Work

Accounts we have fixed, rebuilt, and scaled.

Client agreements keep names private, so each entry is described by business type and market. The report visuals are stylized, not screenshots of client accounts. Outcome figures are placeholders until each client has approved publication.

01 · Subscription digital product · US, UK, EU

Search and Performance Max rebuilt on server-side conversion data

A subscription product with real volume but a Google Ads account bidding on sign-ups, not payments. We moved tagging server-side, sent paid conversions with enhanced-conversion data and real values, then restructured Search and Performance Max around cost per paying subscriber and staged tROAS up as renewal cohorts matured.

Server-side GTM
Enhanced conversions
Search
Performance Max
tROAS

Cost per paying subscriber: [TODO-METRIC]
Spend scaled at target: [TODO-METRIC]
Since 2024: Ongoing

Read the case study

02 · B2B services · Lead generation · UAE and KSA

Bidding on qualified leads with offline conversion import from the CRM

Form fills were cheap and mostly useless. We captured the Google click ID into the CRM, imported "qualified" and "won" stages back as conversions with values, and switched Smart Bidding to the imported goal. The account now optimizes toward deals, with English and Arabic campaigns reporting in one view.

Offline conversion import
Enhanced conversions for leads
Search EN/AR
Microsoft Ads

Qualified-lead rate: [TODO-METRIC]
Cost per won deal: [TODO-METRIC]
Engagement: 12 months

03 · Local services · Three emirates

Google and Microsoft search with call tracking, by city and by hour

A services business where most conversions were phone calls nobody counted. We added call tracking with duration thresholds, separated campaigns by emirate with their own targets, and brought Microsoft Ads in for the older, higher-value searcher. Ad schedules now follow when the phones are actually answered.

Call tracking
Local Search
Microsoft Ads
Ad scheduling

Cost per booked call: [TODO-METRIC]
Share of spend on Microsoft: [TODO-METRIC]
Since 2023: Ongoing

Answered calls by hour and emirate — layout only, values withheld.

04 · Digital product · Meta · Europe

Meta added as a second channel once search had proven the economics

Search was at the ceiling of its demand. We wired the Conversions API through the same server-side container as Google, deduplicated it against the pixel, and briefed creative from the search terms that already converted. Budgets moved from Google to Meta only where the reconciled cost per payment held.

Meta Conversions API
Creative testing
Cross-channel budget

Event match quality: [TODO-METRIC]
Incremental payments per month: [TODO-METRIC]
To steady state: 6 months

05 · Consumer app · App campaigns

Google App campaigns run on in-app purchase events, not installs

The client's app team had the measurement partner in place; what they lacked was someone to run the campaigns against it. We mapped the purchase event through to Google Ads, staged bidding from installs to in-app actions to value, and kept Android and iOS in separate structures with separate targets.

App campaigns
MMP integration
tCPA → tROAS

Cost per first purchase: [TODO-METRIC]
Engagement: 5 months