What is Google Ads and how does it work?

Internet users have an entire world of information at their fingertips thanks to Google’s complex search algorithm. Whether you’re wondering why dogs eat grass or how to get rid of hiccups, you can find the answer to almost any question in just seconds. Google has become the most visited website in the world and processes more than 1.2 trillion searches every year. Such is Google’s influence, it now informs almost every decision we make. For example, we know that more than half of all purchases start with a Google search.

Google Ads (formerly known as Google Adwords) is a quick and effective way to put your business in front of all that search traffic. It allows you to create and share ads which are tailored to appeal to your target audience. Your ads are displayed at the top of the Google search results page whenever someone is looking for the products or services that your business offers. You only pay when users click your ad to view your website or call your phone number.

Organic search engine results appear because of their relevance to the search terms. However, for a newly-launched business, it may take years to organically go up the rankings which means you’re missing out on valuable sales. Google Ad campaigns let you jump the queue with paid search results. It is fast, flexible and great for a variety of advertising strategies, including seasonal and limited capacity products, very specific niche targeted campaigns, and as a means of getting immediate online exposure for new businesses.


  1. Google Search Network - usually text form, these ads can show on Google results pages when someone searches for your targeted keywords
  2. Google Display Network - usually image form, these ads appear on websites or apps that your customers visit
  3. Google Video Ads - usually 6 or 15 second videos, these ads show right before or during YouTube content

The cost per click for a Google Ad campaign varies on bids placed on key phrases used in search. Although cost is a factor, the highest bidder is not necessarily the one who gets the top advertising spot. Google looks at how useful your ad is to the searcher, how relevant your landing page, keywords and ads are, as well as the user experience your website provides to determine your Quality Score. If your score is high, even if your maximum bid is less than a rival bidder, you have better chances of winning the highest position.

Speak with our experienced Google Ads managers at BAMBRICK today. We can develop a successful Google Ads campaign which is perfectly suited to the needs of your business.


How will we be different from the last Google Ads agency?

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Every decision we make is based on getting you the maximum return on investment.

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We only make money when you do. We’re in it for the long haul, not quick wins.

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Industry changes and shakeups? We’re the first to know. Ever updated and adaptable.

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Help your business grow with a targeted Google Ads campaign

Running a successful business in today’s crowded online marketplace is about more than just having the best products or services. You also need to have the best digital marketing campaign. We know that about 83% of the Australian population is connected to the internet and almost two thirds of users have purchased goods and services online. It’s a lucrative market, but how do you entice all of those potential customers to buy from your website?

Google Ads is such an effective online marketing strategy because it can put your business in front of shoppers at the precise moment they’re looking to make a purchase. Traditional advertising through print, TV and radio can be seen by anyone at any time. You have no way of really gauging their buying intent. With a dedicated Google Ads campaign, you will always reach your target audience when it makes sense for them to come across your ad.

Google displays ads based on 3 simple factors...

  1. What specific keywords did the customer search for?
  2. What does your campaign say about those keywords?
  3. How do users engage with your site upon arrival?

PPC advertising gets better over time because you can keep optimising your ads based on the data gathered. Every click gives you more insight into exactly what your customers want – even when they’re not generating sales. You can also use Google Remarketing to connect with potential customers who’ve visited your website but left without converting. Past visitors will see these ads while they are browsing the web, keeping your brand at the front of their minds and persuading them to come back for more.

If you have an E-Commerce business, Google Ads also allows you to market your products directly in search results with Google Shopping Ads. Online retailers can upload product data to Google Merchant Centre, which is used to create listings that include a high-quality image and price. These ads are shown in a comparison shopping engine to people who are already searching for the types of products you sell. Google Shopping Ads also get the premium spot at the top of the results page as their visual format attracts more clicks.

Ready to get started with your own Google search ads? Book a strategy session with the Google Ads experts at BAMBRICK today. You’ll get a clear picture of how a targeted Google Adwords campaign could be the best thing you’ll ever do for your business.



Your personalised Brisbane Google Ads campaign


It’s no secret that the more focused your online marketing campaigns are, the more clicks you will generate. However, the biggest mistake we see from many businesses – and even professional marketing companies – is chasing clicks over customers. You may have designed the perfect ad, but you need to show it to the right people at the right time. Google Ad Words management is about testing and refining your campaign to give your business the best chance of success.

