Jesson
Setiawan
Bridging ad spend & code.
Aligning digital architecture with business objectives.
Experience 03 — HISTORY
Digital Marketing Specialist
Commanding $40k–$75k in monthly ad spend across Meta and Google ecosystems. Managing high-stakes budget allocation to ensure every dollar is tracked, optimised, and converted.
Digital Account Manager
Engineered SEO dominance through deep-dive content analysis. Built data-backed strategies that secured top SERP rankings and turned organic search into a primary growth channel.
Account Coordinator
Managed complex web projects and retention analytics. Bridged the technical gap between client goals and development execution.
Collaborators 04 — NETWORK
Avant Pro
Zero to Launch. Built the full e-commerce stack and established the foundational brand identity.
SPG Home Group
100% Lead Gen Growth. Scaled Meta ads and restructured the entire customer journey for maximum conversion.
Read Case Study →
Limestone Coast
Digital Loyalty Architecture. Initiated promo offerings and integrated a comprehensive loyalty loop.
Works 05 — SELECTION
Case Study
Increased Spend by 50%.
Dropped CPA by 9%.
Google Ads — Residential Construction — YoY Comparison
The Challenge
The account was suffering from diluted focus. Budget was spread across too many small, specific campaigns — preventing the algorithm from gathering enough data to optimize effectively.
Previous Year Spend: $132k | Previous CPA: $45.28
Problem: Efficiency drops usually happen when you scale. We needed to scale without losing efficiency.
The Strategy
A. Strategic Consolidation — We paused 40% of low-performing campaigns to pool data. The algorithm needs volume to learn; by consolidating budget into fewer, stronger campaigns, we fed the machine faster.
Complexity was killing performance. By simplifying the account structure, we allowed the algorithm to make better bidding decisions.
B. High-Intent Scaling — We identified "Double Storey" and "Home Builder" keywords as our highest value segments. We didn't just nudge the budget; we uncapped it. +300% spend → 5.6x conversions.
C. Brand Dominance — We secured the bottom of the funnel, ensuring that awareness generated by broader campaigns was captured efficiently at the end.
The Results
| Metric | Previous Year | Current Year | Impact |
|---|---|---|---|
| Total Investment | $132,947 | $200,920 | +51% |
| Leads Generated | 2,936 | 4,863 | +66% |
| Cost Per Lead | $45.28 | $41.32 | −9% |
| Conversion Rate | 3.19% | 4.47% | +40% |
We acquired nearly 2,000 additional leads this year — and paid $4 less for each one of them than the year before.
"Scale is not the enemy of efficiency; complexity is."— The Lean Marketing Principle
Why work with me
Code-level control.
Agency-level strategy.
Marketing requires two engines: technical precision and creative strategy. Whether it's server-side tracking or SEO dominance, I manage the entire ecosystem so you don't have to hire two different departments.
Deep Dives
Exploring the depths of digital marketing, AI agents, and web architecture underneath the surface.
Read on Medium