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Which one is you?
Nobody steering your Google Ads, or never run them?
Pick the one that sounds like you. Both start with the same audit of the account and the page.
Switching
You have an agency. Nobody is steering.
- Spend is up. Leads are flat. The report is a screenshot and a "looking good".
- You are not sure who owns the account, or what happens if you leave.
- Performance Max is spending and nobody can say where.
First step: Audit the live account: search terms, negatives, tracking, structure, wasted spend, and what the landing page loses. A clear view in 5 working days.
Starting
You have never run ads. You know you should.
- You do not know what a month should cost, or if it will work in your industry.
- You have tried running ads yourself and could not tell what worked.
- The website was built for the brand, not for a paid click.
First step: The maths first: what a customer is worth, what a click costs in your market, whether ads pay back. If they do, tracking and the page before a dollar is spent.
What is Google Ads?
Google Ads, called Google AdWords until 2018, is the auction that decides which businesses appear at the top of a search results page, marked Sponsored. You choose the searches you want to appear for, set a budget, and pay when someone clicks. Search ads are text; Shopping ads show the product and price; Performance Max and YouTube reach people before they search.
Management is the part that decides whether it pays: which searches you bid on and which you exclude, what the click costs, where it lands, and whether the lead it produced can be traced back. Google will spend whatever you give it. The work is making sure it only buys the clicks that can become customers.
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Organic results start here. On a phone, that is a full screen down.
- $2 to $40is what a click costs in Australia, depending on the industry. Legal and finance at the top, retail at the bottom.
- Every offer gets its own pageTraffic sent to a homepage converts at a fraction of a page built for the search.
- Not for everyoneIf a customer is worth less than a handful of clicks and the site cannot be fixed, we say so in the audit.
Our Google Ads Strategy
Account, page and tracking managed as one thing, because a good campaign on a bad page is just a more expensive way to fail.
Part 01 of 06
Account audit and restructure
Search terms, match types, negatives, campaign structure, bidding, tracking accuracy. Most inherited accounts have waste baked in from the day they were built: broad match on expensive terms, no negative lists, campaigns never rebuilt as the business grew. We fix the structure before we touch the budget.
What it changes: You stop paying for searches that were never going to buy; in most inherited accounts this alone cuts wasted spend by a quarter or more.
Part 02 of 06
Conversion tracking first
GA4, conversion events, call tracking, form routing into HubSpot or whatever you run. Every bidding decision Google makes runs on this data. If it is wrong, the automation optimises for the wrong thing. We fix it before we change a bid.
What it changes: Smart Bidding optimises toward what it can measure. Once it measures real enquiries, it finds more of them.
Part 03 of 06
Search, Shopping, Performance Max, YouTube
Search for people typing what you sell. Shopping for stores, with the feed rebuilt so the right product shows. Performance Max structured with exclusions and asset groups so it finds your best customers, not the cheapest clicks. YouTube and Demand Gen to build demand before people search.
What it changes: PMax stops finding the path of least resistance and starts finding your best customers.
Part 04 of 06
Landing pages built with the campaign
Built or rebuilt by the web team before launch, with the offer and form matched to the search. When 9 in 10 visitors leave a quote page, that is a site problem, and the ads budget pays for it every month it is not fixed.
What it changes: The same click converts 2 to 3 times more often on a page built for the search than on a homepage.
Part 05 of 06
Weekly optimisation
Bids adjusted, search terms reviewed, ad copy tested, underperformers paused, spend moved toward what returns. Google changes something most weeks; someone has to be watching.
What it changes: Click-through rate rises, quality score rises, and the same position costs less.
Part 06 of 06
Reporting against the baseline
Spend, cost per lead, leads and revenue from your CRM in AllNow, compared with month 1. A plain-English note each month on what changed and why. Not a screenshot.
What it changes: Budget decisions are made on return, not on feel.
How much should you spend?
What a month should cost.
The honest answer is: enough clicks to learn, and no more than a lead can pay for. We work out 3 numbers with you in the audit, and only then recommend a figure.
Google needs around 30 conversions a month for Smart Bidding to learn. Below that, the account can still work, but the automation is guessing and a human has to steer harder. If the maths does not add up at your margin, we say so and point to SEO or the website instead.
What a customer is worth. Average job or order value, times how often they come back.
What a lead is worth. Customer value times your close rate. If you close 1 in 4, a lead is worth a quarter of a customer.
What a click can cost. A lead is worth X. Your page converts 1 in 10 clicks. So a click can cost X divided by 10 and still pay.
Worked example · kitchen renovator, Sydney
- Average job
- $28,000
- Gross margin on a job
- $8,400
- Close rate from enquiry
- 1 in 4
- A lead is worth
- $2,100
- Page converts
- 1 in 12 clicks
- Market cost per click
- $6 to $12
- A click can cost up to
- $175
Illustrative. Your numbers replace these in the audit, and we scope the work with you after the first call.
How we are different
What you get at Q that you do not get from other Google Ads agencies.
Every row is a fact about how the account runs, not a promise about results.
How Google Ads works at Q
The first quarter on Google Ads.
Month 1 is the audit, the tracking and the page. Month 2 is launch and first leads. Month 3 is where cost per lead settles and the account finds its feet.
You see spend, cost per lead, leads and revenue from your CRM in AllNow, compared with month 1, with a plain-English note each month on what changed.
Step 01 · Weeks 1 to 2
Audit and maths
Live account read, or the market read if you have never run ads. Customer value, click cost, whether ads pay.
Step 02 · Weeks 2 to 4
Tracking and page
GA4, conversion events, call tracking, CRM handoff. Landing page built or fixed before a click is bought.
Step 03 · Month 2
Launch
Search first, structured tight. Shopping or PMax when the feed and tracking are ready. Budget set for learning.
Step 04 · Month 3 onward
Optimise and report
Weekly changes. Monthly report against the baseline. Second channel when the first pays.
Google reviews
What our clients say
on Google.
225+ 5 star reviews
Verified Google Business Profile
As seen in
Highly recommend Q Agency. They set up the branding for our small business and managed to execute our vision perfectly. They take the time to really listen to what you are after and have excellent attention to detail. We would be lost without their team.
Q Agency understood the reason why we exist and as a marketing agency is helping us get the messaging across. High five to Cassandra and Michael, they and the agency really care.
We are extremely pleased with the work done on our website. The team demonstrated professionalism and expertise throughout the process, we could not be happier with the outcome.
Josh and the team are very professional, friendly, and work hard to ensure you are happy and get exactly what you are after. Very happy with the website Q Agency delivered and will continue to use their five star service.
Consistently blown away by the speed, quality and cost-efficiency of the team at Q Agency. They have levelled up the humii website 10x since we started with them and we're stoked with the outcome.
I can't tell you the impact that working with Q Agency has had on my business. They don't just do marketing, they become part of your business, understanding your goals and driving real results.
Exceptional team to work with. We have used their services for web design, SEO and email marketing so far and the quality of work has been great and timely.
Steph has been awesome to work with on our Google Ads. Super professional, transparent, and actually delivers results. She genuinely cares about the business and always keeps me in the loop.
Q helped us upgrade our website, developing best practice UX and UI for better user journeys and to drive lead volume. They care about our results and know the right levers to pull to get us the outcomes we need.
Steph and the team at Q Agency are amazing to work with. Excellent communication and very helpful from start to finish, and delivered our project to a high standard.
Came to Q for a Shopify refresh and they absolutely delivered. The new website is faster, cleaner, and way easier for customers to use.
The head of digital at Q Agency has legitimately been the best to work with. Actively tries to grow our business and gives common sense advice rather than marketing jargon.
It has been great to work with the team at Q Agency. Smooth and fast process, we love our new website.
Our paid ads are performing better than ever, and communication has been clear and proactive throughout. Highly recommend them for anyone wanting real results from their ad spend.
The SEO team were amazing to work with and took the time to understand me and my business. I have already had great feedback about the new website and just could not be happier.
Q Agency and Steph have been excellent to work with. Steph has been very knowledgeable, understanding and thorough in assisting with our new website build.
Could not ask for anything more from this incredible company. They come to you with innovation, commitment and consistency. Their knowledge and implementation is helping me to scale my business beyond what I ever thought would be possible.
The team went above and beyond to understand our business goals and create a digital marketing strategy that truly delivered results.
Highly recommended, very professional.
Thanks for the dedicated and tailored work to create exactly what we were after.
Michael and his team have been excellent in design and support throughout our project. They understood exactly what we wanted, and nailed it.
Michael and his team have been excellent in design and support throughout our project. They understood exactly what we wanted, and nailed it.
Thanks for the dedicated and tailored work to create exactly what we were after.
Highly recommended, very professional.
The team went above and beyond to understand our business goals and create a digital marketing strategy that truly delivered results.
Could not ask for anything more from this incredible company. They come to you with innovation, commitment and consistency. Their knowledge and implementation is helping me to scale my business beyond what I ever thought would be possible.
Q Agency and Steph have been excellent to work with. Steph has been very knowledgeable, understanding and thorough in assisting with our new website build.
The SEO team were amazing to work with and took the time to understand me and my business. I have already had great feedback about the new website and just could not be happier.
Our paid ads are performing better than ever, and communication has been clear and proactive throughout. Highly recommend them for anyone wanting real results from their ad spend.
It has been great to work with the team at Q Agency. Smooth and fast process, we love our new website.
The head of digital at Q Agency has legitimately been the best to work with. Actively tries to grow our business and gives common sense advice rather than marketing jargon.
Came to Q for a Shopify refresh and they absolutely delivered. The new website is faster, cleaner, and way easier for customers to use.
Steph and the team at Q Agency are amazing to work with. Excellent communication and very helpful from start to finish, and delivered our project to a high standard.
Q helped us upgrade our website, developing best practice UX and UI for better user journeys and to drive lead volume. They care about our results and know the right levers to pull to get us the outcomes we need.
Steph has been awesome to work with on our Google Ads. Super professional, transparent, and actually delivers results. She genuinely cares about the business and always keeps me in the loop.
