Dive into my digital marketing achievements, a testament to strategic planning and execution. On this page, you’ll discover how I’ve leveraged a comprehensive suite of digital channels – including Search Engine Marketing (SEM), Social Media Marketing (SMM), Search Engine Optimization (SEO), and Inbound Email Marketing – to not only enhance brand visibility but also to significantly boost conversions and revenue. Each case study presented here reflects a commitment to data-driven optimization, demonstrating my ability to reduce costs, amplify return on ad spend (ROAS), and generate sustainable organic traffic growth, consistently delivering impactful results for e-commerce and beyond.
SEM - Search Engine Marketing
I’ve implemented Google Ads optimization strategies for an e-commerce store over two and a half years, leading to a decrease in cost per acquisition (CPA) by over 80% and an increase in Return on Ad Spend (ROAS) to over 4300% in the first seven months of 2025.
The conversion rate improved more than fivefold, reaching almost 12%. This was achieved through an effective combination of adjustments in targeting, copywriting, and the optimization of ad groups, budget, and bidding, as well as through segmentation and necessary conversion setup for landing pages. The percentage cost of sales was significantly reduced, resulting in excellent returns for the invested budget.
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More customers acquired at a significantly lower cost.
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This Google Ads report provides a very clear overview of campaign performance over a two-and-a-half-year period. The notable achievements and advantages can be highlighted as follows:
- Increased Efficiency of Advertising Budget (Percentage Cost of Generated Sales): In 2025 (January–July), the cost represents only 2.35% of generated sales, a significant improvement from 3.17% (2023) and 3.04% (2024). This indicates excellent campaign optimization in terms of the cost-profit ratio.
- Significantly Reduced Cost Per Acquisition (CPA): It dramatically decreased from 8.53 RON (€1.72) in 2023 to just 1.45 RON (€0.29) in 2025. This means an ~83% reduction in the cost to acquire a paying customer.
- Increasing Conversion Rate: From 2.2% in 2023 to 11.89% in 2025. This huge leap indicates improvements in: landing page quality, keyword selection, audience targeting, and ad messaging.
- Excellent ROAS (Return on Ad Spend): It increased to 4316% in 2025, compared to 3156% in 2023. This means that for every 1 RON invested, 43.16 RON (€8.51) are returned – an extremely efficient result in eCommerce.
SMM & SMO - Social Media Marketing
This report details the strategic evolution and impact of Facebook Ads campaigns for a horticultural retail e-commerce store (horticola.ro) over two and a half years, from 2023 to the second quarter of 2025. Also it has drived clients to Horticola’s physical stores. My SMM efforts have focused on driving sales, optimizing ad spend, and achieving high returns on investment. Over the past 2.5 years, my Facebook Ads strategy has evolved from an initial significant investment to highly optimized campaigns, leading to substantial growth in total revenue and a remarkable improvement in ROAS (Return on Ad Spend). I’ve successfully navigated market seasonality, demonstrating consistent improvements in efficiency and profitability.
Analysis:
- 2023 saw strong initial CTRs, particularly in Q1, and solid conversion rates. While CPC varied, Q2 showed excellent efficiency. CPM fluctuations highlight adaptive bidding strategies. The total ROAS of 4270% demonstrates a highly profitable year from the outset.
- 2024 shows a remarkable decrease in overall ad spend compared to 2023, indicating a shift towards more targeted and efficient campaigns. CPM was generally lower than 2023. CTRs in Q3 and Q4 improved significantly. While SCR saw some fluctuations, the overall CPC was impressively low, contributing to a healthy 1270% ROAS, despite a lower total revenue year than 2023, likely due to a strategic reduction in ad spend.
2025 is demonstrating phenomenal growth and efficiency. With a very low ad spend (for Q1-Q2), total revenue has already surpassed 2024’s total. The ROAS of 7607% is a record high, showcasing exceptional campaign optimization.
