Paid Ads Specialist (Google Ads, Meta Ads)
I set up and manage ad campaigns in Google Ads and Meta Ads — search, display network, retargeting, Instagram and Facebook campaigns. Before launch I always check whether analytics are actually set up on the client's side: without correct conversion tracking, any budget optimization is just guessing. If analytics aren't in place, I help set up basic events — a lead, a call, a purchase — through Google Tag Manager. I structure campaigns by product or business line rather than dumping everything into one general campaign, because that makes it much easier to see what's actually bringing in leads versus what's just burning budget. I test several ad variations at once and turn off what isn't working instead of keeping underperforming ads running 'just in case.' I send a clear weekly report: spend, leads, cost per lead, week-over-week trend. I don't do SEO or organic growth — that's a related but different specialization. The minimum ad budget I'll work with is $300 a month; below that, optimization doesn't have time to gather enough data.