Case Studies

3 competing CTAs → 1 conversion goal

CRO AuditB2B SaaS

Guvrix

A 10-finding conversion audit — plus a working homepage mockup — that gave a compliance SaaS one clear path to more signups.

Web Design & LaunchWellness

Nachamu Space

A from-scratch practice site with no contact form at all — every CTA opens a WhatsApp conversation, because that’s where the clients already are.

0 → 1 professional web presence

Google AdsHealthcare

A Multi-State Pediatric ABA Therapy Provider

+90% qualified lead volume

Value-based bidding turned a ~$25K/month account from chasing leads into chasing the leads that become clients.

PPC + Landing PagesLegal

A Premier Criminal Defense & Traffic Law Firm

+40% conversion rate in 6 months

Bilingual campaigns, purpose-built landing pages, and the sales ops to catch every lead — for an established firm entering three new practice areas.

Google AdsEvents

A Premier Event Rental Company

−57% cost per sale · $356K tracked revenue

Broken conversion tracking meant the account was flying blind. We rebuilt it around real revenue — then restructured everything on top.

Google AdsBehavioral Health

An Outpatient Addiction Treatment Center

Full account restructure, live now

An inherited $30K/month account in the most competitive treatment market in the country — rebuilt location by location, keyword by keyword.

Google AdsBehavioral Health

A Dual-Diagnosis Treatment Provider

−41% cost per qualified lead

The conversion data couldn’t be trusted, so we fixed the measurement first — then cut the cost per admit by over a third.

Google AdsEcommerce

Puzzled Gamer

A concentrated, break-even ecommerce account rebuilt from the ground up — from one keyword eating 43% of spend to a lean three-campaign structure.

139% → 212% ROAS

End-to-end lead-gen system built

Facebook AdsReal Estate

Rise Realty

A from-scratch Facebook lead engine for a real estate agency — Home List ads wired straight into the CRM, so no inquiry slips through the cracks.

Google AdsLanding PagesFinancial Services

Advisor Match Hub

A new Google Ads account and purpose-built landing pages for a fee-only CFP® matching service — structured, tracked and read from a standing start.

32 leads at $105 · 2× lead flow

See it live ariellaazaraflcsw.com ↗

Landing Page DesignWeb CopyHealthcare / Therapy

Turning a dated template site into a client-booking machine for a virtual therapy practice

Ground-up

Complete redesign — from a 2018 template to a custom-domain, conversion-focused site

1 CTA

“Book a Free 15-min Consult” — above the fold, in the nav, and at the end of the page

15 → 8

A flat specialty checklist rewritten as eight empathy-led focus areas

Overview

Ariella Azaraf is a Licensed Clinical Social Worker with 15+ years of experience, running a fully virtual therapy practice serving clients with anxiety, trauma, relationship and attachment issues. Like many solo practitioners, her website was a template site from 2018 that hadn’t kept pace with her practice.

The challenge

Ariella’s practice is fully virtual — which means her website isn’t a brochure, it’s the entire storefront. Every prospective client decides whether to reach out based on what they find there. A therapy website has exactly one job: make an anxious, overwhelmed visitor feel understood — and get them to book a consultation. Her old site wasn’t built around that job:

No value proposition. The page opened with no headline, no statement of who this is for or why to stay.
No call to action. The only conversion path was a bare name/email/message form at the very bottom of the page, with a tiny “Send” button.
No trust signals. Credentials, years of experience, methodology, and insurance information were absent or buried.
Checklist copy. Specialties were a flat 15-item bulleted list — it read like an intake form, not like empathy.
Dated visual language. All-caps quote text with drop shadows over sunset stock photos, a casual snapshot instead of a professional portrait, and a “© 2018” footer telegraphing staleness.

Before: the previous template website — no headline, no call to action, stock photography, and a contact form buried at the bottom of the page. — Before: the 2018-era template site we replaced. Scroll inside the frame to see the full page — no headline, no CTA until the very bottom.

The strategy

Rather than decorating the old structure, we rebuilt the page around the visitor’s decision journey:

Lead with connection, not credentials. A new hero — “Healing happens in connection.” — with a subheadline speaking directly to the visitor’s desired outcome: feeling more grounded, secure, and at home in yourself and your relationships.
One primary CTA, repeated. “Book a Free 15-min Consult” — above the fold, in the nav, and again at the end of the page. A free, low-commitment first step sized for a nervous first-time therapy seeker.
Credibility snapshot up top. 15+ years of experience, the LCSW license, and named evidence-based methods (CBT, DBT, trauma-informed care) immediately under the hero.
Specialties rewritten as empathy. Eight focus areas, each with descriptive copy about how the problem actually feels — instead of a diagnostic checklist.
Borrowed authority. A “Featured” section surfacing real podcast and webinar appearances — third-party proof most solo-practice sites lack.
Objection handling. An FAQ section covering the questions that stall bookings, including transparent out-of-network and superbill insurance information.
Professional foundation. A custom domain, professional portrait photography, and clean modern typography.

