Performance Marketing Projects
Real Performance Marketing Cases
Campaigns and projects analyzed with real data: strategy, execution, results, and learnings.
Google Ads · Leads
Meta Ads · Leads
LinkedIn · Personal Branding
Meta Ads · Retail Funnel
Lead Generation Campaign — Mother's Day
Google Search Ads
Generate qualified leads for a seasonal Mother's Day campaign, improving traffic quality and user conversion intent through Google Ads.
Strategy
- Keyword research and search intent analysis
- Campaign structuring by match type
- Landing page and conversion funnel review
- Conversion tracking implementation
Actions
- Google Ads campaign setup
- Keyword optimization from broad match toward phrase and exact match
- Negative keyword implementation to reduce irrelevant traffic
- Conversion tracking setup with Google Tag Manager
- User behavior analysis on the landing page via Google Analytics
Campaign Results
Insight: 84% of traffic came from Paid Search, confirming the channel's weight. An approximate 60% form abandonment rate was identified, a key finding for the next iteration. Optimization doesn't end at the ad: landing page, form, and follow-up are all part of the same funnel.
Jellybags Wholesale Campaign — Conversations vs. Sales
Meta Ads · Lead Quality
Generate conversations with potential wholesale buyers interested in acquiring Jellybags for resale, evaluating not just contact volume but also lead quality and progression toward a sale.
Strategy
- Campaign targeting merchants, small businesses, and entrepreneurs interested in resale products
- Three creatives across two ad sets with different configurations
- Wholesale offer of a 23-piece assorted box, captured primarily via Instagram Direct
Actions
- Campaign setup and execution in Meta Ads with analysis by ad set, creative, platform, and placement
- Instagram conversation review to identify intent and quality signals
- Diagnosis of the ad → Instagram → WhatsApp → sale journey to detect friction points
Meta Ads — Jellybags Wholesale Campaign
146/148
Conv. from Instagram
Insight: the low cost per conversation did not translate into high lead quality. Inquiries included questions about price, location, shipping, and quantities below the minimum order. Lack of structured cross-channel follow-up limited traceability to sale. Key learning: the primary KPI needed to evolve from cost per conversation to cost per qualified lead and cost per sale.
Feed: 80 conv · Stories: 32 · Reels: 29
Instagram drove 146 of 148 conversations
"Wholesale Only" creative had highest performance
LinkedIn Personal Branding Strategy
Organic · LinkedIn
Position myself as a Junior Paid Media Specialist to attract recruiters and industry peers, through a consistent content plan: 12 posts, 3 per week, combining storytelling, carousels, and industry insights.
May → June Comparison
| KPI | May | June | Change |
|---|
| Impressions | 162 | 1,420 | +776% |
| Members Reached | 18 | 699 | +3,783% |
| Interactions | 0 | 9 | New |
| Reactions | 0 | 4 | New |
| Comments | 0 | 2 | New |
| Saves | 0 | 2 | New |
| Shares | 0 | 1 | New |
+777% impressions (162 → 1,420)
18 → 699 members reached
62% of audience outside network
4 new followers from a single post
Back-to-School Combo Liquidation — Full-Funnel Audit
Meta Ads · WhatsApp Commerce
Liquidate remaining back-to-school combo inventory profitably, closing sales through WhatsApp, using a landing page as a commercial filter — with continuous technical and creative audits throughout the flight to pinpoint exactly where the funnel was losing conversion.
Strategy
- Funnel design: Ad → Landing page → Purchase-intent click → WhatsApp → Close
- Meta Pixel with a custom "ClicWhatsApp" event and UTM parameters to trace origin inside WhatsApp conversations
- Manual CRM built to cross-check Meta's reporting against real WhatsApp conversations
- Iterative creative testing: price-tagged product photos, trust signals, CTA testing
Actions
- Full delivery audit across 11 days: caught and corrected a floating WhatsApp button on the landing, placements drifting into Stories/Reels, empty UTM parameters, and a budget leak into excluded placements
- Diagnosed a Facebook-native "share to WhatsApp" path that bypassed the landing entirely — invisible to Meta's own reporting
- Redesigned the WhatsApp closing message mid-flight after auditing zero responses, adding visible pricing and trust signals
Meta Ads — Combo Liquidation Campaign
Insight: the funnel's top stages performed well — a healthy CTR (up to 4.81% on the optimized version) and very low cost per click confirmed the creative and targeting worked. The real bottleneck sat between landing and WhatsApp, and between WhatsApp and close: even after adding visible pricing and trust signals, leads went cold. Learning: for cold social traffic on this type of offer, the constraint isn't acquisition — it's closing intent, which points the next campaign toward earlier testing windows and demand-capture channels like Search.
Facebook's native share-to-WhatsApp button generated real leads invisible to Meta's own tracking
Underperforming ad set paused mid-flight: 3.4x higher cost per result than the main creative
11-day delivery audit caught 4 separate configuration leaks before they wasted budget
