In a major move that reflects the evolving nature of digital advertising and agency collaboration, Shoaib Iqbal, a well-known name in the tech and marketing ecosystem, has officially joined Google as the Agency Partnerships Lead in Australia. With this new position, Iqbal embarks on a fresh professional journey that blends innovation, AI, and the power of strategic partnerships. Having previously held an influential position at Meta, his transition to Google is being seen as a significant industry development that promises to reshape how advertising agencies and tech companies work together in the APAC region.
From Meta to Google: The Man Behind the Move
Shoaib Iqbal is a seasoned marketing and advertising professional with over a decade of experience across global platforms. His diverse background includes working with startups, major tech companies, and regional markets, making him uniquely positioned to lead large-scale initiatives. At Meta, formerly known as Facebook, he spent over six and a half years leading product marketing and go-to-market strategies across Asia-Pacific (APAC). His efforts were instrumental in the launch and expansion of advertising products in dynamic markets like Australia, New Zealand, Japan, and Southeast Asia.
Iqbal’s journey in the advertising world began humbly. In 2015, without any formal training in digital advertising, he launched his very first ad campaign to promote a startup. That experience, he later reflected, helped him recognize the power of accessible and simple ad solutions for small businesses. He saw firsthand how platforms like Meta could serve as equalizers—empowering even small enterprises to reach massive audiences. That realization helped shape his understanding of the vital role that digital tools play in economic empowerment.
A Legacy of Innovation at Meta
During his tenure at Meta, Shoaib rose through the ranks and became a driving force behind several successful campaigns and product launches. His work primarily revolved around Product Marketing and developing Go-to-Market strategies for Meta’s advertising tools. With a sharp understanding of both technology and human behavior, he helped Meta solidify its presence in competitive markets while also providing agencies and advertisers with scalable ad solutions.
Shoaib describes Meta as a company that thrives on speed, transparency, and global thinking. He often praised its ability to make fast decisions and its open culture that encouraged bold ideas. According to him, working at Meta wasn’t just about connecting people on social media—it was about connecting the dots in the global business ecosystem and helping billions of users access products and services that mattered.
A Strategic Leap to Google
Shoaib’s move to Google isn’t just a professional shift; it’s a carefully calculated leap into the future of advertising and AI-driven marketing. As the new Agency Partnerships Lead, he will be responsible for spearheading Google’s collaborations with the largest advertising agencies in Australia. His goal will be to ensure that these agencies are fully equipped to utilize Google’s expanding suite of advertising products, including AI-powered solutions and multi-modal ad formats that integrate text, images, voice, and video.
In his own words, Shoaib expressed his admiration for Google’s mission—“to organize the world’s information and make it universally accessible and useful.” He emphasized his belief in the human desire to explore and learn, and how Google aligns with that natural curiosity. For Shoaib, Google’s commitment to accessibility, information democratization, and technological innovation makes it the perfect platform to take his work to the next level.
Why Australia Is the Right Fit
Google’s decision to base Shoaib Iqbal in Australia speaks volumes about the country’s role in the future of digital marketing. As one of the most digitally advanced nations in the world, Australia has a thriving ecosystem of advertising agencies that are eager to adopt new tools and technologies. The region is also a strategic entry point to other key APAC markets. Shoaib himself expressed excitement about being based in Sydney, where he is already enjoying the city’s vibrant lifestyle, its beaches, and its energy.
More importantly, Shoaib recognizes that Australia is a high-opportunity market for innovative, AI-backed ad strategies. With agencies playing a central role in campaign planning and execution, Google’s focus on strengthening partnerships at the agency level is both timely and impactful. Through his new role, Shoaib will be able to enhance collaboration, streamline workflows, and provide agencies with tools to drive better outcomes for their clients.
Industry-Wide Reactions to the Move
The news of Shoaib Iqbal joining Google has been met with widespread support and enthusiasm across the industry. On LinkedIn and other platforms, Shoaib’s announcement received hundreds of messages congratulating him on his next chapter. Fellow marketers, former colleagues, and industry professionals described the move as a “powerful career pivot” and a “win-win” for both Shoaib and Google.
Many industry insiders believe that Shoaib’s unique blend of creativity, strategic thinking, and experience in emerging markets will make him a valuable asset in Google’s global strategy. His ability to bridge the gap between technology providers and agency partners is expected to boost campaign performance and foster stronger, long-term collaborations.
A New Chapter in AI-Powered Advertising
One of the most exciting aspects of Shoaib Iqbal’s new role at Google is his focus on AI-driven marketing solutions. With artificial intelligence reshaping how people discover and interact with content, Google is investing heavily in building multi-modal, smart ad platforms that adapt to user preferences in real-time. Shoaib will be at the forefront of helping agencies understand and implement these tools effectively.
As agencies across Australia adopt Google’s AI-powered systems, they will be able to generate deeper consumer insights, build more personalized campaigns, and achieve better return on investment. This level of data-driven precision will mark a new era in how agencies approach creativity, targeting, and campaign execution. Shoaib’s role will be to guide agencies through this transformation, ensuring they maximize their impact while staying ahead of the curve.
Opportunities for Advertisers and Agencies
For advertisers and agencies alike, Shoaib’s appointment represents a significant opportunity. Agencies can expect to receive greater support, training, and access to new tools that can transform the way they operate. Shoaib’s background in launching large-scale advertising products at Meta will enable him to roll out similar strategies that focus on performance, transparency, and business growth.
Advertisers working with agencies partnered with Google can look forward to more targeted and cost-effective campaigns that deliver real results. Whether it’s increasing visibility, improving customer acquisition, or building brand loyalty, Shoaib’s efforts will be directed toward ensuring that Google’s ad solutions empower both large and small businesses.
What Lies Ahead for Shoaib Iqbal and Google
The future looks bright for Shoaib Iqbal as he begins this exciting new chapter. Industry watchers are already predicting that under his leadership, Google will deepen its partnerships with top agencies, improve ad solution rollouts across APAC, and drive significant innovation in campaign performance. His journey from launching grassroots ad campaigns to now leading at the highest levels of global tech is both inspiring and indicative of the fast-paced evolution of digital marketing.
Google’s focus on agency empowerment, combined with Shoaib’s track record of success, sets the stage for long-term success. In the coming months, it’s expected that Shoaib will introduce new frameworks for collaboration, host educational workshops, and develop playbooks that guide agencies in the smart use of Google tools and AI-powered systems.
Shoaib Iqbal’s transition from Meta to Google marks more than just a job change—it represents a shift in the digital advertising landscape. His new role as Agency Partnerships Lead in Australia places him in a unique position to influence the next generation of agency-client relationships. With his unmatched experience in APAC markets, product innovation, and digital transformation, Shoaib is ready to lead a revolution in how agencies and platforms work together.
This move highlights Google’s long-term commitment to strengthening its ecosystem of partnerships and advancing advertising through intelligent technology. Shoaib Iqbal’s leadership is not only expected to uplift agencies and advertisers in Australia, but also set new benchmarks for strategic growth across the entire APAC region.
