Turning data into smarter growth decisions.
I managed Google Ads for W.A.H., a veterinary practice with a reasonable advertising budget but an early challenge: reaching the audience that would engage with the practice and generate more calls and form leads.
Rather than rely on additional spend, I worked on keyword coverage, performance-based pruning, and audience and location targeting. I reviewed search trends to identify promising keywords that were missing from the campaign, paused underperformers against monthly ad-group benchmarks, and refined the search radius.
For February 19, 2025–August 17, 2026, Google Ads recorded 253 conversions from CA$9,354.96 in advertising spend, equivalent to CA$36.98 per recorded conversion. The clearest pattern in my analysis was the contribution from keywords that explicitly named the local area: they accounted for 52.4% of conversion credits while using 22.3% of keyword spend.
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I managed Google Ads for T.C.A.T., an accounting and tax practice working with a tight advertising budget. My challenge was to get the client comfortable with the onboarding process, then make approximately $400 $500 per month work in a competitive tax-season market.
I moved from Maximize Clicks to manual bidding and built an hourly optimization script using roughly two months of engagement data. My goal was to prioritize the periods when search users were more likely to engage, rather than treat every hour as equally valuable.
The account’s all-time Google Ads results recorded 77 conversions from $6,345.76 in advertising spend, at $82.41 per recorded conversion. Conversions were primarily phone calls and form leads. After tax season, the client increased the monthly budget from $400 to $800, a vote of confidence in the account I managed, rather than a percentage increase in advertising performance.
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The account’s all-time Google Ads performance recorded 112 conversions from $10,236.51 in advertising spend, at $91.40 per recorded conversion. Conversion actions were primarily calls and form leads. In the data I collected and curated for this case study, three phrase-match dentist keywords accounted for approximately 60% of conversion credits while using 40.6% of account spend.
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A multi-source research and data analysis project examining how the COVID-19 pandemic reshaped childhood development. I synthesized public datasets and behavioral research to identify patterns across mental health, screen time, social development, and youth risk behaviors, translating complex findings into clear, actionable insights.
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Studio Webdesign/Integration/SEO + Marketing Systems 🧱
Studio Webdesign/Integration/SEO + Marketing Systems 🧱
Full-stack No-Code Web Designer 💻
Full-stack No-Code Web Designer 💻
Performance Marketing for Stellar Results
Performance Marketing for Stellar Results
Expert in Motion Graphics & 3D Animation
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The homepage is your work, full screen, flashing from one picture to the next, so visitors see what you do the second they land. Around it is a clean editorial look with bold type that keeps the attention on the pictures.
Everything runs on the Framer CMS and it’s fully customizable, so you can add projects, swap the colours and fonts, and make it yours without touching code.
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VFX shots for Vogue (https://www.linkedin.com/company/vogue/)'s Portugal short film "Solace In All Troubles", directed by Tiago Ribeiro.
To create an ethereal atmosphere at the end of the film, we added VFX shots portraying an interaction between the model and an otherworldly object that reacts to her touch.
Full film on Vogue Portugal's channels.
hashtag#vfx (https://www.linkedin.com/search/results/all/?keywords=%23vfx&origin=HASH_TAG_FROM_FEED) hashtag#cgi (https://www.linkedin.com/search/results/all/?keywords=%23cgi&origin=HASH_TAG_FROM_FEED) hashtag#fashionfilm (https://www.linkedin.com/search/results/all/?keywords=%23fashionfilm&origin=HASH_TAG_FROM_FEED) hashtag#vogueportugal (https://www.linkedin.com/search/results/all/?keywords=%23vogueportugal&origin=HASH_TAG_FROM_FEED)
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A personal exploration: designing a house around golden hour.
Testing how raw concrete, oxidized steel and warm timber react to shifting light throughout the day.
No brief, no client — just a way to push material and lighting studies further than most projects allow the time for.
hashtag#3D (https://www.linkedin.com/search/results/all/?keywords=%233d&origin=HASH_TAG_FROM_FEED) hashtag#CGI (https://www.linkedin.com/search/results/all/?keywords=%23cgi&origin=HASH_TAG_FROM_FEED) hashtag#ArchViz (https://www.linkedin.com/search/results/all/?keywords=%23archviz&origin=HASH_TAG_FROM_FEED) hashtag#Motion (https://www.linkedin.com/search/results/all/?keywords=%23motion&origin=HASH_TAG_FROM_FEED) hashtag#SuperCliché (https://www.linkedin.com/search/results/all/?keywords=%23superclich%C3%A9&origin=HASH_TAG_FROM_FEED)
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❋ Fueling impact through design for small brands & NGOs ❋
- 5.0
- Rating
- 4
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❋ Fueling impact through design for small brands & NGOs ❋
Google Ads specialist focused on real sales, not clicks
E-commerce: Google Ads and Shopping setup
Google Ads for online stores in consumer electronics, stationery and tiles: Search and Shopping campaigns, GA4 and conversion tracking set up from scratch, and funnel analysis to see where buyers drop off.
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Clinic: tracking you can trust
Google Ads was optimizing toward form submissions, and nobody knew which leads became patients. I set up click IDs going into the CRM and back into Google Ads as offline conversions, then compared GA4 and CRM data in SQL. The real conversion rate of paid traffic was 9.4%, about six times higher than the 1.5% the platform showed. That changed which campaigns we scaled, and bidding started learning from real patients instead of form events.
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Clinic: ads audit and cleanup
A private clinic felt its ads had stopped working. I audited the account against GA4, call tracking and the CRM, found campaigns that were spending without bringing patients, and switched them off. I then focused the budget on the search campaigns that actually drove calls.
Next month, compared with the month before:
calls from ads: +137%
patients who came to an appointment: +212%
ad spend: −16%
cost per patient: −73%
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Education center: CPA −49% while scaling
An education center (exam and university-admission prep) needed more students without paying more per lead. As part of the agency team I launched Google Ads and Yandex Direct; together with paid social, hot leads from paid ads grew by 500%. Then I rebuilt the Google Ads account around lead quality from the CRM: new structure, tighter match types and negatives, structured tests of audiences, ads and bids.
Over 3 months, with the budget up 28%:
CPA: −49%
conversions: ×2.5
CTR: ×2
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Expert Brand & Product Designer with Proven Impact
Expert Brand & Product Designer with Proven Impact
