4.5+ Years of Verified Media Buying Experience

Performance Marketer.
Growth Architect. Funnel Engineer.

I specialize in transforming ad spend into predictable, high-margin revenue. With deep hands-on execution across Google Search, Performance Max, Meta Advantage+, and full-funnel CRO, I combine data-backed analytics with direct-response consumer psychology.

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MY CORE PHILOSOPHY

Driving Growth Through Smarter Marketing

I believe successful marketing goes beyond clicks and impressions. It requires the right strategy, audience understanding and continuous optimisation to generate meaningful business results.

At Univ Abroad Education, I manage performance marketing campaigns, lead generation, paid advertising and marketing automation, focusing on improving campaign efficiency and lead quality.

Previously, at MicroGO, I worked across SEO, organic growth, B2B lead generation and email marketing to strengthen digital visibility and brand engagement.

My approach combines creative strategy, data-driven decisions and performance optimisation to deliver sustainable growth.

4.5+ Years Media Buying
$580K+ Annual Revenue Delivered
42K+ Qualified Leads Delivered
13.8x Average Campaign ROAS
02 / WORK EXPERIENCE

My Professional Journey

A progression of hands-on leadership managing ad budgets, engineering multi-channel growth, and delivering measurable revenue.

Step 04 of 04 · Jan 2025 – Present

Digital Marketing Specialist

Univ Abroad Education · Chennai, India / Remote
42K+ Qualified Leads $580K+ Revenue 13.9x Peak ROAS <$1.00 CPL

Leading end-to-end performance marketing operations, scaling paid acquisition across Meta, Google, and Snapchat Ads for international education recruitment.

Documented Impact & Responsibilities
Led performance marketing campaigns generating 42K+ qualified leads and $580K+ in revenue on a $21K+ ad spend.
Kept blended Cost Per Lead (CPL) strictly under $1.00 while scaling campaign volume across Meta and Snapchat.
Achieved a peak 13.9x Return On Ad Spend (ROAS) through budget allocation and creative iteration.
Engineered full-funnel lead nurturing systems with WhatsApp API and CRM automation for automated follow-ups.
Core Tools: Performance Marketing Meta Ads Google Ads WhatsApp Automation GA4 & GTM

High-Ticket B2B Real Estate Funnel Architecture

Real estate lead generation requires navigating lengthy sales cycles and distinguishing high-net-worth investors or institutional buyers from casual window shoppers.

The Multi-Stage Intent Funnel

We combine LinkedIn Sales Navigator account mapping for senior decision-makers with matched audiences on Meta and Google Search intent triggers to build high-converting full-funnel journeys.

Pipeline Conversion Metrics

  • Verified developer deal inquiries: 340+
  • High intent qualification rate: 68%
  • Average deal size: $450,000+

Beyond Basic Keyword Optimization

Modern search engines understand entities, relationships, and contextual authority far better than isolated keyword strings. Ranking in competitive verticals requires structured topical maps and deep semantic entity coverage.

Core Optimization Pillars

  • Topical Authority Clusters: Building pillar-cluster architectures that comprehensively satisfy both broad search intent and long-tail informational queries.
  • JSON-LD Schema Engineering: Implementing nested Schema.org markup (Organization, Service, FAQPage, Article) for rich snippet dominance.
  • Core Web Vitals & Crawl Budget: Streamlining server response time (TTFB < 200ms) and optimizing LCP to maximize indexation efficiency.

Creative is the New Targeting

In modern performance advertising on Meta and TikTok, the algorithm uses creative engagement signals to identify and self-select audiences. The first 3 seconds of your video dictate 80% of your campaign’s click-through and conversion performance.

The 5 Core Hook Archetypes Tested

  1. The Contrarian Callout: ‘Stop running Lead Forms until you see this error…’
  2. The Native Problem Solver: Split-screen reaction to a common industry pain point.
  3. The Transparent Case Study: Immediate metric reveal with live screen recording.
  4. The Unboxing/Demonstration: Direct tactile product interaction with high sensory pacing.
  5. The Question Polarizer: Targeting an exact customer objection in the opening sentence.

Key Takeaway

Keep your body copy and call-to-action identical while iteratively testing 4-6 distinct opening 3-second cuts. This single testing framework lowered our blended CPL by 40% across 21K+ verified leads.

The Broad Match Trap on Lean Budgets

Google aggressively pushes Smart Bidding combined with Broad Match keywords. While Broad Match works well for enterprise accounts spending $100K+ per month with thousands of conversions, applying it to sub-$10K monthly accounts often leads to budget dilution on irrelevant queries.

Our Negative-Sculpting Framework

By building out tight Exact Match clusters and utilizing hierarchical negative keyword lists across campaign levels, we channel limited daily spend exclusively into high commercial intent keywords.

Observed Results

  • 42% reduction in Cost Per Qualified Acquisition
  • Conversion rate improvement from 2.8% to 6.4%
  • Complete protection against competitor brand hijacking queries

The Problem with Browser-Only Tracking in 2024

With aggressive ITP (Intelligent Tracking Prevention) policies in Safari, Firefox tracking protection, and pervasive ad-blockers, standard browser-side pixel tracking routinely drops 20% to 35% of actionable purchase and lead events.

Why Server-Side CAPI is Mandatory

Meta Conversions API (CAPI) creates a direct server-to-server data bridge between your hosting infrastructure and Meta’s ad algorithms. When properly enriched with first-party hashed customer parameters (SHA-256 hashed emails, normalized phone numbers, and persistent external IDs), your Event Match Quality (EMQ) score routinely tops 9.0 out of 10.

Key Configuration Architecture

  • Stape or Google Cloud GTM Server: Host your GTM container on a first-party subdomain (e.g., ssgtm.yourdomain.com) to bypass 7-day cookie caps.
  • FBP and FBC Preservation: Extract click IDs directly from URL queries and store them in secure HTTP-only cookies.
  • Deduplication Keys: Send identical event_id parameters from both client-side Meta Pixel and server-side CAPI to guarantee 0% duplicate counting.