Paid media success stories.

The challenge

The business relied on traffic campaigns. Visits were coming in, but there was no clear path from interest to qualified sales opportunities — and the client was hesitant about lead generation.

My role & approach

• Diagnosed the gap

  Spoke with the client to understand sales challenges, expectations and concerns.

• Reframed the strategy

  Combined top-of-funnel activity with lower-funnel lead generation.

• Refined audiences

  Manual targeting for affluent business-owner segments across Canada.

• Connected activity to sales

  Built a direct route for interested prospects to become leads.

The challenge

The bank had run traffic campaigns for nearly a year. It needed a strategy aligned with its real goal: prospects who'd go on to open a chequing account.

My role & approach

• Spotted the mismatch

  Optimizing for visits wasn't aligned with account openings.

• Recommended a shift

  Meta lead-gen campaign optimized for lead actions, not clicks.

• Creative testing

  Static imagery, founder-led video and UGC-style testimonials.

• Structured for learning

  Campaign budget optimization with variations set up for comparison.

The challenge

A boosted promo video mentioning “Money” ran without the right Special Ad Category, triggering an account restriction and halting the campaign.

My role & approach

• Took ownership

  Opened a support case and escalated through the right process.

• Drove resolution

  Followed up until the account was restored in about a week.

• Upgraded execution

  Relaunched through Ads Manager instead of boosted posts.

• Rebuilt awareness

  Structured the relaunch for top-of-funnel engagement.

The challenge

The advertiser had been stuck at low lead volume — roughly 200 leads across two quarters — and there was a stretch of almost a week where ads ran with no visibility into whether leads were converting.

My role & approach

• Split the account into five lanes

  Brand keyword search, competitor keyword search and service keyword search, each running as its own structure.

• Added mobile call campaigns

  A standalone call campaign just for mobile phones on service keywords, capturing buyers ready to talk.

• Ran intent-matched display

  News and website placements targeted to the right age group and high-income affinity audiences.

• Kept pacing steady

  Monitored lead volume against cost per lead so growth came without runaway spend.

The challenge

An e-commerce brand was returning 2x on ad spend and running channels in isolation. It needed one deliberate media mix plan across Meta and Google instead of disconnected campaigns.

My role & approach

• Built a combined media mix

  One plan spanning Meta and Google, with a clear job assigned to each channel.

• Structured Google Search

  Brand keywords plus product-name keywords to capture shoppers already searching.

• Scaled Shopping

  Two Shopping ad campaigns giving products visibility across the catalogue.

• Closed the loop

  One display remarketing campaign re-engaging shoppers who browsed but didn't buy.