Paid Marketing Management - Google & Meta

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Mahin Sherashia

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About this service

Summary

Mahin managed a $100 million annual portfolio focused on paid marketing through platforms like Google and Meta, achieving significant growth for e-commerce and SaaS businesses.

Process

1. Discovery & Strategy

Goal: Understand business goals, target audience, and KPIs.

Outcome: A customized, data-driven ad strategy aligned with client objectives.

2. Account Setup & Audit

Goal: Set up ad accounts, tracking, and conversion paths.

Outcome: Accurate tracking and solid foundation for campaign performance.

3. Creative Development

Goal: Design targeted ad creatives and messaging.

Outcome: Engaging visuals and copy for higher conversions, ready for client review.

4. Campaign Setup & Launch

Goal: Structure campaigns with optimized targeting and budget.

Outcome: Well-organized campaigns designed to meet objectives.

5. Targeting & Optimization

Goal: Segment audiences for new prospects and retargeting.

Outcome: Precision targeting, reducing waste and maximizing relevance.

6. Testing & Experimentation

Goal: A/B test creatives, placements, and bids.

Outcome: Data-driven insights to enhance campaign effectiveness.

7. Ongoing Optimization

Goal: Monitor and adjust campaigns daily.

Outcome: Proactive improvements to maintain peak performance.

8. Reporting & Insights

Goal: Provide clear, regular reports with actionable insights.

Outcome: Transparency and clarity on ad effectiveness and ROI.

9. Strategy Calls & Adjustments

Goal: Regular check-ins to refine strategy based on performance.

Outcome: Agile strategy that adapts to market changes and client needs.

What's included

Strategy and Planning
Audience and buyer persona research Campaign objectives alignment and KPI setting Competitive analysis and benchmarking Channel strategy and media mix recommendation Budget allocation and forecasting for Google and Meta
Ad Account Setup and Audits
Google Ads and Meta Ads account setup or audit Pixel/Google Tag Manager setup and tracking implementation Event tracking and conversion setup, including custom events Audience segmentation setup (custom audiences, lookalikes, retargeting) Conversion tracking and attribution model setup
Creative/Ads Development
Ad copywriting tailored to audiences Design of static image ads, GIFs, and video creatives Creative split testing and variant creation
Campaign Setup and Execution
Campaign structure design Bidding strategy selection and budget pacing Ad set and ad group segmentation based on audience targeting Custom ad placement selection and bid adjustments Dynamic retargeting and product feed setup (if applicable)
Audience Targeting and Optimization
Targeting based on demographics, interests, and behaviors Retargeting lists and audience segmentation Exclusion lists to avoid overlap and ad fatigue Custom and lookalike audience creation and optimization
Testing and Experimentation
A/B testing for creatives, copy, audience, and placements Bid strategy and budget split testing Experimentation on ad formats (carousel, collection, etc.) Landing page A/B testing and alignment with ad messaging
Monitoring and Optimization
Daily monitoring of KPIs (CPC, CPA, ROAS, CTR) