Pay Per Click (PPC) Manager, U.K.
Sept 2024 - Feb 2025
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Developed, managed, and optimised Google Ads campaigns across Search, Display, Video, Demand Gen, App, Performance Max, and Shopping, resulting in a 35% reduction in CPA
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Conducted keyword research, ad copywriting, and competitive analysis to enhance campaign performance, leading to a 10% reduction in CPC and budget waste
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Work closely with the analytics team, designers, and content creators to execute impactful campaigns. Track Google Ads, GA4, and social media campaigns via GTM to boost conversions by 25%
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Use Google Data Studio and GA4 to create detailed editorial client reports, providing insights and tracking key performance metrics. Enhance client retention by delivering data-driven results
Achievements:
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Optimised Keyword Quality & Ad Strength: Achieved a 59% reduction in CPC for the Morsia Fitness App, driving a 96% increase in conversions and a 64% boost in CVR, showcasing highly effective direct response strategies
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Enhanced Ad Efficiency: Aligned ad copy and keywords with a dedicated landing page for the WeRise Fitness App, leading to a 12% drop in CPC, a 96% surge in conversions, and a 12% CVR improvement through attribution analysis
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Cost-Effective Campaigns: Reduced CPA by 38% for Shreddy by removing non-performing products from Performance Max, resulting in 72% more conversions and a 60% CVR uplift through strategic campaign optimisations
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Increased Conversion Value: Improved conversion value by 13% for the OwnU Fitness App, driving 23% more conversions and a 3% increase in CTR with targeted ad refinements
Optimisation Steps
Steps Taken To Improve CVR, CTR and Conversions
1. Improving Click-Through Rate (CTR)
✅ Crafted compelling ad copy with strong CTAs and urgency
✅ Refined keyword targeting and implemented negative keywords
✅ Used ad extensions (sitelinks, callouts, structured snippets)
✅ A/B tested creatives and messaging for higher engagement
✅ Improved audience targeting using intent-based and lookalike audiences
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2. Improving Conversions
✅ Implemented smart bidding strategies (Target CPA, Max Conversions)
✅ Set up accurate conversion tracking via Google Tag Manager & GA4
✅ Leveraged dynamic remarketing & retargeting for high-intent users
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3. Improving Conversion Rate (CVR)
✅ Enhanced landing page UX with clear CTAs and trust signals
✅ A/B testing of forms, CTAs, and page layouts for better engagement
✅ Mobile-first optimisation for seamless user experience
✅ Faster page load speed to reduce bounce rates​
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Steps Taken To Reduce CPC and CPA
1. Reducing CPC (Cost Per Click)
✅ Keyword Optimisation: Focused on high-intent, long-tail keywords with lower competition
✅ Negative Keywords: Regularly updated negative keyword lists to prevent irrelevant clicks
✅ Ad Copy & Relevance: Improved ad relevance and quality scores to lower bid costs
✅ Geo-Targeting: Focused spend on high-performing locations to reduce unnecessary clicks
✅ Bid Strategy Adjustments: Used manual bidding and automated bidding (Target CPA) to optimise costs
✅ Ad Extensions: Added sitelinks, callouts, and structured snippets to improve CTR without increasing CPC
​
2. Reducing CPA (Cost Per Acquisition)
✅ Landing Page Optimisation: Improved UX, load speed, and CTA placement for better conversion rates
✅ Smart Bidding Strategies: Implemented Target CPA, Max Conversions, and Max Conversion Value
✅ Audience Segmentation: Retargeting and Specific website pages visitor's audiences for better targeting
✅ A/B Testing: Tested different creatives, CTAs, and landing pages to find high-performing combinations
✅ Conversion Tracking Improvements: Ensured accurate tracking via Google Tag Manager & GA4 to optimise for real conversions
✅ Remarketing & Retargeting: Focused on high-intent visitors to increase conversion efficiency
✅ Budget Allocation: Shifted budget to the best-performing campaigns, locations, and demographics
Optimisation Steps
Steps Taken To Improve CVR, CTR and Conversions
1. Improving Click-Through Rate (CTR)
✅ Crafted compelling ad copy with strong CTAs and urgency
✅ Refined keyword targeting and implemented negative keywords
✅ Used ad extensions (sitelinks, callouts, structured snippets)