Our experienced PPC management team at BAMBRICK will do a complete review of your current Google Ads campaign and give you specific recommendations on how to decrease your traffic costs, improve your conversion rates and start getting better quality leads, more cost-effectively. We’ve developed our PPC strategies over hundreds of campaigns and we’re confident we can achieve optimal results for your business with personalised Google Ads services including:


Google Ads allows you to confidently target your ideal customers, but only if you know what they’re actually looking for. Keyword research is the first step of any search engine marketing campaign. Essentially, the keywords you select should be aligned with your business goals and have the highest search volume. Some low volume keywords may also be relevant, but if your chosen keywords aren’t driving web traffic then there’s little point in keeping them.

Poor keyword management is the number one reason why Google Ads cost some business more than they need to. It’s not enough to only focus on the most important keywords for your business, you also need to choose what not to target so there’s no wasted budget. While managing your keywords effectively won’t fix all that’s wrong with your PPC efforts, it needs to be given the time and attention it deserves as part of your overall Google Ads strategy.


The impact of the website or landing page that you send users to is a crucially important aspect of all PPC campaigns. Many businesses work hard at optimising their Google Ads to entice users to click only to send them to an unappealing webpage which they promptly leave. Getting people to your landing page is essentially what Google Ads are all about, but if it doesn’t convert users into high-quality leads then it’s nothing but a wasted click.

There is no one-size-fits-all approach to creating landing pages. However, high-converting pages do share common characteristics, including a strong headline, a logical flow that encourages users to keep reading, a testimonial that builds trust, and a great call to action that really inspires. It will take some work to get right, which is why split testing is an important step, but captivating landing pages have the power to transform Google Ads campaigns.


If you’re not adjusting your bids to take into account factors such as time, device and location, then it’s safe to say that you’re not getting as much from Google Ads as you could be. Monitoring the performance of ads on different devices enables you to identify which devices your ads are performing well on and which aren’t. You can then maximise your budget with more targeted ads which means more qualified leads and better ROI from your Google Ads.

The same technique can also be applied to time and location. By consulting your data, you can determine the time of day your target audience is likely to be online and adjust your ad bids accordingly. You can also use data to see which search locations are delivering the highest conversions and bid higher in those locations and lower in others – if you choose to bid for them at all. Don’t forget that you can exclude geographical areas to use your budget more wisely.


Not understanding their target audience has prevented many businesses from realising the full potential of Google Ads. If you don’t have the complete picture of your ideal customer, how can you create Google Ads campaigns that will entice them to click? This is why you need to take the time to develop a detailed buyer persona including their needs, desires, concerns and behaviour. The more comprehensive your buyer personas, the easier it will be to tailor your ad copy, images, offers and calls to action to appeal to these people.

Buyer personas are crucially important to Google Ads campaigns, but you also need to understand their intent or position on the marketing funnel to convert that interest into sales. You could be wasting your budget by trying to target potential customers with the wrong message. When you know which stage of the funnel a customer is at (awareness, interest, consideration, purchase) then you can then personalise every element of your ads and landing pages.

Our Google Ads management services include:


  • Keyword research
  • Writing ad text
  • Building campaign
  • Testing ads and keywords


  • Review keyword conversion rates
  • Review ad text conversion rates
  • Review landing page conversion rates
  • Campaign optimisation


  • Continual review of keywords, bids, ad text and landing pages based on conversion rates
  • Continual cost per lead optimisation

How To Double Your Leads With Google AdWords

Discover the same strategies we use at Bambrick Media to create wildly profitable Google AdWords campaigns for our clients.

Inside your free report you’ll learn:

  • The secret to increasing your AdWords campaigns ROI by 300%
  • 7 easy ways to decrease your cost per lead while increasing your conversions
  • How to plug costly leaks in your budget that over 80% of businesses miss

WARNING! If your business isn’t ready for a drastic increase in sales leads, this report is not for you.


Google Ads or SEO: which search engine marketing strategy is better?


Your visibility in search results can make or break your business. People trust Google to tell them what they want to know about a product or service. If they can’t find your website on the first page then they’re probably not going to make a purchase from you. We recommend Google Ads as the absolute strategy for immediate online lead generation. It puts your business right at the top of the results page when potential customers are searching for what you offer.

Google Ads campaigns are a quick and effective way to improve your online presence, but the catch is that the cost of each click varies greatly. If your website has a high conversion rate then Google Ads will be profitable. If too many users are clicking on your ads without generating sales then it may not be sustainable. That’s why we recommend a combination of Google Ads and SEO to provide long-term lead generation for your digital marketing budget.

