Resources

Ads are coming to Google’s AI Overviews and soon AI Mode. Our latest piece unpacks AI Max: what it is, where ads show, and what it means for Australian marketers right now.

For its eighth year, State of Social took over Optus Stadium under a theme that matched the moment: REFRESH. The number eight, as I'm sure we're all aware, becomes the infinity symbol when tipped sideways, a nod to constant renewal. Whether it suggests endless possibilities or the dreaded spinning wheel on your laptop, the call is the same: refresh.

Bonfire has been named Agency of the Year at the Australian Marketing Institute’s Marketing Excellence Awards. In a field that included Atomic 212º, Thinkerbell, G Squared and Rocket Agency, this national recognition highlights our data-led approach to digital marketing.

AI is changing how people search and how often they click. With zero-click results becoming the norm, traditional traffic metrics no longer tell the full SEO story. Senior Media Strategist Nicole Ryan explains how Bonfire is adapting our SEO approach for AI-driven search, from making content easier for machines to interpret to tracking visibility in new ways.

Instagram posts can now show up in Google search results, but only if you’ve set things up correctly. We break down what’s changed, why it matters, and the simple steps marketers can take to make their content discoverable beyond the app.

In a strategic shift, Bonfire has replaced its long-standing Subiaco billboard with a targeted digital out-of-home campaign and placed new ads closer to key WA brands and decision-makers.

Too many campaigns still start in Ads Manager, not with the audience. There’s a better way to plan, one that begins with the people you actually want to reach. It’s a small shift that can make a big difference to how your campaigns perform.

Recognised for both team and individual excellence, Bonfire has secured finalist spots in the Agency Team and Agency Rockstar categories at the 2025 Google Honours Awards.

Not long ago, eCommerce growth was simple: spend more on media, sell more products, scale the business. That model doesn’t hold anymore. With rising costs and increased competition, revenue-first campaigns are starting to fall short. Growth now depends on the quality as well as the quantity of your conversions.

Google’s AI-led search is rewriting the rules of brand visibility. Bonfire’s General Manager – Growth unpacks what this means for marketers, and how to stay front and centre in a zero-click world.

Google’s AI Mode is already changing how people search in the US and India. It hasn’t launched in Australia yet, but when it does, it will reshape how brands are discovered, surfaced, and selected online. Here’s what you need to know before it arrives.

How will AI platforms like ChatGPT and Google's AI Mode reshape online search? What does it mean for business visibility and marketing? Bonfire's Will Bal will reveal all, including practical steps that you can take to stay ahead in an AI-first world. This release is courtesy of the team behind State of Social '25.