The agency’s marketing needed to communicate expertise across multiple services and industries while maintaining a consistent presence.

Each channel served a different purpose. Social content could introduce the team and share expertise, while search campaigns needed to connect a specific need with a relevant service and next step.

The work focused on:

• Turning agency expertise into clear, useful content
• Maintaining a recognizable visual direction across posts and campaigns
• Tailoring paid search messaging to specific services and industries
• Connecting advertisements with relevant landing page content
• Using performance reporting to inform adjustments

A varied editorial calendar

I plan agency content around thought leadership, client news, service education, team expertise, and selected case studies.

The calendar includes topics such as crisis communications, nonprofit work, hospitality, and media relations. This provides multiple ways to explain the agency’s capabilities while keeping the content varied.

Creative & Copy

I develop graphics, captions, and short-form content that translate those topics into social formats. A consistent black, white, and olive palette connects the content, while typography and imagery adapt to each message.

Thought Leadership & Service Education

I translate the agency’s expertise into educational posts about crisis communications, media relations, and digital visibility. Strong headlines and structured layouts make each topic approachable and give audiences a clear takeaway.

Educational content connecting Marx Layne’s services with practical questions about reputation, media coverage, and visibility.

Agency Awareness & Website Traffic

The agency’s paid Meta carousel introduced its communications capabilities and directed audiences to the website. The carousel connected branded creative with a website-traffic objective, extending the agency’s messaging beyond its organic social presence.

Carousel Ad Results

Views

30,778

Viewers

20,155

Landing Page Views

696

Ad Spend

$245.67

Cost per Landing Page View

~$0.35

The individual ad recorded 696 landing page views on $245.67 in spend, averaging approximately $0.35 per landing page view. These results demonstrate website traffic generated by the carousel.

Meta Dashboard Summary

Dashboard totals and individual-ad results are shown separately. The dashboard’s 834 landing page views differ from the individual ad’s 696; the carousel cost calculation uses the individual-ad figure.

Service-Specific Search Strategy

I manage Google Ads campaigns focused on crisis communications, nonprofit organizations, and restaurant and hospitality needs.

The work includes keyword selection, ad copy, geographic targeting, match-type adjustments, and negative keywords to improve the relevance of the traffic each campaign attracts.

Nonprofit Search Ad Previews | April–September 2026

Search messaging tailored to nonprofit and public affairs audiences combines service-specific headlines, supporting descriptions, sitelinks, and contact options. Selected nonprofit previews show brand strategy, media relations, public affairs support, and visibility messaging, with variations in headlines and supporting assets.

Nonprofit Search Ad Results

The nonprofit responsive search ad focused on strategic communications, public affairs support, and building visibility, engagement, and public trust. It ran within Non-Profit Test Campaign #2, Ad group 1.

Impressions

38,311

Clicks

559

Click-Through Rate

1.46%

Average Cost per Click

$1.15

Ad Spend

$642.75

The ad generated 559 clicks from 38,311 impressions at an average cost of $1.15 per click. Google Ads recorded no conversions during the selected reporting period.

Source: Google Ads responsive search ad results. Figures describe the selected nonprofit ad, rather than campaign-wide totals.

Featured Search Ad: Detroit & Michigan PR Services

Location-focused copy connects people searching for public relations services in Detroit and Michigan with the agency’s expertise. The preview combines a regional headline, a concise service description, and links to related areas of the website. The ad ran within Michigan + Detroit PR & Marketing | Search, in the Detroit + Michigan PR ad group. The selected previews show variations emphasizing Detroit PR expertise, reaching Michigan audiences, strategic communications, and crisis support.

Impressions

1,067

Clicks

85

Click-Through Rate

7.97%

Average Cost per Click

$0.33

Ad Spend

$28.10

Conversion Rate

22.35%

Recorded Conversions

19

Cost per Conversion

~$1.48

The ad generated 85 clicks from 1,067 impressions, achieving a 7.97% click-through rate at an average cost of $0.33 per click. Google Ads recorded 19 conversions on $28.10 in spend, averaging approximately $1.48 per conversion.

Source: Google Ads responsive search ad results. Cost per conversion calculated as $28.10 divided by 19. Recorded conversions reflect configured tracking actions; lead quality and resulting business are not established by these figures.

Refining Search Intent

I review search activity to identify terms that fit the agency’s services and terms that are too broad. This informs ongoing adjustments to targeting and messaging.

Campaign decisions are evaluated alongside clicks, cost, and tracked inquiries so the reporting can support the next round of changes.

I revise service-page content to connect the campaign message with a relevant website experience.

Nonprofit Organizations

The nonprofit landing page work included revised copy and testimonials from Kevin’s Song and Grace Centers of Hope, supporting the presentation of the agency’s experience in the sector.

Hospitality

The hospitality campaign connected service messaging with a complimentary crisis evaluation call to action, giving prospective clients a specific next step.

Across the pages, the goal was to help visitors understand the service and how to start a conversation with the agency.

I track campaign activity through reporting on impressions, clicks, click-through rate, cost per click, spend, and leads.

Weekly updates connect the numbers with the changes made and the next steps planned. This keeps reporting useful for campaign decisions and internal review.

Optimizations include refining match types, adding negative keywords, and adjusting keyword coverage when relevant ad groups receive limited delivery.

• Agency social media calendars
• Social graphics, captions, and short-form content
• Paid Meta carousel creative and website-traffic reporting
• Service-focused Google Ads campaigns
• Keyword targeting and search-term refinements
• Landing page copy updates
• Performance reports and optimization recommendations

A connected approach to the agency’s own marketing, from content planning to campaign review.

The work brings social storytelling, paid social, paid search, and website messaging into a coordinated process. Each channel contributes to explaining the agency’s expertise and helping prospective clients take the next step.

The featured Meta carousel recorded 696 landing page views at approximately $0.35 per view. The nonprofit search ad generated 559 clicks at an average cost of $1.15 per click, with no recorded conversions. The Detroit and Michigan PR search ad generated 85 clicks with a 7.97% click-through rate and 19 recorded conversions, averaging approximately $1.48 per conversion. Each result reflects its own platform and reporting scope.

This ongoing work demonstrates my ability to connect creative execution with digital strategy, manage multiple campaign priorities, and use reporting to guide refinements.