Before	After
No headline	“Healing happens in connection.”
No CTA above the fold	“Book a Free 15-min Consult” in hero + nav
Credentials absent	15+ yrs / LCSW / CBT·DBT·trauma-informed snapshot
15-item specialty checklist	8 specialties with empathetic descriptions
Empty “Social Media” band	Featured podcasts & webinars section
No insurance info	Transparent out-of-network + superbill FAQ

Results

The site launched recently, and the transformation is structural: a complete ground-up redesign, a clear booking path that didn’t exist before, and a professional foundation for paid campaigns to land on.

Every ad dollar Ariella spends now lands on a page built to convert. Every podcast listener who looks her up finds a site that matches the caliber of what they heard. And every anxious first-time visitor has a clear, low-pressure next step: a free 15-minute conversation.

“Aaron completely transformed my business through his expertise in Google Ads, landing pages, and website design. He fully re-did my website and made the entire process feel seamless. He was incredibly kind, creative, flexible, understanding, and genuinely easy to work with. What stood out most was how intentional he was with every step — he asked such thoughtful, curated questions that helped me gain a much deeper understanding of my niche, brand, and goals. His strategic insight and creativity are unmatched. I highly recommend working with Aaron if you’re looking for someone who truly cares about helping your business grow.”
— Ariella Azaraf, LCSW

CRO AuditLanding Page DesignB2B SaaS

A 10-finding conversion audit that gave a compliance SaaS one clear path to more signups

10 findings

Severity-rated audit — including 3 high-priority conversion blockers

3× lighter

2.4 MB → ~800 KB target page weight

3 → 1

Competing CTAs consolidated into a single conversion goal

Overview

Guvrix is a SaaS platform that gives small and mid-size businesses a DIY way to run governance and compliance gap analyses — simple yes/no questionnaires across 150+ topics (data security, GDPR, supply chain, AI policy and more) that produce a prioritized action plan. No auditor, no consultant fees. Their homepage loaded fast and said what the product was — but visitors weren’t converting.

The challenge

Guvrix had a real product, real pricing, and a fast site (1.39s load). But the homepage was describing the product instead of selling the outcome:

No single call to action. Visitors had to choose between “Contact,” “Register Now,” and “Contact Us” — competing actions that create hesitation.
Features before feelings. The page led with what the software is (questionnaires, topics, reports), not what the owner gets (protection, time back, growth).
A wall of text on a page whose visitors scan, not read.
Weak trust signals for a product whose entire promise is “trust us with your compliance.”
A 2.4 MB page with 80 requests — hard to justify for text on flat colors, and a “C” performance grade on a page with no rich media.

The strategy

Part 1 — A 10-finding audit, each structured as observation → severity → recommendation. Grounded in established behavioral principles (“users scan, they don’t read”; BJ Fogg’s Behavior = Motivation + Ability), the audit covered performance, first impressions, messaging, CTAs, audience targeting, scannability, psychology, tone, trust signals, and information architecture. Every finding was rated High / Medium / Low / Strength — including calling out what already worked: the headline “Simplifying Governance & Compliance” was kept as a Strength.

Part 2 — A features→benefits translation of the entire product. Simple yes/no questions became “you don’t need to be a compliance expert or hire one — you can run it yourself, today.” Guided gap analysis became “you instantly see where you’re exposed, instead of guessing.” Task owners and reminders became “you’re compliant over time, not just once.” Then every benefit was laddered to the ultimate payoff: Protect (avoid fines, breaches, lost contracts) or Grow (time and energy back into the business).

Part 3 — A working high-fidelity mockup, not just a report. A rebuilt homepage with a benefit-led hero (“Know exactly where your business stands.”), one repeated CTA, a “How Guvrix works” 3-step section right after the hero, a trust band with security badges near decision points, benefit-framed pricing, and an objection-handling FAQ — delivered alongside a prioritized 10-step action plan, sequenced by impact.

After: the redesigned homepage concept for Guvrix, with a benefit-led hero headline and a single repeated call to action. — The redesigned homepage concept: benefit-led hero, one CTA. Client and press logos shown in the mockup are illustrative.

Results

This engagement was a methodology deliverable: the audit, the strategy, and a production-ready design — everything needed to implement with confidence. Shipped to the client:

A 10-finding, severity-rated audit document
A presentation deck for the stakeholder walkthrough
A full features→benefits copy strategy for the whole product
A prioritized 10-step action plan, sequenced by impact
A high-fidelity working homepage mockup (design + HTML)

The through-line of every recommendation: stop describing the product, start selling the outcome — and give the visitor exactly one next step.

