Lamar Rice

The Challenge

SecuX had a $50K/month Google Ads budget but couldn't scale without destroying profitability. Their campaigns were structured around broad match keywords with minimal negative keyword coverage, leading to significant wasted spend on irrelevant queries. Conversion tracking was partially broken, making optimization decisions unreliable.

The Approach

Complete account restructure with SKU-level product segmentation. Rebuilt conversion tracking with proper value assignment. Implemented a tiered bidding strategy based on product margin. Developed a systematic search term review process with weekly negative keyword additions. Created separate campaigns for brand, competitor, and generic terms with distinct ROAS targets.

Strategy & Communication

Weekly Slack updates with performance snapshots. Bi-weekly strategy calls to review search term data and discuss expansion opportunities. Monthly comprehensive reports with margin analysis by product category. Maintained a shared Google Sheet for real-time budget pacing visibility.

Results

• • Scaled from $50K to $200K/month spend
• • Maintained 4.2x ROAS throughout scaling
• • Reduced wasted spend by 35%
• • 304% increase in total orders

The Challenge

CrossTower needed to increase qualified lead volume for their institutional crypto trading platform. Existing campaigns were generating leads but most were retail traders who didn't meet their target profile. CPL was acceptable but lead quality was poor, resulting in low sales conversion rates.

The Approach

Developed an institutional-focused keyword strategy targeting terms that retail traders wouldn't search. Created landing pages specifically addressing institutional concerns (custody, compliance, liquidity). Implemented lead scoring integration with their CRM to optimize toward qualified leads, not just form fills. Built LinkedIn campaigns targeting specific job titles at financial institutions.

Strategy & Communication

Weekly lead quality reviews with their sales team to identify patterns in qualified vs unqualified leads. Adjusted campaigns based on sales feedback, not just ad platform data. Monthly strategy sessions with marketing and sales leadership to align on targeting priorities.

Results

• • 220% increase in qualified lead volume
• • Lead-to-opportunity rate improved 3x
• • Achieved target CPL while scaling
• • Results delivered within 90 days

The Challenge

AscendEX was spending heavily on user acquisition but CPAs kept climbing as they scaled. The account was over-reliant on a small set of high-intent keywords that were getting increasingly competitive. Audience targeting was broad, leading to poor-fit users who churned quickly.

The Approach

Implemented an aggressive negative keyword strategy to eliminate low-intent traffic. Built lookalike audiences based on their highest-LTV users rather than all converters. Developed a geographic bid modifier strategy based on user quality data from their analytics team. Shifted budget toward Microsoft Ads where competition was lower and quality was comparable.

Strategy & Communication

Established a feedback loop with their data team to get user quality signals back into campaign optimization. Bi-weekly reports that went beyond vanity metrics to show downstream user behavior. Advocated for patience during initial CPA increases while audience learning occurred.

Results

• • 45% reduction in cost per acquisition
• • Improved user 30-day retention by 25%
• • Maintained volume while cutting costs
• • Microsoft Ads became 20% of budget at better efficiency

The Challenge

RoundlyX was launching their app and needed to establish an efficient user acquisition engine from scratch. No historical data to work with. Tight budget with pressure to show results quickly. Competing against well-funded fintech apps with established brand recognition.

The Approach

Started with a research phase to understand the competitive landscape and identify underserved keyword opportunities. Built campaigns targeting users already searching for round-up investing solutions. Created app-specific ad formats optimized for install conversion. Implemented proper mobile attribution tracking from day one.

Strategy & Communication

Daily monitoring during launch phase with quick pivots based on early data. Weekly calls with the founding team to align on budget allocation as we learned what worked. Transparent communication about what was and wasn't working, with clear recommendations at each step.

Results

• • 3,670 app installs in first 90 days
• • Established sustainable CPI below target
• • Built foundation for ongoing scaling
• • Created repeatable launch playbook

The Challenge

1GCX had campaigns running but conversion tracking was fundamentally broken. They were optimizing toward the wrong events and couldn't trust their data. Campaign structure was chaotic with no clear logic, making it impossible to identify what was actually working.

The Approach

Started with a complete tracking audit and rebuild. Fixed GA4 configuration, rebuilt GTM container, and ensured proper Google Ads conversion import. Then restructured campaigns with clear naming conventions and logical segmentation. Paused underperforming campaigns and reallocated budget to what the data showed was working.

Strategy & Communication

Documented every tracking change with before/after validation. Created a Looker Studio dashboard so the team could see real data for the first time. Weekly calls focused on building their internal understanding of what the data meant.

Results

• • 340% increase in tracked signups
• • (Much of this was previously untracked)
• • Clean data foundation for future decisions
• • Team now self-sufficient on basic reporting