Case studies
The companies I’ve built and the projects I’ve led — the problem, what I did and what changed.
−36%
Cheaper calls and visits from local Google search
Clickthrough rate 2× · Oct 2025 vs Sep 2026
Case 01
Turning “gym near me” searches into calls, directions and front-desk visits for a multi-service fitness club. Cost per conversion down 36% and clickthrough rate doubled.
4.88×
Return on ad spend from Google Ads focused on what sells
70+ products → the 2 that sell
Case 02
Focused a 70-product range on the two products people were searching for, got the pages ready to sell and aligned the SEO team. 4.88× return on ad spend.
Chance → pipeline
Search-led demand that turned a design studio’s luck into a steady flow of clients
2013–2017 · US & Europe
Case 03
A small design team with strong craft and no commercial engine. I helped turn it into a studio with a steady, predictable flow of the right clients.
Scope → Build →Launch → Grow
Products built for founders, then grown with search after launch
Web · mobile · SaaS · 2012–2021
Case 04
A product studio that helped early-stage founders turn ideas into web platforms and mobile apps, and stayed with them after launch.
4.5 years
Product and technology lead behind a UK hiring platform
Web · iOS · Android · API
Case 05
Four and a half years as the product team behind a UK video-interview platform: web app, iOS and Android apps and an API, delivered sprint by sprint.
5 of 8
SEO, AdWords landing pages and live chat, run as one lead engine
Content writer → business team manager · 2010–2012
Case 06
Grew from content writer to business team manager across a network of around 160 web stores, combining on-page SEO, Google AdWords landing pages and live chat. Five to six leads a day against a target of three.
4×
Google and Meta ads that turned enquiries into booked patients
Return on ad spend
Case 07
Fixed who saw the ads, proved the demand by calling leads myself, then built a small sales team so every enquiry got a call back. About 4× return on ad spend across Meta and Google.
Track → Feed →Fix → Launch
Google Shopping restarted on tracking you can trust
Search · Shopping · Performance Max
Case 08
Restarted a dormant Google Ads account the right way: purchase tracking, a Shopping feed and site fixes first, then Search, Shopping and Performance Max.
0 → 1
A Google Ads channel for solicitor enquiries, built from scratch
Website · tracking · Search
Case 09
Built a search channel from nothing for a firm serving solicitors: a rebuilt website, service pages, enquiry tracking and Search campaigns, with every enquiry traced to its source.
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