BL Work

Illustrative projects — context, not guarantees

The work below describes past engagements with identifying details removed. Metrics reflect those clients' products, markets and budgets at the time. They are not forecasts for your account and we do not cite them as promises of similar outcomes.

Paid search campaign review with weekly performance trends on screen

BL B2B SaaS · Paid search

Search account rebuild after two years of organic growth

A regional software vendor approached us with a Google Ads account that had accreted structure over twenty-four months — duplicate keywords across ad groups, broad match on brand terms, and conversion actions counting PDF downloads as qualified leads. Finance had stopped trusting the dashboard.

We ran a two-week diagnostic: search term export, conversion mapping workshop, and account architecture proposal signed before changes went live. Consolidated campaigns by intent tier, rebuilt conversion events in GA4 linked to CRM stages, and implemented a weekly search query review cadence. Over six weeks, wasted spend on informational queries fell materially while qualified lead volume held within normal variance. The client retained admin access throughout; all work was documented in a shared playbook.

Engagement: 6-month retainer
Primary channel: Google Ads
Scope: Account rebuild + tracking

Conversion tracking audit with tag manager container and event mapping document

BL E-commerce · Measurement

Measurement fix before Meta scale

An online retailer selling across Southeast Asia planned to double Meta spend ahead of a seasonal peak. Platform-reported ROAS looked healthy; Shopify revenue attributed to paid social did not reconcile within any useful margin. Duplicate purchase events and a misconfigured data layer were inflating reported performance.

We paused scale recommendations until tracking passed verification: enhanced conversions implemented, event deduplication confirmed in debug mode, and a weekly report template aligned to finance definitions. Media increase followed only after two clean reporting cycles. Seasonal results reflected their category and inventory — we made no ROAS guarantee at any stage.

Engagement: 12-week project
Primary channel: Meta + GA4
Scope: Tracking + reporting

Demand strategy planning session with channel mix notes on whiteboard

BL Professional services · Demand strategy

Quarterly channel plan for an in-house hire

A legal-adjacent professional services firm hired their first in-house digital marketer and needed a documented demand playbook before committing monthly budget. We delivered a ninety-day channel mix plan: Google Ads for high-intent practice areas, LinkedIn for awareness among corporate counsel, landing page priorities, KPI definitions and a reporting template their new hire could run without agency dependency.

Execution moved in-house after handover. We remain available on advisory hours. Outcomes depend on their continued execution — the deliverable was clarity, not a performance promise.

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