Paid media, measurement, creative and commerce operations.
Engagements are assembled from six pillars: paid media, measurement, creative, commerce operations, search and AI visibility, advisory. Most clients start with two and add the rest as the account earns them. One channel measured and run properly beats four run at half strength.
Paid Media: Google Ads, Meta and Shopping management
We take full ownership of the paid acquisition account: structure, bidding, budget, creative rotation and the weekly decisions that move it.
We run paid media in regulated categories today: Australian therapeutic-goods and practitioner-advertising rules, and German competition law with its verified-claims discipline.
Google Ads: Search, Shopping, Performance Max, Demand Gen, YouTube, Display
Meta Ads: Advantage+ Shopping & Sales, lead campaigns, retargeting, catalogue ads
Microsoft, TikTok and LinkedIn where the audience justifies it
Google Merchant Center feed build, diagnostics and hygiene
Bidding strategy migration, budget allocation and scale/kill discipline
Where it sits: Core — the reason most clients start.
We’re in a regulated industry — can you even advertise us?
Usually, yes. Regulated categories are where disciplined advertisers do best, because most competitors either break the rules or give up.
The method is to write the compliance boundary before the creative: what may be claimed, what needs substantiation, what is banned outright. We run this today for Australian practitioner-advertising rules and for German competition law. It is slower to launch, and much cheaper than a regulator’s letter.
Pillar II
Measurement & Data: GA4, GTM and server-side tracking
Measurement is how you know which ads produced a booking, an order or an enquiry — and most accounts get it wrong without ever noticing. Before we optimise anything, those numbers have to be trustworthy, and provably so.
We build GA4, Google Tag Manager, server-side tagging, Meta Conversions API and Consent Mode v2 setups, and stitch offline bookings and CRM sales back to the campaigns that produced them.
Consent Mode v2, in one breath: Google’s mechanism for consent-gated measurement in the EU. What may be measured follows what the visitor consented to. In the EEA it is a condition of using Google’s advertising features, and it is a design task, not a checkbox.
Q
My Google Ads, GA4 and Shopify all report different sales numbers. Which one is right?
None of them, and they will never agree perfectly, because they measure different things under different rules. Ad platforms count inside attribution windows they define; GA4 applies its own model; your store counts orders.
The goal is not to force them to match but to know precisely why they differ, and to nominate one number as the decision-making truth. That nomination, written down, is half of what a measurement plan is.
Q
Do I need server-side tracking?
Not automatically, and be wary of anyone selling it as a default. If your business is in the EU, sells into it, or lives on iOS traffic, consent and browser changes have probably cut what your ad platforms can see, and server-side tagging with proper deduplication recovers much of it.
But a server-side setup layered on a broken event schema just produces wrong numbers with more confidence. Audit first; rebuild only what the audit condemns.
Pillar III
Creative & Content: ad creative, landing pages and email
On today’s ad platforms the ad itself does much of the targeting, so creative is the biggest lever left. We produce it in-house, to your brand and compliance rules, at the volume the platforms need to keep learning.
Ad creative systems: static, carousel, video — every platform ratio and safe zone
Conversion-focused landing pages, iterated against real behaviour data
Lifecycle and promotional email, from brief to production HTML
AI image and video production with brand-locked references and product accuracy
Social content libraries mapped to funnel stage
Physical and in-venue assets: posters, LED banner systems, QR-tracked print
Where it sits: Core — production volume is set per account.
You produce creative with AI — will it still look like my business?
Yes, because the generation is pointed at your material rather than at a prompt. Products, premises, equipment and the people who appear on camera are captured or supplied first, then locked as references, so what is produced matches what a customer will actually find when they arrive. Palette, type, tone and the claims you are permitted to make are written down before production starts.
Where a category or a market needs a camera, we use one — our German production partner and our Melbourne studio exist for exactly that. The test is never how an asset was made; it is whether it is true, and whether it works.
Pillar IV
Commerce Operations: Shopify, Magento and product data
Ads cannot fix a storefront that leaks. Where the engagement needs it, we work inside the platform itself.
We work directly inside Shopify, Magento / Adobe Commerce and custom-built (“headless”) storefronts: catalogue, product feeds, merchandising, and advertising paced to what you can actually ship.
Shopify: catalogue, variants, collections, pricing, discounts, theme and storefront edits
Magento / Adobe Commerce and headless GraphCommerce storefronts
Product data quality: titles, attributes, imagery, structured descriptions at scale
Promotion mechanics, bundles and campaign merchandising
Inventory-aware advertising so budget never chases out-of-stock lines
Where it sits: Added where the storefront is part of the problem.
Ads stop the day you stop paying for them; the search visibility you earn keeps working, so we plan the two together. Increasingly the search box is an AI assistant, and the same pages have to earn a citation there as well as a ranking.
Technical SEO audits, crawl and index health, Core Web Vitals
Schema and structured data for products, services, local business and FAQs
Content architecture, topical clusters and internal linking
GEO / AEO: being citable by AI answer engines and LLM crawlers
Local search and multi-language market presence
Where it sits: Added when organic demand is worth compounding.
GEO, defined. Generative engine optimisation (GEO), also called answer engine optimisation (AEO), is the work of making a business citable by AI assistants: consistent, machine-readable facts about who you are, pages structured so an answer can be lifted whole, and direct answers to the questions buyers ask.
The reference implementation. This site practises what the pillar sells — organisation, founder and FAQ schema, crawlable semantic pages, answers written so an assistant can quote them. The topical content we produce ships into client sites and client archives, which is why there is no blog here.
Pillar VI
Advisory: competitor research, positioning and market entry
Competitor research, positioning and market-entry work for owners who need the decision, not the deck. It is sold on its own or folded into a retainer.