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Digital Marketing Executive | Google Ads (Search), SEO & Conversion Optimisation

Degree (Bachelor Of Arts)

Google Ads Certified

Google Analytics Certified

  • LinkedIn

Charles Redif

Specialising in Google Ads (Search), SEO, conversion optimisation, and data-led campaign improvement.

I’m a London-based Digital Marketing Executive specialising in Google Ads (Search), SEO, and conversion optimisation. I’m Google Ads certified and hold a Bachelor of Arts in Film & Moving Image Production, giving me a strong foundation in both performance marketing and creative thinking.

Over the past two years, I’ve focused on improving campaign performance and lead generation, supported by a broader 6+ year background across digital, web, and creative marketing.

I take a performance-led approach—combining data, testing, and user intent to improve results across paid and organic channels.

  • LinkedIn

Key Achievements​​

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  • Generated 15 high-quality B2B leads at 10–12x ROAS through high-intent targeting and continuous optimisation, contributing to £500k+ in annual revenue (with sustained campaign ROAS of 2–3x).

  • Supported multi-channel campaigns contributing to ~£500k annual revenue, across paid search, email, and conversion rate optimisation

  • Achieved #1 Google rankings for high-intent local keywords and Top 3 Map Pack visibility through on-page and local SEO

  • Increased inbound leads through technical SEO improvements, keyword strategy, and local optimisation

  • Built and optimised Shopify & WordPress websites, improving UX and conversion performance

  • Produced short-form content generating ~1.8M views on TikTok, driving engagement and brand visibility

  • Conducted technical SEO audits and competitor analysis to identify ranking and performance opportunities

  • Implemented tracking via Google Tag Manager and analytics tools, improving campaign performance and decision-making

Core Skills & Tools

Tools

  • Google Ads Search campaign setup and optimisation

  • Keyword research and intent-based targeting (exact & phrase match)

  • Search term analysis and negative keyword optimisation

  • Ad copy testing and performance improvement (CTR, relevance)

  • Bid adjustments and budget efficiency optimisation

  • Conversion-focused campaign structuring

  • Up to date with AI tools for workflow & Generatrion​

Paid Media

  • Google Ads Search campaign setup and optimisation

  • Keyword research and intent-based targeting (exact & phrase match)

  • Search term analysis and negative keyword optimisation

  • Ad copy testing and performance improvement (CTR, relevance)

  • Bid adjustments and budget efficiency optimisation

  • Conversion-focused campaign structuring

SEO (Organic Growth)

  • On-page SEO & GEO optimisation (titles, meta, content structure)

  • Local SEO (Google Business Profile, citations, location targeting)

  • Keyword research for high-intent search queries

  • Technical SEO fundamentals (indexing, site structure, performance)

  • Content optimisation aligned to search intent

  • SERP performance monitoring and improvement

Analytics & Tracking

  • Google Analytics (traffic, behaviour, conversion analysis)

  • Google Tag Manager (conversion tracking implementation)

  • KPI monitoring: CTR, CPC, conversion rate, CPA

  • Performance reporting and dashboarding

  • Identifying optimisation opportunities from data

Web, CRO & Content

  • Landing page optimisation for conversion

  • Shopify, Wix, and WordPress website management

  • UX improvements to support lead generation

  • Short-form content strategy (TikTok / social)

  • Creative production (Canva, Adobe Photoshop)

  • Understanding of user behaviour and engagement patterns

CASE STUDY 1

Local SEO Growth – East London Office Rentals

​​​​​​​​Overview

This project focused on improving local search visibility for a commercial office space in Haggerston, targeting high-intent location-based queries to drive inbound enquiries.

