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Click on the case study that is most relevant to your business to read about Karyna’s experience in that vertical.  

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Shopify/Ecomm

Transforming MemberSpace's Google Ads Performance

Project Overview: 

MemberSpace, a membership software platform, brought me on as a freelance marketing contractor to overhaul the performance of their Google Ads campaigns. The Chief Marketing Officer (CMO) set a clear goal: achieve at least 50 conversions per week with a maximum cost per acquisition (CPA) of $35. When I took over, MemberSpace was paying an unsustainable $140 per conversion—a major issue impacting their growth. The challenge was twofold: reduce the CPA drastically while simultaneously increasing conversions, delivering greater efficiency and value from their ad spend.

Strategy Breakdown:

1. Initial Audit and Analysis

The first step involved performing a thorough audit of the existing Google Ads campaigns. This included reviewing ad performance data, analyzing audience targeting, and examining the relevance and effectiveness of the ad creatives and landing pages. Key findings revealed that the current targeting was too broad, the ad creatives weren’t resonating with the intended audience, and the landing pages were not optimized for conversions.

2. Refined Targeting and Audience Segmentation

To make the ads more relevant, I refined the targeting by segmenting the audience based on user behavior, interests, and intent. This helped ensure that ads were shown only to the most likely-to-convert potential customers. Additionally, I implemented remarketing strategies to re-engage visitors who had shown interest but hadn’t converted.

3. Adjusting Bidding Strategies

I optimized the bidding strategy to maximize conversions while staying within the CPA goal. This included shifting from manual CPC to a more automated, data-driven bidding system, which allowed the ads to adjust in real-time based on performance, helping to lower the average cost per click (CPC) and improve conversion efficiency.

4. Ad Creative Overhaul

Recognizing that the existing ad creatives weren’t delivering, I designed new ads that were more aligned with MemberSpace’s core value proposition. The new creatives emphasized the platform’s unique features and benefits, making the ads more compelling and relevant to the target audience. A/B testing was utilized to determine which ads resonated best.

5. Landing Page Optimization

After driving traffic to the site, I focused on optimizing the landing pages for conversions. I redesigned the pages to create a smoother user experience, reduced friction in the sign-up process, and highlighted key benefits more effectively. This helped increase conversion rates and lower the CPA.

6. Ongoing Testing and Optimization

Continuous A/B testing and performance monitoring were crucial to the strategy. I iterated on ad copy, bidding strategies, and landing page elements, ensuring that the campaign was consistently optimized for peak performance. I also closely tracked metrics to identify areas for further improvement.

Outcome:

Through this data-driven, systematic approach, the results were transformational:

  • CPA reduced from $140 to $33, surpassing the CMO’s goal of $35.
  • Conversions increased by 1165%, achieving well over 50 conversions per week.
  • The campaign scaled effectively, delivering sustained results at a significantly lower cost.

This project was a clear demonstration of how thoughtful strategy, precise targeting, and continuous optimization can unlock exceptional growth. Not only did I meet the CMO’s goals, but the improvements in conversion rates and cost efficiency exceeded expectations, significantly boosting MemberSpace’s return on ad spend (ROAS).

bEFORE

Memberspace was paying $142/conversion.

aFTER HANDING OVER THE ACCOUNT TO ME

After landing page optimizations, new campaigns and testing CPA is $33 + scale

Increasing User Acquisition and Engagement for MeetEdgar

Project Overview:

My strategic efforts were aimed at elevating MeetEdgar’s sign-ups via paid media and SEO strategies while increasing user engagement to reduce churn.

Step-by-Step Strategy Breakdown:

1. Increasing User Acquisition with Targeted PPC Campaigns

To drive new sign-ups, I created and executed a highly targeted Pay-Per-Click (PPC) campaign. By leveraging precise audience segmentation and well-researched keywords, we quickly scaled MeetEdgar’s user base while maintaining efficiency in acquisition costs.

