Our Process
Our social media process is built around strategy, relevance and measurable growth.
We start by defining clear business objectives and identifying your ideal audience. From there, we select the right platforms, develop targeted content and launch campaigns designed to drive engagement and conversions. Every step is backed by performance tracking and continuous optimisation to ensure your social media presence translates into real business results.
Built around strategy, not guesswork — we define objectives, select the right platforms and optimise every step against real business results.
This is not set-and-forget advertising. A structured, performance-driven framework built to scale what works and eliminate what does not.
01
Define Your Goals
We start by mapping your profit targets, customer acquisition economics, and the business objectives your social spend needs to support. Campaigns are designed around what success looks like on your P&L – not just your dashboard.
We start by mapping your profit targets, customer acquisition economics, and the business objectives your social spend needs to support. Campaigns are designed around what success looks like on your P&L – not just your dashboard.
02
Choose the Right Platforms
We select platforms based on where your margin is made – where your highest-value customers spend time, and where your spend delivers the strongest return. Platform selection follows your profit model, not social media trends.
We select platforms based on where your margin is made – where your highest-value customers spend time, and where your spend delivers the strongest return. Platform selection follows your profit model, not social media trends.
03
Craft Compelling Content
Creative is tested systematically against revenue and profit signals – not likes or shares. We iterate on what converts, and cut what only entertains.
Creative is tested systematically against revenue and profit signals – not likes or shares. We iterate on what converts, and cut what only entertains.
04
Engage With Your Audience
We actively manage community engagement to build brand trust and accelerate the consideration stage – shortening the path from first interaction to paying customer.
We actively manage community engagement to build brand trust and accelerate the consideration stage – shortening the path from first interaction to paying customer.
05
Monitor & Optimise with Analytics
We track the metrics that matter to your business – cost per acquisition, return on ad spend, and contribution margin. Every optimisation is a decision measured against your P&L, not platform vanity metrics.
We track the metrics that matter to your business – cost per acquisition, return on ad spend, and contribution margin. Every optimisation is a decision measured against your P&L, not platform vanity metrics.
Facebook Ads
Turn attention into measurable revenue
We turn Facebook and Instagram into scalable revenue channels through structured creative testing, audience refinement, and full-funnel optimisation. By rapidly iterating on high-performing creative and campaign strategy, we focus spend on what drives real leads, purchases, and measurable return.
TikTok Ads
Turn attention into new customer acquisition
We create scroll-stopping creative and UGC-led campaigns designed for how people actually engage on TikTok. Through rapid testing, concept iteration, and scaling what performs, we transform views into qualified traffic, conversions, and revenue.
LinkedIn Ads
Reach decision-makers with precision targeting
Our LinkedIn campaigns are built to engage the people who influence and approve buying decisions. Using accurate audience segmentation and full-funnel strategy, we generate higher-quality B2B leads and support consistent pipeline growth.
-
best apac seo campaign winner global search awards -
best use of search - b2b (ppc) apac search awards
-
smart50 fastest-growing sme smartcompany
-
best low budget campaign - seo apac search awards
-
40under40 award winner 40under40
We Don’t Need To.
-
The team at pathfinder marketing have been amazing at creating both my facebook ads and google ads strategy. They understood my budget constraints and are very responsive to my questions.
Peter Rasmussen Perth, Australia -
It’s been great working with Pathfinder over the last 12+ months on my Facebook Ads and digital marketing strategy. Their responsiveness, professionalism and creativity has been huge in increasing the quantity and quality of leads for my business and helping me grow from strength to strength. Thanks team!
Corey Connolly Perth, Australia -
We struggled to get consistent leads online, and past marketing agencies just didn’t deliver. So we decided to work with Pathfinder Marketing, a leading Perth-based SEO agency. From the start, Pathfinder exceeded our expectations. Thanks to their expertise, our organic traffic and leads are now the highest they’ve ever been. For any business in Australia looking for SEO services, we couldn’t recommend Pathfinder more highly!
Alex Vail Perth, Australia -
I’ve been working with Pathfinder for just over 12 months for help with my Google Ads. I have found them great to work with, easy to communicate with, and very responsive – highly recommended!
Russell Bensky Perth, Australia -
We’ve been working with Pathfinder for just over 6 months they have been helping us with our Google Ads,
Facebook Ads, and LinkedIn Ads.

The team has been fantastic to work with and we’re already seeing a positive ROI from our marketing budget. Highly recommended!
