Work

Illustrative routes — coordinates, not guarantees

The stories below describe past or hypothetical engagements for Singapore and regional clients. Metrics are illustrative only. Your outcomes will depend on budget, product, market, timing and how recommendations are implemented.

Budget review session plotting channel reallocation at AdRealm

Route A · Regional SaaS · Tai Seng fringe

When LinkedIn looked busy and CRM could not say why

A B2B software company near the Paya Lebar–Tai Seng corridor ran S$9,200 monthly across LinkedIn and Google Ads. LinkedIn reported strong engagement; sales could not tie demos to either channel. We aligned conversion definitions with the CRM, rebuilt the landing form for mobile, and paused LinkedIn prospecting until demo requests became attributable. Branded search absorbed budget that non-brand terms could not justify at their cost-per-demo. Within two reporting cycles, cost per qualified demo became a line finance could read — not a story marketing told in a deck.

We did not promise a ROAS figure. We promised honest coordinates and the willingness to switch channels off when the numbers stopped making sense.

Dashboard detail showing cost-per-enquiry coordinates after tracking repair

Route B · Singapore e-commerce · multi-channel

Paid clicks that never reached checkout

A direct-to-consumer brand spent confidently on Meta prospecting while checkout events fired twice on mobile Safari — inflating ROAS and hiding a broken payment step. We fixed tracking first, then halved mobile load time on the cart page. Only after data was trustworthy did we reallocate from broad prospecting toward search and retargeting pools that had actually viewed product detail. The media map moved; it did not simply grow.

Illustrative outcome: reported conversions dropped when duplicates were removed — which was the point. Real enquiries rose once the shore was repaired. Past performance is not a promise of similar results.

Search keyword map on screen during professional services account review

Route C · Professional services · search-heavy

The keyword that ranked and never converted

A legal-adjacent consultancy bid on a term that scored well in planning tools but meant something different to buyers searching in Singapore. Six months of spend produced traffic and zero qualified enquiries. Match types and negatives were the technical fix; the harder part was asking why nobody challenged the word during quarterly reviews. We rebuilt the search map around intent clusters, separated brand from non-brand reporting, and documented pause rules so the next agency — or internal hire — would understand why certain terms stayed off the chart.

Local geo campaign planning notes beside a Singapore street map at AdRealm studio

Route D · F&B group · local campaigns

Geo pins that looked precise and measured nothing

Store-level campaigns ran radius targeting around outlets without store-visit conversion logic or call tracking. Impressions looked healthy; footfall stories were anecdotal. We added call extensions with verified numbers, tightened geo radii to match actual catchments, and tied reporting to reservation form submissions per location. Some outlets deserved more spend; two were switched off entirely when cost per booking exceeded the margin the client set as a ceiling.

These routes are case stories for discussion — not templates. Tell us what is running on your chart and we will respond within two business days with an honest read of whether there is a fit.

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