Portfolio

Performance marketing case studies, ad results, and SEO wins from campaigns I’ve planned and executed for real brands.

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From YouTube and Google Search Ads to Meta campaigns across Facebook and Instagram, I plan and run full-funnel digital marketing strategies, pairing consistent content with hands-on SEO to help brands grow their visibility and revenue.

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Google Search Console results showing 1.83K clicks and 101K impressions from an SEO campaign
This Google Search Console report tracks eight months of organic performance, from late September 2023 through mid-May 2024. Over that period the tracked website climbed to 1.83K total clicks and 101K total impressions straight from Google search results, with an average click-through rate of 1.8% and an average ranking position of 27.3 across all tracked queries — meaning most impressions were still being won from page three or four of Google, not the top spot. The chart tells the real story: both the clicks line and the impressions line trend consistently upward month over month, the signature of deliberate, ongoing SEO work (content publishing, on-page fixes, and internal linking) rather than a lucky one-off spike. An average position in the high 20s also means there's clear room left to push these keywords further up the results page with continued optimisation.
Ad campaign performance trend chart showing clicks and impressions over time
This Google Ads performance snapshot covers a short, high-volume flight of paid activity, generating 1.12M impressions and 5.43K clicks at an average cost-per-click of just $0.02, for a total spend of $96.51. That combination — millions of impressions and thousands of clicks for under $100 — is a hallmark of a well-targeted, low-competition keyword set or a broad-reach placement built to maximise visibility and clicks per dollar rather than chase a narrow, expensive keyword list. The accompanying trend chart plots three metrics moving together across the reporting window, which suggests the account was actively monitored and adjusted in real time rather than left on autopilot. Efficient cost-per-click figures like this are usually the result of tight keyword match types, strong quality scores, and ad copy that's been tested and refined over multiple iterations.
Facebook AYouTube Ads campaign results showing 7.09K views at $0.01 average cost per viewds performance chart showing cost per click and cost trends
This YouTube ads report covers a two-week window in March 2024, generating 7.09K views from 13.4K impressions at an average cost-per-view of just $0.01, for a total spend of $70.43. A cost-per-view this low means the video content itself was engaging enough to hold attention past the skip point at a fraction of typical YouTube ad rates, which usually sit several times higher. The trend chart shows both impressions and views rising sharply together mid-window before levelling off, a pattern consistent with the platform's delivery algorithm ramping a well-performing video up in reach once early engagement signals looked strong. Campaigns like this are typically used to build brand awareness or promote a specific video — a testimonial, tutorial, or announcement — cheaply and at scale, rather than to drive an immediate click to a website.
Google Ads campaign dashboard showing clicks, impressions and cost performance
Here, a Google Ads account delivered 8.54K clicks from 1.52M impressions over a two-and-a-half week window in May 2024, at an average cost-per-click of $0.02 and a total spend of $132. Spending under $150 to generate over eight and a half thousand clicks is an unusually efficient result, and it points to a campaign built around low-cost, high-intent search terms rather than expensive, competitive head keywords. The trend chart shows both the clicks and impressions lines rising and falling together in tandem across the period, which is what you'd expect from a healthy, well-structured account — traffic scales up and down predictably with impressions rather than swinging unpredictably, which would signal targeting or quality score problems. Campaigns like this typically combine granular ad groups, negative keyword lists to filter out irrelevant traffic, and constant bid adjustments to keep cost-per-click this low while volume stays high.
Facebook Ads Manager account overview showing reach, impressions and ad spend
This is the Meta (Facebook & Instagram) Ads Manager account summary for Digital Gurkha, a digital marketing training brand. Across the reporting period, the account reached 4,046,186 people and generated 11,600,380 impressions, at a frequency of 2.87 (meaning the average person saw an ad from this account just under three times) for a total spend of $1,183.12. A frequency below 3 is a healthy sign — it means the budget was spread across a wide, fresh audience rather than repeatedly hammering the same small group of people, which usually leads to ad fatigue and rising costs. Reaching over four million people for around $1,183 works out to a very low cost per thousand people reached, typical of well-optimised Meta campaigns using broad or lookalike audience targeting rather than narrow, expensive interest stacks.
Facebook Ads results shoFacebook Ads Manager account summary showing reach and impressions for DG Ad Accountwing 869K impressions, 42.4K views and $180 total spend
This second Meta Ads account, labelled "DG Ad Account 2023", shows a smaller and more recent slice of activity: a reach of 1,273,072 people, 1,336,211 impressions, a frequency of 1.05, and a total spend of $39.51. A frequency this close to 1.0 means almost every person who saw an ad from this account saw it only once, which points to a campaign in its early, audience-expansion phase, still finding new people rather than retargeting a smaller warm audience repeatedly. Reaching over 1.2 million people for under $40 is an extremely low cost per person reached, and running this alongside the larger main Digital Gurkha account suggests a deliberate strategy of testing smaller, separate ad accounts before folding successful campaigns into the primary account.