See it live nachamuspace.com ↗

Web DesignWeb DevelopmentLaunchWellness

From no web presence to a launched practice site — built around WhatsApp, not contact forms

0 → 1

From no web presence at all to a launched professional site

3 paths

Group, 1:1, and online sessions — each one tap from a conversation

0 forms

No contact form anywhere — every CTA opens WhatsApp, by design

Overview

Nosson Menachem Herzka runs Nachamu, a breathwork and meditation practice guiding men through nervous-system regulation and emotional processing — weekly groups, 1:1 work, and online sessions, rooted in his community in Israel. His work spread through word of mouth and WhatsApp groups. There was no website: everything we built, we built from scratch.

The challenge

The practice was growing — hundreds of men, weekly groups — but there was nowhere to send a newcomer. Every referral ended in a chat message with no page that explained what breathwork is, who Nosson is, and what working with him looks like. For a practice built on trust and word of mouth, the missing link wasn’t marketing — it was a credible home base that could catch the referrals already happening.

No web presence at all — the site had to establish identity, credibility, and a conversion path all at once.
An audience that lives on WhatsApp, not email. A standard contact form would add friction and go unanswered.
A spiritually-grounded, community-specific voice that a generic template would flatten.

The strategy

We designed and built a single-page site from scratch — hand-coded, deployed on Vercel — around one insight: his clients don’t fill out forms, they send WhatsApp messages. So the site has no contact form at all.

WhatsApp-native conversion. Every CTA opens WhatsApp directly. The three service paths — Group Work, 1:1 Work, Online Sessions — each pre-fill a different message (“Hi Nosson Menachem, I’m interested in 1:1 Work”), so visitors start a conversation in one tap and Nosson knows exactly what they want before he replies.
A community on-ramp. A second CTA joins his WhatsApp group — a lower-commitment step for people not ready for sessions, feeding the community that feeds the practice.
Warm, credible design. Elegant serif-and-sans typography, a professional headshot, and a whitespace-heavy layout. The hero: “Reconnect With Yourself — Through Breathwork & Meditation.”
Four-pillar benefits — Physical, Emotional, Mental, Spiritual — before any explanation of technique. Outcome first, mechanics second.
Authenticity preserved. The founding story, named mentors, and Hebrew terminology kept intact — trust signals for exactly his audience, even where a generic web designer would have cut them.

Results

The site launched in July 2026 — a professional web presence where before there was none, with three service paths that each start a real conversation in a single tap.

Every referral now lands somewhere. Instead of a cold group-chat mention, newcomers get the full story — who Nosson is, what the practice does, and a one-tap way to start talking. The site doesn’t replace his word-of-mouth engine; it catches what that engine was dropping.

Google AdsPPC ManagementHealthcare / ABA Therapy

Published anonymously at the client’s request

How value-based bidding brought a pediatric ABA provider 90% more qualified leads — at 14% lower cost

+90%

Qualified lead volume — 19 vs 10 MQLs, 60 days after vs 60 days before

−14%

Cost per qualified lead — $700 vs $815 in the same comparison

~$25K/mo

Google Ads budget managed across three states

Overview

Our client is a multi-state pediatric ABA (Applied Behavior Analysis) therapy provider serving children with autism spectrum disorder, ADHD, selective mutism, and related learning difficulties. They deliver care wherever families need it — in-home sessions, center-based programs at their two clinic locations, in-school advocacy, and parent training — across a five-state footprint in the southeastern U.S.

Their model is built around accessibility: they accept Medicaid, offer weekend sessions for working parents, and staff every case with Board Certified Behavior Analysts supported by Registered Behavior Technicians. At the time of our engagement they were in growth mode, having just opened their second physical center.

One definition matters for everything that follows: in ABA, a family that completes and returns an intake packet is the account’s true “good lead” event — the conversion that actually represents revenue. We refer to these as MQLs, or sent packets.

The challenge

The practice wanted to stay competitive in an increasingly crowded ABA market while getting maximum efficiency from their budget. Targets were a $100 cost per lead and a $400–600 cost per sent packet. Reality over the trailing six months: ~$25K/month in spend across three states, a $122 cost per lead, and a $723 cost per sent packet — roughly 20–80% over target on the metric that mattered most.

Digging into the account, the gap traced back to structural problems:

Budget flowing to the wrong campaigns. High-spend campaigns with above-average cost per good lead kept their budgets, while recently better-performing campaigns sat budget-limited — especially in the practice’s home state, where several campaigns were beating account averages but couldn’t scale.
CPA targets nobody could hit. The target-CPA settings were aspirational rather than derived from actual performance — which distorts how smart bidding spends.
No exact match foundation. The account leaned on phrase and broad match with no exact match layer to capture the highest-intent searches.
Generic, overlapping ad copy. Too many headlines, repetitive themes across ads, nothing engineered to lift CTR.
High-spend keywords with low quality scores dragging down the whole account’s efficiency.
Optimizing for the wrong conversion. Campaigns optimized for raw leads even though the account generated 50+ sent packets monthly — more than enough signal to optimize directly for the conversion that represents revenue.
One brutally competitive market. One state averaged just 4 sent packets per month — every ABA provider in the region was entering the same auctions.

