01 Consumer lending · In-house
Lend more, within what the business can carry.
Digital acquisition for a consumer lender, with more than $10M a year in Google Ads and a target measured in loans, not leads.
Target beaten every quarter.Selected work
Problems, and what changed.
Nine pieces of work across acquisition, analytics, media, conversion, automation and strategy. Each sets out the problem, the thinking, the work and the result. Client names and certain figures are withheld under NDA. Where a result was measured, it is stated.
02 Performance media
The data settled the argument.
A stakeholder was certain more traffic meant more leads. The search term report said otherwise.
Lead quality improved by over 45%. Leads converting to sales tripled.03 Health and leisure
A website that looked right and sold nothing.
The sales target came first. The user journey was rebuilt backwards from it.
04 Financial services
A full day of reporting, down to thirty minutes.
A weekly ritual of CSV exports, vlookups and pivot tables, replaced with an automated pipeline and a live dashboard.
Weekly reporting, now available on demand.05 Marketing advisory
The target comes before the budget.
No agreed target for what good looks like per channel, no CAC framework, and no link between spend and the sales forecast.
06 Not-for-profit
Decisions built on numbers that were wrong.
Broken tracking, misconfigured goals, and dashboards that misled rather than informed.
07 Media strategy
A premium CPM for the same audience.
A programmatic buy reaching an audience that a cheaper supply path reached just as well.
Same reach, lower cost, savings moved to higher-returning channels.08 Service provider
A compliance audit that became a data map.
Data capture and advertising running without the policy coverage to support it.
09 Hospitality
The audience was already there.
An active, engaged customer base, and the question of how to earn repeat visits without being heavy-handed.