Search Ads 360 delivered by XPON.
Enterprise search management across Google, Microsoft, Yahoo Japan, and Baidu, implemented as a single optimisation layer across your paid search programme. XPON delivers the licence, the engine connections, and integration with GA4 360 and CM360 Floodlight, then enables your team to operate it so bids, budgets, and attribution function as one system across every engine.
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10 years delivering SA360 across ANZ as one of the only dual-certified Google Marketing Platform and Google Cloud Premier partners in the region.
Search Ads 360 is Google's enterprise search management platform.
SA360 is the campaign management surface for paid search across Google Ads, Microsoft Advertising, Yahoo Japan, and Baidu, with cross-engine bid management, unified reporting, and native Floodlight conversion tracking. It's where enterprise marketing teams run search as one programme across every engine rather than as separate accounts inside each platform's native UI.
Like the rest of Google Marketing Platform, SA360 is not sold direct by Google in Australia or New Zealand. You buy it through a certified Sales Partner, like XPON. The Sales Partner you choose resells the licence, delivers the engine connections, and provides the ongoing technical support that keeps SA360 integrated with the rest of your stack. For a detailed explanation of how SA360 works and where it fits in the GMP stack, see our complete guide to SA360.
- Multi-engine search managementOne platform for Google Ads, Microsoft Advertising, Yahoo Japan, and Baidu, with unified campaign structures and shared budgets across engines.
- Cross-engine bid managementSA360 bid strategies optimise across engines using one set of conversion goals and one view of performance, not engine-by-engine.
- Automated bid strategiesTarget ROAS, target CPA, and portfolio bidding driven by machine learning, with custom-column inputs and conversion weighting.
- Native Floodlight integrationSA360 conversions report through the same Floodlight setup as DV360 and CM360, so attribution lines up across paid media.
- Audience activationGA4 360 audiences, first-party data via Customer Match, and Floodlight remarketing lists usable across every engine SA360 manages.
- BigQuery measurement exportSA360 reporting joinable in BigQuery for advanced attribution, MMM-ready datasets, and custom reporting across engines.
When does SA360 make sense.
SA360 earns its keep when paid search gets complex enough that managing engines in their native UIs starts breaking down. Four common inflection points.
You're running paid search across more than one engine.
The moment Google Ads is sitting alongside Microsoft Advertising, Yahoo Japan, or Baidu, native UIs stop scaling. SA360 unifies campaign structures, shared budgets, and conversion goals across engines so the search programme is managed as one thing, not three.
You have more campaigns, ad groups, or markets than native bidding can govern.
Large search estates with thousands of ad groups, multiple markets, or complex product portfolios outgrow what native engine bidding can optimise sensibly. SA360 portfolio bidding, custom columns, and conversion weighting handle that complexity in one optimisation loop.
Search needs to report through the same conversion model as the rest of your paid media.
When DV360 and CM360 are already running through Floodlight, search reporting through Google Ads conversions creates a measurement gap. SA360's native Floodlight integration brings search into the same attribution model as the rest of your paid stack.
Trafficking, approvals, and audit trails need to work across multiple agencies or teams.
Enterprise media teams running search across regions and with multiple agency partners need user permissions, approval gates, and change logs that don't live in shared sheets. SA360 brings governance and workflow tooling that native engines don't.
Why ANZ enterprise teams pick XPON to deliver SA360.
Most Australian and New Zealand teams have a shortlist of two or three GMP partners they're considering. Here's the differentiation that consistently lands us the work, and what it actually means for how your engagement runs.
Track record across ANZ enterprise search.
XPON has delivered SA360 for some of the largest paid search estates in Australia and New Zealand, including multi-brand, multi-region, and multi-engine implementations. That track record reduces discovery time and accelerates time-to-value on your engagement.
One of fewer than ten GMP Sales Partners in Australia.
Sales Partner status means we sell, implement, and support SA360 directly under one contract with Google. One commercial relationship for the licence, the technical implementation, and the ongoing platform support that keeps your team productive in SA360.
Google Cloud Premier Partner with the Marketing Analytics specialisation.
SA360 is only half the stack. The other half is the audience and attribution layer underneath. Our Cloud Premier status with the Marketing Analytics specialisation means XPON supports the full GMP stack alongside GA4 360, BigQuery, and the activation pipelines that feed SA360, not just the bid management surface.
End-to-end delivery under one team.
Licence, engine connections, Floodlight integration, audience activation, bid strategy setup, training, and ongoing platform support. All by the same team you scope with. No handovers between sales, delivery, and managed services.
Senior search practitioners on every engagement.
Engagement teams are stable from scoping through delivery. The senior practitioner in your scoping session leads the engagement through to ongoing optimisation.
Local Australian and New Zealand delivery.
XPON is locally headquartered with on-the-ground experience across the ANZ regulatory and media landscape, including Nielsen, OzTAM, the Australian Privacy Principles, and the 2026 privacy reform. We operate in your timezone, on your privacy framework, with deep knowledge of the local context.
