Google decides which ads go where based on a mathematical equation similar to an auction. A number of factors influence this and our experienced digital strategists are here to ensure you get the most out of your campaign.

A number of factors work together to determine not only the position of your ad in Google, but the amount you pay for the click-through as well.


Your current click-through-rate is important because it helps to reveal how relevant your ads are to customers and therefore the likelihood of someone clicking through to your website. Google’s first priority is its users, so they want to show ads that have a proven track record of relevance and click-throughs. The higher your CTR, the better, but we find the average to be around 2%.


Your ad has to be relevant to the search query. For example, someone looking for a Christmas party function room is more likely to be shown ads that are just that — a Christmas party function room — as opposed to ads that are less specifically relevant to what they’re looking for.

Landing Page

The quality of the page your customers land on when clicking through from a Google Ads ad is imperative to the success of your campaign. Always keep in mind that Google’s first priority is its users, so it’s not in their best interests to send searchers to low-quality sites. More information on how to create a landing page that helps both Google and your customers can be found here. You can also read our blog post, ‘The Anatomy of a High-Converting Landing Page‘ to learn more about creating landing pages.

Max Bid 

When setting up an Ads campaign, our strategists will indicate the maximum they’re willing to pay for a click on particular areas of interest, and manage them throughout the campaign. We manage your maximum bids for you, so it isn’t something you have to worry about, but it’s important to know the bidding system exists.

There are always ways to improve the performance of a Google Ads campaign; many of which are managed from our end. However, if you’d ever like to know more about how you can assist us in your campaign, please contact your account manager.

Interested in optimising your Google Ads campaign for success? Our Brisbane-based PPC team is here to help. To speak with a Bambrick Media digital marketing strategist about Google Ads, SEOCROSocial Media or Website Design, contact us.