An online education startup struggled to enroll its target audience—working adults—due to rigid class schedules. By performing intentional persona development to find a new niche to realign targeting, messaging, and creative, we cut cost-per-enrollment by 78% and tripled conversion rates, proving the power of aligning product design with the right audience.

A B2B insurance client suspected inefficiencies in their Google Ads account despite decent top-line metrics. My audit uncovered major issues—like inactive keywords, unprofitable spend, and overreliance on branded terms. The findings empowered them to optimize spend, hold their agency accountable, and build a clearer, more performance-driven search strategy.

Performing a geogragphic analysis of campaign data and applying custom-built personas to zip code groupings drove 4,200+ leads, doubled the lead-to-applicant rate, and cut cost-per-lead by 44%—all while setting new records for online enrollment and delivering exceptional ROI within a limited budget.

Instead of a scattered and unfocused AB testing strategy, we created a multivariate testing strategy that could deploy creative elements - like copy length, selling points, or creative components - while gaining data on their effectiveness both individually and in combination with other elements. This led to much faster and more actionable creative insights.

Performing a geographic opportunity analysis allowed us to identify underserved counties within the service area, and led to a 28% YoY increase in activity in these areas by leveraging this data in value-based bidding, targeted awareness efforts, and localized creative.