✅ A/B tested creatives and messaging for higher engagement
✅ Improved audience targeting using intent-based and lookalike audiences
​
2. Improving Conversions
✅ Implemented smart bidding strategies (Target CPA, Max Conversions)
✅ Set up accurate conversion tracking via Google Tag Manager & GA4
✅ Leveraged dynamic remarketing & retargeting for high-intent users
​
3. Improving Conversion Rate (CVR)
✅ Enhanced landing page UX with clear CTAs and trust signals
✅ A/B testing of forms, CTAs, and page layouts for better engagement
✅ Mobile-first optimisation for seamless user experience
✅ Faster page load speed to reduce bounce rates​
​
Steps Taken To Reduce CPC and CPA
1. Reducing CPC (Cost Per Click)
✅ Keyword Optimisation: Focused on high-intent, long-tail keywords with lower competition
✅ Negative Keywords: Regularly updated negative keyword lists to prevent irrelevant clicks
✅ Ad Copy & Relevance: Improved ad relevance and quality scores to lower bid costs
✅ Geo-Targeting: Focused spend on high-performing locations to reduce unnecessary clicks
✅ Bid Strategy Adjustments: Used manual bidding and automated bidding (Target CPA) to optimise costs
✅ Ad Extensions: Added sitelinks, callouts, and structured snippets to improve CTR without increasing CPC
​
2. Reducing CPA (Cost Per Acquisition)
✅ Landing Page Optimisation: Improved UX, load speed, and CTA placement for better conversion rates
✅ Smart Bidding Strategies: Implemented Target CPA, Max Conversions, and Max Conversion Value
✅ Audience Segmentation: Retargeting and Specific website pages visitor's audiences for better targeting
✅ A/B Testing: Tested different creatives, CTAs, and landing pages to find high-performing combinations
✅ Conversion Tracking Improvements: Ensured accurate tracking via Google Tag Manager & GA4 to optimise for real conversions
✅ Remarketing & Retargeting: Focused on high-intent visitors to increase conversion efficiency
✅ Budget Allocation: Shifted budget to the best-performing campaigns, locations, and demographics
Senior Paid Media Executive, U.K.
April 2023 - July 2024
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Executing and optimising client campaigns across major Paid Media platforms, including Google, LinkedIn, Facebook, Instagram, and Bing Ads. Leveraging search strategy to drive a 27% increase in growth and customer acquisition
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Providing data-driven performance updates with insightful analysis, helping clients make informed decisions. Sharing strategic ideas for new business pitches, leading to a 30% increase in client retention
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Managing assigned projects with appropriate supervision, ensuring adherence to timelines and Agile processes to enhance efficiency. Improved the management system, contributing to my promotion to Senior Paid Media Executive in April 2024
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Implementing testing and optimisation roadmaps to enable quick iterations and adapt project scopes, ensuring accuracy and identifying new opportunities. Managing multiple clients simultaneously while meeting tight deadlines
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Achievements:
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By enhancing the quality score of the keywords and ad strength, click costs were reduced by 4%. This resulted in a 2% and 6% increase in conversions and CVR for CybSafe, respectively
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Supported the client lead in increasing the revenue pipeline by 12% for Sitecore through paid media channels
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Supported the client lead-in, uplifting the overall conversions by 83% and reducing the CPA by 41% for Invesco. Client relationship feedback was pivotal for achieving these results
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Exceeded Amazon Freight's FY23 UK and Germany lead target by implementing a full-funnel marketing strategy across Google, YouTube, Microsoft, and LinkedIn Ads
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Reduced CPCs by 12% by combining the ad copies and keywords with a landing page, which leads to an increase in conversions by 26% with a rise in CVR by 11% for Northumbria Coast and Country Cottages
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Reduced CPA by 19% by eliminating non-performing keywords, resulting in 24% more conversions and 8% higher CVR for Qt.io
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Supported the client lead on the creation of QBRs, monthly and weekly reports for clients
Paid Marketing Coordinator and Data Executive, U.K.