Q1: Achieved an outstanding CTR of 7.90% and a remarkably low CPC of 0.14 RON. While SCR was low, the high CTR indicates strong ad appeal.
Q2: Witnessed an unprecedented SCR (Social Conversion Rate) of 21.62%, signifying highly effective ad creative and targeting leading to direct purchases. CPM and CPC remained efficient.
As part of the digital marketing strategy for Horticola ( B2C ) and Morami ( B2B ) brands, I implemented a tailored Social Media Optimization (SMO) approach to enhance brand visibility, community engagement, and organic reach across multiple platforms: Facebook, Instagram, TikTok, Youtube and LinkedIn.
1. Audience-Centric Content Strategy
Tailored visuals and copy for gardening professionals and hobbists (Horticola) and retailers, end consumers (Morami).
Used educational posts, product tips, seasonal planting guides, and content to build trust and position both brands as experts.
2. Platform-Specific Formats
Instagram: Visual storytelling using reels, carousels, and user-generated content to increase reach and engagement.
TikTok: Educational + entertaining short-form videos showcasing products, planting hacks, and challenges to attract a younger audience.
Facebook: Localized promotions, contests, and event posts helped build loyalty among retail customers.
LinkedIn: Focused on B2B branding and employer branding for Morami with success stories and business milestones.
3. Organic Growth Techniques
Strategic use of hashtags and geotags to increase discoverability.
Engaged consistently in comments and DMs to nurture community.
Repurposed blog and email content into social posts for consistency and time-efficiency.
Leveraged trending audio and seasonal content formats to boost reach without ads.
4. Visual Branding & Consistency
Cohesive aesthetics using brand colors, icons, and templates to increase recognizability.
Clear CTAs and storytelling captions to guide users from scroll to interaction or website visit.
Highlights and Key Achievements
- Significant Cost Reduction – Ad spend dropped by 63% from 2023 to 2025 while maintaining strong revenue.
- Outstanding ROAS in 2025 – ROAS jumped nearly 6x compared to 2024, reaching 7607%, indicating highly optimized campaigns.
- Strong Conversion Rates – The SCR in 2025 reached 10.89%, more than double what’s considered excellent in eCommerce.
- Click Performance Recovery – After a poor CTR in 2024 (0.05%), also caused by an account problem and low budget, it rose to 5.67% in 2025, reflecting well-optimized creatives and better audience targeting.
- Lower CPM & CPC – 2024–2025 maintained low costs per impression and click, suggesting more efficient budget allocation.
SEO & Optimized Evergreen Content
As I dived deep into the knowledge SEO and evergreen content I realised how important is to create content that helps both: business and clients. As I started Horticola Blog for the company I’ve worked at, my expertise extended beyond just driving traffic. It’s about fostering meaningful engagement and guiding users through the conversion funnel. After an analyze on Google organic search traffic and page & screen engagement, I’ve get to the conclusion that the consistent top performance of Horticola’s blog content, evident in high organic search rankings, exceptional click-through rates, and significant contributions to key events and extended user engagement, stands as a testament to this approach. It underscores my ability to not only create valuable, evergreen content but also to strategically position it to attract, inform, and convert target audiences within an e-commerce framework. This holistic understanding of the customer journey, from initial search query to conversion, is what I bring to every project.
- Attracting Top-of-Funnel Traffic and New Audiences: Blog posts, especially informational ones, answer user questions and address problems at the early stages of their buying journey. For Horticola, articles like “/blog/sfaturi-utile-in-plantarea-usturoiuluide–toamna/” and “/blog/semanare-plantare-rosii-in-solari/” attract users who might be researching gardening tips, not necessarily looking to buy a specific product immediately. This expands your potential customer base beyond those with direct purchase intent. They successfully contribute to “Key events”, meaning that after reading a blog post, users are often taking valuable actions, like visiting product pages or making purchases. This confirms the effectiveness of the blog as a “top of the funnel” strategy that ultimately supports e-commerce conversions.
