As of December 2025, Google Ads remains a viable platform for Australian B2B marketing, operating on a pay-per-click (PPC) advertising model where businesses bid on keywords to display ads to users searching on Google Search and its network of partner sites. The system functions by matching search queries to relevant keywords, ad copy, and landing pages, with ad rank determined by a combination of bid amount and Quality Score.

Currently, Google Ads now includes features specifically useful for B2B lead generation in Australia. Lead Form Extensions allow direct lead capture within the ad itself, and Audience Signals leverage Google’s first-party data to target businesses based on demographics and interests. Performance Max campaigns, available nationally, utilise AI to optimise bids and ad placements across all Google channels. The platform’s integration with Google Analytics 4 provides detailed attribution modelling, helping to understand the customer journey. Compliance with Australian Consumer Law regarding ad content remains the advertiser’s responsibility. Pricing is auction-based, varying by keyword competitiveness and Quality Score, with costs displayed in AUD.

Google Ads operates as an auction system, delivering targeted advertising based on keyword relevance and bid strength, providing Australian B2B businesses with a mechanism to reach potential customers actively searching for their products or services.