What we actually build with SA360.
SA360 delivers the most value when it is integrated with the rest of your measurement and activation stack and your team is enabled to operate it confidently. XPON delivers the technical integration and the enablement. Your team operates the search programme.
Portfolio bidding across Google, Microsoft, and beyond.
Engine connections set up, conversion goals aligned across Floodlight and engine-native pixels, portfolio bid strategies configured with custom columns and conversion weighting. One optimisation loop covering every engine you run search on, not three separate platforms with three separate bid models.
Search measurement in the same model as DV360 and CM360.
Floodlight conversions flowing into SA360 bid strategies, data-driven attribution shared across paid search and the rest of GMP, and BigQuery-joinable reporting so search performance can be analysed alongside display, video, and ad serving. One source of truth for paid media conversions.
Enablement, training, and ongoing platform support.
XPON does not operate media on your behalf. We enable your team to operate it themselves, with structured training on the SA360 capabilities they use day-to-day, and named technical contacts available for escalation on bid strategy setup, Floodlight changes, engine connections, troubleshooting, and platform updates.
What an XPON SA360 engagement actually covers.
End to end, under one team. XPON licenses, implements, integrates, and enables. Your team operates the search programme. XPON remains the technical partner for the platform-level work that keeps SA360 productive.
Licensing and seat access
Direct SA360 licensing via XPON as a GMP Sales Partner. Contract structure, billing, support escalation, all under one commercial relationship.
Engine connections and platform setup
Google Ads, Microsoft Advertising, Yahoo Japan, and Baidu connected to SA360 with the right permissions, account structures, and naming conventions. The SA360 instance set up to your business, ready for your team to run.
Floodlight integration and conversion alignment
Floodlight conversions feeding SA360 bid strategies, conversion goals reconciled across engine-native pixels and Floodlight, and attribution settings configured to match the rest of your paid media model.
Bid strategy and portfolio setup
Portfolio bidding configured with the right conversion goals, custom columns, and weighting. Target ROAS, target CPA, and floor/ceiling rules tuned to your business, not generic defaults.
Training and enablement
Structured training on the SA360 capabilities your team operates day-to-day, including bid strategy management, reporting, audience setup, and the workflows that keep search operations efficient. Operational ownership remains with your team. XPON provides the technical and platform expertise behind them.
Reporting and ongoing platform support
Looker Studio and BigQuery reporting layered over SA360 data, with named technical contacts available for escalation, configuration audits, and platform-update guidance.
SA360 is one part of Google Marketing Platform.
Explore the rest of the marketing and advertising tools that make up Google Marketing Platform, and how they integrate with SA360 to give you a single measurement and activation stack.
Frequently asked questions about SA360.
How much does SA360 cost in Australia and New Zealand?
Google does not publish SA360 pricing publicly. Commercials are built per customer through Sales Partners and combine spend-based platform fees with partner implementation and support services. SA360 typically makes commercial sense once paid search is running across more than one engine, or once a single-engine programme has grown to the point that bid management and reporting in native UIs is breaking down. To get a current quote, engage a Sales Partner directly.
Can I buy SA360 directly from Google?
No. In Australia and New Zealand, SA360 (and the rest of the GMP suite) is sold exclusively through authorised Sales Partners. The Sales Partner resells the licence to you under contract, handles billing, and operates the support relationship with Google on your behalf.
How long does a SA360 implementation take?
A typical SA360 setup (advertiser configuration, engine connections, Floodlight alignment, portfolio bid strategy setup, and initial reporting) runs 4 to 8 weeks depending on scope. Multi-market or multi-brand rollouts run longer and are usually phased.
How is SA360 different from Google Ads native bid strategies?
Google Ads native bid strategies optimise within Google Ads only. SA360 portfolio bidding optimises across multiple engines and account structures using one shared set of conversion goals, with custom columns and conversion weighting that go beyond what native engine bidding supports. SA360 also brings cross-engine reporting, governance workflows, and native Floodlight integration that Google Ads alone doesn't.
What does an XPON SA360 engagement actually include?
Under one commercial relationship: licence and seat access, engine connections and advertiser setup, Floodlight integration with CM360 and the rest of your paid media, portfolio bid strategy configuration, audience activation with GA4 360 and first-party data, training and enablement on the platform, and ongoing technical and platform support. XPON does not operate media on your behalf. We implement the platform, integrate it with the rest of your stack, train your team, and remain the technical partner so your team can operate SA360, with XPON providing technical support in the background.
Do I need GA4 360 or CM360 to use SA360?
No, but SA360 is more valuable when it's integrated with at least one. CM360 brings Floodlight conversion measurement that lines up search reporting with the rest of your paid media. GA4 360 unlocks audience activation and BigQuery-driven attribution. Most XPON SA360 engagements include at least Floodlight via CM360 from day one.
Speak to a SA360 expert.
Share the current state of your paid search stack and your target end-state. XPON will assess fit, define an indicative scope, and confirm whether we are the right partner for the engagement.
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