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Case Studies

A local and small business has not been very active online.

Their website only received a few visitors per week and had generated no leads so far.

Seeing the potential of digital marketing at direct competitors, they decided to be more proactive and use Google Ads to send quality traffic to their website.


After 6 months their website is generating 10-15 leads per month. Google Ads turned out to be a very useful marketing channel for them. Even with a relatively small budget, they’ve been able to make the channel profitable.

What I Did

As their website had a very basic setup we needed to get an understanding of how well their website is currently performing. I started with setting up some proper website tracking:

  • Installed Google Analytics to understand how many people visited their website.

  • Set up goals in Google Analytics to understand how many of those people fill in the contact form.

  • Set up a new Google Ads account to send quality traffic to their site, using localised targeting to make sure ads only showed for people within their target market.

  • Created a new landing page on their site to improve the conversion rate.

  • Set up call tracking to track how many phone call leads are coming from the website.


For Google Ads, we started off with a small budget to be on the safe side. Once we received data we were able to recalculate their budget based on the following:

  • Understanding how well the leads are converting (percentage of leads that convert into an actual sale).

  • Understanding the lifetime value of each of these new customers (revenue).

After a few months, they decide to increase the monthly budget to get even more leads.




monthly leads from Google Ads


accurate website tracking


Case Studies
A large SaaS organisation was not getting the full potential out of their Search Engine Marketing (SEM) campaigns.

Basic setup and almost no optimisation were limiting the growth of the channel and therefore making SEM a relatively low priority for the business.


After just two months leads increased with 316%, making SEM their single largest lead generation channel and a top priority for the business.

What I Did

Quick wins


  • Directly made quick wins to the current account setup to illuminate unprofitable spend

  • Improved Google Ads tracking and attribution to collect more valuable data

Restructuring and expanding

  • Restructured Google Ads accounts to split out campaigns based on product, location and brand

  • Expanded keyword list from 750 to 50,000+ keywords per location and brand

  • Launched Bing Ads campaigns

Going forward

  • Set up an ongoing optimisation schedule to optimise keywords, bids, ad copy’s and landing pages

  • Analysed historical marketing ROI to make CPA and budget recommendations


By expanding the reach and restructuring their Google Ads account, volume and key metrics improved significantly after just 2 months:


keywords per location


increase in SEM leads


decrease in cost per lead


increase in SEM ROI

After the restructure and expansion phase leads continued to grow. After 6 months leads increased further with 490% compared to the baseline, while ROI analysis assured that the budget was spent in profitable areas.


Case Studies
An Australian tech startup had been using Search Engine Marketing (SEM) for a few years as the single largest sales channel.

At the moment they were struggling to achieve profitable growth. Their SEM account showed little improvement in key metrics over the previous year.


Sales increased with 66% after twelve months, while Cost Per Acquisition (CPA) decreased with 11%. These results were an important part of realising a Series B funding for the company.

What I Did


After taking charge I started to completely re-structure their account based on the existing data:

  • Created campaigns for branded keywords, generic keywords and each one of their services

  • Split out campaigns based on location and device targeting

  • Conducted keyword analysis and significantly expanded their keyword list

Ongoing Optimisation

From there I started to optimise their SEM account on an ongoing basis:

  • Created a custom attribution model and optimised the bids of all keywords

  • Setup a testing structure and continuously optimised their ad copy’s and landing pages

  • Pulled keyword data and expanded their keyword and negative keyword lists

  • Analysed overall site traffic and consulted on product changes


By improving the targeting and relevancy of the campaigns, key metrics improved significantly after 12 months:


increase in sales


decrease in CPA


increase in CVR


increase in CTR