{"id":29,"date":"2026-09-15T11:57:44","date_gmt":"2026-09-15T11:57:44","guid":{"rendered":"https:\/\/devinsardano.com\/?post_type=avada_portfolio&p=29"},"modified":"2026-09-15T17:13:19","modified_gmt":"2026-09-15T17:13:19","slug":"29","status":"publish","type":"avada_portfolio","link":"https:\/\/devinsardano.com\/?avada_portfolio=29","title":{"rendered":"Integrated Marketing & Digital Growth"},"content":{"rendered":"

The Challenge:<\/h3><\/div>

APSS had strong products and an established sales operation, but its digital marketing efforts were fragmented across the website, SEO, paid media, content, analytics, and lead generation. The customer journey lacked a consistent structure, making it harder to connect marketing activity to qualified leads and business results.<\/p>\n

The challenge was to create a more unified marketing system while continuing to support day-to-day lead generation. That meant improving the digital experience, strengthening search visibility, building more effective paid campaigns, clarifying product and location content, and establishing better tracking to understand what was actually driving performance.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

My Role:<\/h3><\/div>

As Director of Marketing, I was responsible for both strategy and execution across APSS\u2019s marketing ecosystem. I led brand and digital strategy, website and UX improvements, SEO, Google Ads, Meta advertising, content development, analytics, lead-generation initiatives, and the coordination of creative work supporting sales.<\/p>\n

I also worked hands-on across many of those areas, allowing strategy, creative, and performance data to stay closely connected rather than operating as separate functions.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

My Approach:<\/h3><\/div>

I focused first on creating a stronger connection between the brand, the website, paid media, organic search, and the sales process. Rather than treating each channel as a separate tactic, I built the marketing around a shared customer journey and clearer paths to conversion.<\/p>\n

That included improving site structure and usability, expanding SEO content around products and service areas, refining paid search and social campaigns, strengthening lead-generation experiences, and using analytics to identify where marketing performance could be improved.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

Selected Work:<\/h3><\/div>

The APSS engagement touched nearly every part of the customer journey, from initial search and advertising through website experience, lead generation, and sales support. The work below highlights the key areas I led, developed, or helped improve.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

Website \/ UX:<\/h3><\/div>

Reworked key parts of the APSS digital experience to make product discovery, service-area information, lead generation, and conversion paths clearer and easier to use.<\/p>\n<\/div><\/div><\/div>

<\/div><\/div><\/div><\/div>

Paid Media & Lead Generation:<\/h3><\/div>

Developed and optimized paid search and social campaigns designed to generate qualified leads, support specific building products, and create clearer paths from ad engagement to sales follow-up.<\/p>\n<\/div><\/div><\/div>

<\/div><\/div><\/div><\/div>

SEO & Content Strategy:<\/h3><\/div>

Expanded APSS\u2019s organic visibility through product-focused content, location pages, technical SEO improvements, and search-driven content designed to support both discovery and lead generation.<\/p>\n<\/div><\/div><\/div>

<\/div><\/div><\/div><\/div>

Results:<\/h3><\/div>

The work created a stronger, more connected marketing foundation across search, paid media, content, website experience, and lead generation, while giving APSS better visibility into campaign performance and customer acquisition.<\/p>\n<\/div>

<\/div><\/div>

30-Day Facebook Performance<\/h3><\/div><\/div><\/div>

50 \u2013 70<\/h2><\/div>

Qualified Leads per Day<\/p>\n<\/div><\/div><\/div>

$18\u2013$30 \u2192 $6\u2013$8<\/h2><\/div>

Average Cost per Qualified Lead<\/p>\n<\/div><\/div><\/div>

5.96\u00d7<\/h2><\/div>

Closed-Sales Revenue vs. Ad Spend<\/p>\n<\/div><\/div><\/div>

By restructuring targeting, campaign strategy, creative, and lead-generation paths, I helped reduce average cost per lead from roughly $18\u2013$30 to $6\u2013$8 while increasing qualified lead volume to 50\u201370 per day. Paid media performance ultimately supported closed-sales revenue averaging approximately 5\u00d7 advertising spend.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"

Led an integrated marketing program spanning website, SEO, paid media, content, analytics, and lead generation, improving efficiency while supporting measurable business growth.<\/p>\n","protected":false},"author":1,"featured_media":34,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"item":[],"portfolio_category":[3],"portfolio_skills":[],"portfolio_tags":[],"class_list":["post-29","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-case-results"],"acf":[],"yoast_head":"\nIntegrated Marketing & Digital Growth - Devin Sardano Site<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Integrated Marketing & Digital Growth - 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