Paid Media & Performance Marketing Case Studies

DIGITAL MARKETING & PERFORMANCE ADVERTISING

Case Study Portfolio | 2026

Google Ads | Meta Ads | LinkedIn Ads | Pay Per Call

Performance marketing campaigns across Real Estate, Home Services, Healthcare, Professional Services and Astrology

PORTFOLIO AT A GLANCE

8 Campaigns 6+ Industries $300K+ Ad Spend Managed 2,900+ Leads & Bookings Generated

Prepared by Amrita Singh Digital Marketing & Performance Advertising Specialist

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CONTENTS

01 | PAY PER CALL

Pay Per Call Lead Generation & Call Tracking Flobase | VoIP Call Tracking & Routing Platform

02 | GOOGLE ADS

HVAC Call Campaign Emergency Repair Lead Generation

03 | GOOGLE ADS

Dental Lead Generation High Intent Search & Call Ads

04 | META ADS

HarjiHomes Real Estate Premium New Home Lead Generation

05 | META ADS

Annie Astrology Emotion Led Creative & Campaign Optimization

06 | LINKEDIN ADS

B2B Lead Generation Campaign Professional Training & Development Organization

07 | BRANDING & DIGITAL MARKETING

HarjiHomes Brand, Website, Content & Performance Marketing

08 | FULL CLIENT PRESENTATION

HarjiHomes Complete End to End Case Study

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01 | PAY PER CALL

Pay Per Call Lead Generation & Call Tracking

Client: Flobase | VoIP Call Tracking & Routing Platform Industry: Financial & Business Services Duration: 3 to 6 months

THE OBJECTIVE

Manage the complete pay per call funnel, from publisher traffic and inbound calls through to connected, qualified calls and revenue.

The focus was to move beyond basic traffic metrics and optimize around call quality, qualified calls, cost per qualified call and profitability.

PERFORMANCE SNAPSHOT

241 Total Calls 195 Connected Calls 89 Qualified Calls $3,375 Revenue $2,453 Publisher Payout

HOW I MANAGED THE CAMPAIGN

• Generated inbound calls through pay per call advertising campaigns and publisher traffic. • Tracked calls by source, campaign, publisher, agent and outcome. • Monitored connected, qualified, missed and rejected calls. • Used call duration and disposition data to evaluate lead quality. • Used Retreaver and Twilio for call attribution and tracking. • Monitored agent availability and connection performance. • Compared traffic sources based on qualified call performance. • Tracked publisher payouts, revenue and campaign costs. • Used campaign level data to identify profitable traffic sources.

PERFORMANCE FRAMEWORK

Traffic → Inbound Calls → Connected Calls → Qualified Calls → Revenue

This approach allowed campaign decisions to be based on actual lead quality and profitability rather than clicks and impressions alone.

MY ROLE

Performance Marketing Lead Generation Call Tracking Campaign Optimization Attribution ROI Analysis

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02 | GOOGLE ADS

HVAC Call Campaign

Emergency HVAC Repair Lead Generation

Industry: Home Services / HVAC Campaign Type: Google Search & Call Ads

OBJECTIVE

Generate high intent phone calls from customers actively searching for emergency HVAC repair services.

CHALLENGES

• Highly competitive search environment • Expensive clicks • Need for strong ad visibility during peak periods • Requirement for accurate call tracking • Need to maintain lead quality while controlling acquisition costs

STRATEGY

• Targeted high intent searches such as “emergency HVAC repair.” • Created urgency focused ad messaging. • Highlighted 24/7 availability and free estimates. • Used manual bidding to prioritize high value search periods. • Applied localized targeting. • Monitored call performance and optimized campaigns based on results.