The strategy

Reallocated budget on evidence. We reviewed six months of data and moved budget from high-spend, high-CPA campaigns to the recently top-performing, budget-limited ones.
Reset target CPA from the customer journey. We reverse-engineered what a sent packet is actually worth and set a target CPA that was achievable — giving smart bidding a goal it could optimize toward instead of one it could only fail.
Rebuilt ad copy for CTR. Imperative verbs, numbers, social proof, title-cased descriptions — every element chosen to earn the click.
Built an exact match layer. We duplicated proven phrase match keywords into dedicated exact match ad groups to capture the highest-quality searches at controlled bids.
Piloted value-based bidding in one state. We assigned a conversion value to the sent-packet action in the practice’s home state, gathered 30 days of data, then switched to a target-ROAS strategy — a controlled experiment, designed to roll out to the other states if it won.
Ring-fenced the proven winners. We mined every search term that had historically produced qualified leads and moved them into their own campaign on manual CPC — bidding top dollar for the queries we knew convert.

Results

In the pilot state, comparing the 60 days after implementing value-based bidding to the 60 days prior:

Qualified lead volume up 90% — 19 MQLs vs 10
Cost per qualified lead down 14% — $700 vs $815

More of the right families, at a lower cost per family — on the same budget.

The pilot proved the thesis: when the account optimizes for the conversion that actually represents revenue — a family completing an intake packet — the algorithm finds more of the right parents, not just more clicks. The playbook is now the template for every state they operate in.

Google AdsLanding Page DesignMarketing AutomationLegal

Published anonymously at the client’s request

How a premier criminal defense & traffic law firm entered three new practice areas — and lifted conversion rates 40% in six months

+50%

Click-through rate — revamped ad copy validated through A/B testing

+40%

Conversion rate lift in six months

−$19

Cost per conversion on the Spanish-language traffic ticket campaign

Overview

Our client is a premier law firm specializing in criminal defense, traffic violations, and personal injury across two neighboring states in the Northeast. The firm has defended thousands of clients, offers free consultations, and holds a stellar reputation — recognized by top legal organizations and backed by extensive positive client reviews.

They weren’t struggling. They were established, respected, and winning in their flagship practice areas. Which is exactly why their next move was harder: growth meant entering markets where they had no established authority.

The challenge

The firm’s growth plan had three fronts, each with its own gap:

Practice-area expansion. Authority in traffic violations and criminal defense doesn’t transfer automatically. The firm wanted into domestic violence, copyright infringement, and divorce law — specific, competitive verticals where they were starting from zero visibility.
A bilingual audience they weren’t reaching. A significant Spanish-speaking market in their service area had no campaigns, ad copy, or landing pages speaking to it.
No infrastructure for the new demand. New practice areas needed new ad copy, new landing pages, and new Google Ads campaigns in both English and Spanish — none of which existed.
Sales tracking couldn’t keep up. Leads that aren’t tracked are leads that leak — and the firm had no system tracking individual and team sales metrics against quarterly goals.

The strategy

Competitor deep dive first. We audited the firm’s online competitors — their offerings and messaging — to sharpen how the firm’s selling propositions were communicated across every channel before spending a dollar.
High-intent keyword research. Deep keyword research for each new practice area, prioritizing the queries people type when they need a lawyer now, not when they’re browsing.
Purpose-built landing pages. We built dedicated landing pages for each new service, collaborating closely with the marketing team, the attorneys, and other stakeholders so every legal claim on the page was accurate — a non-negotiable in legal marketing.
Bilingual campaign testing. Structured tests across English- and Spanish-language Google Ads campaigns spanning criminal defense, traffic law, divorce, and other practice areas.
Sales ops to catch the leads. We designed and implemented a new sales tracking system — a dashboard with pivot tables covering individual and team metrics against quarterly goals — then wired it up with automation: every new lead’s name, email, phone, and case type automatically pushed to Slack, Google Sheets, and the firm’s CRM, so free-consultation leads got followed up, not lost.

Results

Click-through rates up 50% — revamped ad copy and landing pages, validated through A/B testing
Conversion rates up 40% in six months
Spanish-language traffic ticket campaign: $19 lower cost per conversion
Lead management transformed: a new sales tracking dashboard plus automation moving every lead into Slack, Google Sheets, and the CRM automatically — significantly improving how quoted leads were managed and followed up

The firm now has a repeatable playbook for entering a new practice area: research the intent, build the page, test bilingual campaigns, and track every lead automatically from click to consultation. The expansion areas aren’t experiments anymore — they’re pipelines.

