Marketing

See How I Drive Growth Through

For me, marketing is guided by data, refined through testing, and proven by results. I create campaigns that spark curiosity, capture attention, and turn interest into action. By combining creative ideas with performance insights, I find the point where strategy meets storytelling and turn it into measurable growth for the brand.

Brace Law Marketing

Law Firm

Brace Law

Driving Affordable Leads for a Law Firm with Google Ads

The Challenge

Ontario’s legal market is one of the most competitive in digital advertising. Clicks and qualified leads are costly, and standing out requires precise targeting. The law firm wanted a strategy that could consistently generate qualified leads at, or lower, cost than industry averages.

My Role

I managed the Google Ads strategy, campaign setup, and ongoing optimization. This included:

Keyword research & competitor analysis
Writing high-converting ad copy that resonated with local audiences
Optimizing bids and targeting for efficiency
A/B testing to identify high-intent keywords and ad messaging
Tracking and improving conversion performance

Month-by-Month Performance Report

Results (March - August 2025)

Total Spend: $21,928
Total Impressions: 268,289
Total Clicks: 5,637
Total Conversions: 375
Avg. Cost per Conversion: $58.47
Avg. Conversion Rate: 6.65%

These results were further supported by the new website I designed for the firm, built with conversion optimization in mind to maximize conversions from organic & ad traffic.

Analysis & Insights

March & April: Delivered high conversion numbers at low cost, but many leads were not high-intent and did not convert into actual clients. This revealed the need to refine targeting.

May: We ran A/B tests to experiment with different messaging and targeting strategies. Ad spend and cost per conversion increased during this learning phase, but the insights gained were critical.

June–August: Applied findings from May to optimize campaigns. This led to stable, higher-quality leads with consistent conversion rates (6–7.9%) and a cost per conversion in the $60 range.

Industry Benchmarks vs. Brace Law (Law Firms in Canada)

March 2025 to August 2025 - Bra (3)_edited.jpg

My Impact

Generated 375 qualified leads in six months.
Cut acquisition costs up to 60% below industry averages.
Identified the difference between quantity vs. quality of leads and adjusted strategy to prioritize high-intent conversions.
Used A/B testing in May to uncover winning strategies that fueled stability in later months.
Delivered a scalable, full-funnel campaign where ads + website redesign worked together to maximize ROI.

Takeaway

This case study highlights my ability to combine strategic ad management with conversion-focused design. By testing, learning, and optimizing, I helped the law firm shift from chasing volume to generating stable, high-quality leads in one of Canada’s toughest digital markets.

Don't forget to also view the Website work I did for Brace Law!

Troy Farm Marketing

Event Space

Troy Farms

Turning a $3K Ad Budget into $200K+ Revenue with Google Ads

The Challenge

The challenge for Troy Farms was competing with larger venues while working within a very restricted budget. With a limited ad spend budget of under $500 per month, the objective was to attract high-intent leads for weddings, parties, and celebrations while maximizing return on spend. They needed to generate quality inquiries that would actually convert to bookings, rather than casual interest, and position the venue as the go-to choice for people seeking a farm or barn-style aesthetic.

My Role

I managed the Google Ads campaigns with a strong focus on efficiency and lead quality. This included:

Developing a keyword strategy tailored to terms such as “farm weddings” and “barn celebrations.”
Writing ad copy that captured the rustic charm of the venue.
Running A/B testing to refine messaging and targeting.
Optimizing the campaigns each month to continually improve lead quality.

(Note: I also redesigned the Troy Farms website, with conversion optimization in mind to maximize conversions from organic & ad traffic.)

Month-by-Month Performance Report

Results (March - August 2025)

Total Spend: $2,732.60
Total Impressions: 32,810
Total Clicks: 3,087
Total Conversions: 172
Avg. Cost per Conversion: $16.66
Avg. Conversion Rate: 5.61%

Analysis & Insights

March: The campaigns got off to a strong start with 34 conversions at a cost per conversion of just $13.43. However, many of these early leads lacked intent and did not translate into bookings.

April: Targeting was refined to prioritize high-intent keywords. Conversions dropped to 20, but those leads were much more likely to book, improving business outcomes despite the higher cost per conversion.

May: A/B testing was introduced to refine ad copy and targeting. Conversions steadied at 23, and lead quality continued to improve.

June–August: The campaigns matured and stabilized. CTRs remained high at 8–9%, and cost per conversion steadily decreased, reaching just $12.33 in August. By the end of the period, the ads were consistently delivering high-quality leads that turned into confirmed bookings.