Ad campaign results showing 568 clicks, 6.63K impressions and cost per click performance
This older YouTube campaign, running from late March through mid-May 2021, generated 42.4K views from 869K impressions at an average cost-per-view of $0.04, for a total spend of $180. At this scale, 869K impressions represents substantial reach, and even with a slightly higher cost-per-view than more recent campaigns in this portfolio, spending $180 to earn over forty-two thousand video views is still a very efficient way to build awareness. The three-line trend chart shows a clear peak in activity roughly a third of the way through the flight, followed by a second smaller peak later on, suggesting either a budget increase, a new video variation being introduced, or a seasonal moment driving extra attention during those specific weeks.
This account ran from 6 November 2022 to 1 January 2023, producing 568 clicks and 6.63K impressions at a cost-per-conversion of $1.95 and total spend of $83.94. Unlike the other snapshots in this portfolio, this one tracks cost-per-conversion rather than cost-per-click, meaning conversion tracking (form fills, purchases, or sign-ups) was actively set up and measured for this account, not just clicks. Paying under $2 per tracked conversion, across a holiday-season window when ad costs typically rise due to increased competition, is a strong result and suggests the targeting and landing page experience were well aligned with what the ads promised. The three-line trend chart shows noticeable volatility with several sharp spikes, typical of a smaller-budget campaign where a single good day or a specific promotional post can visibly move the whole graph.
Ad campaign results showing 205 clicks, 69.4K impressions and $36.28 total cost
This campaign generated 205 clicks from a much larger pool of 69.4K impressions, at an average cost-per-click of $0.18 and a total spend of $36.28. The gap between impressions and clicks gives a click-through rate of well under 1%, which combined with the higher $0.18 cost-per-click (compared to the $0.02–$0.05 seen in the other Google Ads snapshots in this portfolio) suggests this particular campaign was competing in a pricier keyword category or running broader, awareness-style placements rather than tightly targeted search terms. Even so, the total spend was kept deliberately small at just over $36, which points to this being a controlled test flight — a way to gather early data on keyword performance and cost before committing a larger budget, rather than a full-scale always-on campaign.
SEO performance results showing 375 clicks, 27.4K impressions and 1.4% average CTR
This second Search Console snapshot comes from a separate SEO campaign, tracked across a similar multi-month window. Here the site recorded 375 total clicks and 27.4K total impressions, with an average click-through rate of 1.4% and an average position of 32.5. Compared to the flagship campaign elsewhere in this portfolio, the smaller click volume and slightly weaker average ranking reflect a site earlier in its optimisation journey — impressions were already building at a healthy pace, usually the first sign that Google is indexing and trusting the content, but click-through hadn't caught up yet because most rankings still sat outside the top three results pages. This is a normal, expected stage in an SEO timeline: impressions rise first as pages get discovered and ranked, and clicks follow once titles, meta descriptions, and rankings improve enough to earn a share of searcher attention.
Ad campaign performance showing 1.25K clicks, 65.4K impressions and $65.79 total cost
This snapshot covers a Google Ads campaign running from 1 November to 30 December 2021, generating 1.25K clicks from 65.4K impressions at an average cost-per-click of $0.05, for a total spend of $65.79. The implied click-through rate — roughly 1 in every 52 impressions turning into a click — is healthy for a search campaign, and the low total spend shows this was a tightly scoped account, likely a smaller keyword list or a limited daily budget being used deliberately to test messaging before scaling up. The chart shows a sharp early spike in activity followed by a long, steady tail, a pattern that often shows up when a campaign launches strong around a specific offer or seasonal moment (this period spans the end-of-year holiday season) and then settles into a lower, more predictable baseline of everyday traffic for the rest of the flight.
Google Ads campaign summary showing 1.59M impressions, $0.02 average CPC and $233 total cost
This is the largest single campaign snapshot in the portfolio: 13.6K clicks generated from 1.59M impressions between 7 February and 13 March 2022, at an average cost-per-click of $0.02 for a total spend of only $233. Delivering over thirteen thousand clicks for roughly the price of a nice dinner is a strong efficiency result, and the detailed line chart underneath — tracking three metrics side by side across the five-week period — shows several distinct peaks and troughs rather than one flat line, meaning the account saw real fluctuations in performance that were actively managed rather than ignored. Campaigns at this scale usually combine multiple ad groups and keyword themes running in parallel, and keeping the blended cost-per-click this low across over a million and a half impressions takes ongoing bid management, search term mining, and negative keyword clean-up rather than a single "set and forget" setup.
