My Work at Leverage Marketing
artwork by Miranda Keyser, Leverage Marketing
I started with Leverage Marketing in late 2022 as an part-time independent contractor, working primarily on social media, email, and blog content.
After three months, I was promoted to a full-time position on the team as a Digital Content Specialist and expanded my role into web content strategy and Google Ads, bringing the entire digital advertising department in-house by the start of 2024. That same year, I was promoted again to Digital Marketing Manager and became a member of Leverage’s inaugural Leadership Team, participating in setting company-wide initiatives and strategic planning workshops with The Mindset Engineer (Kristen is incredible if you are ever in need of strategic realignment!).
As part of a small agency, my role is constantly evolving, most recently helping to reshape content and AI strategies in the world of GEO/AEO/AIO. I currently serve as Project Lead to 12 client accounts (8 end-to-end and 4 web-based), managing client communications and internal creative project development, and run 20 Google and Meta Ad accounts.
All logos, websites, and artwork featured on this page are the creative property of Leverage Marketing and their respective clients. This page is solely to showcase my respective contributions to their projects.
Web Projects
Digital Advertising
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In October 2023, I began the process of bringing our clients’ Google Ad accounts in-house after account management had previously been outsourced to through a different agency. By January 2024, I had established Leverage Marketing’s first in-house digital advertising division, saving the company in $90,000+ in management overhead. Since then, I have been in charge of:
Ad Account Architecture
Payment Profiles
Advertiser Verification
Monthly Ad Management and Bidding Strategies
Keyword Research
Ad Development
Monthly Reporting
Conversion Tracking and Google Tag Manager Support
Google Analytics Monitoring
Supervision of Junior PPC Assistants
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Across all ad accounts, 2025 campaigns drove:
90,200+ Clicks
$2.66 Average Cost-per-Click
20,000+ Conversions
$12.01 Average Cost-per-Acquisition
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Industry: Dental Supply
Account Backstory
This account came to me after being managed by a previous agency running a mix of Performance Max, Search, and Display campaigns. One of the client's best-selling products was being handled through a Dynamic Search campaign, a setup that was underperforming overall. Branded and product-based keywords were also competing within the same campaigns, creating keyword overlap that muddled optimization and diluted clarity.
What I Did
I separated branded keywords into their own dedicated campaign so product-based keywords could run cleanly without internal competition. I also rebuilt the best-selling product's campaign as a Responsive Search campaign, giving it the structure and control it needed to perform at the level the product warranted. Conversions went from 1-2 on average per month to 22 per month after the rebuild!
2025 Results
22,224 Clicks
$2.02 Cost-per-Click
5.86% CTR (Responsive Search)
$278,598 Revenue From Ads
620% ROAS
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Industry: Auto
Account Backstory
When I took over this Google Ads account in early 2024, it was underperforming due to several structural issues left by the previous agency. The client owns two separate businesses with distinct target audiences, yet both were being run out of a single account, muddling account and keyword optimization. Branded campaign keywords were duplicated across search campaigns as well, further compromising keyword clarity. On top of that, campaigns had been set to Max Conversions bidding before the account had accumulated any conversion data, making it difficult for the algorithm to work efficiently.
Previous Agency Stats (Last 3 Months)
277 clicks
$1.84 cost-per-click
9.56% CTR
6 conversions
$227.98 cost-per-conversion
What I Did
I started by pausing all active campaigns and analyzing top-performing keywords. From there I separated the two businesses into their own accounts, pulled branded keywords into a dedicated campaign for data clarity, and created a separate campaign to target one of the client's key services. I switched the bidding strategy to Max Clicks to build account volume first, then transitioned back to Max Conversions once enough conversion data had been collected. I also completed advertiser verification for the account.
My Results (First 3 Months)
3,318 clicks
$1.46 cost-per-click
20.66% CTR
96 conversions
$50.46 cost-per-conversion
That's a 16x increase in conversions and a 78% reduction in cost-per-conversion — comparing the same three-month window before and after the account rebuild.
Creative & Client Lead
Blogging
Over the course of my time at Leverage, I've written more than 130 blogs for clients and the agency itself, and served as copy editor for over 100 more. My approach to content has evolved alongside the industry. I use the Yoast SEO plugin to optimize for search rankability, and in recent months have been researching and applying GEO and AEO best practices, helping fellow copywriters structure content with clear titles, descriptive subheadings, FAQs, and direct answers to audience questions. That approach has helped smaller business clients get discovered not just in traditional search, but in ChatGPT and other LLMs. Industries covered include marketing, medical/healthcare, funeral and end-of-life services, portable sanitation, captioning and accessibility, and arts and events.
Print Design
My print work at Leverage spans a wide range of deliverables, including merchandise (t-shirts, hats, and totes), coffee bag design, in-store signage, flyers, business cards, rack cards, and brochures.
As the client comms lead on print projects, I write the creative brief, communicate directly with clients to gather direction and feedback, and guide the design team through concepts using Pinterest boards, color references, and detailed notes. Scale varied by client, from a single in-house sign to full merchandise runs for events and festivals.
Email Marketing
I've managed email marketing campaigns across multiple client industries, handling content writing, audience management, segmentation, automation setup, and resend strategies for unopened campaigns. Platforms include MailChimp, Active Campaign, and Toast.
Arts & Events Center — 23 campaigns, MailChimp
26.0% open rate / 2.2% click rate
Hearing & Accessibility — 25 campaigns, MailChimp
General campaigns: 17.1% open rate / 2.0% click rate
Birthday segmentation: 21.6% open rate / 3.9% click rate
Dental Supplies — MailChimp
8.9% open rate / 0.6% click rate
$47,609 in attributed revenue
Restaurant — 21 campaigns, Toast
28.6% average open rate across 631,067 deliveries
$160,463 in total attributed sales
Welcome automation: 49.1% open rate / $47,879 in attributed sales
Miss You automation: 47.1% open rate / $8,322 in attributed sales