paid-ads
Paid ads
ads
2
leaselab
pay their way.
what is in them.
Paid ads
Services
·
Paid ads
Ads that pay their way.
Google, Meta and LinkedIn campaigns for government, brands and businesses. We make the creative in house, run the ads and report on what they returned, every month.
$2,000
per channel, per month
3
platforms we manage
5.0
from 20 Google reviews
5.0
★★★★★
✓ Reply within one business day
✓ Scope and quote in writing
Trusted by 100+ government, brand and business teams
Why Shoelace
The ads are only as good as what is in them.
Most agencies manage the account and outsource the creative. We make the video and the static in house, so when an ad tires we can shoot and cut a replacement in days, not weeks.
Every campaign starts from a plan, runs on clean conversion tracking, and comes with a plain English report on what it returned and what we change next.
Paid ads
What you get.
Account management, creative and reporting from one team, so the ads and the work in them improve together.
Quote what I have picked →Google Search
Show up when people are ready to buy.
- Keyword research and structure
- Ad copy and extensions
- Conversion tracking set up
Meta ads
Facebook and Instagram creative that stops the scroll.
- Audiences built from your data
- Reels, Stories and feed creative
- Retargeting for site visitors
LinkedIn ads
Reach decision makers by role, sector and size.
- Targeting by role, sector and size
- Lead forms or landing pages
- Sponsored posts and video
Ad creative
Video and static made in house, so we can test fast.
- Shot and cut in house
- Fresh variations every month
- Made to each platform spec
Landing pages
Pages built for one job: the enquiry.
- One page, one goal
- Built for mobile first
- Connected to your CRM
Monthly reporting
Plain English results and what we change next.
- Leads and cost per lead
- What we change next
- A call to walk through it
One shoot, every format
Cut for everywhere you publish.
We plan the shoot around every place the video has to live, then hand over a master for each one. No reshoots, no awkward crops.
16:9
Brand film
Website, YouTube, events
9:16
Social reel
Reels, TikTok, Shorts
1:1
Square post
Feeds and LinkedIn
4:5
Ad cutdown
Meta and LinkedIn ads
How we shoot
On brand. Built for the job.
Every shoot starts with where the images will run: the website hero, the ad set, the annual report, the proposal. We plan framing, crops and space for copy around those uses, then light and grade to your brand, so every photo has a job to do.
FR 01
FR 02
FR 03
FR 04
FR 05
How a build runs
Brief to live in about three months.
Every site is built on staging, so you can click through every page before anything goes live. Launch day should be a non-event.
1
Weeks 1–2
Strategy and sitemap
What each page has to do, mapped to how people search.
2
Weeks 3–5
Design
Desktop and mobile designs in Figma, signed off page by page.
3
Weeks 6–9
Build on staging
WordPress or Webflow, with the copy written as we go.
4
Week 10
Launch
Domain, redirects, tracking and training for your team.
5
Ongoing
Care
Updates, backups and fixes, if you want them.
What you get every month
A report you can actually read.
One page, plain English, sent in the first week of every month. What the money did, what the creative did, and what we change next.
Leads and cost per lead, by channel
Which ads worked, and which ones tired
Spend against plan
What we change next month
Monthly report
October 2026
Sample figures
Leads
128
+18% on September
Cost per lead
$42
down from $46
Spend
$5,400
on plan
Leads by month
What a toolkit looks like
Ours, built the way we build yours.
Every identity ships as a working toolkit: lockups, colour, type and shapes, with the rules for using them. Here is our own.
Shoelace Creative
Primary lockup
SC
Monogram
Aa
Proxima Nova
Colour
#FFB00A
#343032
#904E9E
#F4ECF6
#FFFFFF
Circles and lines only. Rounded corners on every shape and button.
Applied to the website
How the plan comes together
Five weeks from first workshop to plan.
A typical timeline. Bigger organisations with more people to bring along take a little longer.
1
Week 1
Discovery workshop
Goals, audience, budget and what success looks like.
2
Weeks 2–3
Research
Your market, competitors, opportunities and threats.
3
Week 4
Strategy workshop
We test the direction with your team before we write it up.
4
Week 5
The plan
Channel plan, messaging and quotable campaign options.
What you walk away with
Marketing plan 2027
Prepared for your organisation
1. Goals and measures
2. Audience and messaging
3. Market and competitors
4. Channel plan
5. Campaign options (quoted)
6. Measurement and reporting
Featured case study
01.
Case study
Client
Read the case study →
Want results like this?
Tell us the goal and we will come back within one business day with a scope and quote.