Facebook Ads campaign breakdown table showing reach, impressions and spend by ad set
This detailed breakdown shows how the Digital Gurkha Meta Ads budget was split across specific campaigns and ad sets. The "Testimonial Ad" campaign alone ran six different ad set variations — including "Testimonial Video Ad" and "OFF - Testimonial Video" tests — spending between roughly $3.50 and $41.47 per set, a clear sign of structured A/B testing to find the strongest-performing testimonial video and offer combination. Alongside it, "DG Hiring Ads" and "DG - Dashain Offer Course" campaigns ran their own dedicated ad sets, the latter tied to Dashain, Nepal's biggest festival, timed to promote a seasonal course offer. Across all 80 rows in the full report, the account totalled 4,064,516 in reach, 11,427,508 impressions, an average frequency of 2.81, and $870.49 in total spend — a genuinely multi-campaign account running hiring, seasonal offer, and testimonial-driven ads side by side rather than a single generic ad.
This is the campaign-level breakdown for the "Rusty" Ad Account, a separate client from Digital Gurkha. The report lists a wide variety of post and campaign types being boosted, including "Instagram post: New Year", "Rusty Summer Fest Engagement", "Business Talks Video Ads", a "Quiz 1 Boosting" engagement campaign, and a "Pineapple Served Ads" post — a mix that points to a hospitality or food & beverage style brand running always-on social content promotion rather than a single hard-sell campaign. Across the 14 of 18 rows shown, total reach sits at 1,885,059, impressions at 3,433,389, average frequency of 1.82, and total spend of $241.60. Running seasonal content, recurring engagement formats like quizzes, and product posts side by side is a strong example of a content-led social calendar being boosted strategically rather than treating every post the same.
This is a live keyword ranking table pulled for dreamchasenepal.com, a content site focused on home design and real estate topics in Nepal. Ten target keywords are tracked here, including "house design in nepal" (ranking position 18, search volume 3.6K per month), "best house design in nepal" (position 40, volume 760 per month), and "simple house design in nepal" (position 34, volume 320 per month), alongside long-tail variations like "4 room house design in nepal" and "2.5 storey house design in nepal". Keyword difficulty scores across the list range from as low as 2–3 up to 24, showing a mix of easier long-tail terms and more competitive head terms being targeted at the same time. Several of these keywords already sit within striking distance of page two, which for a competitive niche like home design content is a solid foundation — the next phase of work is closing that gap with stronger on-page content and backlinks to push them onto page one.
This short-form video, titled around the theme of overcoming a difficult mindset ("...na kei garni Soch", a Nepali phrase reflecting on limiting beliefs), has picked up 15.9K views. The thumbnail — a candid, expressive shot of the presenter holding his head — is designed to stop the scroll by signalling genuine emotion and relatability rather than a polished, corporate look, which tends to perform well for personal, advice-driven short-form content. Videos like this are typically part of a consistent short-form content calendar built to grow personal brand reach organically, using relatable everyday moments and mindset topics that a Nepali-speaking audience can immediately connect with, rather than relying purely on production value or paid promotion to get views.
Pinned as the top video on the channel, "Best Books for Beginners" has earned 150.3K views, making it by far the best-performing piece of content in this portfolio. The thumbnail shows the presenter holding a tall stack of recognisable, popular titles (including "No Rules Rules" and "Prince Harry Spare"), which taps into proven, high-interest book recommendations rather than obscure picks — a deliberate choice that helps the thumbnail earn clicks even from viewers who've never watched the channel before. Being pinned means this video is deliberately positioned as the channel's best first impression for new visitors, and a view count this far ahead of everything else strongly suggests it was the video that most successfully combined a searchable, high-intent topic with a thumbnail and title built to convert impressions into clicks.
This table breaks down paid search performance keyword by keyword for a digital marketing education business (Digital Gurkha). The top term, "digital marketing course", cost $32.44 and drove 198 clicks and 21 tracked events (likely sign-ups or enquiries) — the strongest return in the set. "Digital marketing course in nepal" followed with $22.39 spent for 127 clicks and 13 events, showing the localised, Nepal-specific version of the keyword converts nearly as efficiently as the broader term. "Digital marketing training" cost $19.31 for 176 clicks but only 4 events, a much lower conversion rate that flags it as a keyword worth reviewing — either the searcher intent doesn't match the offer, or the landing page needs adjusting. "Learn digital marketing" rounded out the list with a smaller budget, still returning 5 events from just $6.63 spent, a strong cost-per-result compared to the rest of the table.

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