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Australia's revenue-first search marketing agency

Be found first.
Be chosen naturally by
the customers who matter.

We build SEO, Google Ads and GEO strategies that turn organic search into a predictable revenue channel, not a rankings scoreboard.

Book a strategy call See the methodology
Paid revenue growth, YoY for Hobbies Direct with integrated SEO + Ads
Hobbies Direct
96%
Trusted by 100+ Australian brands See client work
Hobbies Direct Leah Jay Visit Newcastle
Ampcontrol
UNSW
OBE Organic
Pinnacle Team Events
JettProof
Atlas Carbon
Kuhn Australia
Diamondport
Pinot & Picasso
The Good Feet Store Backyard Grannys
Why now

Search has changed.
Most agencies haven't.

01 · The surface
AI is rewriting the SERP.

ChatGPT, Perplexity and Google's AI Overviews now answer buyers before they ever click. Most marketing agencies still optimise for a web that no longer exists, chasing rankings on a search engine results page that increasingly answers the question itself.

02 · The economics
Organic compounds faster than paid.

Ad auctions inflate every quarter, and online marketing has fragmented across search, social and AI surfaces, so the old digital marketing playbook doesn't reach buyers anymore. The brands compounding organic visibility today will outpace their CAC curves while everyone else pays more for less.

03 · The measurement
Attribution has broken the old model.

Siloed SEO and Ads teams report against siloed dashboards. Buyers do not move in straight lines, and your measurement, strategy and teams shouldn't either.

We built a methodology around it. Meet Earned Presence
The methodology

Earned Presence.

Firewire's methodology for turning search into commercial authority that compounds, earned across every surface your buyers use to search, measured against the only scoreboard that matters: revenue.

01

Discover

Map the search landscape against your P&L.

We audit where your buyers search (Google, AI models, the surfaces your category lives on) and line it up against the products, margins and LTV that matter. The output is a single view of where revenue is being left on the table.

02

Capture

Run SEO, Google Ads and AI search as one engine.

One team, one account architecture, one plan. SEO, paid and GEO are briefed together, budgeted against the same keyword-to-revenue map, and tested weekly. Wins in one channel feed the brief for the next.

03

Prove

Report on revenue, not rankings.

Search marketing strategies should be built on concrete data and analytics, so every test ladders back to a line on your P&L. Live dashboards, weekly walkthroughs, quarterly reviews in your boardroom language. If a tactic is not moving revenue, it's cut.

Earned across every surface your buyers use
Google SERPs AI Models Buyer Journey
One engine. Every surface compounds the next. Every dollar tied to revenue.
Tools and workflows

AI-first, not AI generated

We use the right mix of strategy, search, AI, no-code, and engineering based on what needs to ship.

See our process
Claude Code Orchestrates the whole stack
Ahrefs Backlinks, keywords, rank tracking
Moz Keyword metrics & site authority
Search Console Query & index health
Google Analytics GA4 behaviour & conversions
Keyword Insights Clustering & content briefs
SerpApi SERP scraping
DataForSEO SERP & SEO data APIs
Google Ads Paid search & shopping
Pipeboard Meta Ads
Scrape Creators Social scraping
Gmail Email
Google Calendar Scheduling
Google Drive Files & docs
Slack Team comms
Granola Meeting transcripts
Notion Docs & project hub
Firecrawl Crawling & scraping
Bright Data Web data at scale
Windsor.ai Ads & social connectors
Our services

Level up your search.
Improve marketing ROI.

Better search leads to better ROI. We don't sell a digital marketing strategy stitched together from line items, or a menu of disconnected digital marketing services. We build one engine (GEO, SEO and Google Ads) briefed together and budgeted against the same revenue map, so your entire funnel works from discovery to conversion. A successful marketing strategy starts with your P&L, not a channel checklist.

Viewing: GEO
Updates as you scroll
01 / 03

GEO

When someone asks ChatGPT about your category, GEO is what makes you the brand it names.

Be the answer AI quotes, not the link it skips.

AI search changes the rules. ChatGPT, Perplexity and Google's AI Overviews now answer buyers directly, and only the brands they cite get the visit.

GEO (generative engine optimisation) is how we make Firewire clients the source every model reaches for. We engineer content, schema and authority signals so AI recognises your brand as the definitive answer in your category.

