Project Overview

This project involved building and managing paid ad campaigns for a cold chain packaging manufacturer in the life sciences industry. The original objective was to increase brand awareness, and over time the focus shifted toward lead generation. We executed and optimized campaigns across Google Search, Display, and LinkedIn Ads in both the U.S. and U.K., tailoring creative and targeting to life sciences decision-makers across regions and platforms.

Category

Life Sciences

Role

Digital Marketing Lead

Services

PPC

Timeline

12 Months

Objectives

  • Increase brand awareness in the U.S. and U.K. life sciences market
  • Improve ad visibility through high CTRs and relevant targeting
  • Drive lead form submissions from qualified website traffic
  • Tailor campaign messaging by platform, geography, and funnel stage

Tools Utilized

  • Google Ads
    • Responsive Search
    • Responsive Display
  • Google Analytics 4 (GA4)
  • Google Tag Manager (GTM)
  • LinkedIn Ads
  • Looker Studio
  • WordPress

Results Snapshot

  • +83% MoM growth in Search impressions (first 3 months)
  • CTRs above industry benchmarks across Search campaigns
  • 15 form submissions from U.S. Search (May–June 2025)
  • 3M+ impressions delivered via Display in the US & UK
  • LinkedIn Ads successfully reached key life sciences roles

My Role & Responsibilities

As the Digital Marketing Lead, I owned the end-to-end strategy and execution for all paid campaigns across the U.S. and U.K. markets. I developed tailored strategies for each channel—Google Search, Display, and LinkedIn—ensuring alignment with the client’s evolving goals from brand awareness to lead generation.

  • Creating and launching all campaigns from scratch, including account setup, audience targeting, ad copywriting, and asset upload
  • Developing geographic-specific keyword strategies and display targeting parameters
  • Managing monthly budgets across all platforms, ensuring campaigns ran continuously throughout each month without overspending
  • Monitoring performance and making optimizations to bidding, targeting, and creative based on campaign data
  • Providing monthly reports with actionable insights to guide budget allocation and next-step recommendations

This daily hands-on management approach ensured each campaign stayed efficient, effective, and aligned with business objectives across multiple markets and platforms.

The Results

  • The U.S. Search campaign saw an 83% month-over-month increase in impressions within the first 90 days.

  • CTRs remained above industry benchmarks, signaling that the keyword targeting and ad copy resonated with the intended audience.

  • From May to June 2025 alone, the campaign generated 15 form submissions, showing strong intent and conversion behavior.

  • Display campaigns ran in both the U.S. and U.K., delivering over 3 million impressions and significantly expanding brand visibility.

  • The LinkedIn campaigns effectively reached senior decision-makers in the life sciences industry—a key goal during the brand awareness phase. Performance metrics showed healthy engagement and accurate job title targeting.

What I Learned

Managing multi-channel campaigns across regions and platforms reinforced the importance of agility and platform-specific strategy. Each ad platform required a distinct approach to messaging, targeting, and performance expectations.

  • Intent varies significantly by platform. While Google Search drove direct conversions, LinkedIn and Display were most effective for top-of-funnel visibility.
  • Pacing budgets manually across multiple campaigns each month allowed me to maximize impact without overspend—highlighting the value of disciplined campaign management.
  • In international campaigns, performance timelines differ by market. UK campaigns took longer to ramp up, especially for Display, emphasizing the need for patience and localized insight.
  • Regular reporting and KPI tracking enabled faster optimizations and gave the client clarity on which channels were delivering the strongest ROI.

Ultimately, the project sharpened my ability to balance both brand awareness and lead generation goals, adapt strategy based on data, and maintain strong campaign performance across complex paid media ecosystems.

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