Ram Lamba

Managed multi-channel paid media for supporter acquisition and recurring donations across Google Search, Performance Max, Meta and LinkedIn with annual paid media budgets exceeding £1 million. Reduced cost per donation by 31% through audience segmentation, bid strategy optimization and continuous creative testing. Increased conversion rates by 27% by redesigning landing pages, simplifying user journeys and improving attribution tracking. Built GA4 and Looker Studio dashboards to reduce manual reporting time and improve campaign insight. Partnered with SEO, CRM and content teams to lift conversion performance across the digital acquisition funnel. Key results include UNICEF’s highest-performing Giving Tuesday paid campaign (exceeding acquisition targets by 54% with the lowest CPA of the financial year).

Led paid search and paid social activity across Google Ads, Microsoft Ads, Meta and YouTube, owning strategy, optimization and reporting. Increased ROAS by 63% via campaign restructuring, keyword refinement and improved audience segmentation. Reduced CPC by 29% while increasing qualified traffic through bidding strategy and ad relevance optimization. Improved Google Ads Quality Scores on key campaigns to increase impression share and lower CPC. Planned seasonal acquisition, remarketing and full-funnel paid media to support fundraising and brand awareness. Conducted weekly A/B testing across creative, audience targeting and landing pages, applying results based on statistical significance. Achieved a turnaround of a Google Ads account with six months of declining conversions by increasing lead volume by 71% within one quarter. Managed simultaneous campaigns across international markets, balancing local audience behaviour, budgets and platform performance.

Managed PPC and paid social campaigns across Google Ads, Meta, LinkedIn and TikTok with monthly budgets exceeding £150,000 across ecommerce and non-profit clients. Increased average CTR by 42% through continuous optimization of audience targeting, creative testing and landing page improvements. Reduced CPA by up to 38% by restructuring campaigns, refining keyword strategies and improving Google Ads Quality Scores. Delivered ROAS up to 8.5x using performance-led creative strategies, audience segmentation and full-funnel campaign optimization. Built and scaled acquisition campaigns from launch to £500,000+ annual media spend while maintaining profitable conversion costs. Used GA4, Ads Manager, Looker Studio and GTM to diagnose performance issues and improve conversions.