Scale
Dating subscription · Global, Tier-1
$500–700K / month Google Ads budget (typical range)
Problem. Keep acquisition cost stable while running one of the largest Google Ads budgets in the dating category.
What I did. Managed the Google Ads budget end to end; added a layer of 3 review sites to reach competitor-brand search demand; analysed ROAS, MRR and the funnel by device; ran landing-page experiments.
Result. $6 cost per registration · 3% click-to-purchase conversion · 10% click-to-purchase conversion through the review sites
Mar 2022 – Feb 2024 · Company name withheld under NDA
Launch to scale
Two B2C subscription brands · Tier-1
From $0 to $700K / month per brand
Problem. Launch new brands in Tier-1 markets with no account history.
What I did. Launched Google Ads from zero across campaign types; built landing pages and optimised funnels; set up reporting in Tableau.
Result. Both brands launched; each scaled to $700K / month in Google Ads spend at 130% ROAS
2024 – Mar 2026 · Company names withheld under NDA
Zero to traction
AI-tools product (my own) · US
From zero to 30K monthly organic users
Problem. A new AI product with no audience, payments or funnel.
What I did. Built go-to-market from scratch: positioning, pricing, payments, user funnel, CRM; grew organic traffic.
Result. 30K monthly organic users on average, 50K at peak (US) · monetised through paid listings
Mar 2023 – Jan 2025
Diagnosis
AI career / job-search product · launch
Early test budget (~$211 over three days)
Problem. First days of Search: clicks but zero conversions, and the team saw a high first-screen exit in the quiz funnel.
What I did. Found that 100% Broad Match let Google rewrite intent: in the first three days one keyword took ~30% of spend on urgent “job now” searches, AI-for-job-search drifted into jobs-in-AI, and competitor traffic leaked into core groups. Recommended rebuilding the core in Exact + Phrase, a negative list, a separate competitor group and a job-board test.
Result. Clean intent buckets to judge the funnel itself. No downstream lift is claimed yet: the relaunch outcome is in progress
Oct 2026 · Product not named