Sarah Bellamy Perth, Australia -
Building and launching a new startup is complicated enough, let alone learning how to effectively run paid search & social. After wasting thousands of dollars on the platforms trying to do it ourselves, the Pathfinder team sorted out our digital advertising and Google Ads and we’re seeing great results. They are everything you could want in a key business partner. Quick, responsive, and most importantly experts in making each click-dollar go further. I’ve recommend then to several other friends who have also seen impressive results. In the vast ocean of mediocre marketing agencies, they are the island of excellence.
David Hack Perth, Australia -
Dave from Pathfinder was incredible in helping us design a purpose built HubSpot CRM followed by the implementation. Dave’s knowledge and expertise in understanding our client’s journey and ensuring the CRM catered to this was exceptional. Nothing was ever too much, and Dave was always there to support any tweaks or changes to our workflows. I highly recommend Dave and Pathfinder if you are considering customizing and implementing a new CRM.
Jason Rhine Perth, Australia -
Nick has been an invaluable member of the Pathfinder team. His expert guidance helped me grasp complex digital marketing concepts and Google Ads strategies. His clear explanations and hands-on support transformed my understanding! 10/10 would recommend if you’re a fence sitter and unsure if you should employ these services for your business!
Celina Moussa Perth, Australia -
Loved working with the team and Pathfinder on our HubSpot onboarding project as well as with our paid advertising. Highly recommend. Attention to detail was great!
Georgie Strain Perth, Australia -
I have worked with Pathfinder across 2 businesses for our Paid Search, Social and SEO and they are an integral extension of our business. The strategy and implementation developed by the team has fuelled our growth. I highly recommend Pathfinder for strategy and execution – and also because they are a bunch of fantastic and nice people!
Lizzie Babarczy Perth, Australia
Curious how we perform?
Brands We’ve Worked With
Brands trust us because we measure every one in profit, not vanity metrics.
Meet the Operators
Behind the Growth Engine
-
Mauricio Talero SEO Performance Lead -
Nick Stewart Operations Coordinator -
Dave Toby Managing Director / CEO -
Mitchell Kelly Head Of Performance -
Ollie Hewson SMM Performance Lead -
Elen Syme SEM Performance Lead -
Saijo George AI SEO Performance Lead
Other Channels That Power
Your Profit Engine
-
SEO
Rank higher, capture demand, and drive compounding traffic with SEO systems built for long-term profit.
-
AI SEO
We use AI to power smarter SEO, combining data, content, and optimisation to scale performance and drive measurable results.
-
Google Ads
From Search to Shopping, YouTube to Display – we put your business in front of buyers the moment they’re ready to act.
-
ChatGPT Ads
We put your brand inside the AI conversations customers now trust, capturing demand at the exact moment they ask for a solution.
-
Bing Ads
We connect your brand with high-intent customers across search, native, and display, reaching buyers where decisions are made.
-
Facebook Ads
We turn Facebook and Instagram into revenue machines with creative testing, UGC scaling, and full-funnel campaigns that convert.
-
TikTok Ads
Scroll-stopping creative and UGC-style campaigns that tap into culture, capture attention, and turn views into customers.
-
LinkedIn Ads
Reach decision-makers where they work with targeted campaigns that generate quality B2B leads and real pipeline growth.
-
HubSpot
We implement HubSpot as your single source of truth – uniting sales, marketing, and customer data so you can track, automate, and scale.
Everything we do is built around one idea: marketing should drive profit, not activity. From day one, we build a custom profitability model so you can see whether campaigns are delivering a return – and we fix it if they’re not.
We focus on one outcome: profitability. While most agencies chase traffic and impressions, we tie every strategy to revenue, cost per acquisition, and ROI – so you always know what’s working and how campaigns are contributing to growth.
We start with your numbers, not platforms. Your margins, CLV, and growth targets determine which channels generate the strongest return. Channel selection is strategic, not trendy – every decision is based on data, opportunity, and expected return.
Not necessarily. Budget efficiency matters more than size. We structure campaigns on realistic targets, build a profitable foundation first, then scale once campaigns are consistently delivering return.
We believe performance should retain clients, not contracts. Our relationships are built on transparency and accountability. If campaigns are delivering value, they continue naturally. If not, we fix it. Long-term growth, not short-term lock-ins.
The difference is alignment and accountability. We connect marketing directly to revenue outcomes, establish clear KPIs from day one, and tell you exactly what’s being done and why. If something underperforms, we fix it – we don’t hide behind activity metrics.
We provide specialised strategies tailored to specific industries across Australia. Browse our complete list of industries here.
Industries We Work With:
Your growth
journey starts here!
With 30+ years of combined experience in PPC, SEO, and social media, Pathfinder Marketing offers a FREE digital marketing audit to help craft your winning strategy.