Marketing and Performance Case Studies
Take a look at the results I’ve generated for businesses.
Driving Marketing Growth and Revenue for B2B Clients
Driving 8-figures in ARR and other results over the last 8+ years.
problem
My clients, primarily B2B companies, faced challenges in scaling their paid efforts effectively. They lacked the expertise of funnels, attribution, strategy, budget allocation, and creating frameworks for consistent lead generation and pipeline.
These companies required a custom performance strategy to hit SQL targets, improve lead quality, and create a scaleable system. They we’re primarily B2B SaaS companies with some B2C clients mixed in.
results
– $9 million in pipeline and $2 million in blended ARR with $1 million in annual spend.
– 50% increase in ICP% and MQL > SQL taken from 10% to 20%.
– CPSQL reduced from $10,000 to $4,000.
– Increased demo form conversion rate by 30% with higher quality submissions.
– Lifted inbound MQL volume by 40–50% through paid search, content, and landing page optimization.
solution
I developed and managed a full-funnel performance marketing strategy designed to generate higher-quality leads, improve conversion efficiency, and create a clearer path from ad spend to pipeline.
This included auditing the existing paid media accounts, identifying wasted spend, analyzing campaign structure, reviewing targeting, assessing keyword intent, and mapping the customer journey from first click to qualified opportunity. From there, I rebuilt or optimized campaigns around higher-intent audiences, stronger messaging, cleaner conversion paths, and clearer performance goals.
I also improved budget allocation by shifting spend toward the campaigns, channels, keywords, audiences, and offers most likely to produce qualified demand. Instead of treating all leads equally, I focused on improving lead quality, SQL conversion, and pipeline contribution.
Problem
My clients, primarily B2B companies, faced challenges in scaling their paid efforts effectively. They lacked the expertise of funnels, attribution, strategy, budget allocation, and creating frameworks for consistent lead generation and pipeline.
These companies required a custom performance strategy to hit SQL targets, improve lead quality, and create a scaleable system. They we’re primarily B2B SaaS companies with some B2C clients mixed in.
Solution
I developed and managed a full-funnel performance marketing strategy designed to generate higher-quality leads, improve conversion efficiency, and create a clearer path from ad spend to pipeline.
This included auditing the existing paid media accounts, identifying wasted spend, analyzing campaign structure, reviewing targeting, assessing keyword intent, and mapping the customer journey from first click to qualified opportunity. From there, I rebuilt or optimized campaigns around higher-intent audiences, stronger messaging, cleaner conversion paths, and clearer performance goals.
I also improved budget allocation by shifting spend toward the campaigns, channels, keywords, audiences, and offers most likely to produce qualified demand. Instead of treating all leads equally, I focused on improving lead quality, SQL conversion, and pipeline contribution.
Results
Over the last 8+ years consulting for clients, there are some of the results I generated for my B2B clients:
– $9 million in pipeline and $2 million in blended ARR with $1 million in annual spend.
– 50% increase in ICP% and MQL > SQL taken from 10% to 20%.
– CPSQL reduced from $10,000 to $4,000.
– Increased demo form conversion rate by 30% with higher quality submissions.
– Lifted inbound MQL volume by 40–50% through paid search, content, and landing page optimization.
Scaling Paid Social Strategy for a B2B Marketing Agency Post-iOS 14
$5 million in revenue and 30-40% margin through paid advertising.
problem
The agency had heavily relied on search engine marketing (SEM) to drive consistent leads for their clients. However, after Apple’s iOS 14 privacy updates, which significantly impacted the effectiveness of Facebook and other paid social platforms, they faced a serious challenge in scaling their lead generation efforts.
The diminishing returns from SEM and ineffective use of paid social media resulted in reduced lead flow and stunted revenue growth.
Despite attempting to adapt to the new landscape, the agency struggled to find a comprehensive and data-driven approach that would allow them to utilize Facebook and paid social in a cost-efficient and scalable way.
results
– Return on Investment: Achieved a consistent 30-40% return on ad spend (ROAS), generating between $175,000 and $200,000 in net monthly profit.
– Annual Revenue Impact: The strategy drove $5 million in annual revenue for the agency.
– Adoption Across the Organization: Due to the success of the paid social strategy, my frameworks and best practices were adopted by other verticals and teams within the company, expanding its impact beyond the initial team I managed.
solution
I was brought in to revamp their paid social strategy and manage their 7-figure ad spend. My approach was to conduct an in-depth analysis of the company’s previous campaigns, positioning, and creative performance. Key aspects of the solution included:
– Strategic Campaign Optimization: Implemented testing for audiences, ad creatives, targeting, and bidding strategies.
– iOS 14 Adaptations: Deployed server-side tracking and API integrations to mitigate the loss of visibility from iOS 14’s privacy restrictions, ensuring data continuity for precise ad targeting and performance analysis.
– Cross-Platform Consistency: Developed a cohesive strategy that bridged paid social efforts, integrating SEM to complement paid social initiatives, resulting in a more holistic approach to digital marketing.
