Social Garden

What Social Garden does

Social Garden (rebranding to The Garden in April 2026) is an Australian full-funnel performance marketing agency founded in 2012 and headquartered in Melbourne, with regional offices in Sydney, Brisbane, and Auckland (New Zealand). The firm specialises in high-value business-to-consumer verticals, primarily property and real estate and education (universities, TAFEs, education providers), with secondary coverage in B2B, finance, and not-for-profit. Across its 14-year operating history the agency has delivered over A$2 billion in attributed client sales for a roster that includes Mirvac, Frasers Property, Simonds Homes, Dulux, ANU, Monash University, Deakin University, Curtin University, and World Vision, with an average customer tenure exceeding 5 years.

The platform combines media buying across Meta, Google, LinkedIn, TikTok, WeChat and RedNote, content marketing (SEO, video, organic social, Chinese social), conversion optimisation (landing pages, CRO Vault A/B testing, LeadTech real-time analytics), and CRM/marketing automation implementation across Salesforce, HubSpot (Diamond Solutions Partner), Adobe Marketo, Microsoft Dynamics 365, Pipedrive, and Propertybase. Proprietary AI-enabled products include AI Calling agents trained on 10,000+ hours of real sales calls, an AI Transformation consultancy, and The Greenhouse — an integrated AI-agent-plus-specialist-team system launched under the 2026 rebrand. Wholly-owned sub-brands extend the ecosystem: Student Garden (education vertical), Urban.com.au (off-the-plan apartments), Homeshelf (homebuilder comparison), and DamnGood (e-commerce).

Revenue is generated through monthly managed-service retainers (lead generation from A$8,000/month, Meta advertising from A$3,000/month, Google campaigns ranging A$10,000–A$1,000,000/month in managed budgets), outcome-based fixed cost-per-lead pricing for property, pass-through media spend management fees, and CRM implementation professional services. Go-to-market is consultative direct enterprise sales with dedicated account managers, mid-market inside-sales coverage, and channel-partner referrals from HubSpot, Salesforce, and industry networks. Leadership comprises CEO George Glover, co-founder Andrew Archibald, and non-executive director Michael Bird.

Name

Social Garden

Legal name

Social Garden

Website

https://socialgarden.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Social Garden (rebranding to The Garden) is an Australian full-funnel performance marketing agency delivering digital advertising, CRM and marketing automation, AI-powered calling, and content marketing to mid-to-large property, education, and big-life-purchase brands across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Performance Marketing Services

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Paid Social Advertising (BPAFACAB)

akta.pro secondary industries

Paid Social Media Buying (BPAFABAD), Social CRM & Community Engagement Platforms (HDAEAFAF)

Keywords

• Performance marketing agency
• Lead generation services
• Marketing automation consulting
• CRM implementation services
• Digital advertising agency

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Agency Service Fees: Managed service fees for digital marketing services including lead generation, social media advertising, SEO, content marketing, and conversion rate optimisation. Services are typically quoted monthly with minimum commitments starting at $3,000-$8,000 per month depending on service scope.
2. Media Spend Management: Transparent media model where the company manages client advertising budgets across platforms like Meta, Google, LinkedIn, and TikTok. Media spend is passed through to platforms with management fees applied, providing economies of scale as budgets increase.
3. CRM & Marketing Automation Services: Implementation, migration, and ongoing managed services for CRM platforms including Salesforce, HubSpot, Adobe Marketo, and Microsoft Dynamics 365. Includes consulting, training, and technical support retainers.
4. Fixed Cost Per Lead (Property): Fixed cost per lead product specifically offered for the property market, providing agreed monthly lead volumes at predictable costs for home builders and property developers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Social Garden is a full-funnel media and performance marketing agency delivering managed digital advertising, lead generation, content marketing, SEO, CRM and marketing automation implementation, AI-powered calling, and conversion rate optimisation for mid-to-large brands. The agency specialises in property/real estate and education verticals, integrating paid media across Meta, Google, LinkedIn, TikTok and Chinese platforms with CRM platforms such as HubSpot, Salesforce, Marketo and Dynamics 365 to deliver measured revenue outcomes. Services are typically delivered as monthly managed retainers, supplemented by proprietary technology tools (LeadTech Insights, CRO Vault, AI Calling) and dedicated call centre operations.

Product overview

Social Garden operates as a full-funnel media and performance marketing agency built around a platform-plus-modules architecture. The core offering (Social Garden/The Garden brand) combines digital advertising (Meta, Google, LinkedIn, TikTok), content marketing (SEO, video, organic social), conversion optimization (landing pages, marketing automation, CRM), and AI-powered services (AI Calling, AI Transformation, The Greenhouse) into a unified marketing operating system. The portfolio includes proprietary technology tools — LeadTech Insights for real-time campaign analytics, CRO Vault for conversion testing, and the 8-step lead qualification process — alongside specialized industry sub-brands: Student Garden for education, Urban.com.au for off-the-plan property, Homeshelf for homebuilder comparisons, and DamnGood for e-commerce. CRM and marketing automation integration capabilities span Salesforce, HubSpot (Diamond Partner), Adobe Marketo, Microsoft Dynamics 365, Pipedrive, and Propertybase. The 2026 rebrand to The Garden introduced The Greenhouse, an AI agent system combining autonomous AI agents with specialist teams for mid-to-large brand clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Social Garden (Full-Funnel Performance Marketing Agency / The Garden)
• Lead Generation Service
• Meta (Facebook/Instagram) Advertising
• Google Advertising
• Retargeting / Remarketing
• Organic Social Media Marketing
• Chinese Social Media Marketing
• Content Marketing
• Video Content Production
• SEO Service
• Landing Page Design
• Marketing Automation
• CRM Management and Migration
• Phone Sales (Melbourne Call Centre)
• AI Calling
• AI Transformation
• Property Marketing (LeadTech)
• Commercial Property Marketing
• Education Marketing
• Digital Marketing Workshops
• Digital Marketing Audits
• Integration Solutions
• Student Garden
• Urban.com.au
• Homeshelf
• DamnGood
• Media Buying (Above-the-Line Media Services)

Quantifiable outcome

• Over $2 billion in attributed sales delivered over the past decade
• +9 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration31 records

AI capability10 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, secondary and minor.

