Good Stuff Toronto-
UI/UX & Marketing Specialist
Overview Client: Good Stuff Toronto - E‑commerce retailer (in‑store + online)
Scope: Meta Ads, Google Search Console optimization, website/category restructuring, product image and description updates
Objective: Improve paid performance, organic visibility, and on‑site conversion through a full‑funnel optimization approach
This project combined paid acquisition, SEO improvements, and conversion‑focused redesign to create a measurable lift across the entire funnel.
Challenges
When I entered the account, several issues were limiting both paid and organic performance:
Account & Ads
Multiple campaigns running with no clear strategy
High spend on reach/link‑click campaigns with zero purchases
Weak purchase signals and limited historical data
Product feed inconsistencies affecting Meta optimization
Website & UX
Broken or incorrect product categories, making navigation confusing
Missing trust signals (reviews, guarantees, badges)
Outdated landing page structure with unclear hierarchy
Slow mobile experience and inconsistent product pages
Product Content
Outdated product images
Incomplete or unclear product descriptions
Weak metadata affecting SEO and ad relevance
These issues created friction at every stage of the funnel — from discovery to purchase.
What I Did
Meta Ads — Performance Strategy
Rebuilt the account around a single, optimized Sales campaign
Cleaned and corrected the product feed to improve signal quality
Developed new creative assets designed for clarity and conversion
Refined audiences to improve traffic quality and reduce CPA
Aligned ad messaging with updated product pages and categories
Google Search Console — Organic Visibility
Fixed indexing issues and improved crawlability
Updated product descriptions for clarity and keyword alignment
Improved product images to increase CTR and relevance
Repaired category structure so Google could understand the site hierarchy
Strengthened metadata and internal linking
Website & CRO Improvements
Rebuilt category structure for clearer product discovery
Updated product images for consistency and professionalism
Rewrote product descriptions to improve clarity and conversion
Added missing trust elements to reduce friction
Improved landing page hierarchy and mobile responsiveness
This created a unified, optimized funnel across paid, organic, and on‑site experience.
Meta Ads:
5 website purchases
CPA: $42.71
AOV: ≈ $111
ROAS: 2.06–2.60
Profit after ads: ≈ $37 per order
Timeframe: 1 week
Google Search Console:
369 clicks
4.35K impressions
CTR: 8.5%
Average position: 7.9194 pages with first impressions
Clear upward trend in visibility and engagement
Account‑Level Impact
From the raw data:
Other campaigns spent $50–$180 each with 0 purchases
The optimized Sales campaign delivered all conversions
Consolidation + funnel fixes produced the only profitable results in the account
Sellar Wellness — Google Ads & Website SEO
Overview Client: Sellar Wellness (Chiropractic Clinic)
Objective: Increase new patient bookings through the website
Timeline: 2 weeks (initial test phase)
Budget: $750 paid media spend
Channels: Google Search, Paid Social
Role: Campaign strategy, ad copy, on-page SEO, HTML structure
The Challenge
Sellar Wellness relied heavily on word-of-mouth and had limited website conversions. Potential patients visited the site but lacked clarity and confidence to book, and organic visibility for local chiropractic searches was weak.
The goal was to turn the website into a clear conversion point while driving high-intent traffic.
Strategy
We focused on a full-funnel but conversion-led approach:
Drive high-intent local traffic through paid ads
Reduce friction on the website through SEO and structural improvements
Align ad messaging with landing page content to improve conversion rate
Execution
Paid Media
Google Search: High-intent local queries related to chiropractic care
Paid Social: Educational and pain-point-led ads directing users to booking pages
Ad Messaging Focus:
Everyday pain relief (desk work, posture, stress)
Clear next step: Book your first visit
Reassuring, non-clinical tone
Website & SEO Improvements
Optimized page titles and meta descriptions for local search
Restructured heading hierarchy (H1–H3) for clarity and crawlability
Improved internal linking between services and booking pages
Cleaned up semantic HTML to improve accessibility and user flow
Strengthened calls-to-action across key pages
The website was treated as the primary conversion asset, not just a destination.
KPIs
Primary KPIs
Website bookings and inquiry submissions
Cost per acquisition (CPA)Conversion rate
Secondary KPIs
Click-through rate (CTR)
Website sessions from paid traffic
Bounce rate on key pages
Performance Results (2 weeks)
Paid Media
Total spend: $750
Google Search CTR: 5.2%
Paid Social CTR: 1.5%
Blended CTR (paid): ~2.3%
Website Performance
Paid traffic sessions: 310
Website conversion rate: ~1.3%
New clients acquired: 3 (booked directly through the website)
Cost Per Acquisition
$250 per new client