Google AdsPPC ManagementConversion TrackingEvents

Published anonymously at the client’s request

Rebuilding an event rental company’s PPC account around real revenue — a 57% CPA drop and $356K tracked in six months

−57%

Cost per sale conversion after the restructure

$356K

Revenue earned and tracked in the first six months

$ true

Dynamic conversion values — the account now records actual revenue, not inflated event counts

Overview

Our client is a premier event rental company specializing in high-quality party and event furnishings. With a strong presence in a major metropolitan market, they offer an extensive selection of dining tables, seating, tents, and décor — serving everything from intimate gatherings to large-scale celebrations with a vast inventory and exceptional service.

The challenge

The account’s biggest problem wasn’t the ads — it was that nobody could trust the numbers underneath them:

Broken conversion tracking. The sale conversion action was counting events multiple times and recording no actual revenue — so “performance” was inflated and unpriceable.
Opaque account structure. There was no way to tell which conversions came from table, chair, event, or tent rental queries — no product-level signal to optimize on.
Branded and non-branded mixed together. Campaigns blended the two, muddying the data and making audience differentiation impossible.

The strategy

Fix the measurement first. We added dynamic conversion values so sales recorded real revenue, and separated completed sales from quote requests — two very different signals that had been counted as one.
Product-level structure. We separated Performance Max assets by product line — tents, chairs, tables, and more — so the account could learn what actually drives each rental type.
Keyword restructuring. A complete overhaul of the PPC account, refocusing keyword targeting on the search terms directly tied to their most requested services.
Audience optimization. Leveraging historic performance data, we built audience segments around demographics, behaviors, and interests to reach people actively seeking event rentals.

Results

57% decrease in cost per sale conversion
$356K in revenue earned in the first six months — now fully visible in the account, because every sale reports its actual value

Once the account measured real revenue instead of inflated event counts, every downstream decision got easier: budgets followed the product lines that pay, and the bidding optimized toward dollars — not clicks.

Google AdsPPC ManagementBehavioral Health

Published anonymously at the client’s request

Rebuilding an inherited $30K/month account in the most crowded treatment market in the country

$30K/mo

Inherited Google Ads budget in a market with a treatment center on every block

$1,438

Cost per good lead at takeover — the baseline the restructure is built to beat

40 km → focused

Blanket radius targeting replaced with only the locations that justify their spend

Overview

Our client is an outpatient behavioral health treatment center specializing in substance use disorders and co-occurring mental health conditions such as depression, anxiety, PTSD, and bipolar disorder. They offer three levels of care with flexible scheduling — partial hospitalization, intensive outpatient with daytime and evening options, and ongoing outpatient maintenance — alongside individual, group, and family therapy, psychiatric medication management, and free client transportation.

The center is Joint Commission accredited, accepts most major insurance carriers including Medicaid, and positions itself as an independent, patient-centered alternative to corporate treatment chains. They operate a single location in one of the most competitive treatment markets in the country.

The challenge

We inherited a $30,000/month account with, over the trailing 60 days, a $196 cost per conversion, a $1,438 cost per good lead, and a $5,151 cost per started service in non-branded campaigns. Underneath those numbers:

Blanket geography. Campaigns targeted a 40 km radius around the center despite extremely high costs per good lead in certain locations — in a market this saturated, some neighborhoods simply don’t pay.
Generic ad copy that failed to highlight the benefits, services, value propositions, and calls to action already sitting on the website.
No alcohol rehab landing page — despite most of their clientele coming in for exactly that issue.
Winners starved, losers fed. High-performing campaigns with below-average cost per qualified lead sat limited by budget.
Flat structure. High-volume, well-performing keywords lacked their own themed ad groups, tailored ads, and dedicated landing pages.
Audience settings working backwards. Poorly performing audiences carried positive bid modifiers.
A cautionary tale in the account’s history: the drug rehab campaign had been split in two to chase cheap search-partner conversions at a lowered CPA — killing a setup that had been quietly producing higher-quality conversions at $120 each. Both halves stopped converting.

The strategy

Cut the geography that doesn’t pay. We identified locations where cost per conversion did not justify the spend and removed them completely.
Attack the biggest budgets first. The highest-spending campaigns got new ad copy with CTA-boosting elements and stronger value propositions, plus reduced target-CPA settings to force efficiency.
Give winners their own real estate. High-volume, high-performing keywords received dedicated ad groups, tailored ads, and dedicated landing pages.
Clean up the audience layer. We removed or adjusted every bid modifier that didn’t have enough data behind it.

Results

The restructure is live now. The baseline is on the record — $196 per conversion, $1,438 per good lead, $5,151 per started service — and that’s exactly the point: this account is now built to be measured against it. Results will be published here as the data matures.

In a market with a treatment center on every block, efficiency isn’t a nice-to-have — it’s the difference between an account that fills programs and one that just fills reports.

