Selected work
These are accounts I personally managed, agency-side and in-house, over thirteen years. Client names are withheld; the numbers and the methods are exact. Where a brand is named elsewhere on this site, it was an agency client I worked on as part of a team — not a client of this practice.
A large B2B ecommerce operation where paid search was the primary acquisition channel and the account had grown faster than its structure.
Rebuilt campaign structure around product margin rather than product category, migrated bidding to revenue-based targets, and ran a continuous CRO testing program jointly with product, analytics and retention teams — testing the landing experience rather than only the ads.
Led YouTube and Display branding campaigns as an upper-funnel layer, measured on assisted conversions rather than last click, which improved efficiency 10–15% across KPIs.
Annual sales increase, on a budget exceeding $600,000 per month.
A high-volume retail account running Search, Shopping and YouTube, still bidding manually across a very large product catalogue.
Migrated the account from manual bidding to automated strategies — staged by campaign rather than all at once, with the brand campaigns moved last and monitored separately, since brand is where automation most often quietly overspends.
Shopping ROAS improvement.
Reduction in brand cost-per-click over the same period.
A premium retail account where the average order value varied enormously by customer segment, and bidding treated all clicks as equal.
Layered household-income bid adjustments onto Shopping campaigns, so spend concentrated on the segments where the basket size justified it. Built, launched and reported on the full Search and Shopping program.
Shopping ROAS, from segmentation alone — no additional budget.
A quick-service restaurant brand pushing mobile app adoption, where the app was the retention mechanism and the acquisition channel was underdeveloped.
Built App campaigns spanning Search and Display, with creative and audience testing structured so results were readable rather than confounded.
Growth in app downloads.
A fashion retailer with pronounced seasonality, where the same annual budget had to work very differently across the calendar.
Strategic management of Search, Shopping and YouTube as one program rather than three channels, with budget shifted between them by season rather than held flat.
Part of a combined $700,000/month program managed as paid search lead across two national accounts.
The free audit produces exactly this — situation, findings, and specific recommended actions, written up before there's any commitment. The difference is that it's about your account rather than someone else's.