Cross-platform funnel ads
BACKGROUND This project was for a client in the B2B talent intelligence SaaS space, building a complete paid acquisition funnel for a new brand from cold awareness through to booked discovery call. I wrote the full four-stage funnel across LinkedIn, Google Display, Google Search, and email nurture, with a single unifying message adapted for the […]
Learn More
Headline A/B tests
BACKGROUND This project covered two separate A/B test frameworks across two clients in the handmade goods and food and beverage spaces. The goal in both cases was to identify which headline framing would drive better performance, and to build a testing rationale that explained not just what to test but what the result would actually […]
Learn More
LinkedIn – Lead gen form ads
BACKGROUND This project was for a client in the B2B pay equity consultancy space, running alongside a Facebook lead gen campaign for the same brand. The goal was to generate qualified leads directly within LinkedIn from senior HR decision-makers, with a higher-commitment ask than the free resource being offered on Facebook. I wrote a lead […]
Learn More
LinkedIn – Thought leadership ads
BACKGROUND This project was for a client in the digital health SaaS space, running alongside a Google conquesting campaign for the same brand. The goal was to build credibility and pipeline with clinical operations leads earlier in the buying journey, before active search intent was declared. I wrote a sponsored content ad that leads with […]
Learn More
Meta – Retargeting reel ads
BACKGROUND This project was for a client in the handmade ceramics space, targeting Instagram users who had engaged with the brand’s organic content but hadn’t visited the shop. The goal was to deepen connection and drive purchase intent from a warm audience without applying the same urgency message used for website retargeting. I wrote a […]
Learn More
Meta – Visual story ads
BACKGROUND This project was for a client in the organic meal kit subscription space. The goal was to drive first-box trials from health-conscious adults who hadn’t yet tried the brand by addressing the real friction point in healthy eating rather than leading with a product pitch. I wrote a three-slide carousel where each slide has […]
Learn More
Meta – Brand awareness ads
BACKGROUND This project was for a client in the running coaching space, running a personal brand awareness campaign for the head coach. The goal was to build awareness among recreational runners who had plateaued and drive page follows and website visits. I wrote the ad in the coach’s personal voice rather than the brand’s company […]
Learn More
Meta – Lead generation ads
BACKGROUND This project was for a client in the B2B pay equity consultancy space. The goal was to generate qualified leads from HR and People leaders by driving downloads of a free audit readiness resource. I wrote a lead gen ad that leads with the problem rather than the resource, and included an explicit “no […]
Learn More
Google – Retargeting ads
BACKGROUND This project was for a client in the handmade ceramics space. The goal was to recover potential customers who had viewed a product but not purchased, without using a discount that would undermine the brand’s premium positioning. I wrote a dynamic retargeting ad that uses scarcity rather than price incentive as the conversion mechanism, […]
Learn More
Google – Display ads
BACKGROUND This project was for a client in the B2B content and copywriting space. The goal was to build awareness among marketing leads and content managers who were experiencing the problem the brand solves but didn’t yet know the brand existed. I wrote a display ad that leads with the pain point rather than the […]
Learn More