Impact Achieved:

  • The PPC campaign contributed to 40% of all new sign-ups.
  • Reduced the Customer Acquisition Cost (CAC) from $65 to $15, significantly improving cost efficiency.
  • This approach expanded MeetEdgar’s market penetration and user growth substantially.

2. Enhancing Conversions with Retargeting Ads on Social Media

To boost conversions from interested prospects, I implemented a retargeting strategy on social media platforms. This strategy focused on recapturing the attention of users who had previously visited MeetEdgar’s website or interacted with our ads but hadn’t converted.

Impact Achieved:

  • The retargeting ads cut the Cost Per Acquisition (CPA) by 65% compared to previous campaigns.
  • Increased Return on Ad Spend (ROAS) by focusing on high-intent audiences, leading to more cost-effective conversions.

3. Optimizing Conversions with A/B Testing of Landing Pages

Recognizing the importance of an optimized user journey, I led a series of A/B tests on landing pages. By using tools like Hotjar and Google Optimize, I analyzed user behavior and tested variations of messaging, design, and CTAs to identify the most effective combinations.

Impact Achieved:

  • The A/B tests led to a 28% increase in conversion rates.
  • The testing provided deep insights into user preferences, enabling us to enhance the user experience and drive more sign-ups.
  • These landing page improvements resulted in a more seamless and engaging conversion process.

4. Boosting Organic Traffic with SEO and Content Marketing

To complement the paid media strategy, I developed and executed an SEO strategy that focused on increasing organic traffic. This involved creating valuable, keyword-optimized content such as downloadable guides, templates, and case studies. By conducting in-depth keyword research, we ensured that the content addressed the most relevant and high-intent search queries for MeetEdgar’s target audience.

Impact Achieved:

  • Organic traffic increased by 65% following the launch of the SEO campaign.
  • The content, which included downloadable guides and case studies, provided valuable resources for prospects and positioned MeetEdgar as an authority in the space.
  • This increase in traffic led to greater awareness and a steady stream of organic sign-ups over time.

Outcome:

Leading MeetEdgar’s marketing initiatives highlighted the power of combining PPC advertising, SEO strategies, and conversion optimization to achieve sustained growth. By focusing on data-driven decision-making, creative problem-solving, and continuous testing, I was able to significantly reduce customer acquisition costs, increase traffic, and optimize user engagement. This project demonstrated how thoughtful digital marketing can drive long-term success for a SaaS business.

Overhauling DocParser's Marketing Strategy for Maximum Growth


Project Overview:

At DocParser, I was entrusted with transforming their marketing efforts from the ground up. At the time, the company lacked a comprehensive strategy and needed a radical shift to better align with their target audience and meet growth objectives. My role was to conduct in-depth market research, develop targeted customer profiles, and execute high-impact marketing campaigns to drive measurable growth in paid users. The goal was clear: elevate DocParser’s market presence and generate significant increases in paid user acquisition.

Step-by-Step Strategy Breakdown:

1. Strategic Customer Profiling for Targeted Engagement

The first step involved conducting extensive market research and developing customer personas based on industry-specific needs and preferences. By understanding our audience at a deeper level, I was able to craft a highly tailored marketing strategy that spoke directly to the pain points and motivations of DocParser’s ideal users.

Impact Achieved:

  • This detailed profiling enabled us to craft targeted marketing campaigns and bespoke landing pages, leading to a marked increase in user engagement.
  • By the end of Q3, DocParser experienced its most profitable quarter, directly attributed to this customer-focused approach.

2. Expanding Reach with Diverse Paid Media Campaigns

To broaden DocParser’s visibility and reach new audiences, I deployed a multi-channel paid media strategy across platforms like Google, Microsoft, Meta (Facebook and Instagram), LinkedIn, Quora, and podcast ads. This diverse approach ensured that DocParser’s marketing messages were seen by potential customers across the platforms they frequented most, creating a cohesive presence across the digital landscape.

