Maksym Lazarevych
Marketing strategist turning data into revenue growth
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Shared Keyword Impact Analysis & Account Restructuring Framework
Analyzed shared exact-match keywords across multiple Google Ads accounts to identify core revenue drivers, overlap inefficiencies, and attribution impact across 90–180 day windows.
Built a tiered keyword framework (Core vs Support) and delivered structural campaign recommendations to consolidate ownership, eliminate internal competition, and improve conversion efficiency.
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GA4 Attribution Framework — Demand Creation vs Demand Capture Analysis
Developed a GA4-based attribution framework to separate demand creation from demand capture across channels.
Mapped each channel’s business role (Organic, Paid Search, Performance Max, Direct, Referral) and translated attribution insights into concrete optimization actions — including where to scale, where to constrain spend, and which channels should be treated as structural.
This framework helps service businesses avoid over-investing in demand-capture channels while underfunding true growth drivers.
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Google Ads Lead Performance — 28-Day Snapshot (HVAC Services)
Captured a 28-day Google Ads performance snapshot for an HVAC service business to evaluate lead generation efficiency and campaign structure.
Key scope:
• Reviewed campaign-level spend, conversions, and phone calls
• Identified high- and low-performing campaigns based on cost per conversion
• Highlighted optimization priorities for reducing wasted spend
• Established baseline metrics for ongoing performance improvements
Outcomes:
• Clear visibility into lead efficiency across campaigns
• Prioritized high-intent services for scaling
• Actionable insights to improve cost per lead and call volume
Tools: Google Ads, GA4, Looker Studio, Excel
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