Paid Media Performance Optimization

Overview

Managed and optimized paid media campaigns across Google Ads and Meta Ads for e-commerce and SaaS clients. Focused on data-driven budget allocation, audience targeting, and creative iteration to maximize return on ad spend.

Problem

Campaigns were underperforming with low CTR and poor conversion rates. Budget allocation was not data-informed, and creative assets lacked systematic testing.

Approach

Conducted a full audit of existing campaigns, restructured account architecture, implemented A/B testing for creatives and landing pages, and used funnel data to reallocate budgets toward high-performing segments.

Tools Used

Insight

Funnel drop-off analysis revealed that 60% of users abandoned at the consideration stage. Restructuring campaigns to target mid-funnel intent signals significantly improved conversion rates.