I build performance campaigns around search intent, consumer psychology, conversion data and business economics — with one goal: turn ad spend into qualified leads, customers and measurable growth.
I focus on the parts of paid acquisition that actually move business metrics — audience intent, offer, funnel, landing experience, tracking, creative testing and scaling.
Search-led acquisition strategies built to turn demand into enquiries, applications, bookings and sales.
Performance campaigns structured around audience testing, creative iteration, retargeting and profitable scale.
No dashboard screenshots. Just the business outcomes, campaign context and the strategy behind them.
High CPL was addressed through intent-led targeting and conversion-focused landing pages designed to reduce friction after the click.
Product-page optimisation, audience testing and creative revamps were combined to stabilise acquisition and improve purchase efficiency.
Segmented targeting, retargeting and influencer-led campaigns were used to improve lead quality while preserving volume.
Persona-led messaging, local audience targeting and WhatsApp funnels helped simplify acquisition across mixed student segments.
Buyer-aligned keywords and tightly focused search intent were used to reach decision-makers in a niche B2B environment.
Google Search and YouTube were combined with student-centric funnels to build awareness, trust and application volume from a standing start.
The campaign is only one piece. The real performance comes from connecting business economics, intent, creative, landing experience, tracking and disciplined experimentation.
Map product value, margins, target CAC, conversion rate and revenue goals before deciding how aggressively to acquire.
Identify who the buyer is, what they are trying to solve and what makes them take action now.
Align ad message, audience, landing page and follow-up so the journey feels continuous rather than fragmented.
Test audience, keywords, creative, offer, bidding and landing experience with a clear hypothesis behind every experiment.
Focus on CPL, CPA, CAC, conversion rate, lead quality and ROAS — not vanity metrics in isolation.
Increase budgets only when the economics support it, while protecting the variables that made the campaign work.
Progressive experience across digital marketing, PPC, Google Ads, client servicing and full-funnel performance marketing.
Leading digital and performance marketing activities with a strong focus on student acquisition, campaign strategy, lead generation and measurable growth.
Managed Google Ads campaigns focused on lead generation, campaign optimisation, search intent and acquisition performance.
Worked on PPC campaign execution, optimisation, reporting and paid acquisition performance.
Worked across Google Ads, digital marketing campaigns, client servicing and day-to-day campaign execution.
If Google Ads or Meta Ads are generating expensive leads, inconsistent sales or weak ROAS, let's look at what the numbers are actually telling us — and find the next growth opportunity.
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