What's the difference between performance marketing and just running ads?

Performance marketing treats every channel — paid search, paid social, landing pages, tracking — as one connected system accountable to a single number: cost per qualified lead. Running ads without that connection means each channel optimises for its own metric (clicks, reach) with no one responsible for whether the budget actually produces revenue.

How is budget split between Google Ads and Meta Ads?

Not by a fixed default split — budget moves toward whichever channel is producing qualified leads most efficiently, reviewed on an ongoing basis against your real cost-per-lead ceiling. Early in a programme both channels typically get meaningful testing budget before spend concentrates on the stronger performer.

Do you build the landing pages too, or just run the ads?

Both, as part of one programme — a landing page mismatched to the ad that sent the click is a media-buying problem as much as a design one, and treating them separately is a common reason performance marketing underperforms even with well-run ad accounts.

How do you handle Australian Consumer Law compliance across multiple channels?

Claims are reviewed once against the ACL Section 18 misleading-or-deceptive-conduct standard and applied consistently across every channel a campaign touches — ad copy, landing pages and offer terms — rather than reviewed separately (and inconsistently) per channel.

What happens if a claim is corrected on one channel but not another?

That inconsistency is itself the risk — under ACL Section 18, each channel carrying the outdated or unsubstantiated claim is its own exposure, regardless of whether a different channel already fixed it. We maintain one claims register per account so a correction applies everywhere the claim appears, not just where it was first flagged.

Do you report Malaysia and Australia performance together or separately?

Separately by default — different currencies, benchmarks and buyer behaviour mean a blended report obscures which market is actually performing. A combined view is available on request but never replaces the per-market numbers.

Australia

Performance Marketing for Australian Businesses

One accountable programme across paid search, paid social, landing pages and tracking — budgeted in AUD, reported against cost per lead.

Operating from 60 Martin Place, Sydney, with delivery from our Kuala Lumpur headquarters.

Last updated: July 2026

Quick answer: Performance marketing works best as one connected system across Google Ads, Meta Ads, landing pages and tracking — not disconnected specialists each optimising a different metric. Australian benchmarks run Google Search CPC AUD 2–4 cross-industry and Meta CPM AUD 9.63–21.73, with budget moving toward whichever channel produces qualified leads most efficiently.

Performance marketing done properly is one system, not three disconnected agencies each optimising for their own channel's vanity metric. A Google Ads specialist optimising for clicks, a Meta specialist optimising for reach, and a web developer who never sees either campaign's data is how budget gets spent efficiently on paper and inefficiently in reality — no one owns the number that actually matters: cost per qualified lead.

We run Google Ads, Meta Ads, landing pages and conversion tracking as one connected system for Australian accounts, budgeted natively in AUD against real published Australian benchmarks — Google Search CPC commonly AUD 2–4 cross-industry (higher in contested verticals), Meta CPC around AUD 1.47, Meta CPM in the AUD 9.63–21.73 range depending on vertical and period (source, source, verified 2026) — not a converted ringgit figure that misjudges what the Australian market actually costs.

Every claim across every channel — ad copy, landing page copy, offer terms — is reviewed against Australian Consumer Law before launch. Rankings, reach and clicks are worthless if the underlying claim invites an ACCC complaint.

What's included

Google Ads and Meta Ads under one strategy. Budget allocated by what's actually producing qualified leads at an acceptable cost, reviewed and rebalanced on an ongoing basis — not split evenly by default.
Landing pages built for the traffic. Pages that match search or social intent specifically, not a generic homepage every campaign points to.
Unified tracking. One source of truth for lead quality across channels, so budget decisions are made on real enquiry data, not platform-reported clicks.
ACL-compliant claims across every channel. Pricing, comparisons and testimonials reviewed once, applied consistently everywhere they appear.
AUD-native reporting. Cost per lead, not impressions or reach, is the number every report leads with.

Australia benchmarks (AUD)

Metric	Typical range
Google Search CPC (cross-industry)	AUD 2–4
Meta CPC	AUD ~1.47
Meta CPM	AUD 9.63–21.73

Curated from published third-party sources (rockingweb.com.au, cross-referenced against wordstream.com), verified 2026-07-27 — not first-party managed-account data like our MY/SG figures. — full data in our AU ad benchmarks.

How we run it

One number that matters. Cost per qualified lead against your own break-even, computed the same way our break-even CPL calculator works — every channel decision is judged against it.
Budget follows performance, not habit. Spend shifts toward whichever channel is producing qualified leads most efficiently this month, not a fixed split decided at kickoff and never revisited.
Landing pages treated as part of the media plan. A page mismatched to ad intent is a media-buying problem, not just a design one — we build and test pages as part of the same programme, not as a separate workstream.
Compliance reviewed once, applied everywhere. Claims cleared against Australian Consumer Law are consistent across every channel a campaign touches.
Full channel stack, one account. Local SEO, social media marketing and TikTok Ads plug into the same tracking and reporting layer as paid search and Meta — added where they genuinely move the number, not by default.
Sydney-specific programme available. A Martin Place office, district-aware landing pages and AHPRA/TGA-aware clinic compliance — see our Sydney performance marketing page for the city-level detail this national page doesn't go into, and our SEO Sydney programme for the organic-search counterpart.
Set up as a B2B marketing agency, not a consumer performance shop. Longer consideration cycles, multi-touch funnels and lead-quality accountability all the way to CRM are how a B2B pipeline is actually measured — we run the same instrumentation on B2B accounts as we do on our owner-side loan and property programmes, where the buyer is a broker or a principal rather than a consumer. If your Australian pipeline is B2B rather than direct-to-consumer, the reporting has to lead with qualified-lead cost against sales-cycle stage, not raw clicks; that is the standard we build against.

One Compliance Standard, Every Channel

The single most common way ACL compliance breaks down in a multi-channel programme isn't a deliberately misleading claim — it's inconsistency. A pricing claim gets corrected on the Google Ads landing page after a review, but the same outdated claim is still live in a Meta carousel that was built separately and never revisited. Under ACL Section 18, each individual instance of a misleading claim is its own exposure, regardless of whether the other channel got it right.

We run one claims register per account — pricing, comparisons, testimonials, offer terms — reviewed centrally and applied to every channel that uses them, so a correction made on one channel propagates everywhere the same claim appears, rather than requiring someone to remember to update it in three other places.

Comparing quotes from multiple agencies? See our guide to choosing an Australian marketing agency and our honest breakdown of what digital marketing costs in Australia.

For regulated verticals the AHPRA/TGA surface applies at the campaign level: our Australia aesthetic clinic marketing and Australia dental clinic marketing programmes build against the AHPRA advertising guidelines and TGA therapeutic-goods restrictions from the outset, not as a compliance retrofit after a complaint.

Related: our Australia practice overview, the Malaysia Performance Marketing service, the AU benchmarks, and the pricing guide.

Other Australia programmes: SEO for Australia and Google Ads for Australia and Meta Ads for Australia and GEO / AI Search for Australia and Local SEO for Australia and Social Media Marketing for Australia and TikTok Ads for Australia and SEO — Sydney for Australia — plus all our Australia guides.

Frequently Asked Questions

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