9 case studies across Google, Meta and TikTok ads. For each one: the problem, what I changed, and what happened.
5.9X ROAS
Google Performance Max on $1.11K spend
5,918 leads
Meta lead gen at a $6.38 CPL, against a $15 target
$55.5K revenue
From a $2,000 TikTok campaign
20,815 conversions
TikTok electronics at about $0.16 each
Case studies
Performance Max: 6.5K+ conversions at 5.9X ROAS
Performance Max · E-commerce
5.9XROAS
$1.11KAd spend
6.54KConversions
6.11KClicks
The client was already making sales and wanted more conversion volume without losing profit. I restructured the campaign, expanded the creative, added audience signals and cleaned up the product feed.
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The challenge
Scale conversions while staying profitable
What I did
Performance Max structure, so Google's AI places ads across Search, Display, Shopping, YouTube, Discover and Gmail
More headlines, descriptions and product and lifestyle visuals
Audience signals: in-market, custom intent and website visitors
Optimised product feed titles, descriptions and attributes
Conversion-focused smart bidding
The results
$5.90 earned for every $1 spent (5.9X ROAS)
6.54K conversions and 6.11K clicks on $1.11K of spend
What happened next
The client is scaling further with more product categories, a bigger budget and new creative.
Non-profit: 301 donations in a month
Donations · Non-profit
301Donations
$1.93KAd spend
LowerCost per conversion
I took over an underperforming donation campaign and rebuilt it around tighter targeting, story-led creative and better tracking.
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The challenge
High cost per conversion
Broad targeting that diluted engagement
Basic creative with little emotional pull
Little data on what drove conversions
What I did
Audited targeting, creative and tracking
Narrowed the audience to people more likely to donate
Rebuilt creative around real stories of people the charity helped
A/B tested visuals, copy and calls to action
Set up advanced conversion tracking across the journey
The results
301 donations in the month on $1.93K spend
A much lower cost per conversion
Higher engagement and visibility
What happened next
I put more budget behind the best segments, made more story-led creative and kept testing.
Program sign-ups up 62%
Lead gen · Non-profit
+62%Sign-ups (93)
$25.72Cost per conversion
+45%Impressions
+30%Click-through rate
A non-profit's Google Ads campaign had low reach and a high cost per click. I widened the keywords, tested the copy, added retargeting and changed the bidding.
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The challenge
Low impressions and limited reach
High cost per click on a small budget
No audience segmentation or retargeting
What I did
Keyword expansion with high-intent long-tail terms (+45% impressions)
Ad copy tests with urgency and clear calls to action (+30% click-through rate)
Audience segmentation and retargeting (+15% conversions)
Maximize Clicks bidding to bring down cost per click
The results
62% more program sign-ups (93 conversions)
$25.72 cost per conversion, within budget
45% more impressions
What happened next
The non-profit scaled the approach to more programs, which opened up new funding and sponsorship opportunities.
E-commerce: 775K people reached at 1.98 ROAS
Meta · E-commerce
1.98ROAS
$64.6KSpend
775,142People reached
$67.92Cost per purchase
A $64K+ Meta campaign for an online store, built to nearly double ad spend in revenue.
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The challenge
ROAS of 1.98 against a target of 3.0
High cost per purchase
Make the budget work for reach and sales
What I did
9 ad groups split by interests, behaviours and past visitors
A/B tests on creative, copy and calls to action
Retargeting of warm visitors with personalised offers
Automated cost-per-result bidding
The results
775,142 people reached
1.98 ROAS on $64,589.88 spend
$67.92 cost per purchase, acceptable for high-value products
What happened next
A profitable, scalable model for the store.
E-commerce: 1,083 purchases at 1.99 ROAS
Meta · E-commerce
1,083Purchases
1.99ROAS
$75.4KSpend
$69.62Cost per purchase
1.72%CTR
A Meta campaign with over 2 million impressions, optimised to drive sales and return on spend.
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The challenge
Lower than expected ROAS
$69.62 cost per purchase
Reaching the right audience to lift conversions
What I did
Ad sets by behaviour, interests and lookalikes
Creative testing to lift CTR and cut CPC
Retargeting of people who abandoned carts
Bid changes to hold cost while keeping volume
The results
Spend $75,394.54, ROAS 1.99, 1,083 purchases
CPC $2.18, CTR 1.72%, CPM $37.61
What happened next
Sales scaled while the return on ad spend held.
Record-low CPC and a high CTR in one month
Meta · Result screenshot
Meta ad sets from this campaign ran at a 3.3% to 5.6% click-through rate, with most clicks costing between €0.08 and €0.14.
The challenge
What I did
The results
What happened next
Lead gen: 5,918 leads at a $6.38 CPL
Meta · Service business (USA)
5,918Leads
$6.38Average CPL
$15Target CPL
$37,776Spend
A three-month lead generation campaign for a US service business, with a target cost per lead of $15.
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The challenge
Hit the $15 CPL target without losing lead quality
Enough lead volume in three months
Spend efficiently
What I did
Precise targeting by demographics, interests and behaviours
Ongoing creative and message testing
Landing page speed, layout and call to action
Bid adjustments to control cost
Retargeting of interested visitors who did not convert
The results
5,918 leads in 3 months
$6.38 average CPL against a $15 target
$37,776 total spend
What happened next
A low cost per lead at high volume.
$2,000 campaign, $55K in gross revenue
TikTok · Trending products
$55,515Gross revenue
$2,000Spend
1,087Purchases
$1.84Cost per purchase
A TikTok campaign for an online store selling trending products, built to turn a small budget into real sales.
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The challenge
Make a $2,000 budget count
Stand out in a fast, trend-driven market
Drive purchases, not just clicks
What I did
Authentic, trend-led content that people share
Targeting: interests, lookalikes and past ad engagement
Paid and organic influencer partnerships for trust
Conversion-focused bidding
The results
1,087 purchases on $2,000
$55,515.13 in gross revenue
About $1.84 per purchase
What happened next
Proof that TikTok can sell trending e-commerce products at a very low cost.
Electronics: 20,815 conversions at $0.16
TikTok · Electronics
20,815Conversions
$3,251.53Spend
$0.16Cost per conversion
273,448Clicks
7.6%Click-to-conversion
A TikTok campaign for an electronics store that turned a modest budget into a high volume of sales.
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The challenge
Big expectations on a $3,251.53 budget
Turn 273,448 clicks into purchases
Win over a tech-savvy audience with longer decisions
What I did
Product demos, unboxing and feature videos made for TikTok
Targeting of tech enthusiasts and early adopters
Clear calls to action like Shop Now and Limited Time Offer
Tech influencers and user-generated content for trust
Conversion-focused bidding
The results
20,815 conversions and 273,448 clicks on $3,251.53
About $0.16 per conversion
About 7.6% click-to-conversion rate
What happened next
A low-cost, high-volume model for electronics sales.
