Wildfire was formed four years ago to help companies run social media campaigns.
It came about when founders Victoria Ransom and Alain Chuard decided to run a competition on Facebook for their travel company and found they needed an application to do the job. This side project then became a business.
Since then, it has attracted 16,000 customers including 30 of the top 50 brands. Examples include Virgin, Cirque du Soleil and Spotify.
"With Wildfire, we’re looking forward to creating new opportunities for our clients to engage with people across all social services," said Google product management director Jason Miller.
"We believe that better content and more seamless solutions will help unlock the full potential of the web for people and businesses," he added.
Although the financial terms were not disclosed, Google reportedly paid around $US250 million for Wildfire.