June 2022 - Dec 2022
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Managed and optimised ad campaigns across Google Search, Display, Video, Shopping Ads, Facebook, Snapchat, Pinterest, and Criteo, reducing CPC from £3.50 to £1.50
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Conducted keyword research using Google Keyword Planner and SEMrush, resulting in an 18% increase in traffic to a website
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Integrated tags via Google Tag Manager, utilising HTML and JavaScript when necessary, which improved retargeting efforts by 20%
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Developed campaign strategies to achieve target ROAS and CPA, performing regression analysis to determine product relationships and ROAS impact. Actively engaged in feed management to optimise product listings
Achievements:
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Increased ROAS from 3.93 to 8.30 by implementing the multi-platform digital marketing strategy
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Decreased the Cost Per Acquisition (CPA) by 10% by negating products which were not generating revenue
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Built custom audiences and designed A/B tests, leading to a 15% improvement in conversion rates
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Managed Kaviya email marketing, optimising designs and CTAs, improving email conversion rates by 35%
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Integrated Shopify with Google Ads & Merchant Centre, enhancing product feeds improvement by 12%
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Wrote compelling ad copy for multiple platforms and optimised Google Shopping data feeds, boosting CTR by 45%.
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Elevated CTR from 1.1% to 3.5% by crafting highly relevant ad copy across all platforms
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Advised on product strategy, leading to a sales increase of 10% to 35%
Optimisation Steps
Steps Taken To Improve CVR, CTR and Conversions
1. Improving Click-Through Rate (CTR)
✅ Crafted compelling ad copy with strong CTAs and urgency
✅ Refined keyword targeting and implemented negative keywords
✅ Used ad extensions (sitelinks, callouts, structured snippets)
✅ A/B tested creatives and messaging for higher engagement
✅ Improved audience targeting using intent-based and lookalike audiences
​
2. Improving Conversions
✅ Implemented smart bidding strategies (Target CPA, Max Conversions)
✅ Set up accurate conversion tracking via Google Tag Manager & GA4
✅ Leveraged dynamic remarketing & retargeting for high-intent users
​
3. Improving Conversion Rate (CVR)
✅ Enhanced landing page UX with clear CTAs and trust signals
✅ A/B testing of forms, CTAs, and page layouts for better engagement
✅ Mobile-first optimisation for seamless user experience
✅ Faster page load speed to reduce bounce rates​
​
Steps Taken To Reduce CPC and CPA
1. Reducing CPC (Cost Per Click)
✅ Keyword Optimisation: Focused on high-intent, long-tail keywords with lower competition
✅ Negative Keywords: Regularly updated negative keyword lists to prevent irrelevant clicks
✅ Ad Copy & Relevance: Improved ad relevance and quality scores to lower bid costs
✅ Geo-Targeting: Focused spend on high-performing locations to reduce unnecessary clicks
✅ Bid Strategy Adjustments: Used manual bidding and automated bidding (Target CPA) to optimise costs
✅ Ad Extensions: Added sitelinks, callouts, and structured snippets to improve CTR without increasing CPC
​
2. Reducing CPA (Cost Per Acquisition)
✅ Landing Page Optimisation: Improved UX, load speed, and CTA placement for better conversion rates
✅ Smart Bidding Strategies: Implemented Target CPA, Max Conversions, and Max Conversion Value
✅ Audience Segmentation: Retargeting and Specific website pages visitor's audiences for better targeting
✅ A/B Testing: Tested different creatives, CTAs, and landing pages to find high-performing combinations
✅ Conversion Tracking Improvements: Ensured accurate tracking via Google Tag Manager & GA4 to optimise for real conversions
✅ Remarketing & Retargeting: Focused on high-intent visitors to increase conversion efficiency
✅ Budget Allocation: Shifted budget to the best-performing campaigns, locations, and demographics
KR Sea Foods Pvt Ltd
Marketing Manager, India
May 2017 - Aug 2021
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Grow the revenue from digital platforms such as Google Ads and Facebook Ads
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Managed, led & trained a digital team of 3 executives
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Shoot up 30% of traffic to the website through video ads
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Evaluated & launched the digital marketing and offline marketing campaigns
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Generated weekly and monthly sales reports from digital ads
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Improved fish product margin by 20% in Porbandar, India
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Completed three days of a promotional fair of fish products and boosted sales by 3%
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Develop and execute consumer marketing strategy and plans to build brand awareness and brand affinity. Lead on concept development, creative direction, design and tone of voice of marketing campaigns
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Bring forward innovative design and communication approaches by keeping a pulse on leading and emerging design and go-to-market trends
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Plans and oversees the creation of marketing and promotion materials, including catalogs, media kits, sales and company presentations and other sales and marketing collateral as needed
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Oversees and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions.
