Case Studies

Challenge:

LinkedIn had generated no opportunities or revenue in two years, putting paid social activity at risk of being paused.

​

Approach:

I repositioned LinkedIn as a revenue-driving channel, using historical opportunity data to build high-intent audiences and incentive-led messaging to improve engagement and conversion.

​

Results:

In just 6 months:

• 35 SQLs

• 22 SQOs

• 2 closed-won deals

• $1.1M pipeline

• $126K closed won

Challenge:

Ireland was largely following the UK paid media strategy, despite different search behaviours, regulations and market dynamics.

​

Approach:

I analysed competitor activity and local search demand to develop an Ireland-specific keyword and messaging strategy, focusing on the Small Benefit Exemption and tax-efficient employee rewards.

​

Results:

Within 1 month:

• 70% lower CPC

• 122% higher CTR

• 76% more purchases

• 50% more leads

Challenge:

In a highly competitive fintech market, rising paid search costs and strict CPA targets made it essential to find more efficient ways to generate qualified leads.

​

Approach:

I explored alternative paid search channels and identified Bing Ads as a low-risk opportunity to diversify beyond Google Ads. The strategy leveraged lower CPCs and Bing’s strong enterprise audience.

​

Results:

Bing Ads reduced CPA by up to 36%, while delivering 23% lower MQL costs and 32% lower SQL costs than Google Ads.