164 → 49
Campaigns, before and after
Writing
Notes from inside the funnel.
Case studies and short notes on the operations work that decides whether a campaign worked. What broke, and what I did about it.
Case study · Paid search
A 164-campaign account, rebuilt to 49.
A national homebuilder ran paid search across 17 markets in a structure that grew one campaign at a time. I mapped every campaign, designed a consolidated architecture around search intent, and built the bidding test to prove it before any spend moved.
17
Markets in scope
~$1.2M
Quarterly spend reorganized
One case study in the archive. New notes get posted here when finished.