We were creating a new website for a niche topic. Tactic Lab advised us at every major step from industry/market and topic research to structuring the WordPress site and liaising with our developer to optimising the website’s call-to-actions, the result being a successful launch that also reduced dev costs.
Chris Angwin Strategic communications and design CSIRO
Analytics + Tracking
GTM, GA4 and other analytics tools
Ad platform conversions
Integration with CRM and offline conversions
At WWF Australia, we are very hands-on with our analysis and optimisation projects. We have a great team and no shortage of exciting digital projects in the pipeline. Working with Tactic Lab has been a great way to upskill our internal teams, while having a sound base of expertise to draw on across a range of digital projects, from SEO to analytics and advertising. They are proactive and offer great flexibility so we can make the most out of their help for consulting/strategy, implementation as well as training.
Julien Mulot Digital Marketing Manager WWF Australia
Digital Ad Campaigns
All major platforms: Google, Meta, LinkedIn, Microsoft
Other platforms: Spotify, TikTok, Reddit etc
Full campaign life cycle
Automation to help you scale
We’ve greatly benefited from having Tactic Lab as our partner for LinkedIn Ads for our clients. Working on global B2B brands that advertise across many regions, Tactic Lab’s expertise in how to reach and engage the right people by tapping into LinkedIn’s unique targeting capabilities has brought impressive results. They manage multiple verticals for some key clients that all have unique KPIs and goals. They are a very hands-on agency, always testing campaign objectives, audiences, market splits, messaging, and ad creative. Tactic Lab has proven that their methodology works by consistently achieving great results, no matter what the brief.
Data Studio, BigQuery and other major reporting platforms
Customised to your needs and KPIs (inc workshopping them)
Tailored to your team (interactive vs email vs other formats)
Marketing campaign reporting+analysis
We have a range of client websites where there are custom categorisations that live in spreadsheets rather than on the website itself. Tactic Lab enriched our Google Analytics data for those articles with the categories and created some automations. We now have each article’s traffic performance directly in our editorial sheet, which keeps things convenient for the content team but can also easily review aggregate data across each article category.
Our WordPress website had fallen into a very poor state so we needed a major refresh. While we had the assistance of a developer, it’s sometimes hard to know if what we’re instructing them is actually the best option. Tactic Lab advised us throughout the journey, including analysis of our current data (to minimise the chance of SEO losses post-migration), website structure as well as helping us understand and navigate the tech options suggested by the developer. They made sure that our tech setup is not only good but also right for our business objectives.
Real integration between your website/CRM/analytics tools
Connect services using automators (eg. Zapier) or custom API work
Optimising your AI flows to reduce costs and improve reliability
We work with a range of tools to create integrations and automations that are customised to you. This includes automations for analytics and reporting but also automations to improve operations. Click here to see a sample list of tools.
Email + CRM
Help with email strategy
Creating/optimising email audiences/flows
Integrating email traffic with CRM, analytics + other tools
We knew our email strategy was fragmented and needed a major clean-up but didn’t realise the extent of the opportunity until Tactic Lab helped us rework our strategy. After extensive data analysis and stakeholder interviews, their recommended approach was so tailored to our council’s unique setup that we are now scaling this approach beyond email to other digital marketing channels.
Audits and setup for client-side and server-side GTM
Improving scalability across multiple tags, websites etc
Integrating with other data sources for easier management
When we engaged Tactic Lab, our main ecommerce conversion tracking had not been working for over 6 months and we’ve been unable to fix it despite assistance from a range of developers. While this was originally thought to be related to a website upgrade and a new security policy, the issue was actually just a conflict inside our GTM setup. As a result, Tactic Lab were able to fix the issue and restore conversion tracking, as well as make recommendations about a larger GTM clean-up that would be relevant to Podpac’s plans over the year ahead.
At WWF Australia, we find that even our established teams benefit greatly from the support of a specialist agency like Tactic Lab. By leaning on their expertise and feedback, we are able to keep on top of the latest best practice tactics and maximise our analytics and digital outputs.
