Posts by Rob Di Giovanni

There’s a growing gap between how people search and how we measure it. AI-generated answers are shaping decisions before users ever click through to a website. The problem is, most reporting doesn’t capture any of it. This piece unpacks where that influence is happening, why it’s being missed, and how to start measuring it properly.

If you’re looking to better understand campaign moments, periods of high marketing activity, and where effort is likely to pay off across the year, this calendar is designed to help.

AI Overviews are reshaping what visibility looks like in search. This article breaks down a repeatable approach to earning inclusion, backed by real examples from across industries.

Legal clients are turning to AI long before they contact a lawyer. Here’s what firms need to prioritise in 2026 to remain part of the client’s shortlist.

Google Ads, social, AI search all run on the same signals: fast sites, clear structure, relevant content. This short read explains how the work you do for SEO powers the rest of your digital ecosystem.

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.

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.

WA marketers packed the Duxton to rethink how they plan, target and measure. These are the themes (and takeaways) shaping tomorrow’s campaigns—straight from Google and Bonfire.

As a performance-led agency, we’re used to driving bottom-of-the-funnel results. So when it came to running a brand awareness campaign for ourselves, we applied the same strategic discipline — with a few key shifts in focus. Here’s a behind-the-scenes look at our programmatic ‘We Found You’ campaign.

Prepare for Google's future of search. This guide explores how Australian marketers can adapt to AI-driven search results. Learn about adapting SEO, content creation, and multi-channel strategies for AI Overviews' impact on user behaviour, brand visibility, and ad efficacy.

Bonfire's Content Manager explores the role of content in modern digital marketing and how the Content Team at Bonfire delivers outstanding results for our clients.

In Perth's competitive air conditioning market, a newcomer challenges industry giants using Generative AI. Their strategy: a unique, hyper-local SEO approach aimed at doubling leads and winning market share.