The role of a Google Ads agency has evolved dramatically.
No longer just about media buying or keyword tweaks, today’s best agencies drive business strategy, translate data into insight, and build systems that scale across markets.
If you’re evaluating or working with a Google Ads partner — or managing campaigns in-house — here’s what great agencies do differently today, especially for global brands with NZ and AU presence.
What’s Changed in the Google Ads Landscape
- Smart Bidding and automation reduce manual control
- Performance Max changes how campaigns are structured
- Audience signals and creative now play a bigger role than keywords
- Agencies are expected to contribute to ROI, not just traffic
What a Great Agency Does Today
1. Moves Beyond Media Management
They influence landing pages, attribution models, CRM integration and more.
2. Brings Business Context to Campaigns
Strategy is aligned to LTV, margin, funnel stages — not just CPC or CTR.
3. Feeds Better Signals Into Google
That includes offline conversion data, Customer Match, and clean event tracking.
4. Audits Data Quality and Creative
They constantly review not just spend — but message relevance, user experience and conversion goals.
5. Collaborates Across Channels
They understand how Meta, SEO, email and CRO support Google Ads results.
Case Study – Global SaaS with AU Office
A global SaaS brand engaged Metrics Media to restructure their Google Ads strategy. Instead of just shifting budgets, we:
- Integrated Salesforce closed-won data with campaign goals
- Developed audience-led PMax structures by persona
- Used AI-based reporting to align creative with segment outcomes
Result: A 4.3x ROAS on enterprise leads, with clear attribution across teams.
Signs Your Agency Isn’t Evolving
- Still reporting on vanity metrics without context
- No input into business KPIs or customer quality
- Campaigns look identical across clients or industries
- No conversion tracking beyond basic lead forms
Final Thoughts
The agency model must evolve — just like Google Ads has.
Whether you’re in SaaS, e-commerce, or services, your partner should bring strategic thinking, technical depth, and creative insight to the table.
That’s what drives real, repeatable growth.
Metrics Media is a global performance agency with teams in NZ and AU, helping brands scale through Google Ads strategies built for today’s challenges.
📧 Want to review your current agency or build a better in-house model? Get in touch: info@metricsmedia.co.nz