More work
Projects that worked.
Australian Pharmacy Council
A brand library with room for words
The Australian Pharmacy Council wanted its own branding photography instead of stock. We shot pharmacies, labs, lectures and simulated aged care over two days, then filmed training videos for its workplace assessments.
300+
brand photos delivered
2
shoot days in Canberra
3
training scenes filmed
photography, video-production
australian-pharmacy-council
34
Allhomes
Canberra's property brand, on camera
Allhomes has come back to us for shoot days, agent content and its Floriade partnership film. Most recently we produced a three-minute film on its partnership with YWCA Canberra's Y Homes program.
16
agents filmed in two days
3 min
partnership film for YWCA Canberra
4
projects and counting
video-production
allhomes
33
Wilmot Field Day
Existing footage turned into ticket-selling reels
Cultivate needed social reels to sell tickets to Wilmot Field Day 2026, using footage it already had. We wrote a reverse brief, pulled the strongest soundbites and delivered the main set of reels within three days.
14
vertical reels for social and Meta
3 days
from kick-off to the main set
4
audience personas in the brief
video-production, marketing
wilmot-field-day
32
University of Melbourne
Every concert, five seasons running
The Melbourne Conservatorium of Music records its Symphony Orchestra and Wind Symphony concerts. We've filmed them at Hamer Hall and the Melbourne Recital Centre every year since 2022, with six to nine cameras.
5
seasons in a row
20+
concerts filmed
6 to 9
cameras on every concert
video-production
university-of-melbourne-concerts
31
NFSA Heaven's Gate
A 12-metre installation, made for the scroll
The NFSA needed short trailers to drive visits to Marco Brambilla's Heaven's Gate, an Australian-first installation. We shot it in a half day and had a first edit with the client two days later.
Half day
on site
2 days
from shoot to first edit
6
final cuts, 15 and 30 seconds
video-production
nfsa-heavens-gate
30
NFSA Sounds of Australia
A last-minute campaign cut from the archive
The NFSA's team was at capacity with a campaign launch weeks away. We edited the Sounds of Australia announcement from archival clips, then rolled it out across Meta, YouTube, Google, web and cinema formats.
20+
campaign assets delivered
5
channels: Meta, YouTube, Google, web, cinema
4 weeks
from kick-off to CEO approval
video-production, paid-ads, design
nfsa-sounds-of-australia
29
Mount Majura Vineyard
Three moments made for one box of wine
Brand Rebellion needed social video for Mount Majura Vineyard's wine box set. We shot three short vignettes in one day that work on their own or stitched together as a landing page hero.
3
vignettes from one shoot day
9
masters in 16:9, 5:4 and vertical
28
4K stills pulled from the edits
video-production
mount-majura-vineyard
28
Invest Cardinia
Selling a shire to investors in three days
Cardinia Shire Council needed fresh photography and video for its Invest Cardinia brand. We shot about ten locations and three local businesses over three days, delivering edited images two weeks after the shoot.
3
shoot days across the shire
145
edited images in the first review
3
business feature videos
photography, video-production
invest-cardinia
26
Journal Student Living
A hype reel for a building still being finished
Journal was opening a new student building in Carlton and needed a homepage video for its new website. We built a fast, youthful hype reel around a building that wasn't ready to film until weeks before launch.
54 sec
homepage hype reel
4
cuts, including 5-second ads
2
return jobs since
video-production
journal-student-living-hype-reel
24
BAI Communications
A company video shot on their own towers
BAI's About Us video leaned on stock footage and no longer matched what the business does. We filmed BAI's own people, sites and towers across Perth and Sydney and delivered a new 2:15 company video in time for launch.
2
states filmed, Perth and Sydney
3
shoot days on sites and towers
On time
for BAI's launch date
video-production
bai-communications-company-video
23
Tamworth Country Music Festival
Seven days of the 50th festival
We were the official photographers for the 50th Tamworth Country Music Festival, covering seven days of performances, crowds, media moments and VIP events with delivery during the festival.
7
festival days covered
50th
festival, a milestone year
During
the event, images delivered
photography
tamworth-country-music-festival
22
Port Fairy Folk Festival
Five years of festival photography
Over five years we built Port Fairy Folk Festival a photo library it uses for social, its website and paid ads, while providing live photography for media and PR at every festival.
5
years of festival coverage
Live
photos for media and PR every festival
1
library used for social, web and ads
photography
port-fairy-folk-festival
21
The Brag Media x Disney
A premiere covered and edited inside 24 hours
For the Australian launch of Disney's The Artful Dodger, The Brag Media needed event video and photos fast. Two operators and an editor delivered hero videos, cutdowns and 200+ edited photos within 24 hours.
