While one might expect several such sponsored links from PR companies against a search for 'public relations', Goodkind was surprised to find Shine's entry pop up alongside a search for 'Frank PR'.
Frank staff have been busy clicking through to the Shine site whenever they have had a free moment and, by Monday this week, had racked up 10,000 clicks.
But when PRWeek did a 'Frank' search this Tuesday afternoon, the Shine link had mysteriously disappeared.
So, we asked Shine managing director Rachel Bell, had Frank's tactics made Shine's Google foray too expensive?
'I don't think this is particularly unusual,' Bell tells us. 'Maybe Frank's website has a lot of references to our listing criteria.
'Where our link appears really depends on who's surfing and what else is on the internet at the time,' she adds.
Perhaps so. But we calculate a minimum 5p per click-through by Goodkind's crew alone will have cost Shine £500. Ouch!