Marketing Strategist · Edmonton AB
Hey, I'm Jordan.
6 items
Performance marketer based in Edmonton, Alberta. Currently PPC Strategist at SOS Media Corp managing 20+ client accounts across Google Ads and Meta. Google certified with a track record of building campaign infrastructure from the ground up.
The longer arc is toward integrated marketing — environments where paid media, earned media, and PR intersect. Looking for an agency that does more than PPC so I can work alongside brand, content, and PR teams and eventually contribute across channels.
- Campaign architecture from zero — PMax, Search, Display, Meta
- Audience strategy and buyer persona development
- Compliance-conscious copywriting
- Community building — grew audiences to 200K+ at AVNT
- Consistent 3–6× ROAS on Meta at scale
- AI search visibility frameworks
jordangray150@gmail.com
jordangray.ca
linkedin.com/in/jordan-gray150
2025 – Present
- Managing 20+ client accounts across Google Ads and Meta
- Clients include GA Larson, EMCO, Enhance Health, FliptTire, Top Tier
- Recommendations adopted as agency-wide best practices
- Developed AI search visibility playbook
- Full Meta paid and organic ownership
- Scaled to consistent 3–6× ROAS
- Grew social audience to 200,000+
- Multiple Google Ads certifications
- Google Ads: Search, Display, PMax, Shopping
- Meta Ads Manager, GA4, GTM, Semrush, Ahrefs
Google Ads · Concierge Medicine · Edmonton AB
Turning a $10K annual membership into a measurable pipeline
A concierge medicine practice with existing Google campaigns pulling wrong-intent traffic, no dedicated landing page for their premium service, and active policy violations. Diagnosed, rebuilt, and validated by results.
The situation
Enhance Health offers a premium annual health membership at $10,000/year. Existing campaigns were broad-matching into public healthcare intent — people searching for a family doctor in Canada were triggering ads for a $10K private membership. Call volume looked healthy; intent was near zero.
No dedicated landing page existed for the premium service. Form conversion tracking wasn't in place for most of 2025. And ad copy had accumulated Google healthcare policy violations.
The diagnosis
Three problems needed solving simultaneously: no conversion infrastructure (no landing page, no form tracking), wrong-intent audience (broad match pulling public healthcare searches), and policy violations (flagged copy requiring a compliance-first rebuild).
What was built
Buyer defined as affluent professionals 45–65, Edmonton's high-income postcodes, household income top 10%. A dedicated landing page was built for the premium membership. A new Search Premium campaign was created targeting concierge-specific terms on phrase and exact match only. An account-wide negative keyword list removed all public healthcare intent. Copy was rebuilt with access language instead of outcome language to pass Google's healthcare review.
Form contacts — monthly
Context
Strategic contribution: diagnosis, campaign architecture, persona-driven copy, landing page recommendation, compliance navigation. Following an internal decision, removed from the account after presenting recommendations. Changes were implemented by others. Results reflect post-implementation performance.
Google Ads · Meta · Full Funnel · Spruce Grove AB
$2.31 cost per conversion — built from zero
No tracking, no campaigns, no digital infrastructure. Built a complete full-funnel paid media system for a local barbershop — Meta for awareness, Google Search for intent capture — resulting in 1,400+ tracked conversions in 3.5 months.
The situation
Top Tier Barbershop had no existing paid media presence and no conversion tracking in place. The brief was to build something that worked — not inherit an account, not optimize existing campaigns, but start from nothing and create a system that generated measurable results.
The funnel architecture
Meta handled awareness. Campaigns targeted the Spruce Grove market — according to Meta's reach data, the entire target audience was reached. Google captured intent. Two Search campaigns segmented by audience type: Branded to capture people already searching for Top Tier by name, and Local to capture new customers searching for barbershops in the area. Store visit tracking was configured and firing — technically non-trivial for a local service business.
Conversion breakdown (Mar 1 – Jun 15, 2026)
Beyond the brief
Identified a product revenue opportunity unprompted. Built a revenue model for a beard oil product launch using the client's existing third-party sales data to project demand and margin. Researched hair product wholesalers and proposed a full e-commerce site build with conversion tracking for products currently only sold in-shop. Both initiatives in active consideration.
