# Firewire Digital — Long-form Reference > A consolidated Markdown export of the most substantive Firewire pages, intended for LLM context-window consumption. Generated 9 July 2026. Canonical URLs at https://firewiredigital.com.au. --- ## Table of contents 1. About Firewire 2. SEO service 3. Google Ads service 4. Generative Engine Optimisation (GEO) service 5. ChatGPT Ads management service 6. Operating model and AI-native operations 7. Verified client portfolio 8. Frequently asked questions 9. Contact --- ## 1. About Firewire Firewire Digital is a specialist search marketing agency founded in Newcastle, NSW, Australia, in 2017. The agency works with marketing managers at established Australian businesses across three core services: Search Engine Optimisation (SEO), Google Ads, and Generative Engine Optimisation (GEO). Firewire sells these as one integrated engine it markets as AI SEO (/ai-seo/): SEO, Google Ads and AI search briefed off a single keyword-to-revenue map, so a brand is both ranked #1 on Google and cited inside the AI-generated answers from ChatGPT, Perplexity, Claude, Gemini and Google AI Overviews. The differentiator is proof on both surfaces: the entity and schema foundation that earns a ranking is the same foundation that earns an AI citation, so it is built once and every surface benefits rather than run as three siloed packages. Verified example: Ampcontrol is named as source #1 by ChatGPT for Australian battery energy storage (as at June 2026). The agency was founded on a single principle: clients should work directly with the senior strategist running their account, not with an account manager translating between them and a delivery team. Firewire is intentionally flat. No tier-two review layer, no account management hierarchy, no scaling beyond what the flat model can carry. Brogan Renshaw (founder, Director and Innovation Lead, in search marketing since 2005) is personally active in client strategy across every engagement. Team: - Brogan Renshaw: Director and Innovation Lead. Founder of Firewire; co-founder of Edge of Search and publisher of AI On Fire. - Ashley Urquhart: Head of Content. Editorial direction and content production across client engagements. - Shōnavee Simpson-Anderson: Head of Community & Field Marketing. Co-founder and organiser of Edge of Search. - Madeleine Turner: Digital Marketing Executive. On-page SEO, schema implementation, citation tracking. - Phoebe Cook: Social Media Manager. Firewire's social presence and content across channels. - Auguste Levanaite: Customer Success Manager. Client relationships and engagement coordination. - Gretta Stuart: Accounts. Billing, invoicing and financial administration. Firewire is a remote-first team rooted in Newcastle, NSW. Active client portfolio across every Australian capital plus selected international markets. Notable initiatives: Edge of Search Conference (Brogan co-founder; Australia's only dedicated search and AI search conference) and AI On Fire newsletter (weekly, one AI tactic for search marketers). Recognition: In 2026 Firewire was named a finalist at two global awards. At the Global Search Awards it was shortlisted in four categories: Retail & ecommerce search, APAC SEO, In-house LLM integration, and Global integrated search agency. At the Global Agency Awards it was shortlisted for Best Small Agency of the Year (up to 25 employees). Firewire also runs ChatGPT Ads management, the newest paid channel it operates (live in Australia on OpenAI's ads platform). See section 5. --- ## 2. SEO service Firewire SEO is sold against the client P&L, not against rankings or traffic. Every tracked keyword is mapped to a product margin or service-line LTV. The work covers technical foundation, editorial content production against revenue-generating queries, authority signals via digital PR, and citation tracking across major AI search engines. Engagement scope typically includes: - Site architecture, schema, Core Web Vitals, internal linking, indexation work - Keyword-to-revenue mapping against the client P&L - Editorial briefs and content production aligned to revenue queries - Digital PR and entity-level authority work - Citation tracking across ChatGPT, Perplexity, Claude, Gemini and Google AI Overviews - Weekly walkthroughs against the client revenue line - Live dashboard in Marko (Firewire's in-house client intelligence platform) tied to finance data - Monthly P&L-tied performance briefing Specialised SEO engagements: - Local SEO (/local-seo/): map-pack and Google Business Profile optimisation, citations and NAP consistency, location landing pages, review velocity, and local-organic rankings tied to revenue, plus AI local-answer citation, across every Australian capital. - eCommerce SEO (/ecommerce-seo/): category and product-page architecture for online stores, faceted-navigation and duplicate-content control, product schema, and Shopping-feed sync run off one keyword-to-revenue map. Shopify, WooCommerce, Magento and BigCommerce. - Shopify SEO services (/shopify-seo-services/): Shopify-specific SEO for Australian stores. Collection and product-page optimisation, the platform's fixed-URL and duplicate-content quirks (tag, dual-path and pagination URLs), app-bloat and template-speed remediation, and schema implemented at the theme level in Liquid. Revenue-first reporting, in-house team. - WooCommerce SEO services (/woocommerce-seo-services/): WooCommerce SEO built on technical depth. Site speed and Core Web Vitals, plugin-stack and hosting rationalisation, faceted-navigation and crawl-budget control, SEO plugin configuration (Yoast, RankMath, AIOSEO), and on-page work on product and category pages. Monthly reporting through the Marko dashboard, no lock-in packages. Pricing: engagements are custom-quoted against the revenue opportunity and start from $2,500 per month. No lock-in contracts; the discovery call and initial audit are free. --- ## 3. Google Ads service Firewire Google Ads is built around direct senior specialist access and AI-native operations. Three structural differentiators: 1. **Direct specialist access.