Hi, I'm Sunny
A B2B marketing expert, with a 5 years of experience in SEO, Content Marketing and Lead Generation. Highly creative, with expertise in transforming marketing and advertising strategies into desired results. Proven track record of implementing comprehensive marketing plans to meet organizational objectives and drive inbound leads. Built deep understanding of target audience and competitors to develop effective marketing messaging. Expert in strategizing company growth and monitoring new business technologies and markets closely. Skilled leader and project manager.
Google Ads Case Study
Hotel
How I helped a 4-Star Resort in Pattaya slash OTA dependency and increase direct bookings and occupancy through Google and Facebook Ads.
Full-Funnel Lead Generation Case Study
Insurance Broker
How I Helped an Insurance Brokerage in Thailand Transform Stagnant Lead Flow Into a Consistent, Sustainable Pipeline of Qualified Leads Through SEO and Paid Ads.
Marketing tips that don't suck. 3 gems every Thursday. 4-min read. That's it.
Facebook Ads case study
Electric Scooters
How I Built a Test Drive Lead Gen Pipeline for Bangkok's EV Startup using Savvy Paid Ads Strategies.
SaaS SEO & Google Ads case study
Happily.ai
How I Helped a B2B SaaS Company Double Inbound Lead Flow and Product Demos Through an SEO-Powered Funnel That Grew Organic Traffic 400% in 6 months.
Event Marketing Case study
Study in India Expo
How I Helped drive an Influx of Thai Student Registrations for an India Study Abroad Fair in Thailand Fair Through Savvy Marketing.
Google Ads Case Study
Atdec Mounting Solutions
How I Helped an Australian Mounting Solutions Company Triple Their Online Sales Through Strategic Google Ads. Helping them transform from Traditional Brick and Mortar company into a Thriving Ecommerce Operation in Just 3 Months.
Social Media Strategy
Aa Social Media Strategy Presentation I prepared for Flo's Diner in 2022, a Cafe in Yorkville, Toronto, Canada,
Here's How I helped a 4-Star Resort in Pattaya slash OTA dependency and increase direct bookings and occupancy by 30% through Google and Facebook Ads.
Background
Akira Pattaya is a 4-star hotel located in Pattaya, Thailand. It offers a variety of amenities, including an outdoor pool, free Wi-Fi, and a restaurant. It is recently renovated with Stylish Interiors to make the hotel modern and visually appealing. However, they were heavily dependent on OTAs for driving bookings. This is a common challenge faced by many hotels looking to fill rooms today.
Problem
In the highly competitive Pattaya tourism market, hotels like Akira are constantly seeking ways to stand out and attract more guests. Akira made the strategic decision to invest in renovations in order to set themselves apart from the competition and increase their direct bookings. However, they soon realized that their heavy reliance on Online Travel Agencies (OTAs) was actually cannibalizing their profits.This situation highlights the delicate balance that hotels must strike in today's digital age. While OTAs can provide valuable visibility and access to a wide audience of potential guests, they also come with high commission fees and can potentially erode the hotel's direct relationships with guests. This serves as a cautionary tale for other hotels in the area, emphasizing the importance of finding the right balance between OTA partnerships and direct bookings in order to maximize profitability and guest satisfaction.
Akira's pre-renovation numbers revealed the extent of their OTA dependency
A lopsided 70/30 split with OTAs driving 70% of bookings
Only 50% average monthly occupancy despite being a prime beach destination
The Change
We created a Marketing Strategy for Akira Pattaya:
Launched targeted Facebook & Google Ads to capture direct booking demand
Facebook Ads consisted primarily of guest reviews and images of hotel modern design. Clients directly message to book.
Google Ads Campaigns directing user to Hotel Google Business Profile so they can see facilities, images, reviews on Google and are able to make direct Phone call bookings - this is common in Thailand.
Advertising on Google Maps for nearby searches such as "Hotels near me", "hotels in pattaya", "hotels near Jomtien", and more.
Retargeting website visitors and through display campaigns.
