Across FlooringMart, MichaelFlooringUSA, and MichaelSurfaceSolutions, I own paid acquisition strategy and performance for three brands and business models. I set channel and budget priorities across campaigns, with monthly budgets ranging from $103K steady-state to $500K peak.
For FlooringMart.com, I scaled e-commerce acquisition to 200–350 monthly conversions at $45–$75 CPA and 3x–5x ROAS through account restructuring, feed optimization, and landing-page CRO. For MichaelFlooringUSA.com, campaigns generated 150–300 local-retail leads per month at 2x–4x ROAS.
I also built B2B programs for MichaelSurfaceSolutions.com that generated 80–150 leads per month, with 15–25% progressing to quote. I established offline conversion tracking to connect paid acquisition with lead quality and sales progression, and structured testing contributed to an 18% conversion-rate lift and 14% CPA reduction.
Through Roy's Studio, which I founded and operate, I combine SEO, structured data, content, paid advertising, and CRO to generate qualified inbound enquiries. I’ve also advised early-stage SaaS clients on acquisition and conversion, contributing to trial-to-paid conversion improvements of up to 18% and CAC reductions of approximately 15%.