Exceptional team to work with. We have used their services for web design, SEO and email marketing so far and the quality of work has been great and timely.
I can't tell you the impact that working with Q Agency has had on my business. They don't just do marketing, they become part of your business, understanding your goals and driving real results.
Consistently blown away by the speed, quality and cost-efficiency of the team at Q Agency. They have levelled up the humii website 10x since we started with them and we're stoked with the outcome.
Josh and the team are very professional, friendly, and work hard to ensure you are happy and get exactly what you are after. Very happy with the website Q Agency delivered and will continue to use their five star service.
We are extremely pleased with the work done on our website. The team demonstrated professionalism and expertise throughout the process, we could not be happier with the outcome.
Q Agency understood the reason why we exist and as a marketing agency is helping us get the messaging across. High five to Cassandra and Michael, they and the agency really care.
Highly recommend Q Agency. They set up the branding for our small business and managed to execute our vision perfectly. They take the time to really listen to what you are after and have excellent attention to detail. We would be lost without their team.
Google Ads agency, Sydney
Google Ads specialists in Sydney, for businesses across Australia.
Q Agency is a Google Ads agency in Sydney providing Google Ads management, what used to be called AdWords management, to businesses across Australia. Our Google Ads experts run Search, Shopping, Performance Max, Display and YouTube advertising for companies that need paid clicks to come back as enquiries and sales: trades and home services, professional services, health practices, hospitality groups and online stores.
Before we buy a click we fix the page it lands on and wire the tracking, so every lead has a source and a cost from month 1. Media runs in your own Google Ads account, so you see every dollar and the account stays yours. Little Manly Cabinet Co reached 20x return on ad spend by month 3; Thermoline grew leads 125% year on year after 3 years of decline; Perskindol took 50% more conversions from 17% less budget.
We are a certified Google Partner. Most of our Google Ads clients are in Sydney and New South Wales, with national campaigns for ecommerce and multi-location brands. We run Google Ads for businesses right across Sydney and New South Wales, including Penrith, Parramatta and the Northern Beaches, and for brands selling Australia-wide. Zamps, a Western Sydney electrician, has sustained a return on ad spend above 3x, and Uphire has taken $300k in revenue from Google Ads.
Faqs
Questions we get about Google Ads.
Straight answers. If yours is not here, ask on the call.
How much should I spend on Google Ads a month?
Enough clicks to learn, and no more than a lead can pay for. We work it out from what a customer is worth, your close rate and what a click costs in your market. Google needs around 30 conversions a month for its automation to learn, so the budget has to buy enough clicks to get there. Your numbers decide it, and we work them out with you in the audit.
How fast will I see leads?
Search campaigns can produce enquiries within days of launch. Month 2 is where the first leads land; month 3 is where cost per lead settles as the account learns. We do not launch until tracking and the page are ready, which is usually week 3 or 4.
Do I own the account?
Yes. Media runs in your own Google Ads account. We are added as a manager and removed if we part ways. Your data and history stay with you.
What is the difference between Search, Shopping and Performance Max?
Search shows a text ad when someone types a query. Shopping shows the product image and price, for stores. Performance Max lets Google place ads across Search, Shopping, YouTube, Display and Gmail from one campaign; it works well when structured with exclusions and clean conversion data, and wastes budget when it is not.
Is Performance Max spending my money well?
Often not, in inherited accounts. Without the right exclusions, asset groups and audience signals, PMax finds the cheapest clicks rather than your best customers. The audit shows where it is spending and what a properly structured campaign would return.
Should I do SEO instead?
Usually as well, not instead. Ads pay this month and stop when the budget does; SEO takes 6 to 12 months and compounds. New businesses and seasonal offers start with ads; established sites with time to build start with SEO. The same keyword research runs both.
Who manages my account day to day?
A named account manager runs the plan and the meetings. The Google Ads specialist doing the work is in every one of them, and you can call either. Creative comes from the studio down the hall.
What does the report show?
Spend, cost per lead, leads and revenue from your CRM, in AllNow, compared with month 1. A plain-English note each month on what changed and why.
Do you build the landing page?
Yes. Every offer gets its own page, built or rebuilt by the web team before launch. When 9 in 10 visitors leave a quote page, that is a site problem, and the ads budget pays for it every month it is not fixed.
What bidding strategies do you use?
Maximise Conversions or Maximise Conversion Value with a target once there is enough data, manual or enhanced CPC while the account is learning. The strategy follows the conversion volume; we do not hand a new account to automation with nothing to learn from.
Is Google Ads the same as Google AdWords?
Yes. Google renamed AdWords to Google Ads in 2018. Plenty of businesses still look for an AdWords agency or AdWords management; it is the same platform, now with Performance Max, Demand Gen and YouTube inside it.
How is Q different from other Google Ads companies in Sydney?
The landing page and tracking are fixed before we buy a click, the account runs in your name, and the Google Ads expert managing it is in every meeting, with the creative and web teams in the same building. We are a certified Google Partner, and every report shows cost per lead and revenue from your CRM rather than platform metrics.
225+ Google reviews
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