Spend less.
Sell more.
Google Ads is the most measurable advertising medium ever invented. It’s also the most over-spent. We run paid search like a P&L, every keyword, ad group and audience earning its keep.
- Why Google Ads still matters in Australia
- // Industry data, 2024-25
93%
Australian search market share held by Google
- StatCounter, 2025
$9B+
Annual Australian digital search ad spend
- IAB Australia, 2024
63%
Of Australian Google searches are on mobile
- Google Trends, 2024
$2-8
Average cost-per-click range across competitive AU verticals
- Industry benchmarks
- // Campaign types
Six campaign types. One coordinated team.
SEARCH
High-intent keyword campaigns. The bedrock of any Google Ads account.
- Exact / phrase match strategy
- Negative keyword hygiene
- Ad copy testing
- Landing page recommendations
SEARCH
Search is where the money is. Captured intent at the moment of decision, with measurable CPA against every conversion. We obsess over match types, negatives, search-query reports and ad copy that earns the click on its own merits, not a bid.
TALK TO US ABOUT SEARCH
- Exact / phrase match strategy
- Negative keyword hygiene
- Ad copy testing
- Landing page recommendations
PERFORMANCE MAX
Google's all-surface campaign. Run with discipline, useful. Run loose, expensive.
- Asset group strategy
- Audience signal layering
- Brand exclusion lists
- Search-term insights
PERFORMANCE MAX
PMax is sold as set-and-forget. It isn't. We feed it the right asset groups, audience signals, conversion values and negative lists, then we audit weekly. Done right, PMax adds 20-30% of incremental conversions to a healthy account.
TALK TO US ABOUT PMAX
- Asset group strategy
- Audience signal layering
- Brand exclusion lists
- Search-term insights
SHOPPING
For ecommerce, the highest-leverage Google surface in the country.
- Merchant Center & feed setup
- Custom label segmentation
- Product title optimisation
- Promotions & badges
SHOPPING
Standard Shopping or PMax-with-feed, we run both depending on the catalogue. The wins come from feed quality, not bid strategy: titles, attributes, GTINs, custom labels. We treat the feed as a first-class asset, not an afterthought.
TALK TO US ABOUT SHOPPING
- Merchant Center & feed setup
- Custom label segmentation
- Product title optimisation
- Promotions & badges
DISPLAY & DISCOVERY
Visual and Demand Gen campaigns. Useful at the right place in the funnel, dangerous as a default.
- Audience targeting strategy
- Custom segments & lookalikes
- Creative production guidance
- View-through attribution
DISPLAY & DISCOVERY
Display has its place: prospecting visually, retargeting site visitors, supporting a launch. We use it surgically and measure it honestly. Demand Gen ads on YouTube, Discover and Gmail can be a strong mid-funnel layer when paired with proper creative.
TALK TO US ABOUT DISPLAY
- Audience targeting strategy
- Custom segments & lookalikes
- Creative production guidance
- View-through attribution
YOUTUBE
The largest video platform on earth, and an underused performance channel in Australia.
- Format strategy
- Audience targeting
- Creative production briefs
- Brand lift measurement
YOUTUBE
Hreflang done properly. Multi-region, multi-language strategies that actually deploy.
TALK TO US ABOUT YOUTUBE
- Hreflang architecture
- Country & language strategy
- Content localisation
- Geo-targeted hosting
- International link building
LOCAL SERVICES ADS
Google's pay-per-lead surface for service businesses. Aggressively under-utilised in Australia.
- Eligibility & verification
- Profile optimisation
- Lead-quality management
- Dispute & refund workflow
LOCAL SERVICES ADS
LSA puts you at the top of the page for service-business queries (plumbers, electricians, lawyers, agencies) with a pay-per-lead model. Eligible verticals only, but where it works, it's transformative.
TALK TO US ABOUT LSA
- Eligibility & verification
- Profile optimisation
- Lead-quality management
- Dispute & refund workflow
- // Real examples
Search ads that earn the click.
01/04
Search Ad
High-intent keyword campaigns. The bedrock of any Google Ads account.
02/04
Shopping Ads
Google’s all-surface campaign. Run with discipline, useful. Run loose, expensive.
03/04
Display Ad
For ecommerce, the highest-leverage Google surface in the country.
04/04
Performance Max
Visual and Demand Gen campaigns. Useful at the right place in the funnel, dangerous as a default.
- // How we work
A method, not a mystery.
01
Audit
Account audit, conversion-tracking review, competitive benchmark. Wasted spend identified, restructure mapped before anything goes live.
02
Restructure
Campaign architecture aligned to margin, not vanity. Match types, audiences, bidding, naming conventions, all rebuilt from the ground up where they need to be.
03
Launch & Iterate
Creative, copy, landing-page recommendations and weekly hygiene. Negatives, query reports, bid adjustments, audience refinements. Done as a habit, not an emergency.
04
Report
Plain-English reporting that ties spend to revenue, not impressions. Monthly business review with a senior account lead, not an account-management report.
- // Why Paperstack
Senior people. No junior account leaks.
Most agencies pitch with a director and deliver with a graduate. We don’t. The named senior on your proposal is the one in your account every week, doing the negatives, writing the ad copy, walking you through the report. That’s why our retention is what it is.
150+
Australian brands run across paid media at Paperstack
20+ yrs
Senior paid-media experience leading every account
Partner
Google Premier Partner, Meta Business Partner, Microsoft Advertising Partner
2
Studios: Melbourne CBD + Surfers Paradise
- // FAQs
Questions, answered straight.
What's a realistic monthly Google Ads spend to start?
We work with accounts from $2,000/month media spend up to seven-figure-monthly budgets. Below $2k, you’re better served with organic SEO or LSA, the management overhead doesn’t make sense. Above $50k/month, we’d typically dedicate a senior strategist plus a specialist to the account.
Are you contract-based?
No lock-in contracts. Month-to-month engagements. We earn our place every month with results that show up in your dashboard, not in our pitch deck.
What's the difference between hiring you and Google's own account managers?
Google’s reps work for Google. Their incentives are to grow your spend and increase reliance on automation. Ours are to grow your profit, which sometimes means cutting spend, refusing PMax, or sending traffic to a competitor’s keyword. Different jobs entirely.
How do you report?
Live dashboards (Looker Studio) updated daily, plus a monthly written report in plain English: what happened, why it happened, what we’re doing about it. Quarterly business reviews on Zoom or in person, depending on what you prefer.
Do you run Shopping for ecommerce?
Yes, both Standard Shopping and PMax-with-feed. We treat the merchant feed as the single most important asset in the account, optimisation of titles, attributes, GTINs and custom labels is where 80% of Shopping wins come from, not bid strategy.
- // Google Ads
Want a free Google Ads audit?
30 minutes with a senior strategist. We’ll screen-share your account, identify wasted spend, and tell you the three changes worth making this quarter. If we’re a fit, we’ll talk about working together. If not, you keep the audit.