Rahim Dhrolia

We partnered with our eCommerce client to scale their global programs. They wanted to drive awareness of their beauty products and showcase their brand as a gender-neutral, safe-for-all-skin type solution, prioritizing customer experience over revenue.

We deep-dived into the existing account structure to identify areas of immediate opportunity, drafted a region-specific planning approach across paid media channels, and practiced strategic innovation at its core, testing new ad formats to drive action.

Through our overall cross-channel strategy, we were able to execute prioritized opportunities with ongoing evaluation of the impact on the overall business. Doing so unlocked incremental opportunities to build customer retention and drive sales.

The insurance wars are more intense every day as more insurance providers enter the market with improved products and more brokers and online aggregator sites that make it easier to compare quotes and buy from the comfort of our homes. Pairing that with major life events like COVID-19, the glooming recession, and global conflicts, insurance has been top-of-mind for people from all walks of life.

Our client challenged us to accelerate their lead generation process by niching down on key affinity groups in specific geographic locations. We achieved this ambitious goal through data-driven attribution and a paid media strategy that constantly optimized assets, targeting the most in-demand affinity groups and continually adjusting the target cost per acquisition (CPA) to ensure maximum cost efficiencies.

Our paid search activity was synced to social demand against specific affinity groups, ensuring we stayed top of mind, achieving cost efficiencies through constant experimentation, and placing timely offers in front of prospective audiences when they were most receptive.

The company had three segments: an academy offering make-up artistry courses, a shop offering eCommerce products, and a boutique specializing in everything lashes.

For eCommerce, we generated sales primarily using dynamic product ads that offered a discounted price to an already engaged audience. For the academy, the hands-on approach to learning would equip them with all the skills they need to open their own boutique.

As our client sought to engage more potential customers on Facebook and Instagram, we tailored our strategy to focus on maximizing the brand’s qualified traffic within a target spend. By creating a community around the brand, we exceeded expectations in Canada’s increasingly competitive beauty industry.

We collaborated with our finance industry partners to run a test campaign that used a combination of search, video, and app campaign structure to drive qualified account opens and transactions completed through digital platforms.

We hit a roadblock with the analytics team, leading to the loss of conversion tracking. Still, through our incorporation of awareness strategies, we were able to consolidate brand lift, which we later retargeted to achieve conversions.

At the end of the experiment, we were able to balance CPA goals alongside brand exposure rates for their financial product offering.

Our client was a property developer specializing in 5-star beach-front developments in Honduras. With homes starting at $169,000, we were hired to attract retirees who would enjoy year-round warm weather rather than the cold Canadian climate.

Because of Messenger’s popularity, we wanted to test whether the platform could help qualify leads for his latest properties. To gain insights, we set up an A/B test comparing two lead-generation campaigns using the same video creative: the business-as-usual campaign used lead ads, and the test campaign used video ads with the messages ad objective.

With an automated question-and-answer experience set using frequently asked questions and the lead generation tool infused, we created a seamless customer flow to qualify users. Through this experiment, we successfully engaged the target audience and delivered high-quality leads.

We partnered with our local “mompreneur” for a holiday campaign. The company focused on selling highly absorbent microfiber towels that were compact, antibacterial, and lightweight. The key message was, “You’ll love them so much; you’ll use them at home every day!”

Because of the strict timeline, we had to zero in on campaign goals that would maximize conversions. We leveraged first-party data and learning from previous campaign structures to only execute conversion tactics.

Despite concerns about not executing awareness campaigns, we drove strong performance by leveraging first-party data, learnings from previous campaign structures, and a snowball effect generated from community engagement. We saw significantly higher click-through rates (CTR) and more efficient cost per mille (CPM).

A traditional brick-and-mortar company with 50+ years of market presence launched an eCommerce store using Magento.

As the client profile included end users, primarily contractors, DIYers, and B2B companies mostly made up of industry-specific manufacturers, we leveraged a combination of platforms to offer an omnichannel approach to marketing.

We launched the company through platforms like Amazon and eBay and paid social platforms like Meta and SEM using Google Ads, allowing them to generate six figures in the first 2 years.

The objective was to support the business through a year-long initiative, with each month focused on a specific product category.

This B2B company wanted to tap into incremental reach opportunities outside of the tried and tested social platforms and stay top of mind during the key buying stage. We leveraged Google Search and Shopping campaigns to ensure we appeared with exciting offers at the bottom of the funnel when the customer was ready to purchase.

Despite concerns about not executing awareness campaigns, we drove strong performance by leveraging the company’s strong brand presence in Canada. We saw significantly higher CTR and more efficient CPMs.

• 38% — Reduction in Cost per Qualified Lead
• 62% — Increase in Monthly Management Inquiries

Lead volume was inconsistent, with the budget being spent on low-intent renters and irrelevant searches. The client lacked visibility into which campaigns generated qualified inquiries from landlords and property owners.

I audited tracking, search terms, locations, and lead quality. I rebuilt campaigns around high-intent property management services. My work included adding negative keywords, location controls, and CRM-based lead validation. I also shifted the budget toward campaigns that produce qualified consultations.

