Fintech · APAC
Google Ads · LinkedIn
9-month retainer
Segment-led acquisition for a Singapore fintech scale-up
A B2C fintech client had been running broad Google Ads and LinkedIn campaigns with rising cost per lead and inconsistent sales-qualified handoffs. We ran a four-week audience research sprint, identified three high-intent cohorts (first-time investors, remittance users, credit-conscious millennials), and rebuilt campaign structure around each segment with distinct ad copy and landing pages.
Over the following two quarters, cost per qualified lead decreased compared to the prior six-month baseline — roughly 22% lower in aggregate, though one cohort saw minimal movement due to regulatory messaging constraints. LinkedIn outperformed Google for two segments; the third relied heavily on search intent. We report these figures as historical observations only. Product changes and competitor ad spend during the same period also influenced results.
F&B · Regional
Meta · CRM · Content
12-month retainer
Full-funnel reach for a regional food and beverage brand
This client operates multiple outlet formats across Singapore and Malaysia. Previous marketing treated all locations as one audience. We mapped dine-in, delivery and corporate catering segments, then aligned Meta ads, content marketing and email lifecycle flows to each group with geo-targeted creative.
Footfall and delivery order volume improved in several outlets during promotional windows, but results differed sharply by location — CBD lunch crowds responded to different offers than suburban family diners. Monthly reporting showed engagement lifts on CRM campaigns (open rates up modestly) without claiming direct revenue attribution for every touchpoint. Seasonality around holidays and weather affected dine-in numbers independently of ad performance.
B2B SaaS · Southeast Asia
SEO · LinkedIn · Webinars
Project + retainer
Intent-led content for an HR technology provider
The client needed pipeline from mid-market HR teams evaluating payroll and benefits platforms. We audited search demand, built an intent-led content calendar, and paired organic articles with LinkedIn sponsored content targeting job titles verified through sales interviews. Webinar registrations became a primary mid-funnel metric.
Organic traffic to priority pages grew over eight months, and webinar sign-ups increased quarter-on-quarter. Sales cycle length remained long — content shortened research phases for some prospects but did not uniformly accelerate closes. Rankings fluctuated after a Google core update; we adjusted internal linking rather than claiming stable positions. All metrics reflect a specific period and competitive set.
Retail · Singapore
TikTok · Meta · Email
6-month launch project
Launch campaign for a direct-to-consumer home goods brand
A new D2C brand entering the Singapore market had no CRM history and limited brand recognition. We defined two launch cohorts — design-conscious renters and young families furnishing first homes — and ran creative testing on TikTok and Meta before scaling spend. Email capture offered a first-purchase incentive with lifecycle follow-up.
Early TikTok creative outperformed static Meta ads for the renter segment; families converted better through retargeting after site visits. Return on ad spend met internal targets in month four but dipped in month five when a competitor ran aggressive discounting. Launch metrics are not predictive of sustained performance as the brand matures and CAC typically rises.
Professional services · APAC
Google Ads · Analytics
Audience audit + 4-month project
Audience audit and search restructure for a consulting firm
A regional consulting practice was spending on keywords that attracted students and job seekers rather than procurement decision-makers. Our audit resegmented queries by intent, paused low-value terms, and introduced landing pages aligned to service lines. Dashboard reporting tied form submissions to campaign and keyword level where tracking allowed.
Qualified enquiry volume improved relative to total form fills — a quality shift more than a volume spike. Total lead count actually dipped briefly during the transition before recovering. The client accepted fewer but better-fit conversations, which is a common pattern when targeting tightens. We cannot generalise this outcome to other professional services firms or markets.