As of December 2025, Google Ads agency fees in Australia in 2026 typically fall within a range of $1,000 to $10,000+ per month, but are most commonly structured around a percentage of ad spend – generally between 10% and 20% – or a fixed monthly retainer based on the scope of work.
The Google Ads platform itself, currently, operates on a pay-per-click (PPC) advertising model. Businesses bid on keywords relevant to their products or services; when a user searches for those keywords, the business’s ad may appear. Agencies manage this bidding process using tools within Google Ads, such as automated bidding strategies like ‘Target CPA’ or ‘Maximise Conversions’, which leverage machine learning to optimise bids for desired outcomes. In 2026, Performance Max campaigns – which utilise AI to distribute bids across all Google Ads channels – will continue to be a standard offering, and agency fees will reflect the complexity of managing these campaigns. Australian businesses must also adhere to Google’s advertising policies, and agencies assist with compliance. Google Ads reporting features, now including detailed attribution modelling, allow agencies to demonstrate return on investment, influencing their fee structure.
Ultimately, Google Ads agency pricing reflects the expertise applied to managing bids, optimising campaigns, and interpreting data within the Google Ads ecosystem.