Search Engine Optimisation (SEO) is about showing Google that your website is the most relevant for a particular search phrase. Organic traffic from search results means you don’t have to pay for every click, but you won’t surge up the rankings overnight. Even the best SEO strategy will take time for you to see the results which is where a Google Ads campaign will give your business a boost. The different digital marketing strategies can be used to complement each other and ensure potential customers always find your business in Google.

Speak to our digital marketing experts at BAMBRICK. We can design a complete strategy including our professional Google Ads management, SEO, and any combination of other services to guarantee that your business isn’t left behind online.


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Do Google Ads campaigns really work?

Still not convinced that Google Ads is the best digital marketing strategy for your business? Maybe you’ve tried PPC campaigns in the past and didn’t feel you were getting enough bang for your online advertising buck. Let our PPC Brisbane team show you how the right expertise for Google Ads management can make all the difference.

Our Google Ads specialists have helped hundreds of businesses in Brisbane and across Australia to generate more rewarding leads for their digital ad spend. We’re confident in our expertly developed strategies for Google Ads campaign management, but don’t just take our word for it. Our clients are just as excited to share their personal success stories after choosing BAMBRICK as their Google Ads partner.

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Director of Sale and Marketing

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Director of Sales and Marketing


They have executed our ideas seamlessly whilst adhering to our specific guidelines and provide helpful feedback and guidance, which ultimately created a successful result for our company!

Increase in ad reach
Increase in link clicks
Decrease in CPC

What our clients say about our Google Ads management agency

chris slade

Chris Slade

- The Driving School

“After our first meeting with Bambrick we were instantly impressed with their professionalism. We believe that Google Ads will be of utmost importance for our survival in this difficult time. Bambrick are very good at what they do, and are always available to chat via email or phone call. I highly recommend them.”

eric david


- CBRE Residential Projects

“We needed a Digital Agency that understood Brisbane property and how to market each location by highlighting its unique features and benefits to an owner’s lifestyle choices and/or investor. Bambrick has helped us create that and get quality leads to sell apartments off plan within a reasonable buying time."


Glennys Poole

- Altec

“Bambrick have been a breath of fresh air, they have taken the time to really understand the key aspects of our business & our market. They have always been proactive, even in challenging market conditions such as COVID-19. Bambrick researched and presented an innovative approach to ensuring our business could thrive during this period. We are now hitting a cost per lead which is half our original target and could not be happier with the service we receive. I would highly recommend Bambrick’s Digital Marketing Services.”

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Google Adwords Management Brisbane FAQs

Sure. Anyone can sign up for a free account, but the better question is: should you manage Google Ads yourself? You can perform your own surgery if you really want, but it’s never going to end well without the right expertise. The same goes for your digital marketing campaign. Paying for expensive clicks in Google Ads that don’t generate sales will leave your business haemorrhaging money. You’re far better off investing that budget with an experienced Google Adwords agency that knows how to get the most out of search engine marketing.

Google Ads is not a “set and forget” digital marketing strategy. You need to dedicate the time so you know what’s happening in your account every day. This requires reading key reports and making adjustments so you can maintain your ad position and the level of traffic to your website. Your competitors don’t stop when you’re too busy to check Google Ad Manager. They’ll just swoop in with a higher bid for the relevant keywords and take your customers.

Effective Google Ads management also means looking for new opportunities to maximise traffic and revenue. You need to know how to interpret the data from your reports and which changes to make if your ads aren’t converting. Are you bidding on the most cost-effective keywords? Are your ads being displayed at the most relevant time? Are they actually appealing to your target audience? However, the wrong adjustments can also damage a profitable PPC campaign and it could take a long time to recover if you can’t pinpoint the issue.

Take the stress out of running Google Ads with the best PPC management Brisbane has to offer at BAMBRICK. We’ve managed Google Ads accounts for hundreds of clients so we know exactly how to set your business up for success. If it doesn’t directly make our clients money, or it can’t be tracked, we don’t do it. Our PPC specialists will always keep you up to date with reports and insights so you can track your ad’s performance without worrying about the day-to-day running.