Google AdsPPC ManagementAttribution & CRM DataBehavioral Health

Published anonymously at the client’s request

Fix the data, then the spend: 41% lower cost per qualified lead for a dual-diagnosis treatment provider

−41%

Cost per qualified lead — ~$940 vs ~$1.6K, trailing 90 days

−37%

Cost per admit — ~$5K vs ~$8K

−36%

Spend — $127K vs $200K, while opportunities and admits both went up

Overview

Our client is a dual-diagnosis behavioral health provider treating both substance use disorders and co-occurring mental health conditions. They offer a full continuum of care — medical detox, residential inpatient, partial hospitalization, and intensive outpatient — through evidence-based modalities like CBT, DBT, and EMDR alongside holistic services, with specialized programs for populations including veterans and first responders.

The organization operates multiple accredited facilities across two states as part of a larger national health group, is in-network with major insurance carriers, and runs 24/7 admissions. Their marketing operates at serious scale — which is where we came in.

The challenge

We took over the account with a $95,000 monthly budget that was only spending around $60,000 — and a 90-day trailing record of $193K spent for 105 opportunities at ~$1.7K per qualified lead, and 24 admits at $7.7K per admit. The most pressing issue sat underneath all of it:

The conversion data couldn’t be trusted. The lead path ran Google Ads → call tracking → the CRM → back to Google Ads, but attribution windows weren’t resetting and the CRM integration wasn’t reporting properly — the numbers in Google Ads disagreed with the systems of record.
No feedback loop from admissions. There were no conversion actions for the admissions team to mark why a lead became unqualified.
Expensive cities eating spend. Certain cities in their primary state combined above-average cost per opportunity with significant budget.
Winners limited by budget while generic, overlapping ads (“Best Drug & Alcohol Rehab”) ran with none of the CTR-boosting elements that earn clicks.
Bid adjustments contradicting the data — and Performance Max campaigns carrying cut-off images and misspelled headlines.
Untapped intent. Mid-intent searches like “how to stop drinking alcohol” had quietly produced good leads at a $9.70 cost per opportunity — and nobody was leaning in.
A weak secondary-market landing page with no lead form at the header and a design that converted visibly worse than the main page.

The strategy

Reconcile the data weekly. We began uploading call-tracking and CRM data every week and comparing it against Google Ads — opportunities, admits, and all — so optimization decisions ran on numbers that agreed with reality.
Spend where the admits are. A location analysis identified the best-performing cities by cost per qualified lead; top campaigns were narrowed to those locations and underperforming ones excluded, with the primary state’s campaigns restructured.
Unleash the winners. Well-performing campaigns got budget headroom, refined ad copy, limited headlines, and purposeful split testing.
Clean the account’s decision layer. Audience bid adjustments cut back to only those backed by high-confidence data; underperforming keywords paused; negatives added; branded max CPCs raised to top of page; time-of-day and audience modifiers applied.
Harvest the low-hanging fruit. The substance abuse campaign was seeing heavy medical detox searches — a service few competing facilities offered and our client had a strong landing page for. We leaned in.
Institutionalize clarity. Conversion goals documented and cleaned up — only actions that are used and serve a purpose — plus a defined cost-per-opportunity threshold that protects profitability.

Results

Comparing trailing 90-day windows, before the engagement vs two months in:

Cost per qualified lead down ~41% — ~$940 vs ~$1.6K
Cost per admit down ~37% — ~$5K vs ~$8K
More outcomes on far less spend — 125 opportunities vs 114, and 25 admits vs 24, on $127K vs $200K

You can’t optimize spend you can’t measure. Once the account’s numbers agreed with the CRM’s, every dollar had somewhere better to go — and the account produced more admits while spending $73K less.

Google AdsPPC ManagementEcommerce / Hobby Retail

From break-even to 2x ROAS — rebuilding a hobby retailer’s Google Ads account

139% → 212%

Account ROAS after the rebuild and ongoing bid optimization

2.1x ROAS

Every $1 of ad spend now returns more than $2 — on the same budget

3 campaigns

A sprawling, single-campaign account rebuilt into three tightly-scoped ones

Overview

Puzzled Gamer is a specialty hobby retailer in Fort Wayne, Indiana, selling jigsaw puzzles, board games, and LEGO building sets — a Shopify catalog of 4,000+ products built around a simple promise: “Build It. Solve It. Play It.” They serve families, casual gamers, puzzle enthusiasts, and collectors, and stand apart from big-box marketplaces with a genuine community layer: a 4.97-star rating, hobby resource guides, and fundraising options.

The challenge

Over the trailing 90 days, the account had spent roughly $7,400 on Google Ads at a ROAS of about 1x — buying revenue at close to break-even, with no room to scale profitably. The audit traced that flat performance back to a badly concentrated, structurally inefficient account.

All the eggs in one campaign. Nearly 85% of total spend flowed into a single search campaign, “All Puzzles | Search.”
One keyword eating the budget. About 43% of total spend went to a single broad keyword — puzzle — which converted well below the account’s other keywords while consuming most of its budget.
Broad match, too early. Most spend sat on broad match keywords that didn’t convert — a scaling tool used before the account had stabilized.
Leaky location targeting. A “presence or interest” setting served ads well outside the intended geography.
PMax spread too thin. Budget was scattered across multiple Performance Max campaigns, none with enough volume to exit the learning phase — and Standard Shopping was never tested first.
Neglected assets and extensions. Auto-generated assets ran unchecked; sitelinks lacked descriptions, callouts were sparse, and price extensions were missing entirely.