Kia Tzounos Digital Marketing Campaigns Manager WWF Australia
BigQuery
Setup and management
Importing data from GA4, Search Console, ad platforms, CRMs and more
Advanced analysis including for automatic reporting
We have 11 food and beverage venues within SkyCity, all running paid campaigns alongside organic activity. We had a Data Studio dashboard, but it wasn’t really used by the team as it was lacking campaign-specific insights. Tactic Lab helped simplify things by using BigQuery to merge our ads and analytics data into one easy-to-use campaign dashboard in Data Studio. It focuses on clear, top level performance metrics, with the option to drill down into specific campaign sources where needed. We can now quickly check how campaigns are performing without having to dig through complicated data. It’s made reporting much more user friendly and consistent across venues.
Nick Babadimas Head of Marketing – Brand & Hospitality SkyCity Adelaide
Data Studio (formerly Looker Studio)
Workshopping what data is relevant to your business
Implementation of custom team-based dashboards
Integration with multiple data sources (including non-Google and custom data)
We have 11 food and beverage venues within SkyCity, all running paid campaigns alongside organic activity. We had a Data Studio dashboard, but it wasn’t really used by the team as it was lacking campaign-specific insights. Tactic Lab helped simplify things by using BigQuery to merge our ads and analytics data into one easy-to-use campaign dashboard in Data Studio. It focuses on clear, top level performance metrics, with the option to drill down into specific campaign sources where needed. We can now quickly check how campaigns are performing without having to dig through complicated data. It’s made reporting much more user friendly and consistent across venues.
Nick Babadimas Head of Marketing – Brand & Hospitality SkyCity Adelaide
Google Search Console
Setup and optimisation
Troubleshooting and monitoring
Integrating into your reports
A lot of orgs use 3rd party tools for SEO measurement but Google Search Console remains an excellent resource, which tells you your top SEO pages, queries, position, impressions and clicks. But the biggest benefit is the ability to export the raw data to BigQuery for more scalable, automated reporting and analysis – the larger your website the more valuable this is.
Google Ads
Account setup
Strategy, structure, audiences, tracking, etc
Campaign setup and optimisation
Search campaign structure + AI Max
All Display and Video campaign types: Performance Max, Display, Demand Gen, Video (YouTube), Shopping, App, Hotel
Tactic Lab has been instrumental in getting our Google Search Ads back on track. They provided a thorough account audit and outlined specific steps to restructure and improve our campaigns. From cleaning up our conversion tracking to staying on top of our extensive multi-venue campaign structure, they delivered a fully functioning, easy-to-manage account. With Tactic Lab as our partner, we can rest assured that our latest events are always integrated into the account, and that the latest knowledge is applied to our campaigns. Since Tactic Lab started making improvements to the account, our CTR has been steadily increasing, while quarterly booking volume for our venues has grown consistently.
Nick Babadimas Head of Marketing – Brand & Hospitality SkyCity Adelaide
Meta Ads
Account+campaign setup and optimisation
Help with strategy, structure and audiences
Setup of conversion events to match your KPIs
A/B testing of objectives, audiences, creative etc
Tactic Lab helped us revamp our Meta Ads account structure, improved the way we measure a campaign’s success and provided training sessions for us to self-manage campaigns. We learned how to best manage prospecting and remarketing segments, and which audiences to engage when. We also have deeper knowledge of campaign objectives and other capabilities of the Meta ads platform.
Because bookings don’t happen directly on our website, we used to run simple website traffic campaigns. Tactic Lab allowed us to create conversion campaigns that optimise for people clicking from our website to our booking partners. This means we’re now optimising campaigns for people that are more likely to convert on our partner hotel booking sites.
Matt Garreffa Vice President – Marketing 1834 Hotels
LinkedIn Ads
Account+campaign setup and optimisation
Strategy, structure, audiences, tracking, etc
Lead campaigns, website traffic/engagement, document ads, thought leader ads, message ads etc
A/B testing of objectives, audiences, creative, etc
We’ve greatly benefited from having Tactic Lab as our partner for LinkedIn Ads for our clients. Working on global B2B brands that advertise across many regions, Tactic Lab’s expertise in how to reach and engage the right people by tapping into LinkedIn’s unique targeting capabilities has brought impressive results. They manage multiple verticals for some key clients that all have unique KPIs and goals. They are a very hands-on agency, always testing campaign objectives, audiences, market splits, messaging, and ad creative. Tactic Lab has proven that their methodology works by consistently achieving great results, no matter what the brief.