Problem
The agency had heavily relied on search engine marketing (SEM) to drive consistent leads for their clients. However, after Apple’s iOS 14 privacy updates, which significantly impacted the effectiveness of Facebook and other paid social platforms, they faced a serious challenge in scaling their lead generation efforts.
The diminishing returns from SEM and ineffective use of paid social media resulted in reduced lead flow and stunted revenue growth.
Despite attempting to adapt to the new landscape, the agency struggled to find a comprehensive and data-driven approach that would allow them to utilize Facebook and paid social in a cost-efficient and scalable way.
Solution
I was brought in to revamp their paid social strategy and manage their 7-figure ad spend. My approach was to conduct an in-depth analysis of the company’s previous campaigns, positioning, and creative performance. Key aspects of the solution included:
– Strategic Campaign Optimization: Implemented testing for audiences, ad creatives, targeting, and bidding strategies.
– iOS 14 Adaptations: Deployed server-side tracking and API integrations to mitigate the loss of visibility from iOS 14’s privacy restrictions, ensuring data continuity for precise ad targeting and performance analysis.
– Cross-Platform Consistency: Developed a cohesive strategy that bridged paid social efforts, integrating SEM to complement paid social initiatives, resulting in a more holistic approach to digital marketing.
Results
The implemented strategy yielded significant financial and operational improvements for the agency:
– Return on Investment: Achieved a consistent 30-40% return on ad spend (ROAS), generating between $175,000 and $200,000 in net monthly profit.
– Annual Revenue Impact: The strategy drove $5 million in annual revenue for the agency.
– Adoption Across the Organization: Due to the success of the paid social strategy, my frameworks and best practices were adopted by other verticals and teams within the company, expanding its impact beyond the initial team I managed.
The success of this project positioned the agency for long-term sustainable growth, allowing them to diversify their lead generation channels and scale effectively in the post-iOS 14 era.
B2C Software Demand Gen
Increased trial-to-paid conversion rate from 11% to 17%.
problem
A B2C software company was struggling to scale customer acquisition profitably. The product had strong market demand, positive customer feedback, and a clear value proposition, but the company lacked a structured demand generation system to consistently attract, convert, and retain high-intent users.
results
Some of the results for the campaign included:
– Reduced wasted search spend by 24% through campaign restructuring and negative keyword expansion
– Improved blended ROAS from 1.8x to 3.1x
– Increased trial-to-paid conversion rate from 11% to 17%
– Developed multiple new performance dashboards in Looker with BI team.
solution
I developed and implemented a performance-led demand generation strategy across SEM, paid social, remarketing, landing pages, and attribution. The goal was to improve acquisition efficiency, increase qualified trial starts, reduce wasted ad spend, and build a more scalable growth engine.
The first step was a full audit of the existing paid media ecosystem. I reviewed campaign structure, keyword intent, search terms, creative performance, landing page conversion rates, attribution setup, audience segmentation, budget allocation, and funnel performance from click to paid subscription.
From there, I rebuilt the demand generation strategy around four core priorities:
- Capture high-intent existing demand through SEM
- Create new demand through paid social
- Recover lost demand through remarketing
- Improve measurement so budget could be allocated based on business outcomes, not vanity metrics
Problem
A B2C software company was struggling to scale customer acquisition profitably. The product had strong market demand, positive customer feedback, and a clear value proposition, but the company lacked a structured demand generation system to consistently attract, convert, and retain high-intent users.
Solution
I developed and implemented a performance-led demand generation strategy across SEM, paid social, remarketing, landing pages, and attribution. The goal was to improve acquisition efficiency, increase qualified trial starts, reduce wasted ad spend, and build a more scalable growth engine.
The first step was a full audit of the existing paid media ecosystem. I reviewed campaign structure, keyword intent, search terms, creative performance, landing page conversion rates, attribution setup, audience segmentation, budget allocation, and funnel performance from click to paid subscription.
From there, I rebuilt the demand generation strategy around four core priorities:
- Capture high-intent existing demand through SEM
- Create new demand through paid social
- Recover lost demand through remarketing
- Improve measurement so budget could be allocated based on business outcomes, not vanity metrics
Results
Some of the results for the campaign included:
– Reduced wasted search spend by 24% through campaign restructuring and negative keyword expansion
– Improved blended ROAS from 1.8x to 3.1x
– Increased trial-to-paid conversion rate from 11% to 17%
– Developed multiple new performance dashboards in Looker with BI team.
Finance B2C SEO Client
196% increase in organic traffic and 1,000+ new indexed keywords.
A personal finance company reached out to me to grow organically through search engine optimized blog content. I helped them rank for extremely competitive keywords, drive hundreds of new users per day, and greatly increase monthly revenue that stemmed from their blog.
problem
The finance company had a fresh blog with little to no content, search engine presence, and traffic. They also did not understand how to properly research keywords/topics that would attract their buyer persona(s) or create high-quality articles.
results
– Ranking on the first and second pages of Google for ultra-competitive terms that have up to hundreds of thousands of monthly searches.
– 196% increase in organic traffic.
