Google Ads operates via an auction system where businesses bid on keywords relevant to their target audience; the higher your bid and the better your ad quality, the more prominent your ad appears in search results, driving potential customers – or leads – to your business.
- Performance Max Campaigns: Current systems include Google’s Performance Max campaigns, utilising AI to optimise bids across all Google channels (Search, Display, YouTube, Discover, Gmail, and Maps).
- Lead Form Extensions: Google Ads now features lead form extensions, allowing users to submit contact details directly from the ad, streamlining the lead capture process.
- Enhanced Conversion Tracking: Advanced conversion tracking, compliant with updated Australian Privacy Principles (APPs) in 2026, provides granular data on lead quality and cost.
As of early 2026, the average cost per lead (CPL) on Google Ads in Australia varies significantly by industry. Highly competitive sectors like finance and legal can see CPLs exceeding $80-$150, while less competitive niches like specialised trades may achieve CPLs under $40. Factors influencing CPL include keyword competition, ad relevance, landing page optimisation, and geographic targeting within Australia. The increasing sophistication of AI-powered bidding strategies also impacts costs, often requiring expert management to maximise ROI.
Instead of navigating these complexities and constantly optimising for performance, let ROI.com.au take care of all this for you. Contact our team today to discuss your business goals and discover how we can deliver qualified leads at an optimal cost.
