Melbourne · PPC
PPC agency
in Melbourne
If search and social are measured separately, one of them is taking credit for work the other did. We run them together and attribute them honestly — and we take no cut of your media spend.
Get a free account auditWhat does a PPC agency in Melbourne do?
A PPC agency in Melbourne plans, builds and runs your paid search and paid social and answers for the pipeline they produce together. The difficult part is rarely campaign construction — it is working out which channel actually created a sale when the customer touched four of them before buying.
the attribution model that quietly defunds every channel which starts a purchase and credits only the one that happens to end it
Someone sees you on Instagram, reads a comparison two weeks later, then searches your brand name and buys. Under last-click, brand search receives the entire credit and the campaign that created the demand looks like waste. Cut it, and search performance mysteriously declines a month later with no apparent cause. This is the single most expensive measurement error in multi-channel accounts, and it is the default setting in most of them. Fixing it does not require exotic modelling — it requires separating branded from unbranded, watching what happens to volume when a channel is paused, and being sceptical of any dashboard where brand search is your best performer.
Where Melbourne accounts lose money
Four places. The first creates the illusion that makes the others look like good decisions.
Brand search taking credit for everything
Branded terms convert brilliantly because the customer had already decided. Counting them alongside unbranded performance makes the whole account look healthy while the campaigns that actually generate demand appear to be failing. Separate them before drawing any conclusion.
Separate before judgingMeasurement that stops at the form
If the account cannot see which enquiries or orders became revenue, bidding optimises toward the cheapest conversion rather than the best customer. Wire outcomes back from your CRM or ecommerce platform before touching anything else.
Non-negotiable sequenceChannels judged in isolation
Search and social reported in separate decks, each claiming the same sales. The only reliable way to know what a channel contributes is to vary it deliberately and watch what happens to total revenue — not to consult a dashboard that was never designed to answer the question.
Test, do not assumeLanding pages nobody has revisited
The best click in the auction is lost the moment it lands on a slow, vague, over-long form. The account gets reviewed monthly; the page it points at has often not changed since launch.
Cheapest lever you own
How we take over an account
Audit, then a written finding
Where the spend went across every channel, what each produced once brand is separated out, and what we would change. Actionable without us, and yours to keep whatever you decide.
Rebuild measurement across channels
Conversions wired to real outcomes, branded and unbranded separated, and a view that lets search and social be compared on the same basis rather than each reporting the same sale as its own.
Then test contribution deliberately
Vary spend on one channel and watch total revenue rather than that channel’s dashboard. It is the only method that reliably answers what a channel is worth, and it costs a fortnight of patience.
Attribution is never solved, only improved. Anyone selling you a model that definitively assigns credit across channels is overstating what the data can support. What is achievable is knowing which numbers are modelled, which are observed, and roughly how wrong you might be — which is enough to make better decisions than a last-click dashboard allows.
Questions
- Our brand campaigns have the best ROAS. Should we spend more there?
- Almost certainly not, and it is the most common misreading in a multi-channel account. Branded terms convert well because the customer had already decided — you are paying to close a sale someone else in your mix created. Judge brand separately, and be sceptical of any conclusion that recommends spending more on demand you already have.
- How do we know whether paid social is working?
- Pause it and watch total revenue, not the social dashboard. If overall sales hold, the channel was taking credit rather than creating demand. If search volume and revenue both decline a few weeks later, it was doing more than its reported numbers suggested. This test is unglamorous and considerably more reliable than modelling.
- What is your fee model?
- No. Flat fee for management, no share of media, and the ad accounts belong to you. A percentage model pays the agency more for spending more of your money, which aligns badly against advice that sometimes ought to be "spend less here". Should we stop working together, the campaigns and their history stay with you.
- Should we run search and social with the same agency?
- Not necessarily, but they should be measured together by someone. Split across two agencies with separate reporting, both will show you strong numbers for the same sales, and nobody is incentivised to point that out. If you do split them, insist on one shared view of total revenue.
- How long before the numbers move?
- Cutting wasted spend usually shows inside a fortnight or so. A dependable read needs roughly a quarter of data. Understanding genuine cross-channel contribution needs deliberate testing over a couple of months, because it depends on varying spend and observing the effect rather than reading a report.
Sources
- Semrush AU database, September 2026 — the $18.36 average cost per click cited above.
- Google Ads documentation on attribution models and conversion measurement.
- Google Analytics 4 documentation on data-driven attribution and modelled conversions.
- Meta Ads documentation on conversion measurement and incrementality testing.
Related
Find out which channel actually earned it
A free audit of your existing accounts: what each channel produced once brand is separated out, where they are double-counting, and what we would change first.
You keep the analysis, whoever ends up acting on it.