there’s no blanket approach. However, the decision to in-house or outsource Google AdWords management is about more than finding the cheapest option.

And the truth is, in the pay per click advertising world, cheaper isn’t always better. Even the cheapest option can end up as wasted ad spend if it’s producing zero results.

That’s why the most important factor isn’t finding the most affordable option. It’s about finding the right and best option that will produce the highest revenue and return on your advertising investment.

That said…

If you’re a small business working with a limited budget, it’s best to outsource your Google Ads campaign management to an agency.

While you can run your own campaigns in-house and Google the best AdWords management strategies 2020, this isn’t quite the same as having a team of experts who’ve been there, done that.

Meanwhile, if you’re a larger multinational with a big team and you have the HR budget, there’s nothing wrong with bringing on board an in-house specialist.

The good thing about this is that you’ll have someone fully dedicated to your company’s PPC goals. They can take the best practices out there and figure out how to apply it specifically to your company.

Ideally, they can also be more responsive to any changes and can implement tweaks to your campaigns quickly. On top of this, it’s much easier to adjust their scope-of-work without needing to modify a retainer or sign a new agreement.

However, in this case, it’s still worth exploring the option to complement your in-house team with an outsourced AdWords management agency. This gives you the best of both worlds.

With this option, you have a specialist in-house who understands your company’s goals, can work with internal stakeholders, and translate these goals to a brief for your agency.

At the same time, you get the expertise, experience and macro view that an agency offers. With the right agency and the right in-house specialist, it’s a KILLER combination for ROAS.

Effective Google Ads management focuses on creating engaging ads that reach a wider audience of potential customers. By crafting memorable, visually engaging ads and even visually engaging product listings, you can build awareness and consideration for your brand among those searching online, even when they’re just checking their Gmail or browsing. This helps bring your brand to life and expands your viewers and reach potential.

Effective Google Ads management focuses on creating engaging ads that reach a wider audience of viewers and reach potential customers. By crafting memorable visually engaging ads and even visually engaging product listings, you can build awareness and consideration for your brand among those searching online checking gmail or browsing. This helps bring your brand to life with video and expands your potential audience.

Google Ads Services

As a leading Google Ads agency, we offer a range of services to help businesses achieve their online marketing goals. Our team of experts has extensive experience in managing Google Ads campaigns, and we’re committed to delivering exceptional results for our clients.

Search Ads

Search ads are a type of text ad that appears on the search engine results page (SERP) when a user searches for a specific keyword or phrase. Our team of experts can help you create and manage search ads that drive traffic to your website, generate leads, and increase sales. We’ll work with you to develop a search ads strategy that aligns with your business goals and target audience.

Display Ads

Display ads are a type of visual ad that appears on websites, apps, and other online platforms. Our team of experts can help you create and manage display ads that build brand awareness, drive traffic, and increase conversions. We’ll work with you to develop a display ads strategy that aligns with your business goals and target audience.

Shopping Ads

Shopping ads are a type of ad that appears on Google and other shopping platforms. Our team of experts can help you create and manage shopping ads that drive traffic, increase conversions, and improve return on ad spend (ROAS). We’ll work with you to develop a shopping ads strategy that aligns with your business goals and target audience.