Results
Our strategic advertising campaigns have ignited a remarkable revival in the hotel. They have seen a significant improvement in their operations. These results demonstrate the effectiveness of our strategic approach and the positive impact it has had on the hotel.
Booking splits reversed: Shifting to a 60/40 ratio with 60% of bookings now direct, OTAs account for only 40%.
Average occupancy rates rocketed up from 50% to 70-80% month-over-month
OTA monthly payments reduced by 40%!
How I Helped an Insurance Brokerage in Thailand Transform Stagnant Lead Flow Into a Consistent, Sustainable Pipeline of Qualified Leads Through SEO and Paid Ads
Background
i-Brokers, a prominent insurance broker in Thailand, offers a wide range of health insurance products to both individuals and businesses. Despite their reputation and extensive reach, they faced a significant challenge in generating a consistent flow of qualified leads in an increasingly competitive marketplace.
Challenges
In the competitive Thai insurance market, i-brokers found themselves lagging behind in the digital space:
Low Organic Traffic: The website had minimal visibility on search engines, leading to poor organic traffic. Used to average <1,000 sessions a month.
Poor Search Visibility: Company was not ranking or visible on Search Engines at all. Content not comprehensive enough and not optimized.
Poor Lead Generation: Limited inbound leads were being generated, affecting their business growth. Business relied on one primary lead channel, which was inconsistent.
Inefficient Content Strategy: The content was not optimized for SEO, resulting in missed opportunities for traffic and lead generation.
This situation underscored the urgent need for a comprehensive transformation of the i-Brokers' marketing strategy, encompassing both paid advertising and organic search optimization. The entire marketing funnel had to be redrawn.
Solution
After taking over i-brokers' digital marketing efforts, I implemented a holistic strategy to revitalize their online presence and lead generation:
Optimized Facebook and Google Ads Campaigns:
Created highly targeted ad sets based on demographic data and interests
Developed compelling ad creatives addressing common pain points in insurance
Implemented retargeting campaigns to re-engage website visitors
Revamped the funnel to minimize friction whilst acquiring a lead
Site SEO Overhaul & Search engine optimization
Conducted thorough keyword research to identify high-value search terms
Optimized existing content and created new, targeted content to improve search rankings
Implemented technical SEO improvements to enhance website performance and crawlability
Developed informative blog posts and guides on insurance topics, targeting specific regions and expat communities
Used these content pieces as lead magnets in both paid and organic campaigns
Content Marketing Strategy
Conducted thorough keyword research to identify high-value search terms
Optimized existing content and created new, targeted content to improve search rankings
Implemented technical SEO improvements to enhance website performance and crawlability
Results
Our comprehensive digital marketing approach led to explosive growth across both paid and organic channels:
Paid Advertising Results
300% increase in qualified leads generated per month
40% reduction in cost per lead, maximizing the marketing budget efficiency
SEO and Organic Growth (Y-O-Y)
75% of website traffic comes from organic search
900% increase in views for the primary product page
2,733% increase in overall website views
2,466% increase in leads generated through organic search
391% more leads generated overall
Key SEO Achievements (1 year)
Ranked #1 for "Best Health Insurance Bali"
Ranked #1 for "Best Health Insurance Cambodia"
Ranked #1 for "Best Health Insurance Burma"
Ranked #2 for "healthcare in Laos"
Ranked #3 for "Expat Insurance Bali"
Ranked #4 for "Best Health Insurance in Cambodia"
Ranked #5 for "Medical Services in Vietnam"
Rank 2nd for "Healthcare in Pattaya"
These results not only sparked their business growth but also positioned them as one of the leaders in private, international insurance brokerage market in Thailand. The success of this campaign demonstrates the power of a well-executed, multi-faceted digital marketing strategy in transforming stagnant lead flow into a consistently flowing pipeline.Key Takeaways1. A holistic approach combining SEO, content marketing, and paid advertising can lead to exponential growth in both traffic and leads.
2. Targeting specific regions and communities with tailored content can open up valuable new market segments. Always keep your target audience in mind.