The strategy

We rebuilt the account from the ground up — pausing every existing campaign and replacing the sprawl with three tightly-scoped Standard campaigns, each with a clear job and controlled spend.

Standard Search — Non-Branded. Ad groups for the 3–4 top-converting brands plus one general group. Manual CPC to start (max $1.20), moving to smart bidding once volume justified it; exact and phrase match only at launch.
Standard Search — Branded. A single branded ad group to capture existing demand cheaply.
Standard Shopping. Ad groups for top-performing brands plus a catch-all, on manual CPC (max $0.40) — bidding higher on proven brands, lower on the rest.

To learn faster, both add-to-carts and purchases ran as primary conversions for the first 30 days before add-to-carts dropped to secondary. Rather than guess, we planned a controlled PMax vs. Standard Shopping experiment after week three — scaling into PMax only once it proved it could outperform — with a roadmap to split PMax by price/margin and brand and layer in YouTube and Display remarketing as budget grew.

Results

The rebuild delivered. After launch and hands-on, ongoing optimization — pausing irrelevant keywords, adding qualified audiences, lowering bids on unprofitable products and search terms, and continuously trimming waste — the account’s return on ad spend climbed from 139% to 212%.

An account that had been running near break-even was turned into one returning better than 2x — every dollar of ad spend now generating more than two dollars back, on the same budget. The gains came from disciplined bid management and relentless waste-trimming, not from spending more.

The fix wasn’t a bigger budget — it was a better-built account. Concentrating spend where the data pointed took Puzzled Gamer from break-even to better than 2x return, with room to scale from there.

Facebook AdsLead GenerationMarketing AutomationReal Estate

From a lead-gen idea to an automated Facebook lead machine for a real estate agency

~19 leads

Real buyer leads captured in the launch window

<5 min

Speed-to-lead — every lead routed to the CRM within minutes

0 → 1

From no paid social to a complete, automated lead-gen system

Overview

Rise Realty is a real estate agency of hands-on agents specializing in residential sales — buying, selling, resale, and fix-and-flip — backed by a team with more than $200M in combined sales experience. Like any growth-minded agency, they run on a steady flow of new buyer conversations, and wanted a modern, predictable way to generate them online: paid social, aimed at buyers in the South Florida market.

The challenge

The goal wasn’t clicks — it was leads an agent could actually turn into a conversation. Real estate makes that harder than it sounds:

Agents care about appointments, not “leads.” A campaign can generate hundreds of form fills, but a lead that never gets contacted is worthless.
A long, patient sales cycle. Real estate averages a 45–90 day cycle, so the program had to be built for a runway — a steady flow of conversations, not week-one wins.
Compliance constraints. Housing ads run under Meta’s Special Ad Category, which strips out the demographic and radius targeting most advertisers lean on — the setup had to perform within those limits.
Speed-to-lead or bust. Calling a lead within 5 minutes makes contact roughly 10× more likely — so capturing the lead was only half the job; routing it instantly was the other half.

The strategy

Rather than one-off ads, I built a repeatable Facebook lead-generation system around a single proven format for the South Florida market: the Home List campaign. The ad promises exactly what a buyer wants — a free, curated list of homes for sale in their area, priced to appeal to the widest possible audience — with copy engineered to convert: an audience call-out, a price hook framed as below market, a touch of scarcity, and one unmistakable CTA that opens a Facebook Lead Form.

Rise Realty Home List ad creative — a collage of South Florida homes — The Home List Facebook ad — the real campaign creative, shown in the ad format with the copy and CTA used to drive lead-form submissions.

Behind the creative sat a full system: compliant Special Ad Category targeting across South Florida, Facebook Lead Forms with a qualifying “how soon are you looking to buy?” question, a thank-you screen prompting an immediate call, and a Zapier integration piping every new lead straight into the CRM with an instant notification — built so follow-up could start inside that critical five-minute window.

Results

The deliverable was the engine itself: a repeatable, compliant, fully automated Facebook lead-generation system built from scratch — creative, targeting, lead capture, and CRM routing, end to end. And it produced real demand: in the launch window, the Home List campaign generated roughly 19 buyer leads in about five days, each flowing automatically into a colour-coded tracking pipeline built for fast, organised follow-up.

The win here isn’t a revenue figure — it’s the infrastructure: a working, automated lead-generation and tracking system that Rise Realty can keep running and scale across neighbourhoods and price points, turning cold Facebook traffic into a managed pipeline of real conversations.

