How to Choose a Google Ads Agency in Australia (and When Facebook Ads Fits Better)

To choose a Google Ads agency in Australia, check four things first: you own the ad account, they track booked calls and sales (not just clicks), the contract lets you leave and the person on the sales call is the person running your account. If a Facebook ads agency suits you better, the same four checks apply.

Most businesses pick an agency on the pitch deck. The deck is the least useful thing in the room. What matters is how the agency is set up to work, and that shows up in the contract and the first month.

This guide covers what to check, the red flags and when Meta ads is the better first channel. If you want to see how we run paid campaigns, our Google and Facebook ads management page lays it out.

Start with what you are buying

A Google Ads agency sells three things, whether it says so or not.

• Setup. Account structure, keywords, ads, landing pages and tracking.
• Management. Weekly changes to bids, search terms, budgets and ads.
• Judgement. Knowing which numbers matter and what to try next.

Setup is a one-off. Management is the monthly fee. Judgement is the reason to hire an agency at all. Ask them to show you each one.

Six checks before you hire a Google Ads agency

1. You own the account

The Google Ads account should sit in your name, with the agency given access. Google lets you add users at different access levels, so there is no reason for the agency to hold it. If you leave, you keep the history, the data and the learning. An agency that insists on owning the account is building a lock-in, not a partnership.

Same rule on Meta. Your business portfolio, your ad account, your pixel.

2. They track what you get paid for

Clicks and form fills are not revenue. A good agency wants to know which leads became booked calls and which calls became clients. That means call tracking, a link to your CRM and importing results back into Google and Meta. Our post on ad tracking mistakes covers where that link usually breaks.

Ask: "What will you report on each month?" If the answer starts with impressions, keep looking.

3. The contract lets you leave

Check that the minimum term matches the work proposed and has a clear exit. The first month is often setup and learning. Twelve months with no exit clause is not fair. Read for:

• Minimum term and notice period.
• Who owns the ad copy, landing pages and creative.
• Whether the management fee is fixed or a percentage of ad spend.
• Whether ad spend is paid to Google and Meta directly or through the agency.

A percentage-of-spend fee is common, but it rewards the agency for spending more. A fixed fee is cleaner for most service businesses.

4. You meet the person doing the work

Ask who will run your account day to day. Ask how many other accounts they manage. Then ask to speak with them. A senior pitch followed by a junior who rotates every few months is a common pattern.

5. They ask about your sales process

An agency that only asks about budget and keywords is buying traffic. An agency that asks how fast you reply, who takes the call and what your close rate looks like is buying results. Ads cannot fix a slow follow-up. Good agencies say so on the first call.

6. They can show you a live account

Case studies are polished. Ask them to share their screen and walk through a real account, with names hidden. You will learn more in ten minutes than from any deck.

A note on badges: Google Partner status reflects Google's performance, spend and certification requirements. It is a sensible floor. It does not tell you if they understand your market.

When a Facebook ads agency is the better pick

Google and Meta catch buyers at different moments.

Google Search catches people already looking. Someone types "commercial cleaner Brisbane" and they want one now. Intent is high and so is the cost per click in busy markets.

Meta (Facebook and Instagram) catches people before they search. You show them a problem they recognise and an offer worth stopping for. Intent is lower, but reach is cheaper and the creative does more of the work.

A Facebook ads agency often suits you better when:

• Few people search for what you sell, because buyers do not know it exists yet.
• Your offer is visual or easy to show in a short video.
• You sell to consumers or owners of small businesses who scroll more than they search.
• You have a lead magnet, quiz or webinar that needs reach.

Google usually wins first when buyers search for your service by name, often with a suburb or city attached.

Plenty of businesses need both. Start with the channel closest to the buyer's intent, prove it and then add the second.

Red flags

• They hold your ad account in their name.
• Guaranteed results or "page one in 30 days".
• Reports with no link to leads or sales.
• Lock-in contracts of 12 months or more.
• Nobody asks how you handle a new enquiry.
• No access for you to see the account yourself.

If you already have an agency and something feels off, great ads with a terrible booked-call rate shows where the problem often hides.

When you are ready to compare, our ads management page shows how we connect campaigns to booked calls.

Common questions

How do I choose a Google Ads agency in Australia?

Check that you own the ad account, that they report on booked calls and sales, that the contract has a fair exit and that you meet the person running your account. Then ask to see a live account.

Should I use a Google Ads agency or a Facebook ads agency?

Use Google when buyers already search for your service. Use Meta when they do not know to search yet, or when your offer is easy to show visually. Many service businesses end up running both.

Is a percentage of ad spend a fair agency fee?

It is common, but it rewards higher spend rather than better results. A fixed monthly fee is simpler to judge. Either way, ad spend should be clearly separate from the management fee.

How long should a Google Ads contract be?

The first weeks often involve setup and learning. Judge the term against the work and exit clause. Be wary of 12-month terms with no exit clause.

Want a second set of eyes on your ads? Book a call or start with the free AI discovery.