Impact Achieved:

  • The multi-channel strategy significantly increased brand visibility and customer acquisition, reaching high-intent audiences in various industry sectors.
  • This approach allowed us to capture attention across multiple touchpoints, increasing the overall effectiveness of our campaigns.

3. Leveraging Keyword Research for Enhanced Online Visibility

A key component of the strategy was to bolster Google Ads campaigns through meticulous keyword research. I identified high-intent, low-competition keywords that aligned with the automation and order fulfillment industries, DocParser’s primary markets. By focusing on these keywords, we were able to scale our ad efforts while maintaining cost efficiency.

Impact Achieved:

  • Our Google Ads campaigns scaled by 80% while reducing the cost per acquisition (CPA) from $35 to under $5, demonstrating the effectiveness of precision targeting.
  • This resulted in a significantly higher return on ad spend (ROAS), helping us acquire new customers at a fraction of the previous cost.

4. Cultivating Industry-Specific Engagement through Podcast Partnerships

Recognizing the importance of industry-specific content, I initiated partnerships with key podcasts within the automation and order fulfillment sectors. These podcasts were highly relevant to our target market, offering us a platform to position DocParser as a critical tool for businesses within these industries.

Impact Achieved:

  • These partnerships elevated DocParser’s brand exposure and positioned the tool as indispensable for industry professionals.
  • We effectively expanded our influence within these niche markets, solidifying our value proposition and driving new leads.

5. Optimizing Conversions with Landing Page A/B Testing

With a focus on maximizing conversions, I led the development and A/B testing of over 150 landing pages. Each variant was carefully crafted and tested for performance, focusing on optimizing the user experience, messaging, and conversion pathways.

Impact Achieved:

  • The rigorous testing process led to a 42% increase in website conversion rates, directly impacting DocParser’s ability to convert visitors into paying customers.
  • By constantly iterating on design and content, we ensured that the landing pages were optimized for user engagement and conversions.

6. Building Credibility with Customer Testimonials and Brand Partnerships

To further build trust and credibility, I spearheaded the collection of customer video testimonials and secured brand partnerships with notable companies like HelloFresh. These initiatives not only reinforced DocParser’s reputation but also served as powerful social proof in marketing campaigns.

Impact Achieved:

  • The addition of customer testimonials significantly enhanced trust with new prospects, leading to higher conversion rates.
  • Partnerships with respected brands amplified DocParser’s brand awareness and positioned it as a reliable solution across various sectors.

Outcome:

This project underscored the importance of aligning marketing efforts with deep customer insights and utilizing targeted advertising across diverse channels. The success of DocParser’s growth hinged on the combination of a data-driven approach, creative problem-solving, and relentless A/B testing and optimization. By taking a holistic approach that spanned paid media, SEO, and strategic partnerships, I was able to drive substantial business growth and establish DocParser as a key player in the automation and order fulfillment industries.

Google Ads

mailparser

Project Overview:

At Mailparser, I was tasked with a mission to overhaul the company’s digital marketing strategies. The goal was twofold: increase marketing efficiency while reducing costs, and refine targeting to better connect with key buyer personas. My role involved revamping existing campaigns to achieve new performance heights and developing innovative strategies to improve free-to-paid conversions.

Step-by-Step Strategy Breakdown:

1. Increasing Ad Efficiency with Google Ads Optimization

I began by conducting a comprehensive audit of Mailparser’s existing Google Ads campaigns. The objective was to overhaul the targeting, bidding, and creative strategies to achieve a more cost-effective approach. Through precise optimization and the integration of retargeting techniques, I was able to significantly reduce the cost per acquisition (CPA).

Impact Achieved:

  • The CPA dropped from $35 to $8, representing a dramatic improvement in ad efficiency.
  • This optimization greatly amplified the return on ad spend (ROAS), making the campaigns far more profitable.

