Scaling Paid Acquisition Across Google & Meta (Multi-Channel Strategy & Optimization)

Led full-funnel paid acquisition strategy for multiple high-spend client accounts, managing six-figure monthly budgets across Google Ads and Meta.

The main challenge was inconsistent performance across channels, inefficient budget allocation, and unclear visibility into what was actually driving conversions.

I restructured campaign architecture across prospecting and retargeting, implemented a clear funnel-based approach, and introduced structured testing across creatives, audiences, and bidding strategies.

I also improved tracking and reporting to better connect campaign performance to business outcomes, enabling more accurate decision-making and budget allocation.

As a result, we achieved improved efficiency across accounts, including stronger ROAS, reduced CPA, and more stable, scalable performance.