A selection of projects across e-commerce, SaaS, local business and education. Client names are kept private; the numbers are outcomes from each engagement.
Brands & projects
Industries
Years
Creative testing on Meta plus a new post-purchase email program turned break-even ads into a profitable channel.
Blended ROAS
Repeat purchases
Acquisition cost
Challenge. Ads were spending more each month while returns fell, and almost no customers bought a second time.
What I did. Introduced concept-led creative testing, rebuilt the account structure and launched welcome, post-purchase and win-back email flows.
Result. Within five months the brand scaled spend while improving blended return, with email driving a steady share of revenue.
A keyword-to-revenue content system and technical fixes turned the blog into the top source of trial signups.
Organic signups
Page-one keywords
Timeline
Challenge. The blog drew visitors who never became users, and key product pages had technical SEO issues.
What I did. Fixed indexing and site structure, built bottom-of-funnel comparison pages and refreshed the top 30 existing posts.
Result. Organic search became the largest trial source, and content was tied to signups in the CRM.
Local SEO, landing pages per location and call tracking made every booked appointment measurable.
Booked calls
Cost per lead
Locations
Challenge. Each clinic competed with the others in search, and nobody knew which ads produced bookings.
What I did. Optimised business profiles, built location pages, restructured search campaigns and added call tracking.
Result. Calls became attributable by location and campaign, so budget moved to what actually produced patients.
Fourteen structured A/B tests across product pages, cart and checkout.
Conversion rate
Average order value
A/B tests
Challenge. Traffic was healthy but most visitors left from product pages without adding to cart.
What I did. Ran research with heatmaps and surveys, then tested sizing guidance, reviews placement, bundles and a simpler checkout.
Result. Winning tests compounded into a much higher conversion rate without any increase in ad spend.
A repeatable video system that turned expert knowledge into a steady stream of new students.
Subscribers
Views
Of new signups
Challenge. The platform relied entirely on paid ads and had no owned audience.
What I did. Defined content pillars, set up a weekly long-form plus daily short-form schedule and linked videos to free lessons.
Result. Video became a meaningful signup source within a year and lowered dependence on paid channels.
Clean conversion data and one trusted dashboard for leadership and the sales team.
Event match quality
Source of truth
Wasted spend
Challenge. Lead numbers differed in every tool, and ad platforms optimised toward junk form fills.
What I did. Wrote a tracking plan, moved key events server-side and sent qualified-lead signals back to the ad platforms.
Result. Campaigns started optimising for qualified leads, and weekly reporting took minutes instead of hours.
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