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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129