MARKETING / MAKE THE WORK LEGIBLE
How to write a digital marketing case study that earns trust
Turn spend, CPL, creative testing and outcomes into a clear story without exaggerating performance.
Begin with the business problem
Briefly establish the industry, audience, commercial objective and constraints. Describe your actual responsibilities rather than taking credit for an entire business outcome.
Explain your decisions
Break down your channel mix, creative testing, targeting decisions, landing page improvements and measurement setup in natural language. Show one or two original, appropriately cleared creatives.
Present metrics with context
Spend, reach, clicks, leads, CPL and revenue can all be useful, but clarify the reporting period and whether numbers represent platform-reported or verified business outcomes. ROAS is not the same thing as profit.
Explain the result and what changed
What did the team learn? What did you change next? A thoughtful discussion of limitations can build more confidence than one giant figure.
Protect the client
Remove sensitive personal data and obtain permission for brand logos, campaign screenshots, confidential metrics and testimonials. If a story is fictional, mark it clearly as a demonstration.