– Indexed for 1,000+ new organic keywords.
solution
I referenced their buyer personas and internal data to research keywords and topics that would attract high-quality users, generate organic traffic, and establish authority.
I regularly produced long-form content that was focused on solving search intent and matching the reader’s stage in the buyer’s journey. Appropriate lead magnets and offers were made based on these two elements.
We worked together for approximately 12 months on the project.
SaaS Startup Organic Growth
131% more inbound leads from organic.
A SaaS company approached me to help them develop a content marketing strategy and produce monthly SEO blog content to increase organic traffic and inbound leads.
problem
As a new SaaS company, the startup had very little traffic, sales, and growth. They also did not have a clearly defined content marketing, lead generation, or SEO strategy. Their UVP and positioning also needed improvement.
results
– 171% increase in traffic.
– Blog posts and social media content generated a 5% conversion rate on cold traffic.
– 131% increase in inbound leads from organic traffic.
solution
I consulted with the SaaS startup and helped them gradually optimize an effective inbound marketing and content strategy. We A/B split tested various channels, topics, and formats to determine the highest ROI approaches.
SEO blog posts were written by me on a weekly basis and backlinks were built through guest posting. I also created lead magnets that were engineered for different stages of the buyers journey to include in content.
I also aided in positioning the product to make it unique and deeply resonate with solving buyer persona pain points.
Tech Startup Inbound Marketing
120% increase in inbound generated revenue.
problem
The technology client was not familiar with how to properly conduct content marketing—particularly blogging—to drive organic traffic and align it with their funnel. They had little to no search engine presence and traffic.
results
– 200% increase in monthly organic traffic within 11 months.
– 120% increase in inbound generated revenue.
solution
I carefully conducted competitive, content, and keyword research to create an effective blog strategy for my client. This was based on their niche, customer profiles, and goals. Findings were compiled into an editorial calendar and the SEO blog content campaign commenced.
B2C Retail SEO and Content
198% increase in traffic and 142% lift in inbound sales.
A B2C retailer was interested in growing their blog to establish thought-leadership, drive inbound sales, and promote their products in a non-invasive way. So, they contacted me and we began a project to scale their blog.
problem
Consumers are less responsive to ads and campaigns that are designed for everybody. They want to trust brands and learn from them before purchasing. The B2C retailer had little content and organic traffic coming to their website.
results
– 198% increase in monthly organic blog traffic.
– Consistent inbound opportunities for partnerships, advertising, and more stemming from the blog.
– 142% increase in inbound revenue.
solution
I constructed an editorial calendar for the client based on their buyer personas, content guidelines, and other internal documents. These resources were used to find profitable search terms for each stage of the buyer journey. Content was produced for each buyer type.
B2B Agency Outbound Email Copy
$140,000 in attributed revenue from a single campaign.
A local web design agency inquired to have a cold email outreach campaign written that would fill pipeline with hot leads and clients. Having multiple years of experience writing profitable cold email sequences, we began working together on this project.
problem
The web design agency relied completely on referrals and word of mouth completely to drive new business. They wanted to create a system that would continually fill their pipeline so they could scale and not rely on something fickle.
They also did not know how to write cold emails that were compliant, personalized, and capable of moving leads further down the sales pipeline. The agency needed consulting on which tools to use, how to set them up, and integrate the templates I delivered.
results
The campaign achieved a 47.4% open rate, a 9.6% response rate, and a 3% conversion rate. 548 total emails were sent which resulted in 14 new clients spanning from $5,000–20,000/each.
solution
I wrote an eight-part cold email sequence with each message heavily customized to every lead. This maximized open, reply, and conversion rates.
The goals of the first email were to send a personalized message about the lead, introduce the agency, use social proof, elaborate on benefits (tied to pain points), and end with a CTA.
While my client was able to generate a significant amount of opportunities from the first email alone, success is always in the follow-up.
That’s why I designed the remaining follow-up email templates to send case studies, relevant content, finding the right decision maker, and making customized observations and audits.
Drinking my own champagne
You have to practice what you preach.
So, I’m going to be transparent about how I grew my copywriting agency through content marketing, SEO, and other strategies.
problem
While I’ve been serving clients for 8+ years, my personal domain was brand new and had absolutely no traffic, authority, etc.
I needed to devise an inbound marketing strategy that would attract high-quality leads, increase brand awareness, and drive organic traffic automatically.
I also needed to design a website, map my services, flesh out a funnel, and gradually build a team.
results
- 1,000~ users coming to my website every day.
- Daily inbound inquiries for services.
- Six figures in annual recurring revenue.
solution
I researched and created multiple buyer personas that matched my ideal client profile. SEO keywords and content topics were then chosen to bring relevant users to my website.
The content was distributed and re-purposed across several channels, including email, social media, podcasts, videos, and more.
Lead magnets were offered and several automated funnels were set up to automatically offer more resources and pitch services to hot leads.
I only built high-quality backlinks through guest posting on relevant and large websites. Not only did this build my authority, keyword rankings, and search traffic but it also showcased my writing skill and expertise. It resulted in countless large projects and business opportunities for my agency.
