Broad-match keywords were attracting people searching for free provincial healthcare, not a $10K private membership. Call volume looked healthy; intent was near zero. No form tracking existed for most of 2025 and ad copy had accumulated Google healthcare policy violations.

Buyer defined as affluent professionals 45–65, Edmonton's high-income postcodes, household income top 10%. Copy written to qualify — "$10K/yr" in headline acts as a filter. All outcome language replaced with access language to pass Google's healthcare review.

Strategic contribution: diagnosis, campaign architecture, persona-driven copy, landing page recommendation, compliance navigation. Following an internal decision, removed from the account after presenting recommendations. Changes were implemented by others. Results reflect post-implementation performance.

Full ownership of Meta paid and organic — campaign strategy, creative direction, audience architecture, and reporting. Built the brand's community from the ground up alongside performance campaigns, treating audience growth and conversion as complementary goals.

Maintained ROAS discipline while scaling spend — the 3–6× range held across budget levels. Community growth was organic-first, supported by paid amplification of top-performing content.

Pulled placement reports from Display and PMax to see which sites and surfaces were generating performance. Used that data as a signal for where high-intent audiences were spending time — then mapped it to competitor intelligence from Semrush, Ubersuggest, and Ahrefs.

Combined with manual AI platform audits across ChatGPT, Perplexity, Gemini, and Google AI Overviews to identify where the brand was and wasn't appearing in AI-generated responses. Built a three-layer ROI measurement model connecting placement data to AI visibility to lead quality.

Built creative briefs that gave the design process a clear performance objective — not just visual specs. Each brief specified the audience signal, message hierarchy, and expected conversion behaviour, so creative decisions were anchored to campaign goals.

Used AI image generation to prototype visuals before committing to production — reducing iteration cycles and giving the client a clearer picture of the final direction earlier in the process.

EMCO and GA Larson are HVAC suppliers whose contractor networks rely on the agency for paid search support. The agency's job is to drive contractor sales, which ultimately moves supplier stock. With a shared site template and campaign structure across all contractors, any systemic problem compounds across the entire network.

Pulled hvac_offer_submit conversion data across a cross-section of accounts. Across 10 audited accounts, offers generated 23 submits out of 1,583 total conversions — 1.5%. Two accounts had zero offer submissions since January. The pattern was identical across different markets, budgets, and campaign structures.

Built the case using Ritson's seven perils of discounting, Binet's analysis that 84% of price promotions are unprofitable, and Sutherland's price anchor theory — framed around HVAC buyer psychology. HVAC is a distress-driven category. People call because their furnace broke, not because they spotted a discount. The offer was irrelevant to the decision at the moment it mattered.

Recommendations went through internal review and pushback. They were ultimately adopted and the offer approach was revised across the program.

Identified that fragmented campaign structures across accounts were limiting Google's ability to optimize effectively. Consolidated to one campaign per contractor, segmented at the ad group level. Shifted bid strategy from Maximize Conversions to Maximize Conversion Value, and manually adjusted conversion values in each account to weight form submissions as the priority conversion action — giving Google's algorithm a clear signal on what actually mattered.

This restructure is now standard practice across all contractor accounts in the program.

Audited multiple contractor sites using Moz and GA4. All sites shared the same template, so findings applied program-wide. Key issues included 150+ 404 errors on individual sites, declining domain authority despite an active backlinking strategy, hollow location pages with no body content, and an externally hosted offer portal adding load time and suppressing page speed scores.

The most forward-looking finding: hero offer banners had promotional text baked into image files rather than written in page headers. AI crawlers and Google's language understanding systems cannot extract text from images. The offer content was invisible to AI search surfaces — including Google AI Overviews — meaning the program's primary promotional message wasn't being surfaced in the search environment most relevant to future traffic.

Sites were updated at the agency level to move text into headers and restructure offer presentation. The AI visibility gap finding influenced how the agency now approaches content structure across contractor sites.

These best practices were recently adopted so before/after performance data is still accumulating. The case study demonstrates systems-level thinking, diagnosis at scale across a 30+ account program, and the ability to influence how an agency operates — not just how individual campaigns perform. The offer analysis, campaign restructure, and site/AI visibility findings each became institutional rather than account-specific changes.

Top Tier Barbershop is a local barbershop in Spruce Grove, AB with no existing paid media presence and no conversion tracking in place. The brief was to build something that worked — not inherit an account, not optimize existing campaigns, but start from nothing and create a system that generated measurable results.

Meta handled awareness. Ran campaigns targeted to the Spruce Grove market — according to Meta's reach data, the entire target audience was reached. The awareness layer seeded recognition before anyone hit a Google search bar.

Google captured intent. Two Search campaigns, segmented by audience type: Branded to capture people already searching for Top Tier by name, and Local to capture new customers searching for barbershops in the area. Store visit tracking was configured and firing — technically non-trivial for a local service business, and a conversion signal most accounts in this category never bother to set up.

Identified a product revenue opportunity unprompted. Built a revenue model for a beard oil product launch using the client's existing third-party beard oil sales data to project demand and margin. Researched hair product wholesalers and proposed a full e-commerce site build with conversion tracking and online sales capability for products currently only sold in-shop.

Neither initiative has launched yet — both are in active consideration. The proposals demonstrate an instinct to think about client business growth, not just campaign performance.