24 hrs
turnaround on everything
200+
edited photos
30, 15, 6
second video cuts
video-production, photography
brag-media-disney-artful-dodger
20
AIHW
Making a national health framework easy to read
AIHW needed a clear visual model for the Australian Health System Performance Assessment Framework. We designed the conceptual model, colour system and editable documents across three project tranches.
3
project tranches
1
conceptual model for the whole health system
Editable
documents for AIHW's own team
design
aihw-health-system-framework
19
Redacted Information Security
A sub-brand built to stand out at BSides
Cybersecurity firm Redacted wanted its Black Bag Experience to be the activation people talked about at BSides Canberra. We delivered the strategy, character, logo, landing pages, collateral and merchandise.
1
sub-brand built from scratch
Custom
character, logo and landing pages
End to end
from strategy to merch production
design, websites, marketing
redacted-black-bag-experience
18
Australian Crisis Simulation Summit
A live broadcast that made the crisis feel real
The Australian Crisis Simulation Summit at ANU runs realistic national security scenarios. We built a live-streamed multi-camera setup that mixed live presenters with pre-recorded content to make the simulation feel real.
Multi-cam
live-streamed setup
Live + pre-recorded
segments switched on the day
On site
technical and event support
video-production
australian-crisis-simulation-summit
17
GameChange
Case study videos that made the case for funding
GameChange brings employers, job seekers, service providers and trainers together in Greater Dandenong. We shot two days of interviews and overlay, then produced a series of case study videos for the program's funding launch.
2
days on site
4
case study videos, plus a 2-minute overview
Captioned
versions of every video
video-production
gamechange-city-of-greater-dandenong
16
NVES Regulator
New vehicle rules, explained in plain English
The federal government needed to introduce the New Vehicle Efficiency Standard (NVES) to Australians. We produced a three-part video series fronted by the regulator's Director, with motion graphics that make the rules easy to follow.
3
part video series
90 sec
summary cut for wider use
Captioned
and subtitled versions
video-production
nves-regulator
15
Now or Never
A festival of light, captured on water
City of Melbourne's Now or Never festival needed video that could keep up with a city-wide program of art, music and light. We produced the 2024 festival video, from 10-second PR snippets to the 60-second festival wrap.
60 sec
festival wrap
4
edit formats, from 10 to 60 seconds
30m
drone exclusion zone on the water
video-production
now-or-never-festival
14
Austrade
Event content ready while the event runs
Austrade needed photo and video from Fine Food Australia 2026 fast enough to post during the event. We covered both days at the Melbourne Convention and Exhibition Centre, then shot Austrade's Melbourne roundtable with same-day images.
200+
event photos across two days
Same day
roundtable images delivered
24 hrs
rush turnaround on event edits
photography, video-production
austrade-fine-food-australia
13
Tabasco
Four venues, three cities, next-day photos
Brand agency Yakusan needed campaign photography for Tabasco's Bloody Mary push across bars in Melbourne, Canberra and Sydney, delivered fast. We shot all four venues and turned the galleries around the next day.
4
venues shot
3
cities: Melbourne, Canberra, Sydney
<72 hrs
turnaround, inside the brief
photography
tabasco-bloody-mary
12
Moomba Festival
Australia's biggest community festival, live
City of Melbourne needed official photography and video for Moomba, Australia's largest community festival, with images in media hands within an hour. We ran an on-site content engine across five festival days in 2024 and returned in 2025.
5
festival days covered in 2024
<1 hr
from parade to media-ready images
2
festivals in a row
photography, video-production
moomba-festival
11
Australian Army BA BoK
236 pages, redesigned in five weeks
Through consultancy Fidarus, we redesigned the Australian Army's Business Acumen Body of Knowledge: a 236-page reference for Land Capability Division, delivered as a locked presentation, an online PDF and a print PDF in five weeks.
236
pages redesigned
5
weeks from kick-off to final files
3
formats: locked deck, online and print
design
army-business-acumen-body-of-knowledge
10
Omni
Three years, one partner for every channel
Omni Executive, a defence and national security consultancy, needed to show the people behind its work. Since 2023 we have made 19+ videos, designed its document suite and photographed its team, across 15 projects.
15
projects since 2023
19+
videos delivered
3
years and counting
video-production, photography, design
omni-executive
9
Leaky Roof
A roof giveaway that filled the pipeline
Leaky Roof wanted to become Canberra's go-to roofing brand without the owner becoming a marketer. We ran their marketing end to end, and total revenue grew 2.15 times in two months with a 3:1 return on investment.