Google Ads · Program Strategy · 30+ HVAC Contractors
Systems-level audit that became agency-wide best practice across 30+ accounts
A supplier partnership program where the agency supports HVAC contractor marketing. Audited a cross-section of accounts, identified consistent program-wide problems, and turned findings into institutional change.
Finding 01 — The offer program wasn't working
Pulled hvac_offer_submit conversion data across a cross-section of accounts. Across 10 audited accounts, offers generated 23 submits out of 1,583 total conversions — 1.5%. Two accounts had zero offer submissions since January. The pattern was identical across different markets, budgets, and campaign structures.
Built the case using Ritson's seven perils of discounting, Binet's analysis that 84% of price promotions are unprofitable, and Sutherland's price anchor theory — framed around HVAC buyer psychology. Recommendations went through internal review and pushback, and were ultimately adopted.
Finding 02 — Campaign architecture and bid strategy
Consolidated fragmented campaign structures into one campaign per contractor, segmented at the ad group level. Shifted bid strategy from Maximize Conversions to Maximize Conversion Value, and manually adjusted conversion values in each account to weight form submissions as the priority conversion action. Now standard practice across all contractor accounts.
Finding 03 — Site health and AI visibility
Audited contractor sites using Moz and GA4. All sites shared the same template so findings applied program-wide. Key issues: 150+ 404 errors per site, declining domain authority despite active backlinking, and hero offer banners with text baked into image files. AI crawlers and Google's language systems cannot extract text from images — the promotional content was invisible to AI search surfaces including Google AI Overviews. Sites were updated at the agency level based on these findings.
Context
Best practices recently adopted so before/after performance data is still accumulating. The case study demonstrates systems-level thinking, diagnosis at scale across a 30+ account program, and the ability to influence how an agency operates.
Meta Ads · Community Growth · Marketing Manager
Scaling Meta to consistent 3–6× ROAS and a 200K+ community
As Marketing Manager at AVNT, built and ran Meta campaigns from early stage through consistent performance, growing the brand's social audience to over 200,000.
Scope
Full ownership of Meta paid and organic — campaign strategy, creative direction, audience architecture, and reporting. Built the brand's community from the ground up alongside performance campaigns, treating audience growth and conversion as complementary, not competing, goals.
What drove results
Maintained ROAS discipline while scaling spend — the 3–6× range held across budget levels, not just at low spend. Community growth was organic-first, supported by paid amplification of top-performing content rather than purely boosted posts. Retargeting architecture connected organic audience signals back into paid campaigns.
Google Display · PMax · AI Visibility Strategy
Building an AI search visibility playbook from placement data
Used Google Display and PMax placement reports to identify where ads were appearing, then built a framework for AI search visibility and high-value content partnerships from that competitive intelligence.
The approach
Pulled placement reports from Display and PMax to see which sites and surfaces were generating performance. Used that data as a signal for where high-intent audiences were actually spending time — then mapped that to competitor intelligence from Semrush, Ubersuggest, and Ahrefs.
Combined with manual AI platform audits across ChatGPT, Perplexity, Gemini, and Google AI Overviews to identify where the brand was and wasn't appearing in AI-generated responses. Built a three-layer ROI measurement model connecting paid placement data to AI visibility to lead quality.
Google Ads · Creative Strategy · Image Ad Briefs
Image ad briefs and AI-assisted creative for a tire retailer
Produced image ad briefs and AI image generation prompts for FliptTire's Google Ads campaigns — translating performance intent into visual creative direction for a seasonal retail environment.
The work
Built creative briefs that gave the design and production process a clear performance objective — not just visual specs. Each brief specified the audience signal, the message hierarchy, and the expected conversion behaviour, so creative decisions were anchored to campaign goals rather than aesthetic preference alone.
Used AI image generation to prototype visuals before committing to production — reducing iteration cycles and giving the client a clearer picture of the final direction earlier in the process.