A performance marketer's portfolio should read like a set of experiments with results. For each campaign, give the goal and the starting numbers, the channels, targeting and creative tests you ran, and the change in cost and return. Reviewers look for the logic that connects spend to outcome.
For: Performance and growth marketers who want to show campaigns as experiments with measurable returns
Start with the goal and the baseline, such as a cost per acquisition that was too high or a new audience with no data. Then state what you believed would work and why. This shows that your choices were planned rather than lucky. A reviewer can then judge the result against the hypothesis instead of in isolation.
Include the channels, audiences and creative variants you tested, with a short table or chart of the key metrics. Name the metrics precisely, such as CPA, ROAS, CTR or conversion rate, and give the time frame and budget scale. Screenshots from ad dashboards work well if you remove account names and exact spend. Caption each chart with the one insight it supports.
Campaign results depend on product, pricing and creative teams as well as the marketer. State whether you planned the strategy, ran the buying, wrote the copy or built the reporting, and the size of the team. If attribution was uncertain, say which model you used. Honest framing makes the numbers more credible, not less.
BeforeRan Facebook and Google ads for the company.
AfterManaged paid social and search with a monthly budget of about 40,000 dollars, cutting CPA from 32 to 19 dollars over 4 months.
Scale, channels and a before-and-after cost show both responsibility and skill.
BeforeCreated many ad creatives and optimized them.
AfterTested 18 creative variants in 3 rounds, and the winning video format raised CTR from 0.9% to 1.6%.
A structured test with a clear winner shows method, where 'optimized' only claims effort.
BeforeHelped grow app downloads significantly.
AfterLaunched a lookalike audience campaign that brought 62,000 installs in 10 weeks at a 27% lower cost per install.
Replacing 'significantly' with the volume, time frame and cost change makes the claim checkable.
Use ranges, ratios and relative changes, such as 'monthly budget in the low tens of thousands' or 'ROAS up by 40%'. Blur or crop account names and exact figures in screenshots. The reviewer needs to see the scale and the direction of the change, not the internal numbers.
One is worth including if you can show what the data told you and how you changed course. A failed test followed by a better second round demonstrates the testing mindset performance roles need.
Mention the ad platforms, analytics and attribution tools you actually used in each campaign, two to four per project. A long list of logos says little; a line such as 'set up GA4 conversion events to track trial starts' shows real use.
The button opens a portfolio filled with this example in the editor. You need to sign in; change the text, images and layout of every slide freely and download it as PDF or PPTX. Drop your own work onto the image spots.
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