2. Broadening Acquisition Channels with Facebook and YouTube Ads

To diversify Mailparser’s advertising efforts, I expanded our campaigns to include Facebook and YouTube Ads. These platforms offered access to new user bases, each with their own unique engagement opportunities. By crafting platform-specific content, I ensured that the brand message was tailored to each channel, maximizing reach and engagement.

Impact Achieved:

  • The expansion to Facebook and YouTube increased overall brand visibility and introduced Mailparser to new, relevant audiences.
  • This move broadened our acquisition funnel, leading to a noticeable increase in sign-ups and customer interactions.

3. Leveraging Influencer Partnerships for Enhanced Brand Trust

Recognizing the value of authentic brand endorsements, I collaborated with niche influencers who had strong, engaged followings within relevant industries. These influencers produced video content showcasing Mailparser’s functionality, which helped build trust and credibility with their audiences.

Impact Achieved:

  • The influencer partnerships significantly boosted brand awareness and established Mailparser as a trusted solution within targeted sectors.
  • The video content fostered a more relatable and authentic brand message, increasing user engagement and free-to-paid conversion rates.

4. Precision Targeting with Niche-Specific Campaigns

To further enhance targeting, I spearheaded the development of niche-specific campaigns focused on industries such as Crypto, real estate, and invoicing. I created bespoke landing pages and ad creatives tailored to the needs of these particular industries, ensuring that the messaging resonated deeply with each target persona.

Impact Achieved:

  • The tailored campaigns led to a 25% increase in conversion rates, validating the effectiveness of the niche-targeted approach.
  • This strategy enabled Mailparser to connect more authentically with distinct buyer personas, driving higher engagement and more efficient conversions.

5. Enhancing User Experience with Landing Page and CTA Testing

The final stage of the strategy was to continuously optimize the user experience through rigorous A/B testing of landing pages and calls-to-action (CTAs). I utilized tools like Google Optimize to test variations in design, messaging, and CTAs, identifying the elements that resonated best with users.

Impact Achieved:

  • These efforts resulted in a 30% increase in website conversions, demonstrating the power of continuous testing and optimization.
  • By refining the user experience, we were able to streamline the path from sign-up to paid conversion, driving improved outcomes across all channels.

influencer marketing

Transforming LeadDyno’s Facebook Advertising for Scalable Growth

Project Overview:

At LeadDyno, I was entrusted with a mission to revolutionize our Facebook advertising strategy with the goal of dramatically increasing demo requests and sign-ups while reducing the cost per sign-up, which was previously at a steep $75. This required not just an evolution of existing strategies, but a complete reinvention of our approach to Facebook advertising. By leveraging innovative targeting techniques and creative ad formats, my objective was to drive down acquisition costs while maintaining high conversion rates.

Step-by-Step Strategy Breakdown:

1. Developing an Industry-Specific Targeting Framework

The foundation of this transformation was built on deep market research to develop an industry-specific targeting framework. I identified key personas and industries that would most benefit from LeadDyno’s affiliate marketing software. Through this research, I segmented our audience into various groups based on demographics, job roles, and behaviors, ensuring we had precise targeting for each segment.

Impact Achieved:

  • This highly nuanced targeting allowed us to reach the right people at the right time, significantly improving the relevance of our ads.
  • This framework laid the groundwork for a scalable model that could be applied to different markets as the campaign grew.

2. Crafting Ads for Every Stage of the Customer Journey

Next, I designed ad creatives and messaging tailored to each stage of the customer journey—from awareness to consideration to conversion. By aligning the content of the ads with where the audience was in their journey, we were able to maximize relevance and engagement.

Impact Achieved:

  • Tailored messaging and creative assets improved engagement across all stages of the funnel, leading to a higher rate of demo requests and sign-ups.
  • The campaign became a consistent driver of growth, contributing to 70 sign-ups per week, up from previous lower levels.

3. Testing and Optimizing Ad Formats and Messaging

I conducted exhaustive A/B testing on various ad formats, including video ads, carousel ads, and static image ads, as well as different messaging variations. This allowed us to discover the most effective combinations of ad types, headlines, and copy that resonated most with our target audience.

Impact Achieved:

  • The iterative testing process identified the top-performing ad formats and messaging, leading to a significant increase in sign-up rates.
  • The optimized ads reduced the cost per sign-up from $75 to $10, representing a 87% decrease in acquisition costs.

4. Leveraging Data-Driven Insights for Continuous Optimization

The entire campaign was driven by continuous analysis of data-driven insights. I monitored key metrics such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA) to optimize ad spend and improve performance. This iterative approach allowed for real-time adjustments to targeting, bidding strategies, and creative content.

Impact Achieved:

  • The ongoing optimization process resulted in scalable growth, with a steady increase in demo requests and conversions, all while maintaining low acquisition costs.
  • This scalability allowed LeadDyno to expand its marketing capabilities and allocate budget towards a brand refresh, positioning the company for long-term growth.

Outcome:

Working with LeadDyno demonstrated the transformative power of a well-orchestrated, targeted digital advertising campaign. By diving deep into industry research, crafting tailored ad strategies, and relentlessly optimizing based on data, I was able to significantly drive down acquisition costs while scaling the number of demo requests and sign-ups. This project was a clear testament to the impact that creativity, precision, and data-driven decision-making can have on business growth.

This experience underscored the value of understanding the customer journey, targeting the right audience, and continually testing and refining strategies. Not only did the campaign surpass LeadDyno’s initial growth targets, but it also played a pivotal role in the company’s ability to expand its team and marketing budget, culminating in a significant brand re-positioning. This project was a milestone in LeadDyno’s growth and a defining moment in my professional journey, reinforcing my belief in the potential of digital marketing to drive exponential business expansion.

Funnel specific ads

Transforming ChargeStripe’s Mobile Payment App for Global Growth

 

Project Overview:

At ChargeStripe, a payment processing platform, I spearheaded an ambitious mission to transform the mobile payment experience and significantly boost the app’s visibility in the Google Play Store. As project lead, my goal was to drive app installs while enhancing global user engagement through a holistic, multi-faceted marketing strategy. This initiative aimed not only to increase the number of installs but also to improve revenue generation and expand global reach.

Step-by-Step Strategy Breakdown:

1. Accelerating Growth with Targeted Android App Advertisement Campaigns

The cornerstone of our growth strategy was launching a targeted advertising campaign across key platforms such as Google Ads and Meta. By honing in on specific user segments and employing precise targeting, I was able to drive a substantial increase in app installs at a highly cost-efficient rate.

Impact Achieved:

  • The campaign resulted in 900+ weekly app installs at a cost per install (CPI) of just $1.97.
  • This surge in installs directly contributed to an increase in revenue by bringing more users into the ChargeStripe ecosystem, highlighting the app’s ability to scale profitably.

2. Fostering Global Connectivity through Localization

To broaden ChargeStripe’s global reach, I led the localization efforts, introducing the app to trending markets and translating it into over five languages. This enabled the app to cater to diverse linguistic and cultural markets, making it accessible to a wider international audience.

Impact Achieved:

  • The app’s international user base expanded significantly, with new markets in Europe, Latin America, and Asia contributing to a marked increase in installs.
  • Localization efforts created a seamless user experience across different languages and currencies, positioning ChargeStripe as a global leader in mobile payments.

3. Reinvigorating Brand Identity with Design Innovations

A key aspect of the project was a comprehensive redesign of the app’s store listing page. I worked closely with designers to ensure the new design aligned with the visual identity of leading competitors while highlighting ChargeStripe’s unique value propositions. The updated visuals and messaging focused on the app’s core functionalities, making them more intuitive and user-friendly.

Impact Achieved:

  • The redesigned app store listing resulted in a significant increase in conversion rates for new installs, as users could more easily understand and engage with the app’s features.
  • The refreshed brand identity positioned ChargeStripe as a modern and innovative solution in the mobile payment space, boosting both user trust and engagement.

