Selected Work

Selected work, anonymized by design.

A closer look at selected performance marketing, tracking and acquisition challenges solved across retail, e-commerce and lead generation environments. Client names and sensitive data remain confidential.

Confidentiality, by agreement

Results and examples are presented in aggregate or anonymized form due to contractual agreements. The focus is on the problem, the thinking and the operating approach.

Case study / 01

Scaling Retail Demand During a Short Promotional Window

Retail · Black Friday · Performance Marketing

The problem

A short promotional window required fast campaign execution, sharp budget control and a clear structure between awareness, traffic and purchase-focused activity.

The approach

The campaign structure was planned around urgency, product demand, audience temperature and budget allocation. Messaging was aligned with the promotional window while performance was monitored closely across channels.

The outcome

The campaign demonstrated how structured paid media can capture high-intent demand during a limited commercial period without relying on broad, disconnected activity.

Case study / 02

Fixing a Broken E-commerce Funnel Signal

E-commerce Retail · International · Analytics & Tracking

The problem

The tracking setup showed thousands of checkout and purchase users, while AddToCart had only a few recorded users. The event signal was clearly broken, making retargeting and funnel analysis unreliable.

The approach

The AddToCart event was audited, corrected through Google Tag Manager and then validated inside Meta Events Manager. The goal was to restore a clean signal flow between product interaction, cart intent and purchase activity.

The outcome

The corrected setup allowed the business to build reliable AddToCart audiences and improve retargeting logic based on real funnel behavior.

Case study / 03

Improving Lead Quality Through Search Intent

Google Ads · Plumbing · United States

The problem

Search campaigns were generating phone calls from people looking for job openings instead of service customers. This created wasted spend and low-quality lead volume.

The approach

Search term behavior was reviewed and negative keywords were used to filter employment-related intent. The campaign was tightened around service demand instead of broad call volume.

The outcome

The account reduced irrelevant calls and improved the quality of the leads generated through Google Ads by aligning traffic with real customer intent.

Case study / 04

Restructuring a Meta Ads Funnel Before Scaling Sales

Meta Ads · Retail · Italy

The problem

The account was going directly into sales campaigns without building audience signals first. This made sales campaigns carry too much pressure and limited the quality of retargeting pools.

The approach

The funnel was restructured to separate audience building, engagement, retargeting and sales activation. Campaign roles were clarified so each layer supported the next commercial step.

The outcome

The account gained a clearer acquisition structure, where sales campaigns were supported by warmer audiences and better funnel logic.

Platform observations

Performance signals, anonymized.

Selected Meta Ads and Google Ads snapshots shown only as anonymized context. They are not directly tied to the case studies above or to any named client.

These snapshots are anonymized examples from selected ad accounts. They are shown for context only and do not represent guaranteed future results.

The aggregate figures below are not attributed to these snapshots.

Platform snapshots are anonymized and separated from case-study narratives.

Browse the snapshots. Open an image to inspect it at full size.

Anonymized Meta Ads performance snapshot — Meta Ads link click performance snapshot

Anonymized Google Ads performance snapshot — Google Ads campaign performance snapshot

Experience in context

Aggregate experience across selected accounts.

Ad spend managed: €4.3M+
Tracked revenue: €32.7M+
Campaigns managed: 7,500+
Ads built: 17,800+

These figures are aggregate experience indicators across selected campaigns and accounts. They are not attributed to the anonymized case studies above and do not represent guaranteed future results.

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