The problem

A niche B2B buyer and no clear qualified pipeline from the obvious channel. LinkedIn — the default play for B2B — was spending without producing traceable, qualified demand.

What I diagnosed

LinkedIn’s intent signal for this specific category just wasn’t there. The buyers were surfacing in high-intent discussion communities and specific geographies instead. So rather than keep defending the “correct” B2B channel, I killed the losing spend and followed the intent — reallocating to a precision, geo-targeted Reddit build aimed at the highest-fit areas where the client had positive market signal.

The system I built

A precision Reddit traffic campaign targeting high-intent geographies, with CallRail closing the attribution loop so every inbound call traced back to source — Reddit doesn’t hand you clean lead attribution on its own, so the tracking layer is what made the channel provable. I also produced the campaign’s creative end to end: original, high-resolution install photography captured on location in San Diego, real installations in the field, which gave the ads authentic proof-of-work instead of stock or renders.

The measurable result

A ~$1.56 CPC that drove 19+ qualified, directly-attributed inbound calls (tracked in CallRail) from a channel that started at zero. The win isn’t a single magic metric, it’s the diagnosis-and-reallocation move: recognizing the default channel was a dead end for this buyer, finding the pocket of intent that actually converted, and instrumenting it so the result was defensible.

Why it’s repeatable

Channel-agnostic precision targeting + original creative I can produce myself + closed-loop call tracking is the transferable framework — it works on any niche B2B account where the obvious channel underperforms and the real intent lives somewhere less expected.

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Utilizing Advantage+ Shopping Campaign, a Reworked Promo, and New Creatives to Drive ROAS

BBQ Galore’s initial promotion offered 10-15% off grill bundles, but it failed to drive significant results. After analyzing customer behavior, it was theorized that dollar-off discounts would be more effective for high-ticket items like grills.

We revised the promo to offer up to $600 off on selected grill bundles, reworked the ad messaging and creative to emphasize the high value of the discount, and retargeted users who had engaged with the brand before as well as driving more new-to-brand sales.

Furthermore, we designed banners for the website to increase conversion rate and improve the AOV by adding language on the product page around triggering the promo. This had an immediate effect on AOV.

Results:

• 780% increase in ROAS and over 200% sales growth
• 368% lift to AOV due to clearer messaging about promotion
• This shift to a dollar-off promotion drove higher conversions and substantial revenue growth

Want to turn your business up to 11?

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Led grassroots campaign and produced vignettes to be featured on organic social, resulting in hundreds of shares and reaching the fundraising goal.

• Led creative direction for campaign and content on social and web
• Named a Top 10 Standout GivingTuesday campaign in 2019 by Classy, an online fundraising platform
• Met and exceeded $25,000 goal with no advertising budget
• Developed grassroots social and digital strategy

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Created a motion graphics promo based on images I shot at the previous year’s tournament. Video was used as main promotion for the golf tournament.

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