The brief
I wrote a PPC brief, scope of work and strategy response for a US provider of backup phone lines that replace legacy POTS lines.
How I approached it
- PPC scope and campaign structure.
- Keyword cost research sheet.
- Strategy response and landing-page references.
How I work on projects like this
This project sits in my Google Ads Expert and Growth Strategy work, in Technology and SAAS.
Google Ads Expert Expert level
What I do. Built and rebuilt Google Ads accounts across Search, Shopping, Display, Performance Max and YouTube, including accounts from scratch (Muslim Kids Entertainment). Led paid-search and lead-generation work inside agencies and in-house teams; set landing-page standards and reviewed accounts.
How I work. Account audit, economics from margin (target CPA/ROAS), tracking fixes (GTM/GA4, dynamic values), restructure, then weekly search-term and bid work. Lead quality over volume (CRM feedback), landing-page criteria, account standards, monthly decks.
Track record. Freedom Media 64 accounts ($3.17M agency-wide); Cyanergy 910 contacts at A$69.29; adoption agency 4 → 16 leads; Lead Academy £134,217 spend → £216,537 all-conversion value; US kidswear $890K → $3.89M (manager view); Cyanergy cost per conversion A$559 → A$91.
Growth Strategy Expert level
What I do. Built whole-business growth strategies, usually starting from the website: Bdtask's own product site, Lead Academy's website and funnel transformation, Xnexz from zero, plus site architecture for Bali Elite Villas, Best Link Digital, Cyanergy and Synapse. Wrote dated plans with phases, targets, budgets and guardrails for my current businesses and clients.
How I work. Discovery, audit, site plan and wireframes, positioning and offers, channel roles and KPIs, calendars, then monthly review. For plans: baselines, phases, monthly targets by channel, budget, milestones and owners, monthly review and quarterly re-forecast.
Track record. Xnexz UK plan (31 strategies, 13-week timeline); Stayverz roadmaps; JAK's Laundry 5-year model; MKE Google Ads launch executed (Mar 2025). Lead Academy web sales £93K → £225K (+142%) after the website and funnel strategy; Bdtask single page → own product website; Xnexz built from zero (125 URLs).