Paid Ads & Email Marketing (Spec/Concept)
Kareem Rafiu
Spec/Concept Project: Paid Ads & Email Marketing Strategy
This is a spec/concept project demonstrating my approach to paid advertising and email marketing. It does not represent work completed for a specific client.
Overview
This project showcases my methodology for building and managing full-funnel digital marketing campaigns across Meta Ads, Google Ads, and email marketing channels. The goal: attract the right audience, convert them efficiently, and nurture them into repeat customers.
Meta Ads Management
Campaign structure and audience segmentation using Meta Ads Manager
Custom and lookalike audience creation based on customer data
A/B testing of ad creatives, copy, and placements
Retargeting strategies to re-engage warm audiences
Budget allocation and bid optimization for maximum ROAS
Google Ads Campaigns
Search, Display, and Shopping campaign setup and management
Keyword research and negative keyword refinement
Ad copy testing and landing page alignment
Conversion tracking setup via Google Analytics and Google Tag Manager
Ongoing bid management and quality score optimization
Email Marketing
Email campaign strategy from welcome sequences to re-engagement flows
List segmentation based on behavior, purchase history, and engagement
Template design and copywriting optimized for open rates and click-throughs
Automation workflows for lead nurturing and post-purchase follow-up
Performance analysis and iterative optimization
My Approach
Every campaign starts with understanding the business objective. I map the customer journey, identify the highest-impact touchpoints, and build campaigns that work together across channels. Paid ads drive traffic, email nurtures the relationship, and analytics tie it all together so every dollar is accountable.
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Posted Jul 30, 2026
