As of December 2025, there isn’t a strict minimum *spend* requirement to run Google Ads in Australia, but a daily budget of AUD $5 + GST is generally the practical lower limit for most campaigns to achieve any meaningful visibility. This is because Google Ads operates on an auction system where your bid competes with other advertisers targeting similar keywords and audiences.
The Google Ads platform currently functions using a pay-per-click (PPC) model. You set a daily budget, and Google attempts to show your ads as many times as possible within that budget. The actual cost per click (CPC) varies significantly based on competition, keyword relevance, ad quality, and targeting settings. In December 2025, Google Ads now includes features like Performance Max campaigns which automatically optimise bids across all Google advertising channels, but still require sufficient budget to learn and perform effectively. Australia adheres to Google’s global advertising policies, including those related to prohibited content and data privacy, as outlined in the Google Ads Policies available on the Google Australia website. Budget allocation is managed at the campaign level, allowing for granular control over spending across different advertising objectives.
Essentially, Google Ads operates as a dynamic auction where your budget determines your potential reach and frequency of ad displays.
