Selected work

Illustrative campaign stories

These are anonymised or hypothetical examples showing how we approach demand and search problems. They are not client testimonials, not fabricated logos, and not promises of similar results. Marketing outcomes depend on budget, product, market and timing.

Marketing audit session with team reviewing campaign performance data

E-commerce · Singapore

Search spend that only paid back after the delivery-fee line moved

The problem: A Singapore e-commerce brand selling home goods ran Google Ads profitably on paper — until finance noticed return rates and margin erosion. Paid search drove traffic; the product page buried delivery fees until checkout step three.

The approach: We audited query reports, heatmaps and checkout drop-off. The landing page answered the product question but not the cost question. A CRO test moved the fee display above the fold; a second test simplified the mobile add-to-cart flow.

What happened: ROAS improved over six weeks. Conversion rate rose on mobile first. We made no guarantee this would replicate for another brand — the offer, pricing and competition differ. Honest measurement stayed in the loop throughout.

B2B services · professional services

Clicks for a term buyers never typed

The problem: A B2B services firm near the CBD spent S$18,000 over four months on a high-volume keyword its sales team said sounded right in meetings. Procurement teams searched by compliance category instead — a mismatch nobody had checked against CRM notes.

The approach: We mapped search intent against sales call transcripts and rebuilt the Google Ads structure around long-tail queries with lower volume but clearer fit. Landing pages were rewritten to match each service line.

What happened: Enquiry volume dropped briefly, then stabilised at a lower cost per qualified lead. The client understood the trade-off: fewer clicks, better conversations. Results depend on sales follow-up we do not control.

Detailed view of marketing tracking and attribution setup on a monitor

Startup · SaaS-adjacent

Enquiries with no source until the measurement plan was rebuilt

The problem: A startup could count form submissions but not tell which came from paid social, organic search or a founder's LinkedIn post. Budget debates happened without data. Analytics existed; attribution did not.

The approach: We implemented a measurement plan: UTM discipline, conversion events in tag manager, CRM source fields and a simple dashboard the CEO could read weekly. SEO and content marketing were aligned to queries found in Search Console.

What happened: Channel allocation became evidence-based. Paid social spend was reduced when CPA exceeded target; organic content doubled down on a topic cluster that drove demo requests. Nothing was guaranteed — the product and sales cycle still govern outcomes.

Measurement plan notes and analytics dashboard for startup attribution

Retail · lifecycle

Email that kept running after month two

The problem: A retail brand launched a welcome series and three promotional sends, then stopped when the team got busy. CRM data sat unused. Repeat purchase rate flatlined.

The approach: We built a lifecycle email programme: post-purchase nurture, re-engagement for lapsed buyers and segmented offers based on purchase category. Marketing automation rules were documented so the in-house team could maintain them.

What happened: Email revenue as a share of total rose over two quarters. Open rates varied by segment — we reported honestly when a test underperformed. Email marketing compounds; it is not a single-send miracle.

Team reviewing lifecycle email campaign performance in the studio

All stories are illustrative. Past project metrics are not promises of future performance. Terms and disclaimer.

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