Google Ads is the most effective paid acquisition channel for migration agents. When someone searches "migration agent near me" or "partner visa help Melbourne," they're actively looking for your services. The challenge is running campaigns that generate profitable clients rather than burning cash on irrelevant clicks.
Why Google Ads works for migration agents
Unlike social media advertising (where you're interrupting people), Google Ads captures intent. Someone searching "482 visa agent Sydney" is actively looking for help right now. This high-intent traffic converts at rates social media can't match.
Campaign structure
Set up separate campaigns for each major visa category:
- Campaign 1: Partner visas — keywords like "partner visa agent," "spouse visa help Australia," "de facto visa application"
- Campaign 2: Employer-sponsored visas — keywords like "482 visa agent," "employer sponsored visa help," "skills in demand visa"
- Campaign 3: Skilled migration — keywords like "189 visa agent," "points test help," "skilled migration consultant"
- Campaign 4: Student visas — keywords like "student visa agent," "study in Australia help"
- Campaign 5: Brand/generic — keywords like "migration agent [city]," "immigration lawyer near me"
Separate campaigns let you control budgets independently — if partner visas are your highest-margin service, you can allocate more budget there.
Keyword strategy
High-intent keywords (bid higher)
- "migration agent [city]"
- "[visa type] agent near me"
- "help with [visa type] application"
- "registered migration agent [suburb/region]"
Research keywords (bid lower)
- "how to apply for [visa type]"
- "[visa type] requirements"
- "partner visa cost"
Negative keywords (essential)
Add negative keywords to prevent your ads showing for irrelevant searches:
- "free," "DIY," "template," "forum"
- "jobs," "salary," "career" (unless running employer campaigns)
- Other countries: "USA immigration," "Canada visa," "UK visa"
- "MARA exam," "become a migration agent" (unless that's your target)
Budget
Migration agent clicks are expensive — $8-25 per click depending on location and visa type. A reasonable starting budget:
- Solo agent: $500-1,000/month
- Small firm: $1,500-3,000/month
- Established practice: $3,000-10,000/month
At $15 average cost per click, $1,000/month gets you approximately 67 clicks. If your landing page converts at 5% (realistic for a good page), that's 3-4 enquiries per month. If you convert 50% of enquiries into paying clients at an average fee of $4,000, that's $6,000-8,000 revenue from $1,000 ad spend.
Landing pages
Never send Google Ads traffic to your homepage. Create dedicated landing pages for each campaign with:
- A clear headline matching the search intent ("Partner Visa Help from a Registered Migration Agent")
- Your MARN displayed prominently (builds trust)
- A simple contact form or booking link above the fold
- Social proof — Google reviews, success statistics, testimonials
- Clear pricing or "free consultation" offer
- Mobile-optimised (60%+ of traffic will be mobile)
Measuring ROI
Track these metrics:
- Cost per lead — total ad spend / number of enquiries. Target: under $100.
- Cost per client — total ad spend / number of paying clients. Target: under $500.
- Return on ad spend (ROAS) — revenue generated / ad spend. Target: 4x or higher.
Use Google Ads conversion tracking and connect it to your CRM to track which keywords and campaigns actually generate paying clients, not just clicks.
Common mistakes
- No negative keywords — you'll waste 30-50% of your budget on irrelevant searches
- Sending traffic to your homepage — conversion rates drop dramatically without a focused landing page
- Not tracking conversions — if you don't know which campaigns generate clients, you can't optimise
- Giving up too early — Google Ads needs 2-3 months of data before you can make meaningful optimisation decisions
Google Ads is the fastest path to predictable client acquisition for migration agents. If you're managing leads from Google Ads, a CRM with lead tracking and pipeline management helps you convert enquiries into paying clients. LodgeHQ includes a built-in CRM with lead pipeline, referral source tracking, and automated follow-up reminders.