Work Samples
Digital marketing work samples
Five pieces of work: two paid social campaigns with live Meta spend behind them, a luxury seller campaign that ended in a closed home sale, a funnel page you can open right now, and a market research project from my coursework at Samford. Every figure on this page came out of an ad account I manage or a document I helped write.
01
Paid social
New construction buyer campaign
- My role
- I built this one end to end for a buyer's agent in a West Texas new construction market. The audience and the radius, the creative, the primary text and headline, the instant lead form, and the follow-up sequence that fires the moment somebody submits.
- Results
- 79 form leads at $8.29 each on $654.78 in spend, from 24,632 impressions and 7,455 people reached. Real estate lead costs are usually quoted in the $30 to $60 range, and this campaign is still running as of September 2026.
- Why it worked
- The offer was not "let me help you buy a house." It was inside access to new construction inventory before it reaches the public listing sites, which is information the portals structurally cannot give you. Scarcity you can actually prove beats urgency you have to manufacture.
- What I would do next
- Cost per lead is only half the job. The number I manage an account to is cost per booked appointment, so the next move here is tightening the speed of the first follow-up rather than touching an ad that is already working.
- Leads
- 79
- Cost per lead
- $8.29
- Impressions
- 24,632
- Reach
- 7,455
$654.78 spent · Lifetime, campaign ongoing · Pulled September 2026
02
Audience testing
Custom list versus cold audience
- My role
- The same account and the same new construction offer as the campaign above, this time delivered to an uploaded contact list instead of a cold interest audience. I set the test up, watched it, and made the call on where the budget went afterward.
- Results
- 59 leads at $16.52 on $974.52 spent, at a 1.48% link click-through rate. That is almost exactly double the cost per lead of the cold version, off more impressions and more reach, which is the opposite of what most people expect from a warm list.
- Why it is on this page
- Because it is the test that told me the audience was the problem and not the copy, and it is the reason the budget went back where it did. A portfolio that only shows the winners is not a portfolio, it is a highlight reel, and it teaches the person reading it nothing about how you think.
- Leads
- 59
- Cost per lead
- $16.52
- Impressions
- 30,358
- Link CTR
- 1.48%
$974.52 spent · 8,464 reached · Budget reallocated after this test
03
Copywriting and strategy
Luxury seller campaign, Space Coast Florida
- My role
- I wrote the offer and every line of the ad, built the landing page and the follow-up behind it, and set the targeting. The client is a listing agent on the Florida Space Coast and the offer was a free home evaluation aimed only at owners of higher-value coastal property.
- Results
- $2,405.91 in ad spend across seven campaigns produced a lead that became a closed home sale at $530,000, worth roughly $15,900 in commission to the client at a 3% rate. That is a 6.6x return on every dollar ever spent on the account.
- The part people get wrong
- This account ran a far higher cost per lead than the campaigns above, and that was the plan. Luxury targeting filters hard on purpose, so you pay more for each name and you get fewer of them. One lead here was worth more than every lead in a cheap campaign put together, which is why cost per lead on its own is a number that will lie to you.
04
Funnel build
Appointment confirmation page
- My role
- I built this page. It is what somebody lands on the second they book a call with us. The layout, the copy, where the testimonial videos sit, and the wall of real text messages underneath them are all mine, and it is live on our site right now.
- Why it exists
- Most agencies send a calendar invite and hope. The gap between booking a call and actually showing up to it is where the majority of appointments quietly die, and nobody watches it happen because it looks like nothing at all.
- How it does the job
- Two peer testimonial videos first, then what to expect on the call, then eight screenshots of texts from agents whose calendars started filling. The page asks for nothing and sells nothing. It only removes reasons not to show up.
Hear It From Your Peers
Two testimonial videos, pre-call instructions, then eight screenshots straight from agents' phones. Built to protect show rate, the leakiest point in the whole funnel.
Video proof
What to expect
Text screenshots
05
Class project
Market research for Mark's Outdoors
- My role
- Spring 2026, my market research course at Samford. My team was assigned Mark's Outdoors, the outdoor retailer on Montgomery Highway in Vestavia Hills, and we built the social media strategy: who the customer actually is, what the store can say that a national chain cannot, and what the content should look like platform by platform.
- The business
- Mark's opened in 1980 as a bait and tackle shop run by Mark Whitlock Sr. and his father Mo, and grew into a full outdoor retailer carrying firearms, ammunition, archery, fishing, camping, optics and clothing out of one Birmingham location. It changed hands in January 2026 after more than 45 years with the Whitlock family.
- Where the research landed
- Four and a half decades in one place is the asset, and it is the one thing a national chain or an online retailer can never buy. The strategy leaned on the people behind the counter and on customers who have been coming in since they were kids, because that is the store's real advantage and it does not show up in a price comparison.
- Why it is here
- Everything else on this page is paid advertising in one industry. This was a different market, a different customer and a brief I did not write, and the work still came down to the same question: what is true about this business that nobody else is allowed to say?
Mark's Outdoors
Social media strategy · Samford University market research · Spring 2026
- Founded 1980 in Vestavia Hills, Alabama. One location, family run for more than 45 years
- Nine product categories from firearms and archery to camping, optics and outdoor clothing
- Competing against national outdoor chains and online retail on price, and winning on knowledge
- Strategy built on staff expertise and multi-generation local customers instead of discounting
Certifications
Industry credentials I am completing this term alongside the coursework.
In progress
Google Analytics Certification
Google Skillshop · Fall 2026
In progress
Google Ads Search Certification
Google Skillshop · Fall 2026
Earned
Computers in Business
Samford University
The one page version
Experience, education, certifications and the tools I actually use, on a single page you can forward to somebody else. Opens in a new tab as a PDF.
Want the long version?
One campaign taken apart start to finish, including the three months of it that did not work and what I changed.