What types of brands do you work with?

D2C eCommerce brands on Shopify — fashion, apparel, beauty, health, homewares, consumer goods. We only work with eCommerce brands, which means we understand your margins, your seasonality, and your customer economics better than any generalist agency.

What's in the free audit?

A genuine assessment of your current paid media setup — where budget is wasted, what's actually incremental, and where profitable scale exists. Followed by a direct strategy call with Teagan. Not a pitch deck. Useful whether you work with us or not.

Surge Digital | Paid Media Management for DTC eCom Brands

Q: Are there lock-in contracts?

No lock-in term. We work on a rolling agreement with a 30-day notice period. No penalties, and no long-term contract.

Q: Who works on my account?

You'll be assigned a dedicated senior performance marketer who handles your account day-to-day — not a junior who's learning on your budget. Each member of our team manages a maximum of 6–8 accounts, so yours always gets proper attention. You'll have direct Slack access to your team and a clear point of contact from day one.

Q: What's the minimum ad spend?

We work with brands spending $5,000 to $100,000+ per month in paid media. The more relevant question is whether your unit economics support profitable scaling — which the free audit is designed to assess first.

Q: How quickly do we see results?

Structural improvements — wasted spend identified, campaigns restructured, bidding corrected — typically appear within 30–60 days. Compounding performance builds over 90 days as creative and cohort data mature. We give you a realistic timeline based on your specific account during the audit.

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Everyone aligned.
Live reporting dashboard.

We use an in-house, custom built, reporting software. This ensures everyone is aligned on performance KPI's and how they are tracking in real time.

More Detail →

Net Revenue

About Surge Digital

Senior strategists.
Not set-and-forget.

P&L

First

Teagan Bok built Surge Digital for DTC brands that want senior paid media operators, not account managers reading from a process doc.

We start with your economics, then build Google Ads and Meta Ads systems that support profitable growth.

Focused scope. Smaller client load. Better decisions.

⚡

Senior team. Limited intake. Real accountability.

Each team member handles 6-8 accounts max, so you know who is running your ads and you can actually reach them.

Google Ads Meta Ads Shopify eCommerce only Month-to-month 30-day notice

Services

Everything you need.
Nothing you don't.

Paid media management aligned with your P&L to drive profitable growth.

Reporting & Strategy

P&L centred reporting that drives decisions and produces actionable next steps for the business and ad accounts.

MER, aMER & CAC reporting
Growth forecasting
Accurate budget pacing
Live P&L breakdown and reporting software for clients

Unit Economics

Before we touch paid media, we understand your business. We set P&L derived targets and KPIs for paid media campaigns.

Cohort analysis & LTV modelling
Contribution margin at product and business level
AOV analysis & offer strategy
New customer CAC isolation

Google Ads

Shopping, Performance Max and Search campaigns structured around product margins, not platform ROAS.

Margin-aware campaign structure
Brand vs non-Brand control and exclusion
Accurate conversion tracking & attribution
Product feed optimisation
Search term and negative keyword control

Meta Ads

Full-funnel campaign structure and strategy focused on genuine new customer acquisition.

Prospecting and 'funnel warming' architecture
Attribution window analysis
New vs engaged audience segmentation
Rigid creative testing frameworks

Creative Strategy

Systems and feedback that produces consistent creative winners. Every test has a hypothesis. Every result feeds the next brief.

Hook and Hold rate analysis
Hypothesis-led split testing
Content idea and angle ideation and briefing

No juniors.
Experienced operators.

A deliberately small team of senior operators, ensuring the highest standard of work and results for our clients.

Founder

Teagan Bok

Teagan has spent the past 4.5 years working exclusively with eCommerce brands, managing paid media across a wide range of niches, from rubber stamps and designer clothing to aluminium deck framing and large studio mirrors.

He brings a strong commercial lens across paid media, creative strategy and unit economics, managing and scaling accounts spending $4k–$70k per month while maintaining control of the P&L.

Deep Expertise

What our team actually
knows deeply.

Click any area to see the specific frameworks we use. These aren't buzzwords — they're the tools applied on every account.

🧮

Unit Economics & Commercial Analysis

The foundation every campaign is built on

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Before touching any campaign, we understand your business economics at a unit level. This is what separates campaigns that look good from campaigns that actually make money.

Cohort Analysis

Breaking customers into acquisition cohorts to understand repurchase behaviour, churn signals, and how 30-day performance predicts 90 and 180-day outcomes.

LTV Modelling

Predicted 90-day, 180-day, and 12-month LTV by product category, channel, and customer segment — so you know the true ceiling for new customer acquisition cost.

Contribution Margin by SKU

True margin per product — revenue minus COGS, shipping, returns, and payment fees. Some bestselling products are margin destroyers we shouldn't be advertising.

AOV & Offer Strategy

Analysing average order value by channel and creative type. Bundle construction, threshold incentives, and cross-sell sequences that move AOV without touching ad spend.

New Customer CAC

Isolating the cost to acquire a genuinely new customer — not the blended number. Most brands inflate this by attributing existing customer repurchases to paid campaigns.