Google AdsLanding PagesFinancial Services

From a standing start to 32 leads a month — building the paid search engine for a fee-only advisor matching service

32 leads

Lead form submissions in the first month of a brand-new account — 91% with valid, contactable details

$105

Cost per valid lead, across 18 states, in a vertical where clicks run $8–14

2× lead flow

Daily lead volume nearly doubled between the first and second half of the flight — on unchanged budgets

Overview

Advisor Match Hub connects people looking for financial guidance with fee-only CFP® professionals — advisors paid a flat fee rather than commission, and matched to a person’s actual circumstances rather than assigned at random. The offer is a free consultation: a short discovery call, an in-depth finance conversation, then a custom wealth plan. Paid search was brought in to fill the top of that funnel.

The challenge

A brand-new Google Ads account in one of the most expensive categories in search — and no history to build on.

Expensive clicks, no room for waste. Financial-advisory keywords cleared $8–14 a click, so an unstructured account would burn through budget before it learned anything.
No conversion history. Smart bidding had nothing to learn from on day one, which meant deliberately buying data before buying leads.
No read on the market. Nobody knew which slice of demand — general wealth planning, retirement, or 401(k) rollovers — would actually respond.
Nowhere to send the traffic. There was no landing page built for conversion, and no tracking to prove any of it worked.

The strategy

The account was built so that every dollar could be traced back to a specific intent — and so the first month would produce a decision, not just a bill.

Segment by intent, then by match type. Five search campaigns split across three themes (general, retirement, 401(k)) and three keyword match types. Every campaign isolated one intent and one targeting approach, so performance differences could be attributed rather than guessed at.
Purpose-built landing pages. Rather than pointing ads at a general website, the traffic went to conversion-focused pages with the consultation form above the fold — a general matching page, plus a retirement-specific variant with its own headline, imagery and form framing.
Tracking wired before launch. The lead form was instrumented before a single ad ran, so every submission was attributable from day one.
Small budgets, deliberate learning. Max Conversions bidding on tightly capped daily budgets — accepting a slower start in exchange for cheap, clean data on which themes deserved funding.

The general Advisor Match Hub landing page: a “We Match You With the Right Financial Advisor” hero with the consultation form beside it above the fold, followed by how the matching works, why a fee-only CFP differs from going it alone, and a three-step process section. — The general matching page — consultation form above the fold, then the case for a fee-only CFP®. Scroll inside the frame to see the full page.

The retirement variant of the landing page: the same layout and form, with a “Make Your Money Last as Long as You Do” headline, an older couple in the hero image, and the form retitled Schedule My Free Retirement Consultation. — The retirement variant — same structure, but the headline, hero image and form title all speak to one intent. This is the page behind the higher click-through rates.

Results

The account produced 32 lead form submissions on $3,047.89 of spend — $95.25 per submission, or $105.10 per valid lead after removing one duplicate submit, one junk entry and one out-of-area enquiry. 91% of submissions carried usable contact details, and the lead records reconciled exactly with tracked conversions: the measurement was correct from the first day. Leads came in from 18 states, on 19 of the 24 days the campaigns produced volume.

The Google Ads campaigns view for July 1–31 2026, showing 9,831 impressions, 32.00 conversions, $2,820.91 cost and 310 clicks across five paused search campaigns, with an account total of $3,047.89 spend and a $95.25 cost per lead form. — The account view for the month — five campaigns split by theme and match type, with cost per lead form reported against each. The onboarding prompt still showing at the top is the account’s own record of how new it was.

Two findings mattered more than the headline cost per lead:

Lead flow nearly doubled mid-flight. 0.92 leads a day between 6–18 July became 1.82 a day between 19–29 July — on unchanged budgets. The account was still improving when it was paused.
Tightly themed campaigns beat broad ones. The 401(k) and retirement campaigns earned a 4.68% click-through rate against 2.88% for the general-purpose campaigns — 1.6× — and the 401(k) campaign returned the account’s lowest cost per lead at $59.87.

The same segmentation exposed the account’s dead weight just as clearly: one general campaign on exact match absorbed 27% of spend for 6% of the leads. Set that campaign aside and cost per submission falls from $95.25 to $66.68 — which is precisely the decision the structure was built to make obvious.

What comes next

The account never came close to its ceiling: search impression share stayed under 10% on every campaign, meaning the overwhelming majority of available demand was still unclaimed. Three moves were queued when the campaigns were paused.

Build the 401(k) landing page. The best-performing theme in the account was sending every click to a page that never mentions 401(k). The cheapest available win.
Rebuild the confirmation step. The thank-you page confirms the submission and does nothing else — no booking calendar, no expected timeline, no phone number. In a category decided by speed to contact, that is where a lead goes cold.
Reallocate. Cut or rebuild the exact-match general campaign and move its budget behind the themes already proving themselves.

The most useful numbers here weren’t the headline ones. A lead rate that doubled on flat budgets, and a 1.6× click-through gap between themed and generic campaigns, say far more about where the account was heading than any single month’s cost per lead.