SHOAIB MUSHTAQ

Summary

What I did

• Restructure campaigns around high-intent service and location keywords, separating distinct service lines into dedicated campaigns rather than a single catch-all structure.
• Run weekly search term reviews and maintain negative keyword lists to cut spend on informational and non-booking traffic.
• Build and manage Search, Performance Max, Display, YouTube, and Demand Gen campaigns, alongside Meta Ads campaigns on Facebook and Instagram.
• Implement conversion tracking from scratch using GA4, Google Tag Manager, Google Ads conversion tracking, Enhanced Conversions, Meta Pixel, and Conversion API.
• Deliver monthly Looker Studio reports covering spend, conversions, cost per conversion, and search term performance, with clear recommendations for the following month.
• Manage lead generation campaigns for service businesses including plumbing, immigration consultancy, home services, and healthcare providers.
• Handle full account setup for new clients — account structure, conversion actions, audience lists, and location and schedule targeting.
• Optimise eCommerce accounts for profitability through Shopping and Performance Max campaign structure, product feed review, and bidding adjustments.

Results

• Restructured Google Ads accounts for service-based clients, prioritizing high-intent keywords to improve lead quality.
• Reduced wasted spend by implementing rigorous negative keyword strategies and search term analysis.
• Increased the volume of qualified inquiries within existing budgets by optimizing campaign structures and conversion tracking.
• Achieved a 20–30% reduction in Cost Per Lead (CPL) across various service-based client accounts.
• Trimmed wasted ad spend by 25–35% through aggressive negative keyword management and search-term optimization.
• Managed monthly ad spend ranging from $10,000 to $50,000+ across Google and Meta Ads.
• 20-30% reduction in Cost Per Lead (CPL) across client portfolio
• 25-35% reduction in wasted ad spend through search-term optimization