Selected work
All case studies-
The first two years: finding revenue in places the business was not yet looking.
-
A growing share of people looking for a bankruptcy attorney now read an AI summary before they ever see a search result. If the firm is not in that summary, the click never happens.
Read the case study: Optimising for citations in AI answers, not just blue links~3× AI-surface impressions
-
Two very different businesses, one budget, and a requirement to know at all times which channel is earning its place.
-
Education is a long, high-consideration purchase decided by families across four continents. My work here is less about campaigns and more about the machinery underneath them.
-
Most of the traffic was mobile, and most of it left before it ever reached a phone number. Two changes more than doubled conversion and improved lead quality at the same time.
-
Can you tell which of two creatives will land before you spend the media budget? I built an internal tool to find out — and to be honest about how far the answer can be trusted.
Read the case study: I built a multi-format ad A/B tester on Meta’s brain-encoding model4 formats · 6 networks