RESULTS

+40% Call Volume Improved Lead Quality Strong Peak Time Visibility Improved Campaign Efficiency

MY ROLE

Keyword Research Google Ads Management Ad Copy Bidding Geo Targeting Call Tracking Campaign Optimization

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03 | GOOGLE ADS

Dental Lead Generation

High Intent Search & Call Advertising

Industry: Healthcare / Dental Market: United States

PERFORMANCE SNAPSHOT

$274K+ Ad Spend Managed 2,200+ Bookings / Leads Generated ~$39 Cost Per Booking

OBJECTIVE

Increase qualified patient bookings through Google Search and Call Ads while improving acquisition efficiency.

WHAT I MANAGED

• Search campaign setup and optimization • High intent keyword research • Search term analysis • Budget allocation • Ad copy optimization • Call campaign management • Conversion tracking • Landing page optimization • Ongoing performance monitoring and scaling

TRACKING & OPTIMIZATION

Implemented and monitored conversion tracking across:

Calls → Forms → Bookings

Used Google Tag Manager, GA4 and call tracking to understand the complete conversion journey.

RESULT

The campaign generated significant booking volume while maintaining an acquisition cost of approximately $39 per booking.

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04 | META ADS

HarjiHomes | Premium Real Estate Lead Generation

Industry: Real Estate Market: Ontario, Canada Campaign: New Home Lead Generation

PERFORMANCE SNAPSHOT

35 Meta Leads CA$13.19 Average CPL 3.5% Average CTR CA$461.70 Ad Spend 36,623 Ad Views 14,868 Unique Viewers

OBJECTIVE

Generate qualified buyer and homeowner enquiries for new homes in Caledon East while maintaining an efficient cost per lead.

CHALLENGES

• Competitive Ontario real estate market • Limited advertising budget • Need to balance lead volume with lead quality • Need for creatives that communicate premium positioning

STRATEGY

Premium Creative

Developed carousel and static creatives highlighting:

• Home features • Pricing • Lifestyle • Floor plans • VIP opportunities • Urgency

Lead Generation

Used Meta Instant Forms to reduce friction between ad engagement and enquiry submission.

Optimization

Continuously monitored:

CTR → CPC → Leads → CPL → Creative Performance

Budget and delivery were optimized toward stronger performing creatives and audiences.

RESULT

Generated 35 Meta leads at CA$13.19 average CPL, while reaching nearly 15,000 unique viewers.

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05 | META ADS

Annie | Astrology & Compatibility

Emotion Led Creative Strategy & Campaign Optimization

Industry: Astrology & Relationship Services Campaign Duration: 6 months Monthly Budget: ₹1,00,000

THE CHALLENGE

The existing advertising relied heavily on generic astrology visuals and informational messaging.

Performance was inconsistent:

• CTR was inconsistent • CPC was increasing • Lead quality was weak • Creative engagement was limited • ROAS was around the 1.5x benchmark

STRATEGIC SHIFT

I shifted the creative strategy from generic astrology advertising to emotion driven relationship storytelling.

CREATIVE ANGLES

Tested emotional triggers around:

• Relationship uncertainty • Fear of losing someone • Emotional attachment • Reassurance • Compatibility • Curiosity • Decision making

Example hooks included:

“Commitment Without Regrets” “Know Before You Walk Away” “Protect Your Loved Ones”

MULTI FORMAT TESTING

Created placement specific creatives for:

• Instagram Reels • Instagram Stories • Square Feed • Facebook Feed • Horizontal Ad Formats

Instead of simply resizing one creative, messaging and layouts were adapted to each placement.

CTA OPTIMIZATION

Tested stronger action focused CTAs such as:

Reveal My Score Check My Compatibility Find Out My Compatibility Reveal My Snapshot

AUDIENCE STRATEGY

• Interest based audiences • Astrology audiences • Relationship focused audiences • Engaged user retargeting • Website visitors • Lookalike audiences

RESULTS

The optimized strategy delivered:

• Stronger CTR • Improved engagement • Lower CPL compared with the previous setup • Better performing retargeting campaigns • Improved ROAS beyond the previous 1.5x benchmark

KEY LEARNING

Creative psychology can be just as important as targeting and bidding.

