SEO & Paid Media Portfolio
Results from SEO, Google Ads, Meta Ads and LinkedIn Ads projects across B2B, e-commerce, local services and mobile apps.
SEO Portfolio Highlights
My SEO work focuses on improving technical foundations, aligning pages with search intent and making organic visibility more useful to the business. These projects show how those priorities were applied across different websites.
SEO Case Study · UK
SEO Growth for a UK High-Ticket IT Services Provider
The website was generating limited organic traffic despite serving a high-value B2B market. The SEO work focused on improving organic visibility and strengthening the relevance of its service pages.
The work covered technical SEO audits, crawlability and indexation fixes, on-page optimisation, content improvements and authority-building activity. Google Analytics recorded substantial growth in sessions, while Google Search Console showed more clicks and impressions alongside a marked improvement in average search position.
+294%
Organic search sessions
271 → 1,067
+283%
Total website sessions
1,830 → 7,001
536 → 1.52K
Google Search clicks
207K → 693K
Google Search impressions
31.6 → 14.5
Average search position · lower is better
Impressions grew faster than clicks, and average click-through rate moved from 0.3% to 0.2%. The next opportunity is to improve rankings and turn a greater share of that search visibility into clicks.
SEO Case Study · UK E-commerce
Turning Organic Search into B2B Leads
The focus was to make organic search more commercially valuable for a UK e-commerce brand. The work included technical SEO clean-up, title and metadata improvements, content aligned with commercial search intent, and improvements to the path from search to B2B enquiry.
Google Search Console was used to compare search performance, while B2B enquiries were recorded separately through manually maintained lead records.
Google Search Console · Three-month comparison
Total clicks
9K → 10.3K
Approximately +14%
Total impressions
686K → 1.01M
Approximately +47%
Average click-through rate
1.3% → 1.0%
Declined by 0.3 percentage points
Average search position
15.2 → 15.2
Unchanged
Manually tracked B2B enquiries
16 → 127
B2B form submissions
Organic-search submissions increased by 745%, as reported in the project data. Lead figures were manually tracked separately from Search Console.
Search visibility expanded substantially, but click-through rate declined and average position remained unchanged. The next opportunity is to improve rankings and turn a greater share of impressions into clicks while continuing to measure qualified B2B enquiries.
Earlier search-performance snapshot
Google Search Console
Three-month search-performance comparison
Google Search Console · Previous three months vs last three months
SEO Case Study · Online Education
Organic Search Growth for an Online Education Provider
The website needed stronger alignment between target keywords, page content and search intent. The work included keyword research, content restructuring, title-tag improvements and structured data implementation.
Over six months, organic clicks increased more than fivefold, while impressions grew from around 7,000 to 157,000. Average search position improved from 32.9 to 8.2.
Google Search Console · Six-month comparison
Total clicks
237 → 1,280
Approximately +440%
Total impressions
7.07K → 157K
Approximately +2,120%
Average search position
32.9 → 8.2
Improved by 24.7 positions
Average click-through rate
3.4% → 0.8%
Declined by 2.6 percentage points
Search visibility and clicks grew substantially, and average position moved to 8.2. The CTR decline shows there is still room to improve how often impressions turn into visits as the site reaches a wider range of searches.
Google Search Console
Last six months compared with the previous six months
Search performance evidence from Google Search Console
Google Search Console
Last six months compared with the previous six months
SEO Case Study · UK Security Services
SEO Growth for a UK-wide Security Services Company
The website was indexed but was not generating qualified search enquiries. The initial audit identified issues with structured data, broken internal links, placeholder metadata, duplicate and thin pages, and content that did not adequately match search intent.
The work focused on technical corrections, service and sector pages, improved trust information, internal linking and Google Business Profile optimisation.
Google Search Console · Six-month comparison
Total clicks
130 → 382
Approximately +194%
Total impressions
18.3K → 143K
Approximately +681%
Average search position
37.2 → 22.8
Improved by 14.4 positions
Average click-through rate
0.7% → 0.3%
Declined by 0.4 percentage points
Manually tracked qualified enquiries
0 → 5–6
Qualified leads in the latest month
Early results after approximately two months of SEO work. Lead figures were tracked separately from Google Search Console.
Search visibility expanded and clicks nearly tripled, while average position improved from 37.2 to 22.8. Click-through rate declined as impressions grew, leaving further work to improve rankings, search listings and the consistency of qualified enquiries.
SEO Case Study · Social Gaming
Organic Search Growth for a Social Gaming Platform
This project focused on on-page and metadata optimisation under strict content-compliance requirements.
Over three months, organic clicks more than doubled, while impressions increased by approximately 58%. Click-through rate and average search position also improved.