4. Maximizing User Re-engagement with Cross-Platform Retargeting

To capture users who had previously shown interest in the app but hadn’t installed it, I implemented a multi-platform retargeting strategy across YouTube, Meta (Facebook and Instagram), and Google Ads. This strategy helped re-engage visitors and encourage them to take action, resulting in a significant uptick in conversions.

Impact Achieved:

  • The retargeting ads effectively re-engaged interested users, converting many into active users and significantly boosting overall user engagement.
  • This multi-platform approach reinforced the app’s presence in users’ daily lives, driving higher rates of long-term user retention.

Reflection:

Leading the transformative marketing efforts at ChargeStripe was an exhilarating experience that allowed me to explore new marketing approaches across the Google Play Store and App Store platforms. Through a combination of targeted advertising, global localization, and innovative design strategies, I was able to drive significant user growth, enhance the app’s global presence, and reinvigorate its brand identity. This project was a profound testament to the power of cross-platform marketing and data-driven decision-making in scaling a mobile app to new heights.

App localization initiative

Social Ads

Revamping Ghost Inspector’s Branding and Marketing for technical Audiences

 

Project Overview:

As part of the team overseeing the acquisition of Ghost Inspector, an automated testing tool for developers, I led the effort to completely revamp the website, branding, and marketing strategy. Our target audience included engineers, QA testers, and product managers, and the goal was to improve Ghost Inspector’s positioning, optimize customer acquisition, and align the product with the needs of high-value users.

I spearheaded the creation of customer personas to guide the strategic direction and executed a cohesive SEO, content, and PPC strategy to increase organic traffic and drive conversions through paid channels.

Step-by-Step Strategy Breakdown:

1. Redesigning the Website for a Technical Audience

The first step in transforming Ghost Inspector’s digital presence was to redesign the website with a focus on connecting with our target audience of developers and technical professionals. I worked closely with the design team to overhaul the visual identity and create a streamlined user experience that highlighted the product’s core functionality and value to engineers.

Impact Achieved:

  • The revamped website improved user experience, making technical features more accessible and highlighting efficiency and performance benefits tailored to engineers and QA testers.
  • The redesign led to a 35% increase in organic traffic, as the new site was optimized for SEO and better aligned with search intent.

2. Crafting Customer Profiles to Inform Strategy

To guide our marketing efforts, I developed detailed customer personas based on market research and user data. These profiles focused on key audiences that had the best product-market fit: engineers, QA testers, and product managers.

Impact Achieved:

  • The customer profiles provided the foundation for a targeted marketing strategy, enabling us to focus on high-value segments with tailored messaging and content.
  • These profiles were pivotal in shaping the SEO, content marketing, and PPC strategies, ensuring our campaigns were aligned with the needs of technical professionals.

3. Implementing an SEO and Content Marketing Strategy

With the new customer profiles in hand, I developed and executed a content marketing strategy focused on technical content that resonated with developers. This included publishing whitepapers, case studies, and tutorials that addressed real-world engineering challenges and demonstrated the value of Ghost Inspector’s automated testing solutions.

Impact Achieved:

  • The SEO-driven content marketing strategy resulted in a 35% increase in organic traffic, as the site became a valuable resource for engineers seeking technical insights.
  • By providing in-depth, educational content, we positioned Ghost Inspector as a thought leader in automated testing, improving brand visibility and credibility among technical audiences.

4. Running Targeted PPC Campaigns

I launched PPC ad campaigns on platforms like Google, LinkedIn, and Reddit, focusing on job-specific keywords like “software engineer tools” and targeting relevant subreddits and LinkedIn groups. These ads were tailored to the technical needs of developers, with messaging that emphasized the product’s ability to improve workflow and performance.

Impact Achieved:

  • The targeted PPC campaigns achieved a CPA of $45, a significant improvement from the previous CPA of $150 under the former team.
  • The ads consistently generated high-quality leads, driving more conversions from technical professionals seeking automated testing solutions.

