Chanel Xaba

Objective A traditional health and wellness client wanted to increase revenue from Meta campaigns while maintaining profitable customer acquisition. Diagnosis Customers were purchasing, but there was an opportunity to increase revenue by improving Average Order Value (AOV) and aligning spend with periods of higher purchase intent. Strategy Offer Optimisation: Owned the creative strategy promoting product bundles and combo offers to increase AOV. Budget Optimisation: Increased budget during periods of higher demand. Social Proof: Incorporated customer reviews into the creative strategy to reduce friction in the purchase journey. Results Increased AOV by 105% in 1 month from R250 to R450 through bundled purchases.

• Digital Marketer
• Marketing Analyst
• Marketing Consultant
• +1

Objective A global cruise line wanted to drive high-intent cruise bookings through Google Ads while maintaining cost efficiency and improving ROAS. Diagnosis Not all conversions represented the same level of booking intent, creating an opportunity to improve traffic quality and focus spend on higher-intent users. Strategy Search Query Optimisation: Refined search targeting using high-performing queries and automated negative keyword optimisation. Conversion Quality: Excluded low-intent instant-form drop-offs. Ad Relevance: Aligned keywords, ad copy and site extensions with search intent and key offers. Budget & Impression Share: Used impression share and lost impression share due to budget and rank to guide optimisation decisions. Results PPC delivered 957 bookings across exact and phrase match campaigns while maintaining an effecient cost per conversion: Exact match delivered 548 bookings at R120.23 CPA. Phrase match delivered 409 bookings at R139.85 CPA.

• Digital Marketer
• Marketing Consultant
• Performance Marketer
• +1

(Page 5) Objective A US-based healthcare client wanted to increase qualified leads and lower cost per lead without increasing media spend. Diagnosis A performance audit identified several immediate optimisation opportunities to improve campaign efficiency without requiring additional budget. Strategy As part of my onboarding process, I implement a series of Quick Wins: high-impact optimisations designed to deliver measurable improvements early in the engagement. Audience Optimisation: Reallocated budget from underperforming age groups to higher-converting audiences. Remarketing Audiences: Introduced Google Display remarketing audiences into Meta to strengthen Meta’s behavioural signals and help the algorithm identify higher-intent users. Creative Testing: Implemented a structured creative testing framework, with insurance-focused messaging significantly outperforming alternative messaging. (Page 6) Dates: Apr to Dec 2025 From leads to cost per new member Lead volume and CPL looked strong. The question was what each new member actually cost. Results: Spend held steady between October ($19,507) and November ($19,452). New members rose from 2 to 4, and cost per new member (CPNM) fell from $9,754 to $4,863, a drop of about 50%. More spend didn’t mean more members. In July to September, at roughly $10K to $15K a month, the account delivered 4 new members a month at $2,478 to $3,732 CPNM. At about $19.5K in October, it delivered 2 at $9,754. Takeaway: Scaling spend is only worth it while CPNM stays within what the business can afford to pay for a member. Setting that limit first shows when to scale and when to hold.

• Digital Marketer
• Marketing Consultant
• Performance Marketer