How we think, on paper.
We don't publish client names or results. Instead, these three labeled concepts show the actual shape of our work — the documents and plans a client would receive.
Concept 01 — Restructure brief: tangled search account
Speculative project · fictitious data · not a real client. A 40-campaign account with overlapping keywords and no test budget discipline becomes 9 themed campaigns: brand, core category, competitor (capped), and a quarantined testing campaign with a fixed 10% budget. Includes the keyword migration map and the pause list.
Concept 02 — Pacing plan: seasonal e-commerce
Speculative project · fictitious data · not a real client. A six-week holiday calendar: daily spend caps per campaign group, margin-based bid ceilings for low-margin SKUs, pause rules for stock-outs, and a pre-agreed scale trigger if early weeks beat plan.
Concept 03 — Tracking cleanup: lead account
Speculative project · fictitious data · not a real client. A services account where reported conversions double-counted calls. The cleanup: deduplicated conversion actions, call-duration thresholds, form-fill verification, and a before/after measurement log.