West Yu

The business had lofty revenue growth goals for the year. Paid search was a significant part of the media mix and one of the biggest opportunity areas for delivering growth. In this context, I led a large overhaul of the Google Ads and Bing accounts, including paid search, Performance Max, and YouTube campaigns. My revamped account structure and new testing initiatives helped unlock the channel, contributing to a record year for the business.

The challenge was identifying ways to move the needle on performance to achieve company growth. The company wanted to capture more users profitably in an increasingly competitive industry and understood that we would need to overhaul the paid search strategy. The goal was to be more competitive in the auctions and increase revenue while driving efficiencies. I helped the business drive change and growth by introducing new methods and testing new tactics.

The challenge was that the leads the business was getting were low quality. By testing into optimizing towards offline conversion imports in both Google and Bing, we were able to improve quality significantly. Additionally, we started testing tROAS bidding, which took performance to all-time highs. With the traffic and lead quality improvements, the business experienced significant growth in closed deals and revenue from paid search.