5. Leveraging Social Media Ads for Additional Sign-Ups

In addition to Google and LinkedIn, I deployed social media ads across platforms like YouTube and Meta (Facebook and Instagram). These campaigns focused on retargeting users who had previously interacted with Ghost Inspector’s content or visited the site.

Impact Achieved:

  • The social media ads achieved a $58 CPA, effectively re-engaging potential customers and converting them into active users.
  • This approach reinforced the brand’s presence among developers, improving brand recall and driving higher sign-up rates.

6. Maximizing User Engagement with Technical Communities

To further solidify Ghost Inspector’s presence within the developer community, I engaged with online forums like Stack Overflow and GitHub. We provided valuable contributions to discussions, offered product solutions, and participated in technical meetups and conferences.

Impact Achieved:

  • This approach fostered trust and credibility within developer communities, driving organic traffic and generating new sign-ups through word-of-mouth and community engagement.

Reflection:

Leading the transformation of Ghost Inspector’s branding and marketing strategy was a rewarding experience that highlighted the importance of a data-driven, customer-centric approach. Through SEO, content marketing, and targeted PPC campaigns, we not only increased organic traffic by 35% but also slashed the cost per acquisition from $150 to $45.

This project demonstrated how a well-executed digital marketing strategy that focuses on the needs of a technical audience can significantly boost visibility, conversions, and user engagement. Working on this initiative allowed me to develop a deeper understanding of marketing to developers and how to effectively communicate the value of complex technical solutions.

Scaling TraderVue’s User Base with Targeted Google Ads Campaigns

Project Overview:

As the #1 online trading journal and analytics tool, TraderVue empowers traders to track, analyze, and improve their stock, futures, and forex trades. My role was to develop and execute a Google Ads strategy aimed at increasing the overall user base by 25%, a growth target that would enable the company to expand its team and scale its operations. The focus was on building out custom landing pages, running A/B tests, and crafting targeted ad campaigns designed to address the specific pain points of our core audience: active traders.

Step-by-Step Strategy Breakdown:

1. Launching Targeted Google Ads Campaigns

The key driver of our growth strategy was the launch of Google Ads campaigns targeted specifically at traders in stocks, futures, and forex markets. I developed ad creatives that addressed the key pain points of traders, such as improving trading accuracy, optimizing performance, and analyzing trades for future success.

Impact Achieved:

  • The Google Ads campaigns successfully increased TraderVue’s user base by 25%, hitting our primary growth target.
  • This growth provided the financial flexibility for team expansion, allowing TraderVue to invest in further product development and customer support.

2. Building Custom Landing Pages Based on User Needs

To ensure our ad traffic converted into sign-ups, I built out a series of custom landing pages tailored to the problems our target audience faced. Each page focused on specific benefits of using TraderVue, such as improving trade analysis, tracking performance, and identifying patterns in stock and forex trades. These pages were optimized for high conversion rates by aligning closely with the messaging of our Google Ads campaigns.

Impact Achieved:

  • The targeted landing pages led to a higher conversion rate, turning more visitors into registered users.
  • By directly addressing traders’ pain points, we created a user journey that felt tailored and relevant, increasing overall engagement and retention.

3. A/B Testing of CTAs, Copy, Structure, and Promotions

To optimize the performance of our landing pages and improve conversion rates, I conducted A/B testing on various elements of the pages, including CTAs (Calls to Action), copy, page structure, and promotional offers. We tested different CTA placements, wording, and color schemes to determine the most effective combinations that resonated with our target users.

Impact Achieved:

  • A/B testing resulted in significant improvements in CTA performance, with optimized versions driving a higher percentage of users to sign up for TraderVue’s services.
  • These tests also allowed us to fine-tune the promotional offers, which further incentivized traders to try the platform and commit to long-term usage.

Reflection:

Leading the Google Ads strategy for TraderVue demonstrated the power of targeted advertising combined with conversion-optimized landing pages. By creating content and pages specifically designed to solve traders’ pain points, we were able to not only increase our user base by 25% but also scale operations by generating enough revenue to expand the team.