• Simonds HomescoreStrategic or Co-development Partner · 22 October 2025Builder Simonds Homes appointed Social Garden as above-the-line media partner, managing in-home and out-of-home media across Australian markets. Follows existing performance marketing relationship including recent CRM transition. National ATL campaign launching early 2026.
• HubSpotcoreTechnology or IntegrationDiamond Solutions Partner status with #1 Rookie of the Year 2024 and #2 APAC Partner of the Year 2024 awards. Specialises in HubSpot Marketing Hub, Sales Hub, Service Hub, Content Hub, and Operations Hub implementations. Provides advisory, consulting, and managed services across the customer lifecycle.
• SalesforcecoreTechnology or IntegrationKey Salesforce implementation partner with certified specialists in Salesforce CRM, Pardot, and Salesforce Marketing Cloud. Delivers Sales Cloud solutions within Real Estate, Education, Energy, and Automotive sectors. Provides training, sales enablement, CRM architecture design, implementation, and analytics.
• Adobe MarketocoreTechnology or IntegrationAdobe Marketo Engage Managed Services Partner providing advisory, consultation, and managed services. Specialises in multi-channel campaign orchestration, lead nurturing, behavioural triggers, CRM integration, and analytics. Certified Marketo implementation partner.
• Microsoft Dynamics 365secondaryTechnology or IntegrationDynamics 365 Managed Services Partner offering advisory, consultation, and managed services for Dynamics 365 for Marketing and ClickDimensions. Specialises in lead nurturing, customer journey orchestration, and marketing operations.
• PipedrivesecondaryTechnology or IntegrationPipedrive Implementation Partner providing CRM setup, automation, and sales enablement services. Specialises in workflow automation, AI-powered sales assistant implementation, and third-party integrations.
• PropertybasesecondaryTechnology or IntegrationPropertybase Implementation Partner helping property professionals maximise efficiency and close deals faster. Specialises in lead capture, property listings management, sales funnel visibility, and settlement tracking.
• Student GardencoreStrategic or Co-development PartnerSubsidiary brand focused on education services, specialising in student recruitment marketing, international student campaigns, and education CRM implementations.
• Urban.com.ausecondaryStrategic or Co-development PartnerSubsidiary brand focused on off-the-plan apartment marketing and property research content.
• HomeshelfminorStrategic or Co-development PartnerHomebuilder comparison platform integrated with lead generation services for the property sector.
• DamnGoodminorStrategic or Co-development PartnerSubsidiary brand focused on e-commerce marketing and digital services for non-property clients.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Atomic 212: Australian independent performance and media agency operating across paid social, programmatic, and search. Closely comparable on business model (managed media + performance), ANZ footprint, and enterprise-client focus, making it the most direct domestic competitor for share of property, education, and big-life-purchase budgets.
• Resolution Digital: Australia-based digital marketing agency delivering performance media, SEO, content, and analytics to mid-market and enterprise clients. Comparable on service-mix (paid social, Google, content, CRO) and customer-base overlap in education and property, positioning it as a head-to-head performance-marketing rival.
• Thinkerbell: Australian creative-measured agency operating across full-funnel campaigns for major brands. Comparable on ANZ market, full-service delivery model, and high-value consumer brand client roster, though with a stronger brand-creative emphasis versus Social Garden's performance specialization.
• Hero Australia: Australian digital performance and CRM agency with HubSpot expertise. Directly comparable on HubSpot partnership model, CRM/marketing-automation managed services, and mid-market enterprise targets in Australia.
• Affinity (Australia): Australian marketing and communications group spanning digital, content, and media services. Comparable on full-funnel enterprise delivery and ANZ client base, and overlaps in property and education verticals.
• BMF (Australian agency): High-profile Australian creative and effectiveness agency with major brand clients. Comparable on full-service offering and ANZ enterprise client base, though more brand-led than performance-led compared to Social Garden.

Broad incumbents

• Wunderman Thompson Australia: WPP-owned global digital experience agency with significant ANZ presence. Competes on the same enterprise RFPs (Dulux, Mirvac, universities) but with broader portfolio breadth (creative, data, commerce) and global delivery capacity that Social Garden cannot match.
• Dentsu Creative / Dentsu Media Australia: Global holding-company network with sizable Australian media and creative operations. Overlaps with Social Garden across paid social, SEO, CRM, and analytics for the same enterprise clients, with the advantage of integrated cross-market media planning.
• Ogilvy Australia: WPP creative and PR network with longstanding Australian operations. Comparable on full-funnel digital work and major-brand clients, particularly in education and consumer sectors, with broader geographic reach.
• Accenture Song Australia: Accenture's digital creative and marketing-services arm in Australia. Competes for transformational CRM/marketing-automation and CX engagements with enterprise scale, consulting-led delivery, and global delivery capability that boutique performance agencies like Social Garden cannot match.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/social-garden
• Instagraminstagram.com/socialgarden
• Xx.com/mikejamesbird
• Facebookfacebook.com/socialgardenAU

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Social Garden