2.15x
total revenue in two months
3:1
return on investment
96.4%
increase in website traffic
marketing, paid-ads
leaky-roof
8
Viden
Rebuilt in eight weeks, #1 on Google
Viden's website undersold a specialist cyber security firm. We rebuilt it from the ground up in WordPress and had it live the day before Land Forces 2024.
#1
on Google for "hardware assurance"
8
weeks from kick-off to live
7
core page designs, built to scale
websites
viden
7
BAI Communications
The on-call content team for national infrastructure
BAI Communications needed a partner who could flex from a launch shoot to a same-day conference reel to a national company film. Since January 2025, Shoelace has delivered eight jobs for BAI across Canberra, Perth and Sydney, with Brisbane next.
8
Jobs delivered since January 2025
3
Cities filmed, Brisbane next
Next day
Event reel turnaround
video-production, photography, design
bai-communications
4
Leaselab
Selling the car, not the paperwork
Leaselab wanted to own novated leasing on social without sounding like a tax form. One shoot day a month now feeds a full content calendar: 70 posts since May 2026 and 62,500+ organic views on Facebook and Instagram in the first three months, with Facebook messages turning into sales conversations.
62,500+
Organic views in three months
70
Posts published since May
1
Shoot day a month
marketing, video-production, photography, design
leaselab
5
Royal Canberra Show
A new front door for the Show's 100th year
The Royal Canberra Show turns 100 in February 2027, and its website was running on an ageing Drupal build. Shoelace designed, wrote and launched a new WordPress site in about three months, live five months before the centenary Show.
100th
Royal Canberra Show
~3
Months to launch
5
Months live before opening day
websites, design
royal-canberra-show
6
Rubicon Water
Letting the customer tell the story
Rubicon Water needed a film that could take its Murrumbidgee Irrigation success story to the world without a delegate tour. Shoelace filmed the farmers, field techs, control room and both CEOs over four shoot days. The film premiered to around 50 staff at a CEO address and has since opened a grower workshop in California. Rubicon came back for a second case study film in 2026.
~50
Staff at the premiere
2
Case study films
2
Years working together
video-production
rubicon-water
3
AgriFutures
Fourteen rural stories, one national stage
Every year the AgriFutures Rural Women's Award premieres its finalists' stories at a national gala. Shoelace has made 14 finalist films across 2025 and 2026, travelling to seven states and territories each year to capture women changing rural Australia in the places they work.
14
Finalist films
7
States and territories a year
2
National galas filmed
video-production
agrifutures-rural-womens-award
2
NFSA
Three briefs, one shoot, 550 images
Three NFSA teams each needed new imagery and video. We merged their briefs into one three-day production, delivering 550+ photos and 13 videos.
550+
photos delivered
13
videos, captioned and clean
6
projects and counting
video-production, photography, design
nfsa
1
“
Just wanted to drop a note to say how awesome the socials content, delivery and ideation has been since you guys came onboard. Keep up the great work team!
Ed Smith
Chief Operating Officer, Leaselab
How it works
Four steps, no surprises.
You approve each stage before we move to the next, so the finished work matches what you signed off.
Audit and plan
Accounts, tracking and goals checked before a dollar is spent.
You approve the plan
Creative
Video and static shot and cut in house for each placement.
You approve the ads
Launch
Campaigns live with conversion tracking tested end to end.
Report and improve
A plain English report every month and what we change next.
FAQ
Straight answers.
Ad management from
$2,000
Per channel, per month. Media spend is paid direct to the platform. Ad creative and landing pages are quoted separately, or bundled into a monthly retainer.
How much does ad management cost?
Ad management starts from $2,000 per channel per month, with media spend paid direct to the platform.
How much should we spend on ads?
It depends on your market and goals. We recommend a starting budget in the plan, then move money to what is working once results come in.
Do you make the ad creative?
Yes. Video and static ads are made in house, so tired ads can be replaced quickly.
Which platforms do you manage?
Google Search, Meta (Facebook and Instagram) and LinkedIn.
How do you report results?
A plain English report every month covering leads, cost per lead, spend against plan and what we will change next, with a call to walk through it.
One team, one quote
Pair it with.
Marketing
$7,000
marketing
6
Design
$1,500
design
5
Paid ads
$2,000
paid-ads
4
Websites
$10,000
websites
3
Photography
$4,500
photography
2
Video production
$4,500
video-production
1
Paid ads
From $2,000 a month
Reply within one business day