BUHI Inc
Executed Google Ads strategy for BUHI Inc. across search, display, and shopping networks — optimizing campaigns for clicks, conversions, and ROI over a 4-week simulated engagement.
Overview
Role: Digital Marketing Strategist
Period: Winter 2024
Company: BUHI Inc. — A lifestyle backpack brand seeking to expand online reach through performance-based digital advertising.
During this marketing engagement, I led BUHI’s paid advertising efforts across Google Ads platforms including search, display, remarketing, and shopping ads. I developed a data-driven keyword strategy, optimized landing pages, and continuously tested ad variations to improve overall performance. Throughout the campaign cycles, I adjusted budgets based on click-through rates and ROI targets — ultimately increasing BUHI's ad conversion rate by over 28% and growing return on ad spend by 3.2x.
1WORKFLOW
2
3🧠 Research & Planning → 🔍 Keyword Strategy → 📈 Campaign Launch → 🧪 A/B Optimization → 📊 Reporting & ROI
4Analyzed product-market fit and audience Built and refined keyword groupings for Launched Google Search, Display, and Shopping Performed A/B tests on ad copy, visuals, and Reported on CTR, CPC, CPA, and ROI.
5segments using BUHI’s brand goals and shopping, remarketing, and product lines Ads with targeted audience targeting and landing pages to improve relevance scores and Adjusted strategy to maximize return
6competitor research. using volume, match type, and ROI. smart bidding. lower bounce rate. with data-backed adjustments.
Key Contributions
Keyword Research & Ad Structuring
Created structured keyword groupings with negative keyword exclusions and match types to improve CPC performance.
Campaign Launch Across Networks
Designed and deployed Google Search, Display, Shopping, and Remarketing campaigns — managing targeting, ad formats, and bidding strategy.
A/B Testing & Optimization
Ran multivariate tests across multiple ad sets and landing pages, increasing ad relevance score by 35% and reducing bounce rate by 22%.
Data Analysis & KPI Reporting
Tracked metrics like CTR, CPC, CPA, and ROI weekly. Achieved a 3.2x ROAS by week 4 and grew conversions by over 28%.
Landing Page Improvements
Suggested UX adjustments to the product page layout for higher quality scores and better ad performance.
"This experience gave me a real feel for how strategy, data, and testing intersect in performance marketing. It taught me to move fast, iterate smarter, and let results guide the next step."
