Five engagements, each with its own write-up. This page is the index: what the brief was, what I built, and where to read the longer version. There are no performance figures anywhere on it, and the section below explains why that is a decision rather than an omission.
A luxury brokerage advertising the same units that four other brokers were advertising on the same portals that afternoon. The brief was paid advertising and lead generation aimed at people with a genuine reason to enquire about a specific listing, rather than at the enormous volume of casual interest that luxury property attracts.
Campaigns structured by listing and community, landing pages built for the property being advertised instead of a general homepage, enquiry routes that suited how buyers here actually open a conversation, and reporting that showed which campaign and which listing an enquiry came from.
Paid search & paid socialListing landing pagesUTM lead trackingSource-attributed reporting
Paid media, content and reporting had been treated as three separate jobs. The brief was to run them as one programme, with each campaign given a stated purpose — capture existing demand, create new interest, or return to people who had already looked — rather than everything running at once and none of it being readable afterwards.
A paid campaign strategy with a defined shape, lead generation across search and social, site content answering the questions buyers and investors actually arrive with, and a consistent UTM convention so spend could be traced through to enquiries instead of stopping at traffic.
Travel research starts in search and travel demand arrives on a calendar. The agency needed a site that could actually be found, that it could update itself when a package or a destination changed, and a social presence planned against the seasons rather than posted whenever somebody remembered.
The website itself, built so destinations and packages could be added without a developer, SEO and web content mapped to how people search for trips and visa help, social media management on a calendar tied to booking seasons, and campaign creative finished ahead of each peak instead of during it.
Website buildSEOWeb contentSocial media managementSeasonal campaign creative
An ad account that had accumulated rather than been designed, on two platforms that behave and report differently. The brief was to run Meta and TikTok end to end for a beauty brand where creative is the targeting and where plenty of shoppers would rather ask a question than complete a checkout.
The ad account rebuilt so each ad set had one audience and one job, creative production and testing turned into a routine with a defined shape, click-to-WhatsApp campaigns routing enquiries to the people who could answer them, and both platforms judged against the same definitions so the budget split could be argued from evidence.
Meta & TikTok, end to endAd-set architectureCreative testingClick-to-WhatsApp
A workshop can only serve the cars that can reach it, and someone searching for detailing or paint protection film usually wants it done soon and nearby. The brief was paid search and paid social built around work in the diary rather than around reach, inside a radius the business could actually serve.
Search campaigns positioned for immediate local intent, paid social aimed at recognition inside the catchment rather than an audience spread across the region, contact routes short enough for someone who wants a price and a date, and reporting that counted enquiries and booked jobs rather than impressions.
A portfolio full of round, flattering multiples is the easiest thing in this industry to write and the hardest thing for a reader to check.
An earlier version of this page attached a headline result to every project. Those figures are gone. Not because the work did not produce results, but because a percentage published without the account it came from, the window it covers, the baseline it is measured against and the definition of the thing being counted is not evidence — it is decoration. You had no way to audit any of it, and neither did I, which is the wrong footing to start a commercial relationship on.
What is left is the part that is actually verifiable: who the client was, what the brief asked for, and what I built. If you want numbers, the honest place to get them is a conversation where I can show you how a live account is set up, what its reporting looks like, and which figures I would be willing to stand behind for your business specifically. Anything I publish here about someone else's account would still be a claim you could not check.
The same rule applies across the site: benchmark figures from third parties appear only where the source is named, and my own client results are discussed in private rather than printed in public. How I think about measurement in general is set out in insights.
What each write-up covers
/01
What the brief had to solve
The commercial problem in the client's own terms, before any channel was chosen — because most of what decides an outcome is settled here rather than inside an ad account.
/02
What was built
The account structure, the pages, the tracking and the creative routine that were actually delivered, described as work rather than as a set of results.
/03
How it was run
The rhythm of the engagement: what got reviewed, how often, who saw the numbers, and which decisions were made on data rather than on instinct.
/04
What I would check first
The things I would look at before repeating any of it on a different business, including the parts that would not transfer.
If your sector is not represented above, the method does not change — it is described channel by channel on services and sector by sector on industries.
Ready when you are
Tell me what you sell and what has been tried already.
