What each case study covers
Every case study follows the same shape, so you can compare them quickly:
- The challenge. What the business needed, or what was holding its website or campaigns back.
- What I did. The work, in the terms I would use with you on a first call.
- Results. The figures reported at the time, from Google Search Console, analytics or the ad platform.
- What it shows. The practical lesson for a business in a similar position.
Use the tabs at the top of the list to see one kind of work on its own: SEO, Google Ads or Facebook and Instagram ads.
Agency and early-career work
Some of this work was delivered while I was working at the agency Encore Media, and each of those case studies says so. A few others are projects I took on earlier in my career, which shaped how I approach site structure today; they are labelled that way too.
How to read the results
A figure means little without knowing what is being counted. Impressions count how often a page or an ad was shown, not how many people visited. Clicks count visits from search, and rankings show where a page appeared for a particular search. For most businesses the number that matters in the end is what a new enquiry or sale costs, which is why I set up conversion tracking before judging any campaign.
Every site and market is different, so these results show what was possible for those businesses, not a promise for yours. The quickest way to find out what is realistic for your site is a free SEO audit.
