Joel S. Salve

Managed paid search and paid media execution across 8-10 client accounts across Google Ads, Microsoft Ads, Performance Max, Shopping, Search, Meta and TikTok, with monthly budgets up to £50k. End-to-end Performance Max management including asset groups, audience signals, product feed checks, URL and placement exclusions, and campaign settings to improve delivery quality while keeping cost targets controlled. Optimised Google Merchant Centre feeds for PMax/Shopping using product diagnostics, feed rules, custom labels and supplemental feeds to improve product coverage and support ROAS growth. Reviewed search query data and keyword coverage with negative keyword opportunities to reduce wasted spend and maintain CPL/CPA/ROAS alignment. Identified £3k-£8k in potential wasted monthly spend by monitoring budget pacing, bid strategy behaviour and campaign anomalies (Optmyzr + platform data). Built weekly/monthly reports on spend, CPL, ROAS, CTR, conversions and pacing; set up and QA’d tra

Managed paid media campaigns for 10+ freelance clients across Google Ads, Meta and TikTok, covering campaign builds, optimisation, reporting, tracking and client communication. Delivered acquisition for B2B lead generation and B2C/ecommerce-style accounts, aligning campaign goals and optimisation to CPL, lead quality, sales outcomes and ROAS. Planned/optimised Google Ads Search, Performance Max and display activity by reviewing keyword intent, budget pacing, search terms, conversion performance and structure. Used GA4 post-click performance to identify weak landing page journeys and form/enquiry drop-off points. Reduced CPL by 5% across two B2B accounts and 10% across three B2C accounts within six months through audience refinement, bid strategy adjustments, campaign clean-up and creative testing. Built conversion tracking from scratch using GTM, GA4, Meta Pixel, CM360/Floodlight and Meta CAPI when required. Created weekly acquisition dashboards in GA4/Looker Studio and ran regular che

Completed a short-format UK agency programme covering integrated campaign delivery, performance reporting and client service across B2B and B2C accounts. Reviewed GA4 and paid media data to support campaign analysis, post-campaign reporting and optimisation recommendations for senior teams.