You’re not getting sales from Google Ads because the system operates via an auction-based model where your ads compete for visibility based on a combination of factors, and a lack of sales indicates your bids, ad quality, or targeting aren’t effectively winning those auctions for relevant Australian customers.
As of December 2025, Google Ads uses automated bidding strategies powered by machine learning, such as Target CPA or Maximise Conversions, which attempt to optimise bids to achieve your desired outcomes. These strategies rely on conversion tracking being accurately implemented – including Google Tag Manager and Google Analytics 4 – to learn which searches and audiences are most likely to convert into sales. Currently, Performance Max campaigns, which utilise AI across all Google advertising channels, are a key focus, but require sufficient conversion data to perform optimally. Google’s Privacy Sandbox initiatives, rolling out throughout 2026, will impact targeting capabilities by phasing out third-party cookies, meaning reliance on first-party data and Google’s own data solutions will increase. Australian businesses must also adhere to the Australian Consumer Law and the Privacy Act 1988 (Cth) when collecting and using data for advertising. The auction considers factors like your bid amount, Ad Rank (determined by Quality Score – relevance, expected CTR, and landing page experience), and the context of the user’s search.
Ultimately, Google Ads functions as a complex, dynamic auction system where ad visibility and resulting sales are determined by algorithmic assessment of numerous variables.
