SEM

Unfriendly competition

After a wave of aggressive competitor tactics, HoneyBook’s Paid team was out for blood. To punch back, we targeted high-intent searches like “[competitor] support” and “[competitor] not working,”—intercepting moments of friction with messaging that offered a clearer, more reliable alternative.

Below the belt? Probably. Effective? Definitely. CTR was ~60% higher than typical SEM campaigns, proving that even performance channels can benefit from strong timing and creative.

My role: concept + copywriting