hello@wiredco.com.au

Privacy Policy

Terms of Service

© 2026 WiredCo®

hello@wiredco.com.au

Privacy Policy

Terms of Service

© 2026 WiredCo®

hello@wiredco.com.au

Privacy Policy

Terms of Service

© 2026 WiredCo®

The Iconic.

The Iconic.

Background & Insight

The click was already ours. 

When Australians want The Iconic, they type The Iconic. The brand owns its name in search — so we asked the question most media plans dodge: how much brand paid search spend is real work, and how much just buys back demand that was always going to land?

The insight was simple: We built the dashboard and the business case. The answer was clear: brand paid search was scooping up clicks organic would have won for nothing. So we didn’t guess. We tested.

Background & Insight

The click was already ours. 

When Australians want The Iconic, they type The Iconic. The brand owns its name in search — so we asked the question most media plans dodge: how much brand paid search spend is real work, and how much just buys back demand that was always going to land?

The insight was simple: We built the dashboard and the business case. The answer was clear: brand paid search was scooping up clicks organic would have won for nothing. So we didn’t guess. We tested.

The Idea & Results

The Idea & Results

Record new customers & one of fastest growing Telcos

The bet

Switch paid off on pure brand terms and let organic pick up the slack — with no hit to sales. Side by side with The Iconic and Google, we built a proper experiment before a single dollar moved.

How we ran it

  • Strategic, not blanket. Competitors bid on the brand’s name too — so we pulled paid back only where organic could hold the ground.

•     Brand terms only. Aimed at the queries most likely to be cannibalised.

•     Revenue-first. A conversion-lift A/B test on sales, not just traffic.

•     30/70 split. Three in ten users saw no brand ads; the rest, business as usual.

•     Clean read. Run through a quiet promo window so the numbers told the truth.

It settled it. Sales held; organic absorbed the demand paid had been buying.

0%

Less budget spent bidding on the brand’s own name.

0%

Less budget spent bidding on the brand’s own name.

0%

Less budget spent bidding on the brand’s own name.

0%

Revenue lost. Organic picked up what paid put down.

0%

Revenue lost. Organic picked up what paid put down.

0%

Revenue lost. Organic picked up what paid put down.

0%

Consideration grew by up to 40% among 18-34. YouGov Brand Tracking.

0%

Consideration grew by up to 40% among 18-34. YouGov Brand Tracking.

0%

Consideration grew by up to 40% among 18-34. YouGov Brand Tracking.

0+

For the first time in 18 months, net user movement turned positive.

0+

For the first time in 18 months, net user movement turned positive.

0+

For the first time in 18 months, net user movement turned positive.

Have a campaign, brief or challenge in mind?

By submitting, you agree to our Terms and Privacy Policy.

Let’s talk.

Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.

Have a campaign, brief or challenge in mind?

By submitting, you agree to our Terms and Privacy Policy.

Let’s talk.

Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.

Have a campaign, brief or challenge in mind?

By submitting, you agree to our Terms and Privacy Policy.

Let’s talk.

Tell us about your brief or business challenge — brand, performance, creative, social, earned or search and LLMs. We'll wire it together for commercial magic.