- Establishing Authority and Trust (E-A-T): High-quality, informative blog content positions your website (and brand) as an expert in your field. When Google sees that users are engaging with your content for long periods (e.g., “9m 29s” for “/blog/semanare-plantare-rosii-in-solari/” ), it signals expertise, authoritativeness, and trustworthiness (E-A-T), which are crucial ranking factors.
- Driving High Engagement: The data shows that blog posts often have higher engagement rates (e.g., 99.51% for “/blog/semanare-plantare-rosii-in-solari/”) and longer average engagement times compared to overall site averages. This indicates that users find the content valuable, reducing bounce rates and sending positive signals to search engines.
- High Performance of Blog Articles in Top 10 Search Results: Several blog posts, at least 5 articles in the last 3,6 and 12 months, consistently rank in the top positions for Google organic search. For example the article /blog/semanare-plantare-rosii-in-solari/ is a top performer. In the Jan-Jun 2025 period, it generated (5.91% of total clicks) with an impressive Click-Through Rate (CTR) of 11.19% and an average position of 5.13.
- High Click-Through Rates (CTR): Many blog posts exhibit significantly higher CTRs compared to the overall average. For instance,/blog/semanare-plantare-rosii-in-solari/ has a CTR of 11.19% , and /blog/sfaturi-utile-in-plantarea-usturoiuluide–toamna/ has a 10.19% CTR , both far exceeding the overall average CTRs (2.39% for Jan-Jun 2025 and 2.26% for last 12 months ). This indicates that the content titles and meta descriptions are highly compelling and relevant to search queries.
- Driving Engaged Users and Key Events & High Engagement Rates: Blog posts like /blog/semanare-plantare-rosii-in-solari/ show very high engagement rates (e.g., 94.4% for Jan-Jun 2025 and 99.51% for last 12 months ), indicating that users find the content valuable and are spending time interacting with it. Also /blog/sfaturi-utile-in-plantarea-usturoiului-de-toamna/ contributed 16.57% of all key events over the last 12 months. This strongly suggests that these articles are successfully guiding users further into the conversion funnel, whether through product views, adding to cart, or other valuable actions on the e-commerce site.
- Long Engagement Times: Many top-performing blog pages have higher average engagement times per active user compared to the site average. For instance, /blog/semanare-plantare-rosii-in-solari/ has an average engagement time of 9m 29s (Jan-Jun 2025) , significantly higher than the overall average of 2m 56s. This indicates that the content is highly engaging and provides in-depth value to users.
- Targeted Product Pages Also Performing Well: While blog posts drive top-of-funnel traffic, it’s also worth noting that specific product/category pages are performing well too, indicating that the overall SEO strategy is effective for both informational and commercial intent.
Inbound E-mail Marketing
As an Inbound Marketing specialist, I spearheaded the E-mail Marketing strategy for a leading e-commerce horticultural store, focusing on content creation (newsletter text, subjects), campaign scheduling, publication calendars, abandoned cart automation, customer retargeting (2-month inactivity), and welcome discount campaigns. My efforts, which commenced in October 2023, demonstrably boosted engagement and revenue.
Initial Growth (Q4 2023):
October 2023: Launched E-mail Marketing, generating with an 957% ROAS and a mere 10.45% of generated sales allocated to subscription costs.
November 2023: Achieved significant acceleration, reaching with an exceptional 11,594% ROAS and a reduced 0.86% subscription cost percentage.
Peak Season Success (Q1-Q2 2024):
The welcome discount campaign proved particularly successful, contributing to a record-breaking March.
March 2024: It reached an outstanding 16,757% ROAS and a minimal 0.60% subscription cost percentage. April followed with similarly strong performance.
Through strategic planning, compelling content, and data-driven optimization, without an high budget, I have established and grown an effective E-mail Marketing program, driving significant sales, achieving exceptional ROAS, and fostering strong customer engagement for the e-commerce horticultural store. These results demonstrate my ability to translate marketing initiatives into tangible business outcomes.