• Reduced cost per qualified lead from $142 to $88.
• Increased qualified landlord inquiries from 34 to 55 per month.

• 44% — Increase in Qualified Buyer and Seller Leads
• 2.1x — Increase in Listing Consultation Bookings
• $3.2 Million — Influenced Sales Pipeline

• Audited Google Ads, Meta Ads, tracking, landing pages, search terms, audiences, and lead quality.
• Campaigns generated leads, but many were unresponsive, outside the target market, or not ready to transact.
• Broad targeting made it difficult to prioritize high-value neighborhoods and services.

I separated buyer, seller, listing, and neighborhood-specific campaigns. I used Google Ads to capture active searches for agents, listings, and home valuations. I also used Meta Ads to generate demand through property content, market updates, lead magnets, and retargeting. I also improved landing-page messaging and used CRM feedback to optimize toward qualified conversations.

• Increased qualified leads from 52 to 75 per month.
• Reduced cost per qualified lead from $118 to $81.
• Increased booked listing consultations from 9 to 19 per month.
• Influenced approximately $3.2 million in sales pipeline.

• 29% — Reduction in Cost per Application
• 35% — Increase in Lead Applications

Paid search and paid social campaigns were optimized toward initial applications, even though a large portion of those applicants were declined, incomplete, or unlikely to become funded customers. This created the appearance of efficient lead generation while hiding a high cost per approved customer and limited visibility into the actual revenue produced by each campaign.

I connected Google and Meta campaign data with CRM application-stage outcomes. I used paid search to capture high-intent users comparing financial products, as well as paid social to educate prospects, build trust, and retarget incomplete applicants. I analyzed performance by application, approval, funding, and customer value. This reduced spend on high-volume segments with weak approval and funding rates.

• Reduced cost per funded customer from $486 to $344.
• Increased monthly funded applications from 43 to 58.
• Influenced approximately $4.8 million in funded volume.

• 35% — Increase in Qualified Insurance Consultations
• **29% ** — Reduction in Cost per Qualified Lead
• **19% ** — Improvement in Quote-to-Policy Conversion Rate

The client was receiving a high volume of quote requests, but many inquiries were low intent, outside the target customer profile, or related to policies the brokerage did not prioritize. Google and Meta reporting stopped at the lead stage, so the marketing team could not determine which campaigns resulted in qualified consultations, completed quotes, or profitable bound policies.

I restructured campaigns by insurance product, customer profile, and funnel stage. I used paid search to capture active quote and coverage-related demand, as well as paid social to educate prospects and promote specialized coverage. I also retargeted engaged visitors with testimonials, educational content, and consultation messaging. Finally, I used call quality and CRM data to evaluate quotes, policies, and product-level profitability.

• Increased qualified consultations from 71 to 96 per month.
• Reduced cost per qualified lead from $96 to $68.
• Improved quote-to-policy conversion rate from 16% to 19%.
• Increased leads for higher-value insurance products by 47%.

• 28% — Reduction in New-customer CAC
• 11.8x — Blended ROAS, Up from 7.1x

The brand’s growth had become increasingly dependent on repeat customers, branded searches, and retargeting audiences. Social prospecting performance had plateaued because of creative fatigue, while tracking inconsistencies, limited product, and customer segmentation in Google Ads made it difficult to identify incremental revenue.

I audited Google Ads, Meta Ads, Pinterest Ads, TikTok Ads, Snapchat ads tracking, product feeds, landing pages, and creative performance. I used Google Search and Shopping to capture branded and non-branded product demand. I also used Meta Ads, Pinterest Ads, TikTok Ads, and Snapchat ads to create demand through product education, creator content, testimonials, and visual storytelling. My work included separating prospecting, retention, new customer, and returning customer performance. I also introduced structured testing across creative concepts, products, audiences, and landing pages.

• Boosted blended ROAS from 7.1x to 11.8x.
• Improved prospecting ROAS from 1.8x to 3.2x, with peak periods above 4x.
• Cut new-customer CAC from $74 to $53.
• Increased annual paid media revenue from $8.6M to $14.1M on approximately $1.5M in spend.

• 52% — Increase in Paid Media Revenue
• 25% — Reduction in New-customer CAC
• 31% — Improvement in Website Conversion Rate

The account relied heavily on promotional periods, branded searches, and remarketing to achieve its return targets. New customer acquisition was inconsistent, social creative was not being tested systematically, and Google budgets were spread across too many products.

I used Google Search, Shopping, and Performance Max to capture existing demand. I also used social ads to introduce collections through creator content, lifestyle imagery, and product-focused creative. My work included consolidating fragmented campaigns to improve budget efficiency and platform learning, as well as prioritizing best-selling, high-margin, and seasonally relevant products.

• Increased paid media revenue from $1.9 million to $2.9 million.
• Reduced new-customer CAC from $61 to $46.
• Improved conversion rate from 1.6% to 2.1%.
• Increased new-customer revenue contribution from 37% to 49%.

