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Google Ads for Government: Reach People the Moment They Search

When someone searches to apply, enrol, report or check a rule, your ad can put the official page first. We run Google Ads for public campaigns that stand up to the guidelines and to public scrutiny.

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Google Ads Explained

What Is Google Ads for Government?

Google Ads for government puts search, YouTube and display ads in front of the people a public campaign needs to reach, measured against its objective.

Search ads catch people who are already looking. YouTube and display reach them before they start.

How Paid Search Works for a Public Campaign

Every click should end on a clear, accessible page that moves the campaign objective.

  1. 01

    Set the Objective

    Define the action you want, such as enrolments, bookings or applications, and how it will be evaluated.

  2. 02

    Match the Searches

    Build keywords around the tasks and questions your audience types, in English and community languages.

  3. 03

    Land on the Right Page

    Send each ad to a fast, accessible page that answers the search, with no links to politicians’ websites.

  4. 04

    Measure and Report

    Track completed actions in GA4 and report them in the format your campaign evaluation needs.

48%of Commonwealth campaign media went to digital in 2024-25 ($97.5m of $204.1m)Department of Finance, 2025
$250,000Commonwealth ad campaigns of this value or more go to an independent committeeDepartment of Finance, 2025

What Actually Moves Google Ads Results for Government

  • Government Services Certification

    Google only lets certified governments and authorised providers run ads for direct access to specific government documents and services. Get certified before launch.

  • Owning Your Service Names

    Bid on your own service and program names so the official page sits at the top of the results, ahead of third-party sites.

  • Community Language Campaigns

    Run ads in the languages your audience reads and send each one to a translated page, so the message holds all the way through.

  • Regional and Postcode Targeting

    Target by postcode, radius or region so a council or regional campaign spends only where the service applies.

  • Landing Pages Built to the Guidelines

    Commonwealth campaigns must present facts accurately, avoid party slogans and never link to politicians’ or party websites.

  • Tracking That Survives Evaluation

    Track real actions, such as bookings and applications, in GA4 and Google Ads so results hold up in the campaign evaluation.

Compliance Before Launch

Government ads carry extra rules. We check them before a dollar is spent.

01

The Five Campaign Principles

Commonwealth campaigns must be relevant to government responsibilities, objective, fair and accessible, free of party politics, efficient, and lawful.

02

Media Through the Right Channel

Non-corporate Commonwealth entities place all advertising through the Central Advertising System. We plan the search strategy, ads and pages around it.

03

Election and Referendum Rules

Google requires verification and a Paid for by disclosure for Australian election ads, including referendums. We keep public information ads clear of that line.

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Meet the People Behind Your Google Ads

Your campaigns are run by our Google Ads team, who build, optimise and report on every account and talk to you in plain English.

Why Google Ads Matters for Government Now

72 Oct 2026

Google began enforcing its updated government documents and services ad policy (Google, 2026)

11 m

Australians use a language other than English at home (ABS Census, 2021)

8 %

of Australians now use AI for search alongside Google (YouGov, 2026)

Search Ads vs YouTube and Display

Search Ads

YouTube and Display

Most public campaigns need both. We set the split from your objective and evaluation plan.

How We Do Google Ads for Government

Built to your brief, checked against the rules and reported in your format.

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1

Brief and Compliance Check

We confirm objectives, audiences, budget thresholds and which rules apply, including the campaign guidelines and Google certifications.

2

Build Campaigns and Pages

We write the ads, build keyword sets in the languages you need and create accessible landing pages that match each ad.

3

Launch and Optimise

We launch, review search terms closely and move budget to the searches and places that deliver the objective.

4

Report for Evaluation

Monthly and end-of-campaign reports cover reach, actions and cost per action, ready for your evaluation and annual report.

Google Ads for Government Pricing

From $2,000 a month

What’s included

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Google Ads for Government Questions, Answered

Can government agencies run Google Ads?

Yes. Councils and other public bodies can run their own Google Ads accounts. Non-corporate Commonwealth entities place all their advertising through the Central Advertising System, so we work alongside the master media agency on strategy, ads and landing pages.

Are government agencies eligible for Google Ad Grants?

No. Google for Nonprofits, which runs Ad Grants, lists governmental entities and organisations as ineligible. Public campaigns run on paid Google Ads.

Do we need Google certification to advertise our services?

If your ads promote direct access to specific government documents or services, yes. Google only allows certified governments and authorised providers to run those ads, and enforcement of its updated policy began on 5 October 2026.

How do you keep ads non-political?

We follow the Commonwealth campaign principles on every ad and page. That means objective language, no party names or slogans, and no links to politicians’ or party websites.

Can you target regional or multilingual audiences?

Yes. We target by postcode, region and language, and send each ad to a page in the same language. More than 5.6 million Australians use a language other than English at home.

How much should we spend on Google Ads?

It depends on how many people search for the service and what the campaign must achieve. We size the budget from real search volumes before launch, and show you where each dollar went.

Can you work within our procurement process?

Yes. Tell us how your agency buys and we will quote against your brief and process. Commonwealth campaigns expected to exceed $500,000 draw on the Government Communications Campaign Panel, so we confirm the right route with you first.

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