3. Continuous optimization and testing are crucial for maximizing ROI across all digital marketing channels.
Local SEO
Importance of hashtag#LocalSEO for business with Physical Stores. What is Local SEO and why is it important? Let's explore this further.Most people now search online for local businesses before visiting them. Local SEO helps your business show up when people search, driving more in-store traffic. Examples of Local SEO include "near me" searches.🌐 What is Local SEO?
Local SEO helps your business show up higher when people search for things near them on Google. For example, if someone searches "pizza places in Bangkok", you want your pizzeria to be one of the top results on Google so you can drive in-store visits. It's all about making your business visible to local consumers at the exact time they're looking for what you offer. 🕵️📊 Why is Local SEO Important?
Local SEO is very important for businesses with a physical location who want to be found by local customers online. Businesses such as restaurants, stores, bakeries, barbers, tailor shops can use local SEO to be found easier.1. Visibility: Most customers in today's world are online, research online, and if they're actively looking for businesses like yours, you want to ensure they can find you. Local SEO increases your visibility in the local search results, making it easier for locals to find and choose you.2. Traffic: Local SEO drives organic, high-quality traffic to your website and
physical location, which is cost-effective compared to paid advertising.3. Competitive Edge: It also allows you to stand out among local competitors. When your business appears in local searches, you take business away from your competitors who are not utilizing Local SEO.4. Trust: Local consumers trust online reviews and local search results. A strong local SEO strategy boosts your credibility and trust massively.5. ROI: Local SEO has a high return on investment as it targets local consumers who are actively in the decision-making process and ready to purchase.🛠️ How to Get Started with Local SEO1. Google My Business: Set up and optimize your Google My Business profile for local searches. This is your business listing on Google, and it's a critical first step in any local SEO strategy. I'll dive into this further tomorrow.2. Local Keywords: Include local keywords into your GMB for it to rank higher in local searches. For example: A tailor should would include "tailors near me", "best tailors in Bangkok', "tailor shop in Bangkok' and more.3. Local Listings: Ensure your business is listed in local online directories with consistent NAP (Name, Address, Phone Number) information.Furthermore, Engage online frequently, Post on your GMB, reply to reviews and share them, optimize your GMB fully for local searches, and watch your in-store visits grow. 🚀That's it for today! Hope you enjoyed this content. Follow for more - Tomorrow, i'll touch on How to optimize your GMB for Local SEO, including actionable tips that you can execute instantly.
How I Built a Scalable Test Drive Pipeline for Bangkok's EV Startup Using Smart Paid Social
Background
A Bangkok-based EV startup was ready to launch their premium electric bikes into the market. With a superior product and competitive pricing, they had everything ready - except a steady flow of qualified prospects willing to test drive.
My mission: generate consistent test drive bookings.
Challenges
Converting digital interest into physical action was our biggest challenge.Nobody buys a bike without trying it.
Nobody books test drives without trust.
Nobody trusts without proof.Getting someone to click an ad is one thing. Getting them to commit several hours to test drive a product? That's another game entirely.
Limited Brand Awareness: As a new player in a traditional market, the brand needed to build credibility quickly
High-Stakes Conversion: Test drives required significant time investment from potential customers
Market Skepticism: Common misconceptions about EV performance and practicality in Bangkok's climate
Complex Purchase Decision: Higher price point requiring careful targeting and qualification
Zero Baseline: No existing test drive system or conversion framework in place
Solution
Paid Social strategy
Developed multi-stage funnel targeting urban professionals and tech enthusiasts
Tested Campaigns across various regions in Thailand. Tests uncovered gaps in major markets such as KhonKaen, Phuket and more.
Created video-first campaign showcasing real use cases
Built custom audiences based on engagement and purchase intent signals through pixel data
Reverse Engineered Competitor audiences and target them with video ads
Implemented retargeting sequences focusing on addressing common objections
Funnel strategy
Awareness: Lifestyle-focused video content highlighting daily commute benefits
Consideration: Deep-dive content addressing key concerns (range, charging, performance)
Conversion: Test drive booking with social proof and urgency elements
Retargeting: Encouraging test drives with special promotions
Results
Achieved 60% conversion rate from test drives to serious inquiries(!)
