Work

Illustrative ascent stories from the ridge.

These are anonymised project narratives — the measurement problem, the approach and how honest scope-setting stayed in the loop. They are not promises. Marketing outcomes depend on budget, product, market and timing. No fabricated client logos, no invented guarantees.

Landing page A/B test review with conversion data on screen

Google Ads · B2B SaaS

When the dashboard lied about demos

A Singapore B2B SaaS team ran Google Ads for eighteen months. Platform-reported conversions looked healthy, but sales complained about lead quality. We audited GA4 events and found duplicate firing on thank-you pages and a misconfigured enhanced conversion tag. After rebuilding tracking, reported conversions dropped 28% — but cost per qualified demo improved because the account was finally optimising toward real outcomes.

Campaign restructure followed: branded, category and competitor tiers with separate budgets and bid strategies. Broad match experiments ran in isolated ad groups with strict negative keyword lists. Within two quarters, demo volume held steady while cost per demo fell 19%. We told the client upfront that close rates still depended on product and sales follow-up — our scope was measurement and media, not pipeline closing.

SEO content planning at a daylight desk with search notes — SEO · content planning

SEO · Local services

One page a month, finally sustained

A local services firm near Tanjong Pagar had tried SEO twice with agencies that delivered twelve-post content calendars and disappeared. One marketing hire could not sustain the volume. We scoped a programme of one commercial-intent page per month: service-area landing pages targeting queries their call centre already heard, with internal linking to a hub page and structured data for local business.

Organic traffic climbed over three quarters. Paid search budget shifted to high-intent branded and category terms only, with broad match retired. Seasonal dips in Q3 were reported honestly rather than hidden behind annual averages. We never promised page-one rankings — the client knew SEO compounding takes time and depends on competition in their vertical.

Attribution · E-commerce

Reconciling platform ROAS with finance

An e-commerce brand reported 4.2x ROAS in Google Ads while finance calculated 2.1x after returns and margin. The gap was attribution window mismatch and missing offline return data. We implemented server-side tagging, adjusted conversion values by product margin tier, and built a monthly reconciliation report that mapped platform figures to Shopify revenue.

Shopping campaign structure was rebuilt around margin-weighted ROAS targets rather than revenue alone. Performance Max was constrained with brand exclusions and audience signals. Platform ROAS and finance ROAS never matched exactly — they shouldn't — but the gap narrowed and budget decisions improved. We documented every assumption so the client's CFO could audit the methodology.

Attribution setup review with tracking configuration notes — Attribution · tracking rebuild

Your numbers deserve the same honesty.

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