Case Studies
I’ve worked across industries—from local service providers to global brands—developing campaigns that align with business goals and speak directly to the right audience. I believe in continuous testing, honest reporting, and maximising value at every step. Let’s work together to unlock what’s possible with performance marketing. Connect on LinkedIn
Overview
Business: Franchisor specialising in salon suites within the beauty and wellness industry
Location: Texas
Platform: Meta
Objective: Lead Generation
Summary
Set up and managed Meta campaigns for two franchise locations, targeting beauty professionals within a radius of the studios. Tasks included:
– Campaign creation
– Instant form design
– Performance optimisation
– Looker Studio reporting
Outcome
Location 1: ~$27CPL
Location 2: ~$53CPL
Campaigns started with a lower CPL however the quality of the leads was also low. This was resolved by improving the lead form and adding more qualifying questions i.e. sacrificing volume for quality. The rate of qualified leads rose to ~70% with two of ten leads converting within the first 15 days.
Overview
Business: Coworking spaces
Location: Dallas, Austin, Houston, San Antonio, North Carolina, Utah
Platform: Google
Objective: Lead Generation
Summary
Set up and managed Google ad campaigns for a 15 coworking spaces throughout the United States. Tasks included:
– Campaign audit
– Ad format testing
– Performance optimisation
– Looker Studio reporting
Outcome
Average CPL: ~$133
Median CPL: ~$126
Best location CPL: ~$44
Variance in campaign CPL influenced by local competition, respective location budgets and the office’s areas of focus. While general queries for coworking spaces drove the most volume, more niche queries like conference room rental and private office space leasing generated leads at a lower cost.
Overview
Business: Car sales
Location: Trinidad & Tobago
Platform: Meta
Objective: Lead Generation
Summary
Set up and managed Meta ad campaigns for car sales representative. Tasks included:
– Campaign creation
– Landing page creation
– Conversion event configuration
– Performance optimisation
Outcome
Average CPL: ~$8
Variance in campaign CPL influenced by car model, with campaigns for popular models generating leads for as low as ~$4, and campaigns for more high end models generating leads for ~$35
Overview
Business: Clothing retailer
Location: Trinidad & Tobago
Platform: Meta
Objective: E-commerce sales
Summary
Set up and managed Meta ad campaign for Shopify clothing store. Combined lead generation with e-commerce campaigns to build email lists and generate sales, respectively. Tasks included:
– Campaign creation
– Instant form design
– Product feed configuration
– Ad format testing
– Performance optimisation
Outcome
Average ROAS: ~5.7
Average CPA: ~$11
Focused spending on peak seasons to make the most of a modest budget. Creative testing showed that influencer collaborations can have a massive impact on ad effectiveness and brand recognition.
Overview
Business: Security equipment and electronics retailer
Location: Trinidad & Tobago
Platform: Meta
Objective: E-commerce sales
Summary
Set up and managed Meta ad campaign for an online retailer, specialising in electronics and security equipment. Tasks included:
– Campaign creation
– Product feed configuration
– Ad format testing
– Performance optimisation
– Looker studio reporting
Outcome
Average ROAS: ~4.9
Average CPA: ~$24
Observed the impacts of seasonality on campaign performance. In peak retail seasons like Mother’s Day, Father’s Day and Christmas the ROAS ranged from ~6.5 to ~9.3. Profitability favoured higher-priced items with greater margins, underscoring the need to strategically include products that maximize ROAS while excluding lower-margin items that dilute overall returns.
Overview
Business: Hair and skin care retailer
Location: United States
Platform: Google
Objective: E-commerce sales
Summary
Set up and managed Google ad campaigns for organic Skin and Haircare brand. Combined search and performance max campaigns to generate Shopify sales. Tasks included:
– Campaign creation
– Ad format testing
– Performance optimisation
– Shopify reporting
– Looker studio reporting
Outcome
Average ROAS: ~6.3
Average CPA: ~$15
Tested max conversion versus max conversion value bid strategies, as well as the use of target ROAS and target CPAs. Adjusted campaign structures based on strategic objectives such as prioritising first time customers, launching new products, and promoting seasonal sales.
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Feel free to get in touch with me for professional inquiries. Looking forward to hearing from you.