Portfolio
Welcome to my digital marketing portfolio. Below, you'll find a collection of my recent work, including hands-on experience managing Google Ads campaigns, ranging from Performance Max to Shopping and Search campaigns. Each case study highlights my approach to campaign setup, optimization, reporting, and performance analysis. I’ve worked with eCommerce brands, D2C, B2B brands, etc, to drive measurable results through data-driven strategies. This portfolio is designed to showcase not just outcomes, but also my strategic thinking and technical skills. I hope this provides insight into the value I can bring to your digital marketing efforts.
Case Study 1: Digital Marketing Paid Ads Implemetation (Google)
This Google Ads campaign showcases my ability to optimize ad performance through strategic testing and data-driven refinements. Between October 2024 and April 2025, I improved cost-efficiency by reducing CPC and CPA through keyword optimization, audience targeting, and A/B testing—resulting in stronger ROI and more efficient budget utilization.
Between October 2024 and April 2025, our Google Ads campaign underwent strategic refinements that significantly improved cost efficiency and overall performance, despite a slight dip in total conversions.
Key Highlights:
1. Reduced Cost-Per-Click (CPC)
2. Stronger Cost-Per-Acquisition (CPA) Performance
In the initial phase (October to December 2024), both CPC and cost per conversion were highly volatile, with frequent spikes in conversion costs exceeding $10. This reflects a testing phase where multiple ad groups, keyword sets, and targeting strategies were explored.
From January 2025 onward, we observed a clear improvement: average CPC stabilized within a $1.50–$2.50 range. This was achieved by shifting focus toward high-converting, lower-CPC keywords and implementing negative keywords to filter out irrelevant traffic. Additionally, A/B testing of ad creatives enhanced ad relevance scores, contributing to more cost-effective clicks and improved campaign efficiency.
Case Study 2: Performance Max Implementation
I inherited a Performance Max campaign plagued by inflated metrics and unreliable tracking. I tackled the issue head-on, revamping the tracking system, eliminating duplicate events, and aligning Google Ads with GA4. Below, I’ve highlighted how I successfully implemented these changes to drive better results.
Between late December 2024 and April 2025, the campaign experienced notable performance shifts. Initially, the campaign was running with faulty tracking, which included double tracking issues and inaccurate conversion data attribution. This flawed setup led to misleading metrics and inefficiencies in optimization efforts.
Key Changes Post-Takeover (February 2025 Onwards)
In February 2025, I took over campaign management as the digital marketer. The following strategic interventions were implemented:
Tracking Overhaul
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Resolved double conversion tracking issues which had been inflating conversions and artificially lowering CPL.
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Correctly configured conversion goals in Google Ads and GA4, ensuring accurate event triggers and attribution.
Short-Term Impact: CPL Spike
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Due to the removal of duplicate tracking and cleaner attribution, the Cost per Lead (CPL) initially spiked (as seen between mid-February and March). This was expected as inflated data was corrected and real performance was now measurable.
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Strategic Optimization & Stabilization:
Following the spike, a steady downward trend in CPL and stabilization in clicks was achieved through:
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Advanced Audience Segmentation:
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Built and tested custom audience lists (e.g., website visitors, lookalikes, in-market segments).
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Excluded low-performing audiences to avoid wasted spend.
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Asset Group Refinement:
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Updated creative assets with high-converting copy and visuals based on performance signals.
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A/B tested multiple asset combinations to drive better engagement.
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Geo and Device Targeting Adjustments:
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Reallocated budget toward high-performing locations and optimized for top-converting devices.
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Budget & Bid Strategy Optimization:
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Switched from broad Maximize Conversions to Target CPA bidding once stable conversion data was available.
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Scaled spend efficiently while maintaining CPL goals.
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Results by April 2025:
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CPL dropped significantly from the peak, landing at $2.00 by the week of April 21.
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Clicks and engagement saw consistent performance, especially as audience signals and ad quality improved.
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Campaign now runs with clean data, enabling better scaling opportunities.
Case Study 3: Shopping Campaign for an E-Commerce Store
This Shopping campaign was launched to promote the brand across the U.S. market. My role involved end-to-end management including product group structuring, bid strategy implementation, and performance optimization. The campaign targeted high-intent buyers looking for traditional and holistic supplements.
The purpose of this campaign was to increase the number of sales and decrease cost/conv which in turn would increase the overall ROAS for the client. the campaign was taken over from a previous agency and detailed analysis were made which will behighleted as we go forward.​
Upon initial handover (December 11, 2024 - January 9, 2025), the Performance Max campaign showed a promising conversion value/cost of 1.77 with 25 conversions, albeit with a fluctuating cost per conversion and an average CPC of $1.54. Recognizing opportunities for significant optimization, a comprehensive strategy was implemented to address potential inefficiencies. Over the subsequent 90 days (March 10, 2025 - May 9, 2025) as seen in the image below, meticulous analysis and targeted adjustments were applied to every facet of the campaign. This involved a deep dive into product-level performance, audience signal refinement, and cost management, aiming to elevate efficiency and scale conversions while maintaining a healthy return on ad spend
Following the initial campaign refinements, a critical next phase involved addressing deeper structural issues, particularly within the Google Merchant Center and product feed. A significant number of products were either incorrectly uploaded or duplicated—largely due to inconsistencies caused by extensive use of custom labels in Google Ads. This not only hampered product visibility but also led to misaligned performance signals.
To resolve this, the entire product feed was audited and systematically reorganized. Redundant entries were removed, product titles and attributes were standardized, and custom labels were restructured for better segmentation and campaign targeting. In parallel, I collaborated with the Shopify developer to ensure the Merchant Center was properly synced and compliant with Google’s best practices.
Simultaneously, tracking issues were diagnosed and corrected to ensure accurate attribution. Enhanced conversion tracking was re-implemented to capture all relevant events, from product views to final purchases. UTM parameters were reviewed for consistency, and Google Tag Manager settings were audited to resolve discrepancies.
To streamline long-term maintenance, I also coordinated with the Shopify developer to have him officially impaneled on the account. This enabled faster technical resolution and proactive improvements to the site structure, feed, and tracking mechanisms—laying a robust foundation for sustained campaign performance and scaling.
Performance Improvement Summary After Optimization
Following the comprehensive cleanup of the Merchant Center, restructuring of the product feed, correction of tracking discrepancies, and onboarding of a dedicated Shopify developer, the campaign saw substantial improvements across key performance indicators:
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Increased Conversions and Efficiency: Total conversions rose significantly over the optimization period, with the top-performing items achieving over 170 conversions, showcasing effective product segmentation and audience targeting.
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Improved Cost Control: The cost per conversion stabilized and improved, with several product categories averaging between $18–$24, compared to the earlier volatility during the initial handover phase.
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Higher Click-Through Rates (CTR): Across optimized listings, CTRs were maintained or improved, despite a high volume of impressions, indicating that better product feed hygiene and title clarity helped attract more qualified clicks.
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Conversion Rate Uplift: Conversion rates across multiple categories reached above 6–8%, with certain products nearing or surpassing 24%, indicating strong alignment between ads and landing page experience post-tracking fix.
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Reduced Waste: Products previously consuming budget with zero conversions were identified and deprioritized, allowing the campaign to reallocate spend toward high-performing listings.
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Stronger Data Integrity: With tracking issues resolved and the Shopify developer fully integrated, data reliability significantly improved, providing a more accurate foundation for future scaling and budget allocation decisions.
These results demonstrate that the back-end structural fixes and ongoing campaign management have meaningfully contributed to better return on ad spend, clearer performance insights, and readiness for scaling.
