Case studies
The case studies shown below demonstrate how I've solved real commercial problems for past clients and employers.
The challenge: With 20% of its PPC spend allocated to product-specific searches, Casio G-SHOCK needed to find a solution to fluctuating stock levels to avoid wasted ad spend.
My solution: I led Journey Further's PPC team to create an automated process through which we could monitor CASIO's stock levels directly. This enabled us to respond quickly to out-of-stock products by pausing specific product ad groups, thereby eliminating wasted spend.
Result: 6% budget spend saving, 27% increase in conversion rate and a 29% increase in ROAS.
Note: This case study was featured on Journey Further's website.
The challenge: PPC as a channel was driving revenue, however the revenue generated was not always profitable.
My solution: I collaborated with the commercial team to get a list of products and their margin. This then allowed the products in shopping to be labelled by high margin, low margin and medium margin. With these product labels, I was able to bid more aggressively on the high margin products and appear stronger on the SERP whilst pulling back spend on the low margin products.
Result: The number of profitable products went from around 400 to over 3,000. This represented a 650% increase in profitability with minimal change in budget.
The challenge: PPC was delivering near-negative margins due to inefficient spend and low return on ad investment.
My solution: I led a strategic redesign of the PPC program, restructuring and consolidating the account to align campaigns with core product categories. I elevated ad messaging to increase relevance, improve Quality Scores, and enable more effective use of automated bidding.
Result: Within the first month, PPC revenue nearly tripled and ROAS doubled, transforming the channel into a scalable growth driver.
The challenge: Launch and scale Paid Social as a new growth channel with minimal creative investment.
My solution: I established the Paid Social infrastructure by standing up a Meta account and integrating the product feed, enabling rapid deployment of Advantage+ campaigns. Leveraging in-platform creative optimization, I segmented product sets and aligned tailored messaging to maximize relevance and performance without incremental creative spend.
Result: Built Paid Social from zero to £5K in monthly revenue within two months, achieving a 250% ROAS and validating the channel as a profitable growth lever.
The challenge: Strengthen relationships with voucher code affiliates to improve brand prominence, placement, and revenue contribution.
My solution: I partnered with the commercial team to develop a structured affiliate marketing calendar, introducing monthly affiliate-exclusive voucher codes aligned to seasonal demand and commercial priorities. Working through our affiliate agency, this program was distributed across key voucher partners to enhance visibility and relevance.
Result: Drove a 30% increase in voucher code affiliate revenue while strengthening long-term affiliate partnerships.
Media
Podcast appearance
PPC Live — AI Client Side
February 2025
Anu Adegbola from PPC Live invited me on the podcast to discuss AI from a client side perspective. PPC Live is a company that hosts PPC-related networking events in the UK with talks from industry experts.
Webinar
Unlock Performance Max Precision: Insights from G-SHOCK
May 2023
Angela from Adthena invited me on a webinar to discuss Casio G-SHOCK—a former client—and how we managed to get the most out of the PPC campaign type Performance Max when it was in its infancy.