I wasn’t originally planning on running Microsoft Ads for my Christmas gifts campaign but Tactic Lab suggested it. I was getting a 125% higher conversion rate from Microsoft Ads compared to Google Ads. This didn’t end up adding much to Tactic Lab’s management effort either due to the import feature – it was just pure extra revenue.
Aisling and the team at Tactic Lab led us through a holistic audit of all our Google products at City of Newcastle. We needed to untangle a complex suite of new and legacy website properties, and develop an enterprise solution to align and enhance our reporting capabilities and Tactic Lab have helped us to deliver this.
Tactic Lab's expertise in the tools and how they interact helped us identify gaps, available resources and most importantly solutions. Working with the team was excellent. Their attention to detail, and deep knowledge of all things digital gave us the language and tools we needed to drive the project further internally. Their collaborative approach ensured we stayed on the same page.
The end result was a customised digital road map that we could take on with confidence to achieve our goals and deliver to stakeholders. Tactic Lab's ongoing support remains extremely valuable and we are able to access extra assistance whenever needed.
Quantitative review of your existing analytics+marketing data
Qual review where appropriate (eg. team interviews/workshops)
Recommendations for your anticipated future needs
Can be done in as little as 15 hours
We were creating a new website for a niche topic. Tactic Lab advised us at every major step from industry/market and topic research to structuring the WordPress site and liaising with our developer to optimising the website's call-to-actions, the result being a successful launch that also reduced dev costs.
Chris Angwin Strategic communications and design CSIRO
Implementation
Ongoing management
You control the hours and priorities
Can work in tandem with your in-house team or other suppliers
When I approached Tactic Lab I already had a profitable business driven by my great product and strong distributor relationships. I wanted to future-proof my success by reducing dependency on distributors and building my own direct sales pipeline. By bringing my customers directly to me, I retain full control of the message, user experience and sales revenue.
Sessions tailored to your team's specific needs and knowledge level
Documentation with recordings or written content
Access to our team for ad-hoc questions/support
Tactic Lab helped us revamp our Meta Ads account structure, improved the way we measure a campaign's success and provided training sessions for us to self-manage campaigns. We learned how to best manage prospecting and remarketing segments, and which audiences to engage when. We also have deeper knowledge of campaign objectives and other capabilities of the Meta ads platform.
Matt Garreffa Vice President – Marketing 1834 Hotels
Based on the above selection, you may find your answer in our free resources
No, you can get the Tech Support option completely obligation-free by the hour. We'll always give some recommendations about what’s realistic for your goals given your hours budget (and ads budget, if relevant).
Is there a minimum commitment period?
No, you can get one bundle hours bundle or one hour of tech support and if that solves the problem then that's it!
What if I don't use all the hours in my prepaid bundle?
These hours will roll into a future month. They can be reused for any other task or project.
Can we scale our projects/work up or down?
Yes, we understand that many of our clients have changing needs (and budgets) so our arrangement is flexible in terms of hours.
What if I don’t know exactly what I need yet?
Contact us and we'll set up a quick, no-obligation call where we'll review what you're after and provide some honest recommendations - whether that's one of our bundles, another provider or even staying with your existing setup.
Do you specialise in a particular industry?
No – industries we've worked on include travel, education, hospitality, non-profit, B2B, professional services & more but we've found that even within one industry there is a wide range of approaches. We prefer to be guided by the client's expertise in their own industry - and have found that to be more cost-effective too.
Can you work just one thing (eg. my analytics/ads)?
Definitely! However when you work with us, you get access to all our services and support it's flexible for your changing needs, eg. if you want to scale the scope of services up/down.
Will you work with existing agencies/team members?
Yes – often optimising an existing approach is better and cheaper for you than a full rebuild. At the start of the engagement, once we learn more we will will make recommendations about the best use of our time.
Will you let me know what access I need to share?
Yes, we'll provide full access details for how to securely share access to each tool/account.
Is my data secure?
If you work with Tactic Lab you own your own data. We follow best practices for security in our own team and also make recommendations to clients if we spot an insecure setup.
What do your badges mean?
We've pursued certifications/partnerships with the key tools we work with, but only where they are of benefit to our clients. Some partner programs try to push specific agendas/sales targets onto agencies (and therefore clients) - we avoid those.
