Varo Bank, a major online bank, wanted to lower CAC while increasing monthly spend on their Google Ads Search and Display to $4 million. Using competition research and paid channel data, I devised a plan to build more than thirty search campaigns with SKAGs, ETAs, and RSAs per ad group to boost traffic to their new web application. I led the account's successful expansion to $4 million in six weeks by monitoring optimizations, improving search impression share, and switching between automated bidding strategies. The two network types were able to attract high LTV users from the Search and Display networks, as seen by their lower CAC, 7% CTR, and 16% CVR.

Alma assists therapists in expanding their practices by increasing their client base. They wanted help with creating a strategy to accommodate this growth in consultation leads. I created a strategy to launch B2C campaigns targeting New York City, focusing on category keywords outside Alma branded ones. We created relevant therapist-related keywords to increase clicks and impression share. Consistent learning and location expansion increased consultation leads. From April to July, the client experienced a 200% increase in consultation leads, while CPL decreased from $184 to $62.