P&L Alignment

Connecting marketing activity to actual financial outcomes. Making sure every optimisation decision moves the P&L, not just the ROAS dashboard.

🔍

Google Ads — Search, Shopping & PMax

High-intent traffic structured around margin

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We build Google Ads accounts structured for how the algorithm actually works — not how the interface encourages you to set things up.

Campaign Architecture

Structuring campaigns to segment intent, product margin, and customer stage correctly. Architecture directly controls how Google allocates your budget.

Shopping Feed Optimisation

Product feeds optimised at the attribute level — titles, descriptions, custom labels mapped to margin tier. The highest-leverage change in any Shopping account.

Performance Max Strategy

When PMax helps and when it cannibalises. Asset group segmentation by product category. Budget control between PMax and standard Shopping.

Margin-Aware Bidding

ROAS targets that reflect actual contribution margin by product group. A 4x ROAS on a 20% margin product is a loss. We build strategies around real profitability.

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Meta Ads — Full-Funnel Strategy

New customer acquisition at scale

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Meta is where most eCommerce growth lives — and where most budgets leak. We build accounts structured around genuine new customer acquisition.

Prospecting & ASC

Advantage+ Shopping Campaigns segmented by product category. Lookalike structures seeded from high-LTV segments, not all purchasers.

Retargeting Strategy

Retargeting only where genuinely incremental. Exclusion windows tested to determine where retargeting cannibalises organic intent rather than accelerating it.

Creative Testing

Single-variable hypothesis testing with logged results. Hook rate and hold rate analysis. Every test produces a repeatable learning, not just a winner/loser.

Budget Scaling

Scaling spend without destroying efficiency. Incrementality signals and cohort windows determine when and how fast to increase budgets safely.

🔬

Attribution & Incrementality Testing

Finding what's real vs platform inflation

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Incrementality testing reveals 20–40% of reported ad revenue is typically attribution inflation. We find the real number and reallocate accordingly.

Holdout Testing

Splitting audiences into exposed and unexposed groups to measure true incremental lift. The only way to answer "what would have happened without this ad?"

Cross-Channel Cannibalisation

Identifying where paid channels claim credit for organic, email, or direct conversions. Running Meta retargeting at 10x ROAS on people who were going to buy anyway is a very common expensive mistake.

Third-Party MMM

Northbeam, Triple Whale, and other tools — used with an understanding of each tool's methodology and where their models introduce their own biases.

Shopify Reconciliation

Cross-referencing platform-reported data with Shopify actuals. The gap between what Google and Meta claim and what Shopify records is where the real story lives.

Free Content

What we know,
made public.

Watch our content on YouTube and Instagram. Get a feel for how we think and operate.

Campaign Structure on Meta (eCom Brands)

View all videos on YouTube →

@surgedigital.io

View all content on Instagram →

FAQ's

Are there lock-in contracts? +

No long term lock-in. We work on a rolling agreement with a 30 day cancellation notice period.

How often do we hear from you? +

Weekly. You'll have fortnightly meetings with the team and then receive update videos on alternate weeks.

Who works on my account? +

We only hire senior operators with minimum 3-4 years experience. This ensures the highest standard of work and results for our clients.

How quickly do we see results? +

Typically 45-60 days. In the 'Free Action Plan' phase, we isolate the available opportunity within your business and ad accounts and give you our recommended next steps for free. If you decide to join us, implementation of these next steps usually takes 1-3 weeks with another 2-3 weeks of refining and optimising the system before we can very confidently expect results.

What type of brands do you work with? +

DTC eCommerce brands on Shopify in any niche. This is where our expertise lie but we are happy to handle lead generation brands or DTC eCom brands on other platforms.

What's the minimum ad spend? +

No specific threshold. Ideally brands should be spending a total of AU$5,000+ on ads to make the fee we charge worthwhile for them.

How do you bill us? +

We bill a fixed fee every month. No sliding-scale fees based on revenue generated or ad spend spent.

What's in the free action plan? +

You give us view access to your accounts. We isolate the available opportunity within your business and ad accounts and give you our recommended next steps for free. You can implement these yourself or in an ideal world, hire us to do that for you.

Driving Profitable Growth for DTC Brands through Paid Ads Profitable Growth for DTC Brands through Paid Ads

Everyone aligned.
Live reporting dashboard.

Senior strategists.
Not set-and-forget.

Everything you need.
Nothing you don't.

No juniors.
Experienced operators.

What our team actually
knows deeply.

What we know,
made public.

FAQ's

Find your profitable growth.

Driving Profitable Growth for DTC Brands through Paid Ads Profitable Growth for DTC Brands through Paid Ads

Everyone aligned.Live reporting dashboard.

Senior strategists.Not set-and-forget.

Everything you need.Nothing you don't.

No juniors.Experienced operators.

What our team actuallyknows deeply.

What we know,made public.

FAQ's

Find your profitable growth.

Everyone aligned.
Live reporting dashboard.

Senior strategists.
Not set-and-forget.

Everything you need.
Nothing you don't.

No juniors.
Experienced operators.

What our team actually
knows deeply.

What we know,
made public.