The result?
  • Cited by ChatGPT, Perplexity and Google AI
  • Compounding organic visibility
  • Shorter, higher-intent sales cycles
  • Defensible moat as search evolves
12 Firewire clients cited by ChatGPT in the last 90 days.
Explore GEO
02 / 03

SEO

Rank where it pays: own the #1 position for revenue terms.

Search engine optimisation, done properly, starts with your P&L, not a rankings report. Rankings do not pay the bills. Revenue does.

We run the keyword research to find the high-value search terms your buyers actually convert on, then build the technical foundation (site speed, mobile experience, internal architecture) and earn the backlinks and citations that lift organic rankings on the search engine results page that matters.

This is professional SEO services built around revenue, not a checklist of tasks: technical audits, editorial content, digital PR and internal linking, executed as one search engine optimisation strategy.

The result?
  • #1 rankings for revenue-driving queries
  • Compounding organic traffic growth
  • Higher conversion rates from qualified visits
  • Lower cost of acquisition over time
47 #1 organic rankings shipped across active client accounts this year.
Explore SEO
03 / 03

Google Ads

Every dollar defended. Every dollar deployed for profit.

Search engine marketing only works when the maths does. We run paid advertising (Google Ads, Shopping, Performance Max and YouTube) like a P&L, not a dashboard, structured around your unit economics, margins and lifetime value.

Paid search engine marketing puts you in front of high-intent buyers within 24 to 48 hours, while organic compounds underneath it: measurable ROI from data-driven campaigns, not guesswork.

We're more than a PPC agency: paid is one channel in an integrated search engine marketing engine, not a standalone account, so paid and organic work as one funnel.

The result?
  • 4×+ ROAS targets
  • Lower CAC with higher conversion volume
  • Transparent weekly reporting tied to revenue
  • Paid and organic working as one funnel
$42M+ in client ad spend managed in 2025, blended ROAS 4.6×.
Explore Google Ads
Anchor case

A rankings-obsessed account, rebuilt around revenue.

Problem

Hobbies Direct was ranking for generic hobby terms, but the traffic rarely turned into sales. Ads spend was climbing while margin wasn't.

Approach

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.

+96%
Paid revenue growth, YoY
+46%
Organic revenue growth, YoY
2×
Spend scaled at constant ROAS
Read the full case study View all cases

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.

HM
Hamish McRitchie
Co-Founder & Director, Hobbies Direct
Revenue, monthly
Sep 2023 to Feb 2025
+77% YoY
$100k $200k $0 SEP '23JAN '24MAY '24SEP '24FEB '25 Firewire started · Feb '24
Channels
SEOAdsGEO
Results

The strategies behind some of Australia's smartest
brands.

From e-commerce to property to tourism, we build search strategies that move the line on revenue, not vanity metrics.

Explore all results
E-COMMERCE

Hobbies Direct

The problem

“Ranking for everything except the queries that pay the bills.”

The strategy

Owned the page, twice. A P&L-mapped keyword strategy that synced paid and organic on every revenue query, so they own the page, twice.

The proof
scale model rc cars online
4.1× ROAS
Ad Sponsored · hobbiesdirect.com.au
RC Cars & Scale Models, Hobbies Direct
Free shipping over $150 · Same-day dispatch
#1 ORGANIC
hobbiesdirect.com.au
RC Cars & Scale Models, Hobbies Direct
Largest Aussie range, free shipping over $150
The result
+96%
Paid revenue YoY
+46%
Organic revenue YoY
2×
Spend at constant ROAS
The team

Senior specialists. Direct access to the people doing the work.

Every Firewire client works directly with the specialists doing the work. Strategy, execution and reporting come from the same people: a dedicated team built around your category, your channels, and your P&L.

8
Specialists
8yrs
Avg specialist experience
$300M+
Client revenue from search
Brogan Renshaw
Brogan Renshaw
Director and Innovation Lead
11 yrs in search
If a tactic isn't moving revenue, it's not on the plan.
Search strategyP&L modellingGEO
Your team
Meet the full team
Testimonials

Driven by a performance mindset.

Our clients do not stay because of reporting decks. They stay because revenue moves. Every quote here ties to a real number we shipped against.