Google Search Console · Three-month comparison
Total clicks
45.7K → 98.9K
Approximately +116%
Total impressions
216K → 341K
Approximately +58%
Average click-through rate
21.1% → 29%
Increased by 7.9 percentage points
Average search position
10.2 → 7.9
Improved by 2.3 positions
Clicks, impressions and click-through rate all increased, while average position improved. Client details remain confidential.
Google Search Console
Last three months compared with the previous three months
Paid Media Portfolio Highlights
My paid media work spans search advertising, app acquisition and paid social. Campaign objectives, audience quality, budgets and conversion tracking all matter when evaluating performance.
Google App Campaigns
Mobile app acquisition · Brazil
Paid Media Case Study · Brazil
Scaling App Installs Without Losing Efficiency
The campaign focused on scaling Android app installs while maintaining an efficient cost per install. Work covered strategy, creative direction, install-focused bidding and ongoing optimisation.
Campaign Results
App installs
213,000
Cost per install
$0.22
Campaign clicks
1.43M
Campaign spend
$47,600
91.8%
Google Ads optimisation score
Google Ads
B2B customs brokerage
Paid Media Case Study · B2B
Generating Qualified Leads for a Customs Brokerage
This campaign addressed a lead-quality challenge in a niche market: businesses dealing with shipments held at customs. Work focused on ad-copy and landing-page messaging.
Campaign Results
Qualified leads
36
Cost per lead
£28.81
Click-through rate
6.42%
Paid Media Case Study · United Kingdom
Local Lead Generation for a UK Hair Salon
The campaign used Google Ads Performance Max with a tightly defined two-mile targeting radius to reach a local audience for a UK hair salon. The focus was on driving local actions while keeping campaign performance measurable against advertising spend.
Campaign Results
Impressions
357,406
Reported conversions
400.69
Campaign spend
£7,283.01
Reported conversion value
£19,533.24
Conversion value-to-cost ratio
Based on reported Google Ads conversion value and ad spend; not net profit.
2.68×
Google Ads Performance Max
UK hair salon · Two-mile targeting radius
Before optimisation
Google Ads Search
After optimisation
Google Ads Search
Paid Media Case Study · United Kingdom
Improving Google Ads Performance for a UK Travel Agency
The campaign promoted affordable flights from the UK to South Africa for a UK-based travel agency serving people travelling on this route.
I refined the strategy around high-intent keywords, created dedicated ad groups for each location, and adjusted campaign scheduling to focus the budget on more effective advertising periods.
Before vs After
Conversions
Approximately +122%
Clicks
Approximately +53%
Click-through rate
+5.52 percentage points
Cost per conversion
Approximately 42% lower
Click-to-conversion rate
+8.2 percentage points
What changed
High-intent keyword targeting, dedicated location-based ad groups, and revised campaign scheduling.
Impressions decreased from 2,666 to 2,340 while clicks and conversions increased. Campaign spend rose from £283.07 to £363.58, but the calculated cost per conversion fell from £7.86 to £4.54.
Services Behind the Results
The right combination of services depends on the business objective, the condition of the website or advertising account, the audience and the available measurement data.
SEO Services
Technical SEO, on-page optimisation, keyword research, search-intent mapping, content strategy, metadata, internal linking, structured data, indexation fixes, local SEO and Google Business Profile optimisation.
Paid Media Services
Google Ads Search, Performance Max and App campaigns, Meta Ads, Facebook Ads and LinkedIn Ads. Work may include campaign structure, audience targeting, ad messaging, conversion tracking, testing and ongoing optimisation.
How I Approach a Project
Diagnose
Review the website or advertising account, its technical condition, existing performance data, audience and commercial objective.
Prioritise
Identify the problems and opportunities that matter most, whether they involve technical SEO, page relevance, campaign structure, audience targeting or conversion tracking.
Implement
Carry out the agreed work, from technical and content improvements to paid campaign changes and conversion measurement.
Measure and Refine
Review the evidence against the original baseline. Depending on the project, this may include organic clicks, rankings, qualified enquiries, conversion rates, cost per lead or cost per install.
About Mirza Usman Ghani
I work across SEO, paid media and analytics, with experience contributing to B2B, e-commerce, local and international projects. Before moving into digital marketing, I worked as a Tourism Inspector in the government sector, bringing experience in fieldwork, compliance and stakeholder communication into my marketing work.
I hold a Bachelor of Science in Computer Science from the University of Central Punjab, Lahore. My certifications include the Google Digital Marketing & E-Commerce Specialization, Marketing Analytics and Measurement, and Meta Blueprint programmes.
Explore the Detailed Case Studies
This page provides a portfolio overview. The detailed case studies document the starting point, work completed, evidence, measurement periods, results and remaining opportunities for individual projects.
Results depend on the website's history, competition, audience, campaign budget and conversion setup. Previous performance is evidence of past work, not a guarantee of future outcomes.
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