Portfolio

Google Ads Specialist - Real Campaigns, Real Numbers

Detailed PPC case studies showing how data-driven strategy translates into measurable growth for real businesses.

eCommerce · Google Ads · Shopping

DTC Skincare Brand - Scaling Paid Search Profitably

+180% ROAS
−42% CPA
+$120K Revenue

Challenge

A fast-growing DTC skincare brand was spending $15K/month on Google Ads with diminishing returns. Their ROAS had dropped below 2× and customer acquisition costs were climbing. They needed to scale to $45K/month without sacrificing profitability.

Approach

I restructured their Shopping campaigns with single-product ad groups, launched Performance Max with curated asset groups, and implemented a tiered bidding strategy based on product margin. I also fixed their GA4 setup to ensure accurate conversion attribution.

Results

Within 90 days, ROAS improved from 1.9× to 5.3× while tripling monthly spend. CPA dropped by 42%, and the brand added $120K in incremental revenue per quarter. The restructured account continues to scale profitably.

Local Service · Meta Ads · Lead Gen

Home Services Company - Geo-Targeted Lead Generation

3.8× ROAS
$18 Cost/Lead
+210% Leads

Challenge

A multi-location home services company was generating leads through Meta Ads at $52/lead - well above their $25 target. The campaigns lacked geographic targeting precision, and creative fatigue was driving costs up month over month.

Approach

I rebuilt the campaign structure around individual service areas with hyper-local targeting. I introduced a creative testing framework with monthly refreshes and implemented instant lead forms with CRM integration for faster follow-up.

Results

Cost-per-lead dropped from $52 to $18 in 90 days - a 65% reduction. Monthly lead volume increased by 210% while total spend only grew 30%. The client expanded to 3 additional service areas based on the proven model.

eCommerce · CRO · Analytics

Fashion Brand - Conversion Rate Optimization Program

+64% Conv. Rate
+$85K Revenue
12 Tests Run

Challenge

An online fashion brand was driving strong traffic through paid and organic channels, but their 1.8% site-wide conversion rate was leaving significant revenue on the table. Checkout abandonment was at 78%, and product pages had minimal social proof.

Approach

I set up proper analytics with enhanced ecommerce tracking, ran heatmap and session recording analysis, and built a prioritized hypothesis backlog. Over 4 months, I executed 12 A/B tests focused on product pages, cart experience, and checkout flow.

Results

Site-wide conversion rate improved from 1.8% to 2.95% - a 64% lift. The highest-impact test (adding urgency and social proof to product pages) alone drove a 28% improvement. Total incremental revenue: $85K in the first quarter post-optimization.

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