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Goal

  • Rank #1 for high-intent keywords such as:

  • serviced offices in Haggerston”

  • “offices in Haggerston”

  • Increase qualified inbound leads through organic search

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Challenge

  • Competing against large property platforms and listing directories

  • Low initial visibility for key local search terms

  • Need to capture high-commercial-intent traffic

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What I Did

🔹 On-Page SEO

  • Optimised landing pages with high-intent keywords

  • Improved meta titles and descriptions to increase click-through rate

  • Structured content around user intent, including location benefits and accessibility

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📍 Local SEO

  • Optimised Google Business Profile for improved local visibility

  • Built consistent NAP (Name, Address, Phone) citations

  • Targeted hyper-local keywords across Haggerston, Hoxton, and East London

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⚙️ Technical SEO

  • Improved site speed and mobile usability

  • Resolved crawl and indexing issues

  • Strengthened overall technical site performance

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🧠 Content Strategy

  • Created location-focused content aligned with user demand

  • Built supporting pages to strengthen topical authority

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Results

  • 🥇 Achieved #1 organic ranking on Google for target keywords

  • 🥇 Recommended by Chatgpt and Google AI overview

  • 📍 Strong presence in local search results

  • 📈 Increased visibility against major competitors

  • 💼 Improved volume and quality of inbound enquiries

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 Key Learnings

  • Local SEO combined with strong on-page optimisation drives high-intent traffic

  • Technical, content, and local signals must work together

  • Smaller businesses can outperform large platforms with focused strategy

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CASE STUDY 2

B2B Manufacturing Lead Generation with Google Ads

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Overview

This project focused on generating qualified B2B leads for an apparel manufacturing business using Google Ads Search. The objective was to maximise lead quality while working within a tightly controlled budget ( Average ROI sustained for total campaign was 2-3 x contributing to 500k+ annual revenue )

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Goal

  • Generate high-quality B2B enquiries

  • Maintain strong efficiency with limited ad spend

  • Attract commercially relevant search traffic

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Challenge

  • Limited budget (£591 total spend)

  • Need to avoid low-quality or irrelevant traffic

  • Early-stage campaign with limited data

  • High importance on lead quality over volume

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What I Did

🔹 Campaign Structure

  • Built tightly themed Search campaigns targeting high-intent B2B keywords

  • Focused on exact and refined keyword targeting to maintain control over spend

🔹 Optimisation

  • Conducted ongoing search term analysis to identify and remove irrelevant queries

  • Implemented negative keywords to reduce wasted spend

  • Adjusted bids based on performance and keyword efficiency

🔹 Ad Strategy

  • Developed and tested ad copy focused on B2B intent, quality, and reliability

  • Improved ad relevance to align closely with user search intent

🔹 Tracking & Measurement

  • Implemented conversion tracking using Google Tag Manager

  • Monitored key performance metrics including CTR, CPC, and conversion rate

  • ​

Results

  • Generated 15 qualified B2B leads

  • Total ad spend of £591

  • 2 leads converted into paying clients

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👉 Delivered strong ROI through focused targeting and efficient budget use

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Key Learnings

  • High-intent keyword targeting is critical in B2B lead generation

  • Budget efficiency and relevance outperform volume-based strategies

  • Continuous optimisation significantly improves lead quality

CASE STUDY 3​ 

TikTok Content Strategy & Audience Growth

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Overview

This project focused on building brand visibility and engagement through short-form video content on TikTok, using a performance-led approach to content creation and iteration.

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Goal

  • Increase brand awareness and reach

  • Drive engagement through short-form content

  • Identify content formats that resonate with target audiences

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Challenge

  • Highly competitive content environment

  • Need to capture attention quickly within short video formats

  • Limited initial reach and audience

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What I Did

Content Creation

  • Targeted a Niche ( Retro Gamers) and Produced short-form video content aligned with platform trends

  • Focused on strong opening hooks and visually engaging formats

  • Applied storytelling techniques to maintain viewer attention

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Performance Optimisation

  • Analysed engagement metrics including views, retention, and interaction

  • Iterated on content formats based on performance insights

  • Tested different styles, pacing, and messaging approaches

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Audience Understanding

  • Identified patterns in audience engagement and preferences

  • Adapted content strategy to align with user behaviour on the platform​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

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Results

  • Achieved 1.8 million + views on a video, 1657 Bookmarks, 56.1k Likes 

  • Increased brand visibility and audience reach

  • Generated strong engagement across content on a highly targeted niche audience​​​​​​

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Key Learnings

  • The first few seconds of content are critical for performance

  • Iteration and testing are key to scaling engagement

  • Combining creativity with data leads to stronger results

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