More impressions, more clicks, more content—but rarely more meaning. The work isn't about reach anymore. It's about relevance. Finding the right person, with the right intent, at the moment they're ready to listen.
Search tells you what people actually want—the queries reveal intent. Paid lets you test positioning fast. Organic builds the foundation. Run them as separate silos and you're leaving insight on the table. The real value is in how they inform each other.
CPL spiking? Conversion rate falling? The dashboard tells you something's wrong—it doesn't tell you why. Diagnosis is the skill: is it the audience, the creative, the landing page, or just Tuesday? I've learned to trace symptoms back to causes, fast.
One great campaign doesn't scale. What scales is the framework behind it—the naming conventions, the testing cadences, the reporting templates that work across accounts. I build the systems so the team can move faster without me.
That's the only question that matters. Not "was it clever" or "did it win an award." Did the right people see it, understand it, and take action? I've been wrong more than I've been right. The difference is I document both.
Case Study
How a regional industrial supplier stopped wasting ad spend and started getting qualified leads
The Problem
A B2B industrial equipment supplier running Google Ads for 2 years. Broad match keywords eating budget. Landing pages built for everyone, converting no one. Sales team drowning in unqualified leads.
Cost/Lead
$89↑
Lead → Quote
8%↓
Wasted Spend
~40%↑
The Insight
Dug into Search Terms reports and found the problem: we were paying for "industrial equipment" when our buyers searched for specific part numbers and technical specs. Built a new keyword strategy around how engineers actually search— long-tail, specification-driven, problem-aware queries.
The Work
01
Rebuilt Google Ads from scratch. Tight SKAGs for high-intent keywords. Added 200+ negative keywords from Search Terms audit.
02
Created dedicated pages for each product category. Added spec sheets, lead times, and quote forms above the fold. Removed generic content.
03
Built technical resource pages targeting long-tail queries. 'Material selection guides' and comparison content that engineers actually need.
The Results — 6 Months Later
Cost/Lead
-42%
Lead → Quote
+187%
Qualified Leads
+97%
Organic Traffic
+217%
Wasted Spend
↓
Avg Deal Size
+62%
"Sales finally stopped complaining about lead quality."
Case Study
Building a repeatable system when every client felt like starting from scratch
The Situation
Joined a small team managing PPC and SEO for property management companies. Each account had been set up by different people. No shared structure. No playbooks. Reporting took days because every dashboard was different.
Onboarding
3-4 wks
Reports
12+ hrs
Consistency
Varied
The Realization
Property managers in different cities still have the same goals—fill vacancies, reduce cost per lease, build local visibility. The verticals were similar enough. We didn't need custom everything. We needed a flexible framework that could adapt without starting over.
What We Built
01
Created a standard campaign architecture that works across property types. Same naming conventions, same bid strategies, same conversion tracking setup.
02
Built a Looker Studio template that pulls from any account. Monthly reports went from 12 hours to 2. Clients got consistent, comparable data.
03
Documented the local SEO checklist, content templates for property pages, and link building outreach sequences. New accounts launched in days, not weeks.
What Changed — Year One
Onboarding Time
-80%
Report Time
-83%
Avg CPL (Portfolio)
-28%
Accounts Managed
+83%
Client Retention
↑
Organic Leads
+89%
"We went from firefighting to actually having time to think strategically."
Case Study
How an independent bookstore found its voice by learning when not to speak
The Situation
A beloved independent bookstore, 12 years in business. Their email list had grown to 3,200 readers, but engagement was fading. Two newsletters a week, daily Instagram posts, every new release announced, every author event promoted three times. Their regulars—the ones who knew the staff by name—were quietly unsubscribing.
Open Rate
14%
Unsubs
2.4%
Events
↓35%
The Realization
We talked to their most loyal customers—the ones who came in every Saturday. They didn't need to be told about every new release. They came for the curation, the surprise, the conversation. What they wanted: one thoughtful letter, once a month.
What Changed
01
One email, first Friday of each month. Three staff picks with personal notes about why they mattered. No 'buy now' buttons—just 'come talk to us.'
02
Cut social from daily to twice a week. Focused on shelf photos, reading nooks, handwritten recommendations. Let the space speak for itself.
03
Handwritten recommendation cards tucked into purchases. QR codes to staff reading lists. Turned packaging into a personal touch.
Six Months Later
Email Open Rate
+271%
Unsubscribes
-92%
Event Attendance
+175%
Newsletter Replies
New
"People bring our newsletter to the store. They want to talk about it."