What the work has produced, and what a reader can actually check

Residential HVAC and plumbing company, Houston, Texas

Google Ads Search · May 2025 to February 2026 · about $20,000 a month · freelance engagement, working directly with the owner.

The problem

A residential HVAC and plumbing company in one of the most expensive local auctions in the US: core terms at $45 to $80 a click, dozens of competitors, and demand that swings with the weather. Emergency repairs and system replacements shared one campaign, so the urgent, cheaper work absorbed the budget meant for installs. Phone calls were counted as conversions whether or not they became jobs, so the account was learning from ring volume rather than revenue.

What was done

• Campaigns restructured by job type, separating emergency repair from replacement and maintenance, each with its own bids, budget and landing page.
• Conversion tracking rebuilt so a booked job and a phone call were different things in the data, with call tracking tied to the keyword behind the call.
• A weekly negative keyword programme against a search terms report that had not been read in months.
• Continuous A/B testing of ad copy and landing pages, one control and one challenger at a time.
• Service-area and audience review so bids matched where the trucks actually went.

The result

Cost per acquisition fell 44% and qualified leads rose 60% over the nine months, on roughly $20,000 of monthly spend.

What can be checked, and what cannot

The figures come from the Google Ads account and the reporting delivered to the client during the engagement. They were not audited by a third party, the client has not published a testimonial, and the exact comparison window and conversion definition are not published here. What a reader can check: the engagement and its dates match the case page on diwizi.com. The client's campaign structure, keyword lists, landing pages, lead volumes and revenue are confidential and stay so. A past-client reference is available for serious engagements, subject to the client agreeing.

Pontomais, Brazilian HR tech startup

Paid media, mostly Google Ads · startup stage · eight months.

Pontomais was a startup selling time-tracking and HR software to Brazilian companies, competing for the same searches as larger, better-funded players. The job was to turn paid search into the main source of new sales without the budget of those competitors: tight keyword coverage around buying intent, landing pages built for the trial and demo request, and tracking that followed a lead through to a closed contract.

Sales grew 600% in eight months, with most of the new business coming from paid media on Google.

Figures from the company's sales reporting at the time, not audited by a third party. Budgets, cost per acquisition and contract values are not published.

One of the largest private school groups in Brazil

Enrolment campaigns · client not named.

The enrolment target was 5,000 new students. It was reached three months before the deadline, with paid media carrying the demand from first search to enrolment enquiry.

Budgets, cost per enrolment and campus-level results are confidential.

Underscore Marketing, US pharmaceutical agency, freelance role

From September 2023 to March 2024 I worked as a freelance paid media operator for Underscore Marketing, a US agency serving pharmaceutical clients, on Google Ads and paid social accounts under the agency's brand. The work covered oncology, rare disease and gene therapy brands. Medication names, budgets and results stay confidential under the agency's NDA. It is listed because it is where a good deal of my healthcare and regulated-category experience comes from.

Research

First-party research that is public: the Paid Media Cost Index, a median Google Ads CPC benchmark across six US industries with method and date, and a set of ad spend teardowns built from public advertiser data.

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