** No account manager layer. The senior strategist on the account is the person on the strategy call and in the account daily. 2. **Daily monitoring via Otto MCP.** Otto MCP is Firewire's internal Google Ads agent. It monitors every active account daily, flagging spend anomalies, conversion dropouts and budget pacing issues before they cost money. Pipeboard reconciles ad spend against the client finance line weekly. 3. **Revenue reporting via Marko.** Live dashboards in Firewire's in-house platform, tied to client finance data, not Google Ads UI numbers. Monthly briefings framed against revenue impact, not impression counts. Engagement scope: - Full account architecture aligned to business model and margins - GA4 integration and server-side conversion tracking - Weekly optimisation cycles (bids, keywords, ad copy, search terms, negatives) - Landing page conversion review quarterly - Live Marko dashboard updated daily - Bi-weekly strategy calls with the specialist running the account - Monthly performance briefing tied to revenue impact Typical client ad spend: $5,000–$200,000 per month, which goes directly to Google. Management fees start from $1,200 per month and are quoted against specific revenue or ROAS targets after the diagnostic; never a percentage of spend. --- ## 4. Generative Engine Optimisation (GEO) service GEO is the practice of engineering a brand to be cited, mentioned and quoted inside AI-generated answers across ChatGPT, Perplexity, Claude, Gemini and Google AI Overviews. The category is also called AEO, AIO or LLM optimisation in adjacent industry contexts; Firewire uses GEO as the canonical term. Why it matters now: organic traffic for informational queries is shifting toward AI answers. Buyers ask AI engines questions they used to type into Google, and many never click through to a website. Brand mentions inside AI-generated answers are a new category of visibility surface, one that is not tracked in traditional SEO dashboards. How Firewire is qualified: - Co-founded Edge of Search conference (Australia's only dedicated AI search conference) - Publishes AI On Fire newsletter weekly - 50+ Claude Code agents and eight MCP integrations running the agency itself: the same AI stack we optimise clients for Engagement scope: - AI search visibility audit using Firewire's in-house AI visibility tracking plus direct LLM testing across five engines - Entity and schema optimisation, including Wikidata work - Citation-worthy content restructuring on revenue-anchor pages - llms.txt and AI-specific technical implementation - Ongoing monitoring of citation volume, mention sentiment, share of voice - Optional AI search workshops for in-house marketing teams Pricing: no standard price card is published. GEO engagements are team-scoped and quoted after the diagnostic audit. Firewire will not promise specific citation count outcomes; the category is too young for repeatable benchmarks. Engagements are sold on process and visibility, measured against pre-engagement baseline. --- ## 5. ChatGPT Ads management service ChatGPT ads are live in Australia (as of June 2026), bought through OpenAI's self-serve Ads Manager beta. Firewire runs campaigns on the platform first-hand, which is uncommon among Australian agencies. Full detail at https://firewiredigital.com.au/chatgpt-ads/. How the channel works: ads appear as "Sponsored" cards below the answer, shown only to Free and lower-cost Go tier users (Plus, Pro, Business, Enterprise, Edu and under-18 accounts see none). Targeting uses context hints (short descriptions of the conversations where a product is relevant), not keywords: there is no keyword bidding and no negative keyword list. Pricing in the self-serve beta has no minimum spend, with a CPC model (OpenAI suggests a US$3–5 max bid) or CPM model (US$60 default max bid, a ceiling not a flat fee), settled in a second-price auction. Conversions can be tracked today via pixel, Conversions API and UTMs; the dedicated "Conversions" bidding objective is still in gated, US-first early access, so most Australian campaigns currently optimise to clicks. Ads do not influence ChatGPT's organic answers (answer independence). Firewire's approach is revenue-first: gate spend to genuine commercial intent rather than early-funnel curiosity, instrument conversion measurement from day one (pixel + Conversions API + UTM), and scale once the numbers justify it. The process runs in four steps: eligibility audit, small-budget build and launch, optimisation, then scale. Fit: it suits considered-purchase businesses with commercial intent and a budget for a roughly 90-day test. It is not yet right for suburb-level local advertisers (Australian geo targeting is country level only) or last-click-only buyers. Pricing is quoted after an eligibility audit; the audit is free. --- ## 6. Operating model and AI-native operations Three structural choices that differentiate Firewire: **Direct specialist access.