Paid search, run like our own money is on the line.
Google Ads for marketing leaders at established Australian businesses. Direct specialist access, AI-native operations, revenue reported against your P&L. We manage paid search the way an owner would: every dollar of ad spend defended, every result tied to revenue.
Most marketing leaders inherit a single search campaign and an ads agency that never explained the rest. Google Ads (formerly Google AdWords) is not one lever. It is four disciplines, each doing a different job depending on where your buyer is. Search ads capture active search intent. Shopping ads put products in front of ready-to-buy customers. Video ads create demand on YouTube. Display recaptures it across the web.
A cookie-cutter Google Ads agency spends fastest on whatever Google's rep recommends this quarter. We match each channel to your margins and your search intent, then run paid search and the rest of the account as one set of Google Ads campaigns mapped to revenue. That is the difference between paid advertising that looks busy and paid advertising that pays.
The agency that wins for you is not the one running the most Google Ads campaigns. It is the one that knows which discipline earns its place in your P&L, and which to switch off.
Google search ads capture demand at the moment of intent, when someone is actively searching for what you sell. This is where most revenue lives for lead-gen and considered purchases. We build single-intent ad groups, disciplined negative keywords and ad copy written to qualify, not just to click, then let sophisticated bidding cut costs once the conversion data is clean.
Google shopping ads show your products, price and rating directly to ready-to-buy customers. These campaigns live and die on feed quality and margin maths, so we treat the feed as a revenue asset: titles, attributes and product segmentation built around what converts.
Performance Max can scale an account fast, but handed the wheel it cannibalises brand search and hides where the money goes. We run it governed: brand exclusions on, clear conversion data feeding it, spend ring-fenced and watched.
YouTube ads and video ads create demand at the top of the funnel. Video ads are primarily shown on YouTube, engaging buyers visually before they are searching at all.
Display ads reach audiences across millions of websites and apps. We use display for recapture and assisted conversions, not last-click vanity.
Demand Gen and remarketing re-engage a warm target audience (past visitors, customer lists, lookalikes) with the right message at the right moment. This is where a defined target audience turns wasted first-click spend into compounding return.
The mix is decided after the strategy call and the P&L, not before. For local businesses with geographic demand, Search and local campaigns carry most of the load. Our clients are typically established brands, so local is one lever in the mix, not the whole play.
You are the marketing leader at an established Australian business. You have run Google Ads with an agency before and watched the account get handed off to a junior six weeks after the kick-off call. The reporting came back in impressions and clicks while the revenue line did not move.
We built Firewire's paid search practice for the version of you that is one report away from bringing it in-house. Direct specialist access. Revenue reported against your P&L. Campaign architecture built around your margins, not a template lifted from the last brand we onboarded.
If you are spending $5K–$200K a month on Google Ads and want it run like our own money is on the line, this is what that looks like.
You work with the senior specialist running your account. They are in the account, on the call, and writing the brief. Same person, every conversation. Strategy, execution and reporting from the same team, with no client-services layer translating between you and the work.
GA4 audience builds, server-side conversion tracking, dashboards that show revenue impact rather than impression counts. Every Firewire client gets a live view of the account in Marko, our custom dashboard built in-house, updated daily and tied directly to your finance numbers. The monthly briefing leads with revenue, not clicks.
Not AI-powered hand-waving. Specific named systems doing specific named jobs: Otto MCP monitors account health daily and surfaces issues before they cost money. Pipeboard reconciles ad spend against revenue weekly. Marko, our in-house dashboard, gives you and the team the same live view of spend against revenue. Custom Claude Code agents draft ad copy variants and do the long-tail keyword and negative work that used to take days.
Most agencies run Google Ads in a box. We run paid alongside SEO and GEO (generative engine optimisation) under one team and one P&L, as one digital marketing strategy: our Earned Presence method, Discover, Capture, Prove. Paid data sharpens the SEO targeting; organic lowers the cost of paid. You own the page twice, in the ads, in the organic results, and increasingly in the AI answers. Most PPC agencies simply cannot do this because they only sell the one channel.
Campaign structure designed against your business model and margins. Bid strategy, ad group split, audience overlay and landing page mapping decided after we have seen your P&L, not before kick-off.
Full account build including conversion tracking, GA4 integration, server-side tagging, audience builds and product feed work where relevant. Existing accounts get audited and rebuilt where the structure is hurting performance.
Bids, keywords, ad copy, search terms, negatives: reviewed and shipped weekly by the specialist on your account. No queue, no ticket system. The work happens because they are in the account, not because you chased.
Paid traffic is only as good as where it lands. Ongoing conversion-rate audits with prioritised landing page recommendations, quarterly by default, sooner when conversion data warrants.
Always-on custom dashboard, built in-house and updated daily: the operational view your team uses between calls. Search term changes, bid signals, campaign-level deltas, anomaly alerts. Pairs with the P&L-tied measurement framework above; this is the surface, that's the philosophy.
Strategy calls direct with the specialist running the account, at a cadence scoped per engagement. Monthly performance briefing framed against revenue impact, not vanity metrics. Quarterly executive review against the P&L.
Hobbies Direct was ranking for generic hobby terms, but the traffic rarely turned into sales. Ads spend was climbing while margin wasn't.
We mapped every keyword to a product margin, rebuilt the account architecture around the highest-LTV categories, and synced SEO briefs with Shopping feeds so paid and organic reinforced each other on every buying query.
Firewire built the attribution framework before any content was created, so we always had clean data on what each channel contributed. The SEO wasn't cannibalising paid. It brought in customers we weren't reaching before.
Six Firewire engagements where Google Ads carried the revenue story. Every figure verified before it shipped.
See all Google Ads case studies“Ten retail locations leaning on Google Ads that burned budget without lead-quality discipline.”
Precision rebuild, scaled by region. Rebuilt search around exact-match, high-intent queries, gave each of the 10 locations its own geo-targeted campaign, then layered YouTube + BVOD once the search engine was efficient.
The senior specialist running the account, the customer success manager keeping the relationship solid, and the executive shipping the week-to-week optimisation. Strategy, execution and reporting from the same people.
Every quote here is from a real Firewire client. Numbers tied to verified analytics data.
I went in expecting another agency pitch deck. What I got was a P&L conversation, a clear ROAS target, and a paid search engine that delivered against it. 34:1 ROAS is not something I thought possible from Google Ads.
A remote-first team rooted in Newcastle, NSW. Working with paid search clients in every Australian capital.
30 minutes with a senior Firewire paid specialist. We will diagnose where ad spend is being wasted vs working in your current account, and tell you honestly whether we are the right partner to fix it.