The strongest performance came from combining emotional storytelling, creative testing, audience segmentation and stronger CTAs.

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06 | LINKEDIN ADS

B2B Lead Generation Campaign

Professional Training & Development Organization

PERFORMANCE SNAPSHOT

90 Leads $20.66 Average CPL $1,859.73 Total Spend 257,971 Reach $0.60 Average CPC 1.51% Engagement Rate

OBJECTIVE

Generate qualified professional leads through LinkedIn Lead Generation campaigns.

The account started from a cold position with no previous paid advertising experience.

INITIAL CHALLENGE

Week 1

0 Leads $270.38 Spend 11,924 Reach

Rather than scaling immediately, I used the initial data to identify weaknesses in audience targeting and creative performance.

OPTIMIZATION APPROACH

Launch → Analyze → Refine → Reallocate → Scale

I continuously reviewed:

• Professional audience segments • Creative performance • CTR • CPC • Lead volume • CPL • Budget allocation

Underperforming audiences were reduced or paused, while stronger performing segments received more budget.

WEEK 2

56 Leads $19 CPL 172,680 Reach

The campaign gained significant traction after targeting and creative refinements.

FINAL REPORTED WEEK

17 Leads $10.90 CPL $0.32 CPC 2.06% Engagement Rate

KEY TAKEAWAYS

• Audience quality significantly influenced CPL. • Creative refinement improved engagement. • Budget reallocation improved efficiency. • Continuous optimization outperformed a launch and leave approach. • LinkedIn requires precise professional targeting to control acquisition costs.

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07 | BRANDING & DIGITAL MARKETING

HarjiHomes

Building a Real Estate Brand From the Ground Up

Industry: Real Estate Market: Ontario, Canada Timeline: 6 Months

PERFORMANCE SNAPSHOT

2,000+ Instagram Followers Gained 110K+ Top Reel Views 300+ YouTube Subscribers Gained 35 Meta Leads 400 Google Ads Lead Submissions 2 Premium Websites Launched

THE CHALLENGE

HarjiHomes needed a stronger digital presence and a structured marketing ecosystem.

Key challenges included:

• Limited online presence • Inconsistent branding • Outdated website experience • No structured lead generation system • Limited content strategy • No scalable performance marketing framework

OBJECTIVES

Build a premium brand identity

Redesign the website

Create conversion focused landing pages

Build social media presence

Launch Meta Ads

Launch Google Ads

Implement analytics and tracking

Improve lead management

Strengthen organic search visibility

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BRAND IDENTITY

Developed a premium visual system using:

Deep Navy • Heritage Gold • Warm Ivory • Clean White

The identity was applied across:

• Website • Social media • Advertising • Marketing materials • Landing pages

The goal was to create a consistent, premium visual experience that communicated trust, quality and craftsmanship.

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WEBSITE & LANDING PAGES

Designed and optimized two premium websites with:

• Improved navigation • Service pages • Conversion focused landing pages • Mobile responsive layouts • Strategic CTAs • Interactive features • Build cost calculator • Construction timeline • Google Reviews • Instagram integration • Interactive maps • Visualizers • AI chat support

LANDING PAGES

Wildfield Village | Caledon East Homes

Sell Your Home for 0.99% | Ontario Realtor

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SOCIAL MEDIA & CONTENT

Developed a complete content strategy covering:

• Content pillars • Instagram posts • Reels • Stories • Carousels • Educational content • Property showcases • Brand storytelling • Monthly content calendars

Content was planned in advance and scheduled through Meta Business Suite.

RESULTS

2,019 Instagram Followers 371 Posts Published 110K+ Top Reel Views 300+ YouTube Subscribers Gained 5K+ Top YouTube Video Views

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VIDEO EDITING

Produced short form and long form content for:

• Property showcases • Educational videos • Client testimonials • Real estate explainers • Brand storytelling

Focused on:

Strong Hooks → Fast Pacing → Visual Storytelling → Brand Consistency → CTA

The highest performing Instagram Reel reached 110K+ views.

