Numbers talk. Briefly.

Google Ads landing pages for high-budget UK client

Starting point

UK home emergency services client, coverage in 94 postal areas, six-figure monthly Google Ads budget. Ads written well, but Quality Score 6.25 average — Expected CTR and Landing Page Experience below average for two-thirds of keywords. The old WordPress site dragged everything down: inconsistent NAP, AggregateRating invisible on the page, single landing page for ad groups with very different intent.

What I built

• New site from scratch on Astro 6 + Cloudflare Pages — 656 static pages (99 cities × 6 intent-matched templates + auxiliary pages)
• 6 templates matched to ad groups: /locksmith-{city}/, /emergency-locksmith-{city}/, /locked-out-{city}/, etc.
• National 0800 phone hardcoded, identical everywhere. Rating widget visible in hero. Sticky mobile call bar with IntersectionObserver
• 2300+ real postcode districts per page. FAQ written specifically per city (Georgian buildings in Bath, HMO rules in Cambridge)
• Schema: LocalBusiness + Service + FAQPage + BreadcrumbList per page. URL-level conversion tracking via GTM

Result

Mobile PageSpeed: 47 → 98 Performance, 78 → 100 Accessibility, 92 → 100 Best Practices, 86 → 100 SEO. LCP 5.1s → 2.1s. Page weight 1.4MB → 120KB. Estimated Quality Score impact: 6.25 → 8.5+ in 4-6 weeks. Cost per conversion expected to drop 20-30% on high-spend campaigns.

Duration · 6 weeks  ·  Status · Live  ·  Industry · UK emergency services (anonymized)

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Lashstudio.ro — beauty website built from scratch

Starting point

Beauty salon in Popești-Leordeni with 5000+ clients, active Instagram, but low Google visibility. Old WordPress site, slow on mobile, no schema, no local SEO strategy. Local competition runs the same combo: generic WordPress + Lighthouse under 50.

What I built

• Site built from scratch on Next.js 16 + Vercel + Tailwind (not WordPress)
• Complete schema: BeautySalon + Service + Offer + FAQPage + BreadcrumbList
• Extended FAQ on every service for long-tail SEO (10-15 questions per service)
• Image tuning (auto WebP/AVIF), reduced fonts (-5 weights), CSS effects calibrated for mobile
• Floating WhatsApp + custom 50-line lightbox + gift voucher with Offer schema

Result

Lighthouse mobile: 91 Performance, 96 Accessibility, 100 Best Practices, 100 SEO. LCP from 3.4s to 2.6s. Homepage page weight from 850KB to 420KB. The site lands well above local competitor average, where mobile Performance is typically under 50.

Duration · 4 weeks  ·  Status · Live  ·  www.lashstudio.ro

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QR access for a pool venue — fraud-proof, register-free

Initial situation

A pool and restaurant venue tracking subscriptions on paper and in Excel. Slow verification at the door, subscriptions shared between several people via passed screenshots, and zero record of who entered and when.

What we built

• Custom web app with QR-code-based access — no hardware, no expensive devices
• Live database verification on every scan: valid / expired / sessions left
• QR tied to identity — the subscription can no longer be shared via screenshot
• Append-only audit log — every scan leaves a trace that can't be erased

The result

Instant verification at the door, no more parallel registers, subscriptions can no longer be shared, and any dispute is checked in the log. The same solution applies to gyms, salons, physio clinics, car washes and events.

Status · Live  ·  Industry · Pool venue (anonymized)  ·  QRpass solution

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A fast, SEO-ready website for a new dance school

Initial situation

A newly opened dance school in Bragadiru, founded by two National Champions. The reputation existed offline, but online everything started from zero. It needed to be found on Google, signal professionalism and convert, without a slow WordPress.

What we built

• Ultra-fast static site on Astro 6 + Cloudflare Pages — no WordPress, no database
• 17 pages, ~8,900 original words, hub-and-spoke SEO architecture by age group and dance style
• Complete schema (DanceSchool, Course, Offer, FAQPage) for the local pack and rich results
• 216 responsive WebP images + self-hosted fonts; Lighthouse 100 on Accessibility, SEO, Best Practices

The result

An online foundation built right: fast, structured and ready for advertising. The site is freshly launched, so the SEO benefits are framed as a foundation (optimized to rank), not as already-measured metrics.

Status · Live  ·  Industry · Dance school, Bragadiru  ·  marka-dancestudio.ro

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Made-to-order footwear

Initial situation

Made-to-order footwear brand with over 1,500 active SKUs. Smart Shopping had been running for two years with ROAS around target but with no ability to control granularly by SKU. Margin varied dramatically across categories, but campaigns treated all products identically — budget flowed equally to profitable and break-even SKUs.

What I changed

• Full Merchant Center feed audit and restructure by margin attributes
• Migration from Smart Shopping to Performance Max segmented by margin category
• Automated exclusion rules for SKUs below minimum profit threshold
• Custom audiences based on customer value (LTV, frequency, recency)
• Server-side tracking for purchase events + value optimization

The result

ROAS sustained above the client's 5× target, maintained 90+ days post-implementation. Budget automatically concentrated on high-margin categories while break-even SKUs were excluded without loss of total volume.

Duration · 90 days  ·  Status · Active

Emergency callouts

Initial situation

UK provider of emergency intervention services (24/7) in a niche with five major competitors and CPC above £15. Conversion rate on the existing landing page was below 8%, while industry average sits between 8–12%. The £40K monthly budget wasn't generating enough qualified leads to justify scaling.

What I changed

• Full rebuild of landing pages around warm commercial intent (explicit urgency)
• Hourly and postcode bidding — concentrating budget on maximum-CR time slots
• Schema markup for emergency services + click-to-call optimization
• Page speed under 1.5s LCP on mobile (down from over 3s)
• Continuous A/B testing on headline and call-to-action

The result

Conversion rate above 30% on competitive segments — 3–4× the industry average. Budget was increased twice in 6 months while maintaining stable CPL.

Duration · 6 months  ·  Status · Active

Dance lessons

Initial situation

Dance school chain across four US cities, each with different schedules. Cost-per-lead on Meta Ads exceeded $30, above the client's profitability threshold. Creatives were generic (stock footage), and campaigns ran the same strategy across all four local markets.

What I changed

• Full audit — discovered 60% of spend going to irrelevant placements
• Campaign restructure by geo (4 markets = 4 separate strategies)
• New creative — real footage from each school + short testimonial
• Separate local landing pages with school-specific booking schedules
• Full conversion tracking implementation for the booking funnel

The result

Cost-per-lead reduced by 3× from baseline, without volume reduction. The result enabled doubling the budget on markets with the highest post-lead conversion.

Duration · 90 days  ·  Status · Completed