Mini Case Studies

The Problem

We had a lead volume goal, but the bigger issue was quality. We were getting inquiries, but too many were low-intent or not case-fit. My job was to increase qualified leads without inflating costs or overwhelming intake.

What I Changed

I rebuilt the program around intent and measurement. Re-segmented paid search into Brand, Non-brand high intent, and Competitor campaigns. Tightened match types and negative keywords. Built intent-matched landing pages with a tighter intake flow (call-first). Implemented call tracking and offline event tracking to measure qualified leads, not just conversions.

What I Measured

Cost Per Qualified Lead (CPQL), Signed Opportunities, and Lead Velocity.

Why It Matters

It worked because it was a full system: targeting + message match + conversion flow + measurement + intake feedback. That combination is what allows you to scale without buying junk.

Stack & Tech

The Problem

Efficiency mandated a reduction in blended CAC without sacrificing market presence in competitive regions.

What I Changed

Introduced an ROI portfolio approach that categorized property clusters by profitability potential, allocating budget dynamically to high-yield segments.

What I Measured

In-Market Impression Share, CPC, and Blended CAC.

Why It Matters

Demonstrates how financial modeling applied to media buying can unlock efficiency gains others miss.

Stack & Tech

The Problem

Fragmented manual bidding across hundreds of campaigns and regions resulted in inefficient spend and operational drag for a $90MM+ budget.

What I Changed

Instituted portfolio bidding frameworks and rigorous experimentation standards across Search and Programmatic. Unified strategies to allow algorithms to optimize across the entire account structure rather than in silos.

What I Measured

Conversion Rate and CPA efficiency at scale.

Why It Matters

Demonstrates the ability to operationalize complex enterprise budgets and leverage automation for scale.

Stack & Tech

The Problem

Needed to achieve Super Bowl-level brand impact but lacked the multi-million dollar budget for an in-game spot.

What I Changed

Designed a guerrilla YouTube and Search strategy focused on capturing second-screen attention immediately before and during the game. Optimized for viral velocity and search intent spikes related to competitor ads.

What I Measured

Video Views, earned media, and search lift.

Why It Matters

Shows that tactical agility and creative media planning can outperform raw budget.

Stack & Tech