Google Ads

Google AdWords now rebranded to Google Ads – allows businesses to reach people when they search on Google and/or are actively engaged with a product or service.

The simplest form of Ads appear at the top of Google’s search results. For example, if you were to search for “Google Ads Management Brisbane”, you would likely see Google ads in the top 4 positions with a small ‘Ad’ logo next to the listing. These ads have been written to appear for searchers when this specific phrase or ‘keyword’ was typed into the Google search bar. Advertisers only pay for these ads when someone actually clicks on them – which is why this form of advertising is also known as ‘Pay Per Click’ (PPC) Advertising.

The order or ‘rank’ in which these ads appear is determined by the ‘ad auction’, which is influenced by several factors being calculated during every single search.  These can be narrowed down to:

A)  The price you are willing to pay per click; and

B)  How relevant your ad and website are to the searched keyword.

Other factors such as page load speed, and how often your ad has been clicked on previously, also affect this calculation.

The ads can appear in many variations – some may be several lines long, include phone numbers, a street address, prices, specials, and even images of the specific products.  These variations are determined by a range of Ad Extensions and Ad Types advertisers can use to grab the attention of searchers.

Ultimately, Google have provided a product that allows business operators to run their own Google Ads accounts. It may not be easy or expedient to run your own advertising account, but it is possible. This means that many companies who offer Google Ads management are not the most qualified to manage an advertiser’s marketing investment.

An analogy would be if Accountants did not require mandatory accreditation to operate but could obtain qualifications optionally. Would you trust your money to someone without qualifications?

As a Google Premier Partner, Bonfire must uphold certifications and qualifications that are refreshed annually. Google also constantly supports and vets our Google Ads accounts to ensure best-practice is being maintained.

In addition, Premier Partners gain access to Australian support from Google, along with frequent training and early-access to beta features, which gives their advertisers an advantage over their competitors.

Premier Partners are recognised by Google for their performance, expertise and client success. Fewer than 3% of agencies hold this status.

Working with a Premier Partner gives you access to advanced platform support, early insights on feature changes, and a team that’s proven their ability to manage campaigns effectively at scale. It’s a signal that your account is in capable hands.

Google has built-in protections to detect and filter invalid clicks, including those from competitors or bots. These systems analyse user behaviour, IP addresses, and other signals to prevent fraudulent charges.

We also monitor your campaigns closely. If we see suspicious activity, we investigate and raise it with Google directly. Protecting your ad spend is a core part of how we manage paid media.