Paid Media · Google Ads · Seattle, WA
I started by growing an NBA analytics page and got hooked on what the numbers actually mean. Now I build and optimize paid search campaigns for local service businesses — turning ad spend into trackable, measurable leads.
View Case Study → Scroll to exploreBackground
My path into paid media started with content, not campaigns. I ran an NBA analytics page where I learned that the numbers behind what people engage with matter as much as the content itself — that instinct for data stuck.
I gravitated toward Google Ads because it sits at the intersection of creative thinking and hard data. Writing ad copy that earns a click and then building the landing page that converts it — that full-funnel ownership is what I find most compelling about the work.
I focus on local service businesses: the kind of companies where a well-run campaign directly impacts real revenue, and where being efficient with a small budget matters more than it does at scale.
Certification
Google Ads Search
Google — Skillshop
✓ VerifiedSpecialization
Local Lead Generation
Service Business Campaigns
Tools
Google Ads · GTM · GA4
Webflow · Carrd · Search Console
Case Study
Pristine Rides is a mobile detailing marketplace that connects Seattle-area customers with trusted local detailers. I built and ran the Google Ads lead generation campaign from the ground up — managing everything from campaign structure to landing page design and conversion tracking.
Phase One
Launch — Establishing the Baseline
What I Did
Built and launched the first Google Search campaign targeting local mobile detailing searches in Seattle. The landing page was a funnel-style page built on Carrd, designed to move visitors quickly toward a lead form. Daily budget was set at $4/day to test campaign viability before scaling.
I structured the campaign around high-intent local keywords and wrote ad copy focused on convenience and trust — the two things someone searching for a mobile detailer cares about most.
Results
The campaign ran to $110 total spend and generated early signals on click-through rate and lead volume. Full conversion tracking couldn't be configured on Carrd due to platform limitations around separate page URLs — a gap I identified and prioritized fixing for the next phase.
599
Impressions
27
Clicks
4.5%
CTR
5
Leads (Est.)
Key Learning
The campaign proved the concept — people were searching, clicking, and converting. The main constraint was tracking infrastructure: Carrd's single-page architecture made GTM-based conversion tracking unreliable. Phase 2 would need to be built on a platform that could support proper event tracking.
Phase Two
Iteration — Testing a New Approach
What I Did
Rebuilt the landing page on Webflow — a simplified layout with a hero section, lead form, and a "how it works" explainer. Simultaneously updated the ad copy, removing underperforming variants and tightening the messaging. Daily budget was increased to $12/day midway through to accelerate data collection.
Results & Honest Reflection
CPL came in at ~$38 — higher than Phase 1 estimates. However, the most important finding from this phase wasn't the number itself: I changed two variables at once (landing page and ad copy), which meant I couldn't isolate which change drove the outcome. A proper test isolates one variable at a time. This is the methodology correction Phase 3 is designed to address.
525
Impressions
25
Clicks
4.8%
CTR
~$38
CPL
Key Learning
The CTR held steady across both phases (~4.5–4.8%), which suggests the ad copy wasn't the primary variable affecting performance. The landing page is the more likely driver — but without an isolated test, that's a hypothesis, not a conclusion. Sample size across both phases was also too small to draw statistically significant conclusions. Both of these informed the Phase 3 test design.
Phase Three
Clean Test — Isolating the Landing Page
The Setup
Built a new funnel-style landing page on Webflow with GTM conversion tracking verified before launch. This time only one variable is changing — the landing page. Ad copy stays consistent with Phase 2 to create a clean comparison. Budget set at $12/day to maintain comparability with Phase 2.
Success Criteria
Minimum 50–60 clicks before drawing conclusions. Tracking verified end-to-end before spend begins. Target CPL below Phase 2's $38 baseline — ideally returning to Phase 1's estimated conversion rate of ~18%.
Why This Matters
Phase 3 is the test Phase 2 should have been. Controlling variables, verifying tracking upfront, and committing to a minimum sample size before evaluating results — these are the fundamentals of a properly structured paid search test. The infrastructure is built. Now it's about letting the data speak.
Approach
Running a campaign with a small budget taught me things a big budget can hide — every dollar has to earn its place.
Test one thing at a time
Changing multiple variables simultaneously makes it impossible to attribute results. I learned this firsthand in Phase 2 and it's now the first principle I apply to any test design.
Respect sample size
Small budgets produce noisy data. I won't draw conclusions from 25 clicks — the numbers need room to stabilize before they mean anything actionable.
Fix tracking before spending
Phase 1's biggest lesson: unverified tracking means wasted spend. I now verify conversion tags in GTM preview mode before a campaign goes live — every time.