DO YOU COPY?
Hi, I’m Varuna, and this page is a small collection of copy I’ve written for real campaigns with real goals, audiences, and performance metrics.
Ads, emails, landing pages, campaign ideas, tiny headlines with big expectations and CTAs doing their best in 14 characters or less.
Come, take a look :)
The World Is My Stage
I've worked across 30+ global client accounts, including school districts, charter schools, home services brands, wellness businesses, restaurants, healthcare practices, broadband providers, chambers of commerce, and B2B service companies.
~3 Yrs
Working at a US-based ad agency.
30+
US clients across diverse industries.
7+ yrs
Remote working experience with global teams.
The Copy & The Consequences
Let's take a look at some digital ads, landing page and some other work samples.
Emmett Independent School District
For Emmett School District, I tested a parent-facing enrollment message against a broader school-support message.
The direct version, “Considering Elementary Schools for Your Child?”, drove a 2.84% CTR compared to 0.63% for the more general variation.
The takeaway: when families are making a high-consideration decision, clear audience targeting most often beats broad messaging.
SC Broadband
For SC Broadband, I tested a work-from-home reliability message against a broader weak-WiFi problem angle.
The WFH-focused ad performed significantly better, reaching a 1.12% CTR compared to 0.03% for the weaker variation.
The winning copy worked because it turned internet service into a daily-life benefit: a more reliable workday.
Colorado Early Colleges Landing Page
This landing page supported a paid awareness and enrollment campaign.
The conversion goal was to generate enrollment interest through form submissions/leads.
The landing page generated 13 direct leads during the campaign period and supported a broader paid campaign that drove 1.7M+ impressions, 4,639 clicks, 179 Meta leads, 14 web forms, and 9 unique calls.
Please click on the image to see the full landing page.
Metrics I look at...
Campaign Type | Key Metrics | Why they are important? |
Paid Social Ads | CTR + Links Clicked | Show whether the hook and creative are getting attention from the right audience or not. |
Landing Page | Conversion rate Cost per action | Shows whether the page is offering what people need and moving them to take action. |
Awareness Campaign | Click-through rate Engagement | Shows if the message is relevant enough to make people respond. |
Lead Generation | Conversion rate Cost per action | Shows whether the traffic is turning into affordable leads. |
A PREVIEW OF OTHER
Work Samples
Scroll through the images below to check out some of the digital ads and emails that I've written.
Some of the brands & agencies I've worked with
Sharing The Joy ✨
Here are a few things that bring happiness to my life.
Postcards from strangers
I love sending and receiving physical postcards through Postcrossing.
So much is changing so fast. We are too connected, too online, too available. Sending postcards to strangers helps me slow down a little. It feels simple, thoughtful, and peaceful.
There is something heartwarming about waiting for a postcard from someone across the world.
A small note, unique stamps, a glimpse into someone’s city, routine, memory, or a favorite place - it feels special.
Here is a picture of my postcard map and wall.
Duke and Charlie
Pets make me believe we are all innately good.
I have two dogs, Charlie and Duke.
Charlie is a golden retriever, and Duke is a German Shepherd.
They are chaotic, funny and so so loving. My life would be incomplete without them.
Look at their pictures. Aren’t they adorable?
Books
Books are my favorite kind of escape.
I read when I want to rest, reset, disappear for a while, or feel like someone has put words to something I couldn’t explain.
Right now, I’m reading The Housemaid’s Secret. Next on my list is Lost Lambs.
Some of my all-time favorites are Tuesdays with Morrie, The Sense of an Ending, The Silent Patient, poetry by Atticus, and a lot more.