• 43% — Reduction in Cost per Booked Consultation
• 58% — Increase in Monthly Treatment Bookings
• 44% — Improvement in Lead-to-booking Rate

Campaigns were producing form submissions at an acceptable cost, but many prospects did not answer follow-up calls, qualify for treatment, attend consultations, or become paying patients. Treatments with different margins, sales cycles, and patient profiles were grouped together, making total lead volume a misleading indicator of campaign performance.

I separated campaigns by treatment and location. I used Google Ads to capture high-intent searches for specific procedures and providers, and Meta Ads to drive demand through educational videos, testimonials, offers, and approved visual content. I connected advertising data with consultation bookings, attendance, treatment value, and close rates. Finally, I prioritized higher-margin services with stronger booking and completion rates.

• Reduced cost per booked consultation from $132 to $75.
• Increased monthly treatment bookings from 48 to 76.
• Improved lead-to-booking rate from 18% to 26%.
• Increased completed high-value treatments by 34%.

• 46% — Increase in Qualified Patient Bookings
• 32% — Reduction in Cost per Attended Appointment
• 25% — Improvement in Booking Completion Rate

The client was generating strong traffic from paid search and paid social, but converting only a small percentage of visitors into qualified, attended appointments. Campaigns were optimized toward clicks, calls, and form submissions without considering patient eligibility, scheduling completion, attendance, or the revenue value of different health services.

I validated tracking across calls, forms, online bookings, and attended appointments. I used Google Ads to capture high-intent searches for services, symptoms, and providers, and Meta Ads to educate audiences, build trust, share patient stories, and retarget visitors. My work included reorganizing campaigns around services, symptoms, patient intent, and appointment quality. I also used booking and attendance data to guide budget and campaign optimization.

• Increased qualified patient bookings from 92 to 134 per month.
• Reduced cost per attended appointment from $104 to $71.
• Improved booking completion rate from 24% to 30%.
• Increased revenue from priority services by 37%.

• 54% — Increase in Qualified Charter Inquiries
• 36% — Reduction in Cost per Qualified Booking Opportunity
• 47% — Increase in Revenue from Premium Charter Packages

The charter company generated substantial website traffic during peak season, but many inquiries were from users seeking low-cost rentals or for unavailable dates. Generic campaigns treated hourly rentals, private celebrations, corporate charters, and luxury multi-day experiences as the same product, making it difficult to prioritize high-value customers and premium packages.

I segmented campaigns into relevant buckets like occasion, group size, location, and booking window. I used Google Search to capture high-intent searches for private yachts, corporate events, celebrations, and luxury charters; Meta and TikTok video campaigns to showcase the onboard experience, amenities, and premium service; and Pinterest to reach users planning weddings, milestone celebrations, group travel, and luxury experiences. I also built retargeting sequences and passed qualified inquiry, deposit, and completed booking data back into campaign optimization.

• Increased qualified monthly charter inquiries from 61 to 94.
• Cut cost per qualified booking from $238 to $152.
• Improved inquiry-to-deposit conversion rate from 12% to 17%.
• Increased revenue from premium and multi-day charter packages by 47%.

• 33% — Increase in Direct Booking Revenue
• 24% — Reduction in Cost per Direct Reservation
• 19% — Increase in Average Booking Value

The property relied heavily on online travel agencies, which reduced margins and limited access to customer data. Paid campaigns promoted rooms and offers but did not communicate the complete luxury experience, including dining, wellness, private activities, and personalized service. The brand struggled to reach affluent travelers early enough in their destination research and planning process.

I used Google Search and Performance Max to capture destination, accommodation, and experience-related demand; Meta, TikTok, and Pinterest to introduce the property through destination storytelling, itineraries, creator content, and guest experiences; and YouTube to build consideration among travelers researching premium destinations and longer stays. I created campaigns around suites, packages, celebrations, wellness, culinary experiences, and seasonal travel. I also optimized toward direct reservations, booking value, and length of stay rather than website traffic.

• Increased direct booking revenue by 33%.
• Reduced cost per direct reservation from $312 to $237.
• Increased average booking value from $2,840 to $3,380.
• Reduced dependence on third-party booking platforms during priority travel periods.

• $2.4 Million — Revenue During the First 12 Months
• 37% — Increase in Branded Search Demand
• 29% — Reduction in Customer Acquisition Cost After Launch

The new luxury brand needed to establish credibility and desirability without relying on aggressive discounts or existing brand recognition. The team needed to balance long-term brand building with measurable revenue, qualified traffic, and disciplined acquisition costs.

I defined the brand’s target customer, purchase motivations, competitive position, and premium value proposition. I built a launch plan across awareness, consideration, high-intent acquisition, retargeting, and customer retention. My work included using YouTube, Meta, TikTok, and Pinterest to communicate craftsmanship, provenance, design, exclusivity, and lifestyle. I also used Google Search and Shopping to capture branded, category, competitor, and product-specific demand. I developed creative testing around product quality, origin, social proof, scarcity, and aspirational use cases.

• Generated $2.4 million in revenue during the first 12 months.
• Increased branded search demand by 37% from the first to the fourth quarter.
• Reduced CAC from $186 during launch to $132.
• Increased AOV from $420 to $515.