Ad position in Google Ads determines where your advertisement appears on the Search Engine Results Page (SERP) – higher positions generally receive more visibility and clicks. As of early 2026, Google Ads utilises a complex auction system, factoring in your bid amount and the Quality Score of your ads to determine this position.
- Quality Score Enhancements: Current systems include a more nuanced Quality Score, now features real-time user experience signals impacting ad rank.
- Automated Bidding Strategies: Google’s Smart Bidding now incorporates predictive modelling based on competitor activity and seasonal trends specific to the Australian market.
- Ad Rank Calculation: Ad Rank is calculated by multiplying your bid by your Quality Score, and is then compared to other advertisers competing for the same keywords.
- Position vs. Visibility: While top positions are desirable, Google now features more prominent ad formats like Performance Max campaigns, offering visibility beyond traditional top spots.
In 2026, Australian businesses need to be aware of the increasing sophistication of Google’s algorithms. Factors like mobile-first indexing, local search optimisation (crucial for Australian businesses targeting specific regions), and compliance with updated ACCC guidelines regarding ad transparency all influence ad position and overall campaign performance. Optimising for these elements is vital for maximising your return on investment.
Instead of navigating these technical complexities yourself, let ROI.com.au handle your Google Ads strategy. We can take care of all this for you. Contact our team today to discuss how we can optimise your campaigns and drive growth for your business.