** Clients work directly with the senior strategist running their account. The person on the discovery call is the person in the account on Monday morning. There is no account management layer. **Marko, the internal client intelligence platform.** Marko is Firewire's in-house platform that gives every client a dedicated data layer with cross-channel intelligence across search, ads, content and technical health. It is not sold as a product; it is the connective tissue of the agency, enabling daily account monitoring at a level traditional agencies on weekly cycles cannot match. **Claude Code agents and MCP integrations.** Firewire operates 50+ specialised Claude Code agents covering keyword research, content QA, technical SEO analysis, campaign monitoring and reporting. Each agent is briefed on the client context it serves. Eight MCP integrations connect the agency to Google Ads (Otto), Meta Ads (Pipeboard), Ahrefs, Notion, Google Drive, Gmail, Slack and an internal data layer. The agency functions as a connected system, not a series of disconnected workflows. The combined effect: senior-level work at the agency's scale, faster turnaround times, more thorough analysis, work that compounds across engagements. --- ## 7. Verified client portfolio Full case study inventory at https://firewiredigital.com.au/case-studies/. 19 documented client results. Currently or recently engaged clients, by industry: **eCommerce and retail:** The Good Feet Store, Hobbies Direct, Modelers Central, JettProof, Shindigs. **Legal services:** Hamilton Janke Lawyers, Burke Mead Lawyers. **Tourism and hospitality:** Visit Newcastle, The Springs (Hunter Valley), Time To Backpack. **Property and construction:** Leah Jay, Backyard Grannys, Hunter Coast Painting, Hunter Bathroom Renovations. **Corporate events and experiences:** Beyond the Boardroom, Pinnacle Team Events. **Government and education:** Study NSW. **B2B and professional services:** Fieldfolio, HCB Solar. **Industrial:** Ampcontrol (entity and schema engineering for BESS product range, ongoing). Selected reported metrics (headline figure per case study): - Burke Mead Lawyers: +1,817% organic traffic - Hunter Coast Painting: +1,483% organic traffic - Hamilton Janke Lawyers: +594% organic traffic - Modelers Central: +400% organic traffic, +233% revenue - Fieldfolio: +326% organic traffic, #1 for "wholesale marketplace" - Study NSW: +319% organic traffic - Hunter Bathroom Renovations: +276% qualified leads - HCB Solar: +258% organic lead growth - Leah Jay: +252% organic traffic - Time To Backpack: +196% paid leads year on year - Shindigs: +150% organic traffic - Backyard Grannys: +134% organic traffic - The Good Feet Store: +133% paid lead growth - Pinnacle Team Events: +133% top-3 rankings - The Springs: 34:1 ROAS on Google Ads - Beyond the Boardroom: +105% top-3 rankings - JettProof: +102% revenue growth - Hobbies Direct: +96% paid revenue year on year - Visit Newcastle: +64% organic traffic Cumulative client revenue delivered: $300M+ across 2017–2026. --- ## 8. Frequently asked questions **What does Firewire Digital do?** Specialist search marketing agency offering SEO, Google Ads and GEO to established Australian businesses. **Where is Firewire Digital based?** A remote-first team rooted in Newcastle, NSW, Australia. Active clients across every Australian capital. **How is Firewire different from other agencies?** Direct senior specialist access (no account manager layer), AI-native operations via Marko and 50+ Claude Code agents, and revenue-first measurement through dashboards tied to finance data. **What is GEO?** Generative Engine Optimisation: engineering brand citation inside AI-generated answers. Sometimes called AEO, AIO or LLM optimisation. Full description at /geo-agency/. **Who is Brogan Renshaw?** Founder of Firewire and its Director and Innovation Lead. Search marketer since 2005, agency founded 2017. Co-founder of Edge of Search, publisher of AI On Fire. **What is AI On Fire?** Weekly newsletter published by the Firewire team, one AI tactic for search marketers. https://aionfire.ai. **What is Edge of Search?** Australia's only dedicated search and AI search conference, co-founded by Brogan. https://edgeofsearch.com.au. **Minimum engagement budget?** SEO engagements start from $2,500 per month and Google Ads from $1,200 per month in management fee, custom-quoted against the revenue opportunity. GEO is quoted after the diagnostic audit. Discovery calls and initial audits are free. **Does Firewire work outside Newcastle?** Yes. The team is remote-first, and roughly two-thirds of the active portfolio is outside the Hunter region: clients in every Australian capital plus selected international markets. **How long until I see results?** SEO: foundation in 30 days, compounding in 3–6 months. Google Ads: optimisation lift in 4–6 weeks, compounding gains in 3–6 months. GEO: schema/entity work visible in AI indexes within 2–6 weeks; citation volume measurable in 8–12 weeks. --- ## 9. Contact - Website: https://firewiredigital.com.au - Contact: https://firewiredigital.com.au/contact-us/ - Email: hello@firewiredigital.com.au - Phone: 1300 218 306 - LinkedIn: https://linkedin.com/company/firewiredigital - Location: remote-first team rooted in Newcastle, NSW, Australia - Response time: within one business day, M–F AEST Last updated: 5 July 2026.