Selected work
Case studies, written to be checked rather than admired.
Case studies
Case studies are in preparation
I'm writing up projects with enough detail to be useful: the commercial situation, what I was accountable for, what was measured, and what changed. They publish once the results can be evidenced and the client is comfortable with the level of disclosure.
Nothing here is presented as a real client project yet, and nothing will be until it is. What is being written up is outlined below.
In preparation
What's being written up first
Campaign results
Real estate lead generation
Paid acquisition and project positioning, how leads were routed, and what quality looked like once the sales side saw them.
Campaign results
E-commerce customer acquisition
Acquisition strategy and the product-advertising decisions behind it, measured against the commercial metrics the business actually runs on.
Message and audience
Healthcare and local service campaigns
Audience and messaging strategy for enquiry generation, and what happened along the path from click to booked appointment.
Systems built
Tracking and lead management
The measurement gaps found, how source attribution was rebuilt, and what the CRM reported differently afterwards.
Strategy and testing
Cross-platform campaign strategy
How budget was allocated across channels, how the testing was structured, and what the results changed.
Conversion
Landing page and funnel improvement
The friction identified in the enquiry journey and the measurable changes made to it, where the data supported a conclusion.
How many, and in what order
Three publishable case studies first, then more as the material is cleared. A short, fully-evidenced study is worth more here than a long one padded with numbers I can’t stand behind.How these are written
What each case study has to state
The client's business outcome
What changed commercially — reported as the client experienced it, not as the ad platform reported it.
What I was accountable for
Named specifically: strategy, build, tracking, creative direction. Work done by others is credited to them.
Attribution
The split between my work, the client's team, and outside factors such as seasonality, pricing or a new sales hire.
Methodology and definitions
How each metric is defined, how it was measured, and the periods being compared — including where the comparison is imperfect.
Verified results only
A figure without an evidenced source is withheld from the page. The page then states that results are pending verification rather than showing the number anyway.
What I'd do differently
Written from hindsight. A case study with no learnings in it is a brochure.
In the meantime
What I can talk through now
Account and tracking audits
What I typically find, what it costs the business, and how long the fix takes.
Lead quality problems
How to define a qualified lead when sales and marketing disagree, and what to do next.
Cross-industry patterns
Where real estate, e-commerce, healthcare, dental and aesthetic clinics, automotive behave differently, and where they don't.
Confidentiality
Some of my work is under client confidentiality or under an agreement not to disclose figures. Where that applies, a case study will either be anonymised explicitly or left unpublished — I won’t strip the specifics and pass it off as a public result.Talk instead
Want to hear about a specific industry?
Tell me the sector and the problem. If I have relevant experience I'll describe it directly on a call; if I don't, I'll say that too.