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 was bringing in customers we weren't reaching before. We would recommend them without hesitation.
HM
Hamish McRitchie
Co-Founder & Director, Hobbies Direct
+77%
Revenue, YoY
−20%
Ad spend
4.1×
Blended ROAS
Read the full story
Compare

A search marketing agency vs a traditional digital marketing agency

A traditional digital marketing agency sells you breadth: the full service marketing agency model spreads budget thin across every channel (social, display, email, content) and bundles generic marketing services into a fixed retainer billed by the hour. Most digital marketing agencies still report on rankings and clicks, running digital marketing campaigns against activity dashboards rather than revenue. We don't. We're an integrated search agency, and that's the difference between optimising for activity and optimising for profit.

Category
Traditional agency
The Firewire approach
Goals
Chases rankings & traffic
Optimises for revenue & profit
  • Reports on keyword position
  • Measures sessions, not sales
  • Targets revenue against P&L
  • LTV-aware bid strategy
Strategy
Cookie-cutter retainer packages
Custom strategy from unit economics
  • Same playbook every client
  • Billed by hours, not outcomes
  • Margin-weighted keyword map
  • Tests ranked by expected revenue
Team model
Siloed SEO and Ads teams
Integrated GEO, SEO & Ads team
  • Separate weekly meetings
  • Competing for the same budget
  • One strategist, one plan
  • Paid amplifies organic wins
Reporting
Vanity dashboards
P&L-tied outcome reporting
  • Impressions and clicks first
  • Monthly PDF exports
  • Revenue, CAC, ROAS first
  • Live dashboards + weekly walkthroughs
AI search
No AI search strategy yet
Built for ChatGPT, Perplexity & AI Overviews
  • GEO not yet on the roadmap
  • Unmeasured AI citation loss
  • Engineered citations across every major AI model
  • Schema & authority signals built for AI parsing
Cadence
Set-and-forget campaigns
Weekly testing, compounding gains
  • Quarterly reviews, rare iteration
  • Named test hypothesis per sprint
  • Winning tests codified into playbook
Pricing
Fixed retainers, fixed deliverables
Team-scoped, outcome-aligned
  • Hour-based scopes, not outcome-based
  • Same fee whether the work ships or not
  • Engagement scoped to revenue targets
  • Quarterly scope reviews against P&L
Goals
Optimises for revenue & profit Chases rankings & traffic
  • Targets revenue against P&L
  • LTV-aware bid strategy
  • Reports on keyword position
  • Measures sessions, not sales
Strategy
Custom strategy from unit economics Cookie-cutter retainer packages
  • Margin-weighted keyword map
  • Tests ranked by expected revenue
  • Same playbook every client
  • Billed by hours, not outcomes
Team model
Integrated GEO, SEO & Ads team Siloed SEO and Ads teams
  • One strategist, one plan
  • Paid amplifies organic wins
  • Separate weekly meetings
  • Competing for the same budget
Reporting
P&L-tied outcome reporting Vanity dashboards
  • Revenue, CAC, ROAS first
  • Live dashboards + weekly walkthroughs
  • Impressions and clicks first
  • Monthly PDF exports
AI search
Built for ChatGPT, Perplexity & AI Overviews No AI search strategy yet
  • Engineered citations across every major AI model
  • Schema & authority signals built for AI parsing
  • GEO not yet on the roadmap
  • Unmeasured AI citation loss
Cadence
Weekly testing, compounding gains Set-and-forget campaigns
  • Named test hypothesis per sprint
  • Winning tests codified into playbook
  • Quarterly reviews, rare iteration
Pricing
Team-scoped, outcome-aligned Fixed retainers, fixed deliverables
  • Engagement scoped to revenue targets
  • Quarterly scope reviews against P&L
  • Hour-based scopes, not outcome-based
  • Same fee whether the work ships or not

See exactly how the Firewire approach works in practice.

Book a strategy call See the methodology
What happens after you book

From a 30-minute call to a real plan, in seven days.

No deck. No pitch. A diagnosed view of your search opportunity, delivered by the people who would run the account.

01
Within 24 hours
15-min intake call

A senior strategist scopes your goals, channels and current account access.

