Portfolio
Real Google Ads performance work — account turnarounds, scaled growth, and vendor-to-in-house transitions across e-commerce and DTC brands. Full case studies available as downloadable PDFs.
When I took over the Google Ads account for BRL Sports Nutrition in October 2023, the account was actively losing money — spending $2,714 to generate only $2,366 in conversion value, a 0.87x ROAS. Every dollar spent was returning less than a dollar back. The account needed a structural rebuild, not incremental optimization.
The Approach- Took over as sole strategist for the BRL Sports Nutrition Google Ads account, inheriting an unprofitable account structure
- Rebuilt account architecture, keyword strategy, and bidding approach from the ground up rather than making surface-level adjustments
- Scaled investment deliberately as the rebuilt campaigns proved profitable, rather than scaling spend into a broken structure
- Improved conversion rate alongside volume and spend — a signal of structural account health, not just increased traffic
Took the account from unprofitable (0.87x ROAS) to solidly profitable (2.08x ROAS) while scaling monthly spend roughly 5.5x and monthly conversion value approximately 13x. Cost per conversion fell nearly in half, and conversion rate more than doubled — evidence the improvement came from a stronger account structure, not simply increased spend or traffic.
In September 2023, Invigor8's Google Ads account was pulled back in-house after being managed by an external vendor. The account was technically profitable at a 1.25x ROAS, but conversion rate sat at just 0.10% — clear signs of an underperforming, under-optimized structure. The task was to take direct ownership of a vendor-managed account and prove it could perform meaningfully better in-house.
The Approach- Took over as sole strategist for the Invigor8 Google Ads account, transitioning management from an external vendor to in-house
- Audited and rebuilt the vendor-inherited account structure, keyword targeting, and bidding strategy
- Scaled monthly investment as rebuilt campaigns demonstrated stronger, more consistent returns
- Prioritized structural improvements to conversion rate and efficiency, not just increased budget
Brought Invigor8 in-house from an external vendor and nearly doubled ROAS, from 1.25x to 2.43x, while scaling monthly spend approximately 2.1x and monthly conversion value roughly 4x. Conversion rate improved dramatically and cost-per-conversion fell by half — clear evidence that in-house management outperformed the previous vendor-run structure, not simply a function of increased spend.
Lugless, a direct-to-consumer luggage shipping brand, had room to scale paid search investment significantly, but scaling ad budget at this magnitude typically comes at a real efficiency cost — rising cost-per-acquisition and falling ROAS as an account moves into a larger, more competitive slice of demand. The challenge was to grow spend and revenue substantially while keeping that efficiency decay controlled rather than letting it compound.
The Approach- Owned Google Ads strategy and execution end-to-end as the sole strategist on the account
- Scaled monthly investment deliberately and incrementally rather than in large, risky jumps
- Continuously managed campaign structure, bidding, and budget pacing across Search, Shopping, and Brand campaigns as spend increased
- Introduced Demand Gen campaigns roughly halfway through the scale-up as a top-of-funnel layer, expanding brand reach and awareness beyond existing search demand
- Prioritized sustainable revenue growth over defending a static efficiency number at the cost of scale
Scaled monthly ad spend roughly 3.2x while growing monthly revenue approximately 2.7x. ROAS and cost-per-conversion softened modestly rather than degrading disproportionately to the scale of the budget increase — a controlled efficiency trade-off in exchange for substantially larger revenue, not an efficiency win, but a deliberately managed scale-up. The addition of Demand Gen mid-cycle widened the top of the funnel, building brand awareness among audiences not yet actively searching, alongside the existing Search and Shopping engine.
Luggage Forward, a sibling brand to Lugless within the same luggage shipping portfolio, launched on Google Ads several months later and started from a smaller, less mature account base with lower baseline efficiency. The challenge was to scale investment aggressively from a small starting budget while improving — not just maintaining — return on ad spend as the account matured.
The Approach- Owned Google Ads strategy and execution end-to-end as the sole strategist on the account
- Built out account structure and campaign maturity from an early-stage starting point
- Scaled budget aggressively as performance data validated expanding investment
- Applied learnings and account-structure practices developed on the sibling Lugless account
Scaled monthly ad spend approximately 4.75x while growing monthly revenue approximately 5.3x — revenue grew faster than spend, improving ROAS from 8.03x to 9.04x. Cost-per-conversion rose as the account scaled into a larger audience, but the account became more efficient on a blended return basis even while scaling aggressively from a small base.