Oregon, USE · Fractional Marketing Agency · Direct engagement For Client: Woodwell Climate Engagement Began: April 2025 – ongoing Role: Search Lead (For SEO and SEM)
Search Lead in the project as a fractional talent. I run the search workstream: audit, scope, implementation. Google Ad Grant, paid remarketing and Bing, plus the measurement layer underneath all three. Website implementation is in progress with UX and Dev.
Grant, paid remarketing, Bing, GA4 · Delivered June, 2026
Woodwell was rebuilding its site while running a $10K/month Ad Grant, and the accounts had just come through an agency handover.
I was responsible for auditing all three accounts against GA4 to find out what was actually broken. The account was spending more each quarter for fewer clicks, and nothing it reported as a conversion was a donation.
| What I found | How I found it | What I scoped |
|---|---|---|
| Paying 27% more for 2% fewer clicks | Four-quarter CPC and click trend | Campaign restructure and budget reallocation |
| Donor acquisition campaigns had zero clicks | Campaign-level traffic share | New donation campaign build |
| Budgets set by default, not strategy | 21 of 25 campaigns on one shared daily budget | Budget architecture by campaign priority |
| Conversions worth $0 | 9 conversion actions, all soft engagement | Rebuild conversion tracking around donations |
| Ads and site content used different vocabularies | Keyword export against site taxonomy | One governed keyword system for both |
Three workstreams came out of the audit. Two are delivered or in delivery. The organic work is scoped and waiting on the rebuild, so there is nothing to report there yet.
The outgoing agency held the MCC, so their GTM containers left with the handover. The tagging infrastructure had to be rebuilt before anything could be measured.
| Item | Status |
|---|---|
| GTM rebuild and container setup | Delivered |
| GA4 to Google Ads conversion import | Delivered |
| Event and conversion taxonomy | Delivered |
| Measurement standard, UTM and campaign tagging | Delivered |
| Cookie consent, tags firing post-consent | Delivered |
Restructure the Grant account against donations rather than clicks, and decide what to do with Bing.
| Item | Status |
|---|---|
| Grant campaign restructure | Delivered |
| Seven new Grant campaigns, strategy and creative | Delivered, 3 Sept |
| Paid remarketing review | Delivered |
| Bing audience profiling and keep-or-sunset call | Delivered |
Scoped as part of the rebuild. Waiting on implementation with UX and Dev.
| Item | Status |
|---|---|
| Keyword system, themes and controlled terms | Delivered |
| Tagging playbook, measurement section | Delivered |
| No-index fixes on research hubs | Delivered |
| Site IA, URL patterns, schema | In build |
| Organic performance | Not started, rebuild in progress |
Restructured the Grant account, rebuilt the measurement layer from nothing, and wrote the keyword system that governs both site content and ad bidding. CTR had fallen below Google's 5% compliance floor during the handover. Ten weeks of restructuring took it from 2.86% to 4.18%, on half the impressions and 80% of the clicks, so the account stopped buying reach it could not convert.