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Maintains competitive analysis for existing products and potential new products
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Plan and lead the execution of go-to-market marketing initiatives
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Develops and recommends product positioning, packaging, and pricing strategy to produce the highest possible long-term market share
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Works with Sales to develop selling stories and plan special initiatives
Team Leader – SEM, India
Aug 2014 - Apr 2017
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Restructured and set up new PPC campaigns for clients on Google Ads and Facebook Ads
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Achieved the targeted leads and increased the click-through rate (CTR) by 1.5% in August 2015
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Boosted leads for a travel and taxi business client from 10% to 45%
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Developed and proposed digital marketing strategies to clients during meetings, advising on media strategy
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Led, trained, and guided a team of seven executives.
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Created weekly and monthly reports for clients, ensuring transparent performance tracking
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Conducted keyword research, competitor analysis, and ad copy creation using various tools
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Engaged in business planning and analysis to estimate income potential and identify new business prospects for the agency
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Managed client relationships, attending meetings, and liaising with clients to ensure alignment with their goals.
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Maintained and developed relationships with existing customers through in-person meetings, calls, and emails. Worked closely with the sales department to identify opportunities for service growth and customer retention
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I have played a key analytical role in managing various digital marketing channels, including Google Ads, Bing Ads, and Google Analytics. Conducted statistical analyses to evaluate performance and implement optimisation strategies
Campaign Management Analyst, India
Jan 2014 - Jul 2014
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Retention of client advertising accounts through active campaign management and execution of consistent customer focus
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Management and analysis of digital advertising campaigns to satisfy client expectations for various performance metrics such as high click-through rate, cost per click and cost per lead
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Building rapport and developing relationships with Campaign Support teams globally
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Troubleshooting performance issues using digital advertising best practices while creating new, innovative solutions to technical issues
SEM-Executive, India
Oct 2012 - Oct 2013
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Using various tools to conduct keyword research, create ad groups, and write ad copies. Making PPC campaign reports for clients using Google Analytics
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Awarded with a Certificate of Appreciation for Employee of the Month, July 2013
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Reduce the CPC from 10.50 Rupees to 3.20 Rupees for the education sector client by aligning ad copies and keywords with the landing page
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Increased sales for the e-commerce client during the month of Diwali and increased the CTR from 2.50% to 4.80% for the same campaign
Ceritications
StackAdapt - Feb 2025
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Basic and Advanced Programmatic Certification Course from StackAdapt in Feb 2025
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Google Ads - Jan 2025
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Google Ads Certificate Exam (Search, Display, Shopping, DV360, GA4 and Video) in Jan 2025
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Udemy – Digital Marketing - Jan 2021
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Udemy – 3 Months Online Course (2021) - The Complete Digital Marketing Guide by Robin and Jesper
ADDITIONAL SKILLS
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Digital Marketing: Snapchat Ads, Pinterest Ads, Criteo, Kalviyo, Mailchimp, Budget management, Media planning and forecasting, Landing page analysis, Lead generation, AdWords, Paid search and social strategy, Digital marketing, Reporting, and Monthly reporting on KPI’s
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Soft Skills: Adaptability, Creativity, Communication, Analytical skills, Emotional intelligence, Collaboration, Time management, Flexibility, Networking, Multitasking, Reporting, Monitoring, Content creation and Curiosity
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IT Literacy: Proficient in Microsoft Office, including Word, Excel, Outlook, and PowerPoint, as well as in Google Workspace - G Suite