This experience reinforced the importance of a data-driven approach to digital marketing, where A/B testing, personalized user journeys, and strategic ad placements work together to drive meaningful business outcomes. The success of this project underscored my ability to effectively scale SaaS platforms in niche markets through targeted ad campaigns and conversion optimization strategies.

Scaling Taster’s Club to 400 Conversions per Week with Optimized Google Ads

Project Overview:

Taster’s Club is a subscription-based service that delivers hand-selected spirits from the world’s top producers directly to customers’ doorsteps each month. The goal for this project was to scale the company’s conversions to 400 per month while keeping the cost per acquisition (CPA) under $20 to maintain healthy profit margins. As the project lead, I implemented a multi-faceted strategy that included campaign testing, branding updates, and Google Ads optimization to hit this aggressive growth target.

Step-by-Step Strategy Breakdown:

1. Running Over 12 Campaign Tests to Optimize Ad Performance

To reach our goal of 400 conversions per month at a CPA below $20, I ran a series of 12 campaign tests across different ad platforms. The tests focused on refining audience targeting, ad formats, and creative elements such as copy, visuals, and promotions. Each campaign was iterated based on performance data, allowing us to continuously optimize toward the desired CPA.

Impact Achieved:

  • After multiple rounds of testing, we achieved a CPA of $17 per conversion, beating the target CPA of $20.
  • The optimized campaigns consistently delivered over 400 conversions per month, providing a scalable model for long-term growth.

2. Optimizing Google Ads for Maximum Efficiency

A key component of the strategy was the optimization of Google Ads. I focused on improving ad relevance through targeted keywords, ad copy tailored to spirit enthusiasts, and a conversion-optimized bidding strategy. By aligning the ads with the customer’s intent and fine-tuning the bids, we were able to improve click-through rates and lower acquisition costs.

Impact Achieved:

  • The Google Ads optimizations contributed significantly to maintaining a $17 CPA, with consistently high conversion rates.
  • This optimization ensured the ads were not only cost-effective but also highly relevant to Taster’s Club’s target audience, resulting in more qualified leads.

3. Updating Branding and Visuals to Drive Engagement

As part of the overall strategy, I led the effort to update Taster’s Club’s branding to better connect with our target audience of spirit enthusiasts. We refreshed the visual identity of the brand, including creating high-quality product videos that showcased the subscription box experience. The videos emphasized the craftsmanship and uniqueness of the spirits, making the product more appealing and tangible to potential customers.

Impact Achieved:

  • The updated branding and product videos significantly boosted engagement across all advertising platforms, increasing click-through rates and conversion rates.
  • The more engaging content contributed to the success of the campaigns by making the product offerings stand out in a competitive subscription box market.

4. Launching a Highly Successful Holiday Campaign

One of the standout achievements was the launch of a holiday campaign that capitalized on the gift-giving season. By offering limited-time promotions and using the newly updated branding, we were able to capture a large volume of holiday shoppers looking for unique gifts.

Impact Achieved:

  • The holiday campaign resulted in a 300% increase in sales compared to the previous year, exceeding expectations and solidifying Taster’s Club as a go-to gift for spirit lovers.
  • This campaign not only met but far exceeded our conversion goals, contributing to a highly successful holiday sales period.

Outcome:

Working with Taster’s Club allowed me to combine data-driven campaign testing, branding updates, and Google Ads optimization to scale conversions while maintaining a low cost per acquisition. Through rigorous A/B testing and a clear understanding of the target audience, I was able to achieve a CPA of $17 and generate 400 conversions per month, creating a scalable marketing model for continued growth.

The success of the holiday campaign demonstrated the power of timely promotions and engaging content, with a 300% increase in sales over the previous year. This project was a great example of how multi-channel advertising, branding improvements, and seasonal marketing strategies can work together to drive exponential growth for a subscription-based business.