The cost per click (CPC) for Google Ads is influenced by a range of factors, but essentially it comes down to the demand for your targeted keywords. To give you a rough idea, the average cost of an online ‘click’ in the Australian Google Search Network is between $1 and $2. However, if you are bidding on popular keywords in a highly competitive industry then you can expect to pay much more for every click. According to WordStream, the most expensive keyword category in Australia is ‘Lawyer’ with a CPC of around $46.25.

More than a third of the 25 most expensive keyword categories for Google Ads relate to money, such as: insurance, finance, car finance, loans, mortgages, pension, financial trading, and payment systems. These categories all have lots of monthly searches, but you have to pay a hefty amount to tap into that traffic. Finding the balance between CPC and search volume is the key to profitable Google Ads management. You can maximise your budget based on your keyword cost and the number of clicks you want to acquire every day.

While it’s easy to get caught up in how much you’re paying for each click, you also need to consider conversion rates with PPC campaigns. Cost per click is just the price you pay for a potential customer to visit your website. You still have to convert those Google Ads leads into sales for it be cost effective for your business. If a high volume of website visitors make a purchase after viewing your ad then it may be worth spending more to chase the initial click.

Google Ads campaigns are effective because they drive highly targeted traffic to your website. However, you need to understand the factors that influence how much each click actually costs you to avoid paying more than you can afford. BAMBRICK is a highly experienced PPC agency and we can tell you everything you need to know to make Google Ads profitable for your business. Our Google Ads team will keep working with you to improve your results and ensure that your ads reach more of the right customers while staying within budget.

Absolutely! You don’t need to spend thousands of dollars for an effective PPC marketing campaign. Google Ads is the fastest way to promote your business to more customers through search results and it can work for almost any budget. You decide exactly how much you want to spend by selecting the keywords you’d like to target and setting a daily maximum budget.

It’s understandable for small business owners to worry about burning through their limited budget on clicks that don’t provide any real value. The advantage of Google Ads campaigns is that they allow you to customise your ads to appeal to the right audience. If you run a local Brisbane business, you may not care about appearing in searches outside of your area. With Google Ads, you can target your campaign based on location which means you’re only marketing to people who are actually interested in your products or services.

Google Ads works for small businesses because you are always in charge of how much you spend. If your ad isn’t converting then you don’t automatically need to pour more money into your campaign. A few tweaks to things like keyword match types could boost your sales without going over your daily PPC budget. You may also choose to increase your Google Ad spend at key times such as product launches or pause your ads during quiet periods. There are plenty of cost-effective ways to put your business in front of more customers.

If you’re still not convinced that paid search advertising is worthwhile for your small business then speak to the Google Ads management experts at BAMBRICK. Our PPC team takes a personalised approach to every campaign. We’ll get to know you and your business as we work together to develop a Google Ads strategy that fits within your digital advertising budget. We can always start small then adjust your ads based on the results, and even double down when you start generating affordable and profitable sales from your Google campaign.

Fake clicks are a common source of hesitation for business owners when considering PPC advertising such as Google Adwords. You’re paying to promote your business based on clicks and impressions so you want to know these ads are being seen by real humans with real interest. Regardless of the size of your business or digital marketing budget, nobody can afford to keep wasting money on fake clicks that have zero chance of a sale.

Click fraud is estimated to affect around 20% of all paid links on the internet, from paid search engine page results to banner ads and videos within the Google Display Network. Some of this invalid traffic is accidental, such as a slip of the finger or when a badly placed ad gets in the way of something the user is trying to click. Other fake clicks have a malicious intent, like botnets or competitors who click on PPC ads to deplete the advertiser’s budget and damage the performance or reach of the ad.

While some fake clicks are unavoidable with PPC campaigns, the good news is that the Google Ads platform has sophisticated anti-click fraud programs to minimise your exposure. It uses automated detection systems to identify invalid clicks and impressions and remove them from your account data. Google’s Ad Traffic Quality Team also constantly monitors and analyses traffic to detect and remove any clicks they deem invalid before advertisers are charged.

Speak with your Google Ads account manager at BAMBRICK if you believe your PPC budget is being wasted on fake clicks. We can optimise your campaign to mitigate the effects of click fraud, including setting up IP exclusions, adjusting your ad retargeting, and running remarketing campaigns. You can be confident that your Google search advertising will deliver the best return on investment with some expert guidance from our PPC management team.


Discover how you can stop your Google Ads budget being wasted.

Learn precisely where your Google Ads budget is being wasted and the small changes you can make to start getting more leads right away in this free report.