Ads managed againstmargin, not againstROAS screenshots.
Platform-reported ROAS is a marketing number for the platform. I build accounts around what a customer is actually worth to you and what you can afford to pay for one.
Almost every underperforming account I open has the same three problems: the structure optimises for the wrong signal, the creative is one idea in five costumes, and the measurement double-counts.
So the work runs in that order. Restructure around margin and intent. Build a creative testing system with a real hypothesis behind each variant. Then fix tracking — server-side events, offline conversion imports, a blended view that reconciles platform numbers with what actually landed in the bank.
Only after that does scaling spend make sense. Pouring budget into a broken account is the fastest way to learn an expensive lesson.
- ›Google Ads
- ›Meta Ads
- ›LinkedIn Ads
- ›Creative testing
The work, specifically.
Google Ads — Search, Shopping, PMax
Account restructures around intent and margin, search term hygiene, Performance Max controlled with asset-group discipline and brand exclusions, and Shopping feeds fixed at the source.
Meta Ads — Prospecting & retention
Consolidated structures, a creative testing cadence that produces learnings rather than noise, and retention audiences built from real customer value rather than a 30-day window.
LinkedIn & B2B paid
Account-based targeting, lead-gen forms weighed honestly against landing pages, and content-led sequences that account for the fact that nobody buys enterprise software from a first-touch ad.
Restricted categories
Crypto, token products and financial services: compliant account structures, pre-cleared creative, appeal handling, and a channel mix that does not collapse the day a platform changes its policy.
Measurement & attribution
GA4 and server-side tracking set up properly, offline conversion imports from your CRM, incrementality testing where budget allows, and one blended CAC number the whole company trusts.
Landing pages & post-click
The ad is half the job. Message-matched landing pages, faster loads and a tested form flow routinely move performance more than another round of bid tweaks.
How I think about paid ads.
Every account has a ceiling, and it is usually the offer, not the targeting. Before touching bids I want your gross margin, repeat rate and payback period. Those three numbers decide what a click can be worth; without them, optimisation is decoration.
I am deliberately conservative about automation. Broad match and Performance Max are useful tools with expensive default settings — they need brand exclusions, asset-group discipline and negative lists, or they quietly harvest demand you already had and bill you for it.
Category shapes the plan. Real estate is a long, high-consideration path where lead quality beats lead volume and the CRM is the scoreboard. Fashion is creative-led and seasonal, where the winning ad is a product and casting decision more than a targeting one. Crypto is a permissions problem before it is a performance one.
What is the minimum ad budget you work with?
Below roughly ₹3–4 lakh a month (about $5,000) there isn’t enough data volume for structured testing to pay for management. Under that, a one-off audit and setup sprint gives far better value than a retainer.
Do you charge a percentage of ad spend?
No. Percentage-of-spend quietly rewards spending more, which is the opposite of what you hired me for. Management is a flat monthly fee based on account complexity and number of platforms.
Can you run ads for crypto or token products?
Yes. It requires certification on some platforms, pre-cleared creative, careful landing page compliance and a realistic view of which geographies are actually servable — plus a heavier weighting toward owned and earned channels, because platform policy will change again.
Who owns the ad accounts?
You do, always. Every account, pixel, tag and dataset sits under your business manager. If we stop working together you keep the full history, the creative library and the documentation.
Can you fix tracking as well as run ads?
Yes, and it is usually first. GA4, server-side tagging, consent mode and offline conversion imports are part of setup, not an add-on — ads optimised on broken data optimise towards the wrong people.
Works even better with…
Paid media buys attention today; SEO earns it for free tomorrow. Conversion work decides whether either one pays, and brand decides how much you have to pay for the click.
Marketing Automation & AI Agents
n8n workflows and AI agents that run the repetitive parts of marketing — lead routing, reporting, lifecycle messaging — so the plan executes itself instead of waiting on a queue.
Read moreSEO & Organic Growth
Technical fixes, topical authority and content that earns rankings you keep. Especially effective in categories where competitors only buy traffic — which describes most of Web3 and half of real estate.
Read moreBrand Building & Positioning
A position sharp enough to exclude someone, a voice people remember, and a system that keeps every channel saying the same thing.
Read moreYour next 90 days, mapped in one call.
Free, thirty minutes, no deck. You leave with a written view of the three highest-leverage moves for your business — whether or not we end up working together.