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PERFORMANCE MARKETING

META ADS

Managed:

• Audience targeting • Creative testing • Meta Pixel • Instant Forms • Campaign optimization • Lead generation • CPL analysis

RESULTS

35 Qualified Leads CA$13.19 CPL 36,623 Ad Views 14,868 Unique Viewers

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GOOGLE ADS

Managed:

• Search campaigns • Keyword research • Ad copy • Conversion tracking • Budget optimization • Search term analysis • Lead generation

RESULTS

400 Lead Form Submissions $5.00 CPL 34.6K Impressions 1.28K Clicks 3.70% CTR

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ANALYTICS, SEO & CRM

ANALYTICS

GA4 • Google Tag Manager • Meta Pixel

Tracked:

• Website activity • Form submissions • Campaign events • Lead conversions • User behaviour

SEO

Optimized:

• Keywords • Meta titles • Meta descriptions • Images • Local SEO elements • Website content

CRM

Integrated Zoho CRM for:

• Lead capture • Lead management • Follow up workflows • Marketing automation

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MY ROLE

Brand Strategy Website Planning Website Design Landing Pages Graphic Design Video Editing Social Media Management Meta Ads Google Ads SEO Analytics Lead Generation

TOOLS

Meta Ads Manager Google Ads GA4 GTM Canva CapCut Adobe Premiere Pro ChatGPT Hostinger Zoho CRM

6 MONTH TIMELINE

Month 1 | Research & Branding Month 2 | Website Month 3 | Social Media Month 4 | Meta Ads Month 5 | Google Ads Month 6 | Optimization

08 | FULL CLIENT PRESENTATION

HarjiHomes | Complete Case Study

End to End Brand, Website, Content & Performance Marketing

A complete 15 slide client presentation documenting the transformation of HarjiHomes from initial strategy through execution and measurable results.

PROJECT SNAPSHOT

2 Premium Websites 2,000+ Instagram Followers Gained 110K+ Top Reel Views 435 Reported Total Leads 6 Month Engagement

THE STORY

The presentation documents:

01 | Executive Summary 02 | Client Overview 03 | Challenges 04 | Objectives 05 | Brand Identity 06 | Website Development 07 | Landing Pages 08 | Instagram & Content Strategy 09 | Video Editing 10 | Performance Marketing 11 | Analytics, SEO & CRM 12 | Results 13 | Role, Tools & Timeline 14 | Conclusion

OVERALL RESULTS

A FULL FUNNEL DIGITAL MARKETING SYSTEM

Across the HarjiHomes engagement, I combined branding, web design, content, video, paid advertising, analytics and lead management into one connected marketing ecosystem.

KEY RESULTS

2,000+ Instagram Followers Gained 110K+ Top Instagram Reel Views 300+ YouTube Subscribers Gained 5K+ Top YouTube Video Views 35 Qualified Meta Leads CA$13.19 Meta CPL 400 Google Ads Lead Submissions $5.00 Google Ads CPL 2 Premium Websites 435 Reported Total Leads

CONCLUSION

From Strategy to Measurable Growth

My approach combines creative strategy with performance marketing and data driven optimization.

Across these projects, I have worked across the complete digital marketing funnel:

Research → Strategy → Creative → Campaign Setup → Tracking → Optimization → Lead Generation → Reporting

My focus is not simply on generating impressions or clicks. I focus on understanding what drives qualified leads, conversions and sustainable campaign performance.

DIGITAL MARKETING & PERFORMANCE ADVERTISING

Google Ads | Meta Ads | LinkedIn Ads | Pay Per Call | Lead Generation | Analytics | SEO | Creative Strategy

Prepared by Amrita Singh Digital Marketing & Performance Advertising Specialist | 2026