02
Day 3–5
Custom diagnostic

We pull data from your Google Analytics, Search Console, Ads accounts and AI-citation tracking, and produce a revenue-first audit.

03
Day 7
90-min strategy session

Walk-through of the audit, the prioritised plan, and an honest call on whether we're the right partner.

30 minutes. Calendar link sent within an hour of booking.

Book the 30-min call
Insights

Field notes from the team.

GEO · June 2026
AI search optimisation: how to actually get cited in AI search
Brogan Renshaw
13 min read
Content · June 2026
Blog post template: 8 fill-in-the-blank structures you can copy right now
Ashley Urquhart
16 min read
SEO · June 2026
SEO cost Australia: how much should you actually pay in 2026?
Brogan Renshaw
14 min read
All articles
FAQ

Common questions, answered.

Can't find what you're looking for? Send us a note and a senior strategist will reply within 4 business hours.

How is Firewire different from a typical search agency?
We sit between SEO, Google Ads and GEO under one strategist, run them off a single keyword-to-revenue map, and report against your P&L, not impressions, clicks or rankings. Our search engine marketing services are scoped to revenue, not hours.
What's the difference between a search marketing agency and a digital marketing agency?
A digital marketing agency spreads your budget across every channel it can sell (social media marketing, display, email, the lot) and reports on activity. A search marketing agency (sometimes called a search engine marketing agency) does one thing properly: it wins the moments buyers are actively searching, across Google, Google Ads and AI engines. Firewire goes a step further: we run search engine optimisation, Google Ads and GEO as one engine, off a single keyword-to-revenue map, and report against your P&L. Less digital marketing theatre, more revenue you can trace.
Do you do social media marketing?
No. We don't do social media marketing, paid social or content calendars. We're a search marketing agency. Our entire model is built around the moment a buyer is actively searching for what you sell, on Google, in Google Ads and inside AI answers. Plenty of marketing agencies will sell you every channel; we go deep on search, not wide on everything. If social media marketing is core to your plan, you'll want a different partner. If owning search is, that's all we do.
What size client is the right fit?
Our primary ICP is established Australian brands, typically on $10K+/month in combined media and retainer, and we run the same model remotely for brands outside Australia. We work outside that band when there's clear category leverage, but we're deliberately not built for sub-$1M experiments.
What does the engagement timeline look like?
6-month minimum. Weeks 1–4 are diagnostic and rebuild; from Month 2 we are testing weekly against a shared revenue map.
Can you work with our in-house team?
Yes. Most engagements are built around a dedicated team. We bring senior strategy and execution and integrate with your in-house designers, devs, content team and head of growth via whatever workflow tools you already use (Slack, Notion, Linear, Jira). Briefs, tickets and reporting plug into your existing cadence rather than ours.
Do you offer one-off audits or sprints?
Our model is retainer-based. Discovery sprints and audits are available, but only as a path into a 6-month+ engagement. Without ownership of the rebuild, recommendations rarely ship. If audit-only is what you need, we're happy to refer you to a partner.
How do you report on AI search visibility?
We track citations across ChatGPT, Perplexity, Google AI Overviews and Gemini with our in-house AI visibility tracking and audit tooling, alongside your normal SERP positions, traffic and revenue. Weekly delta reports show which queries are picking you up and which competitors are gaining share, so AI visibility sits next to your other channels, not in a silo.
What's the typical investment?
Engagements start around $10K/month combined media and retainer and scale with revenue targets. Pricing is scoped to outcomes, not hours. We'll come back with a number after the diagnostic, not before. If the maths doesn't justify the work, we'll tell you.
Do you offer white-label work for other agencies?
Yes. A small portion of our work is delivered white-label for partner agencies whose clients have outgrown their in-house capability. Same senior team, same reporting cadence, branded under your shingle. Contact us with the brief.
Open for Q3 2026 engagements

Talk to a strategist.

30 minutes with a senior Firewire lead. You walk out with a prioritised view of your biggest search opportunity, and whether we are the right partner to unlock it.

  • A revenue-mapped view of your search opportunity
  • A first-pass diagnosis of your GEO, SEO and Ads accounts
  • Honest view on fit. We will tell you if we are not right
  • No deck, no pitch, no commitment
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