Yes, Australian businesses can absolutely run Google Ads campaigns themselves. Google Ads is a self-service, pay-per-click (PPC) advertising platform where advertisers bid on keywords to display ads to users searching on Google Search and across the Google Network.
As of December 2025, the platform operates on an auction system. Advertisers set a maximum cost-per-click (CPC) bid for keywords relevant to their business. When a user searches, Google Ads determines ad eligibility based on bid amount, ad quality (determined by factors like relevance and landing page experience), and ad rank. Currently, campaign types include Search, Display, Video (YouTube), Shopping, and Performance Max, with Performance Max now including options for location-based bidding specifically tailored for Australian postcodes. Google Ads also integrates with Google Analytics 4, allowing for detailed performance tracking. Australian businesses should be aware of ACCC guidelines regarding truthful advertising and ensure compliance with Google’s advertising policies, which are enforced globally. In 2026, Google is rolling out enhanced privacy controls, requiring more explicit user consent for personalised advertising, impacting remarketing strategies. The platform’s pricing is based on an auction model, with costs varying significantly depending on industry and keyword competition.
Ultimately, Google Ads functions as an automated advertising exchange, connecting advertisers with potential customers based on keyword relevance and bidding.
