As part of my Google Digital Marketing Certification, I created an A/B testing plan to improve conversion rates for a hotel ad campaign. This exercise focused on optimizing Google Ads headline copy based on audience behavior insights.

This project reflects how I approach performance-based marketing — grounding creative decisions in audience data, setting clear metrics, and applying the A/B testing framework to drive results. I aimed for a 5 percentage point increase in conversion rate with a 95% confidence level.