Industry Benchmarks vs. Troy Farms

ROI & Business Impact

Ad Spend (6 months): $2,732
Confirmed Bookings: 30+
Revenue Generated: $200,000+
Return on Ad Spend (ROAS): ~73x

With less than $3K spent, the ads drove over $200K in revenue, an outcome that demonstrates the power of precise targeting and continuous optimization. And if these numbers seem too good to be true, I can connect you directly with the owner of Troy Farms so you can confirm them first-hand.

My Impact

Delivered a steady stream of high-quality leads within a very limited budget.
Shifted strategy from simply driving lead volume to prioritizing intent and actual bookings.
Lowered cost per conversion by nearly 50% between April and August.
Helped Troy Farms scale their event bookings and achieve an insane ROI.

Takeaway

This campaign proves that even with a modest budget, a smart strategy can deliver massive business growth. By pairing high CTRs, steady optimization, and a conversion-focused website, I turned $3K in ad spend into over $200K in confirmed revenue for Troy Farms, far outperforming typical event industry benchmarks.

Don't forget to also view the Website and Video & Photo work I did for Brace Law!

Mad Bird Marketing

Restaurant

Mad Bird Hot Chicken

Building Buzz, Sales, and Foot Traffic with Email Marketing

Grand Opening Email

Goal

Mad Bird Hot Chicken is a new fast food restaurant created by an already established smokehouse, Mad Ox. Since the Mad Bird Hot Chicken restaurant did not yet have its own subscriber base, we needed a way to generate buzz fast for its grand opening. To solve this, we leveraged the ~2,500 subscribers from Mad Ox’s existing email list, an audience already engaged with the parent brand, and introduced them to Mad Bird through a high-energy launch campaign.

The strategy was twofold:

Drive Grand Opening attendance with irresistible offers: a free sandwich for the first 50 guests and 50% off the entire menu for opening night.
Seed a dedicated Mad Bird email list before launch by funneling interested Mad Ox subscribers into Mad Bird’s own database.

Results

2,503 Mad Ox subscribers targeted — high-intent, pre-qualified audience

419 new Mad Bird sign-ups before launch — immediate growth of the brand’s independent list

46% open rate & 14% CTR, both 2x+ industry (restaurant) benchmarks — strong design and message fit

192 out of the total attendees on launch day redeemed email promos — email impact directly tied to foot traffic

Key Takeaway

This campaign not only successfully launched a new restaurant but also transferred brand equity from Mad Ox to Mad Bird. By using Mad Ox’s list as a launchpad, we created excitement, filled the restaurant on opening night, sold out of everything by 9pm, and grew a standalone Mad Bird audience that could be nurtured for future campaigns.

Mad Bird Hot Chicken

Online Ordering Launch Email

Goal

Following the grand opening, the next objective was to make Mad Bird more accessible by launching online ordering. Since the restaurant was new, during the next couple of weeks we also focused on growing the email list by promoting sign-ups in-store and incentivizing them with a 10% discount offer. In the first two weeks we increased the list to 939 subscribers before the Online Ordering Launch campaign. The goal was to announce online ordering and drive first-time online orders.

Results

Key Takeaway

This campaign did more than announce a feature. It proved email as a direct revenue driver. With open and click rates well above industry averages, the campaign generated 12 online orders worth over $350 in just 48 hours. More importantly, it laid the foundation for future growth by combining list-building with in-store incentives and introducing customers to a convenient digital ordering channel.

Mad Bird Hot Chicken

Father's Day Email Campaign

Goal

After establishing its brand through the grand opening and introducing online ordering, Mad Bird needed to keep momentum going. The Father’s Day campaign was designed with three key objectives:

Stay top-of-mind with subscribers by tying into a cultural moment and showing up in inboxes with humor and personality that stood out from typical Father’s Day ads.
Drive online orders and revenue by showcasing a curated “Father’s Day Gift Guide” with easy one-click access to the most crave-worthy menu items.
Strengthen customer relationships by showing subscribers that Mad Bird is more than a restaurant. It is a bold and playful brand that keeps customers coming back.

This wasn’t just about one day of sales. It was about reinforcing brand awareness, creating a habit of engagement, and turning a holiday campaign into both a short-term sales driver and a long-term retention play.

Results

Key Takeaway

This campaign blended holiday relevance with brand voice, proving that email could work as both a sales channel and a brand builder. With an open rate of 36% and a CTR three times higher than the industry average, the campaign drove 14 online orders worth almost $450. The Father’s Day email reinforced Mad Bird’s bold personality while also converting subscribers into paying customers.

Don't forget to also view the Graphics work I did for Mad Bird Hot Chicken!

You've Seen Me Do Marketing

Now See What Else I Can Do

Web Design & Development

View Projects >