Established consistent daily test drive bookings
Significant reduction in cost per lead (CPL) over campaign duration
Built scalable, repeatable system for continuous lead generation
Achieved average ROAS of 6.2
Through this, we created a reusable campaign framework that we could test for new market expansions. By establishing a correlation between ad engagement and test drive likelihood, our retargeting strategy drove the majority of test drive bookings.
How I Helped a B2B SaaS Company Double Inbound Lead Flow and Product Demos Through an SEO-Powered Funnel That Grew Organic Traffic 400% in 6 months.
Background
Every successful company has a culture story. Happily.ai built a free assessment tool that could help organizations understand theirs. Built on robust people science and real data, it wasn't just another survey - it was a gateway to organizational transformation.
One problem: getting it in front of the right peoeple was costing a fortune.
Challenges
Picture paying $20 every time someone clicks your ad. Now multiply that across a B2B sales cycle.
The numbers told a painful story:
$15-20 cost per click for core terms, leading to high CAC (Cost of Acquisition)
Zero organic visibility for major keywords such as "culture assessment" searches
High competition from established players (recognized Brands such as TestGorilla)
Complex B2B buying cycle requiring multiple touchpoints
Zero organic inbound leads - Most Lead Gen was through Google Ad Campaigns
Solution
Instead of playing the high-stakes CPC game, we built a content engine that could sustainably drive qualified traffic. Here's how:
Content Strategy & Authority building
Rather than chasing random keywords, we mapped the entire "culture assessment" content cluster:
Created comprehensive guides answering core questions
Built content pillars around implementation challenges
Developed resources that addressed real pain points
Established ourselves as the go-to knowledge source
Lead Generation Strategy
We could not completely let go of Paid Ads altogether as SEO takes time to see results. With this in mind, we developed a comprehensive two-pronged approach to tackle stagnant lead generation:
SEO Foundation
Targeted high-intent keywords like "culture assessment tools"
Created educational content that actually served reader intent
Built internal linking structure that guided users naturally
Optimized for featured snippets and rich results
Google Ads Strategy
Restructured into 5 laser-focused campaign segments
Developed market-specific assets (including Thai language)
Used paid data to inform organic content strategy
Below is a picture of a Google Ads brainstorming session that informed our strategy.
We wanted to have:
Core Brand Campaigns - targeting branded keywords
Content-Driven Search- Blog content targeting digital transformation and company culture, Performance Management, and other related fields.
Integrated Display Campaign Strategy - Strategic retargeting based on engagement signals. Allocated 20% of budget for amplification
Advanced Segmentation - Split tested ad groups, Thai-language optimization for local market, E-book downloads in Thai targeting decision makers
Conversion Rate Optimization (CRO)
We tried to build a customer journey that made sense.
Educational content → Value realization → Lead Magnet Downloads or Tool engagement → Meeting scheduled
Each step was tracked and monitored through Google Analytics. Users had a clear path from problem awareness to solution implementation
Example of Marketing Feedback I provided after Initial Audit
Results
The transformation delivered both immediate wins and sustainable growth.
Our dual-channel strategy drove a 400% increase in organic traffic within 6 months, while simultaneously reducing paid acquisition costs by 30%. We established dominant Page 1 rankings for high-value terms like "performance management" and "organizational culture measurement," creating a consistent inbound lead flow.The Thai-language Google Ad campaign optimization reduced CPAs by 35%, while our content strategy authority approach doubled demo bookings with higher-quality SQLs.Most importantly, we transformed an expensive, unsustainable acquisition model into a scalable growth engine that continues delivering results. The framework we built didn't just solve the immediate challenge - it created a repeatable system for market expansion, proving that strategic content combined with optimized paid channels can turn a high-cost B2B product into a cost-efficient lead generation machine.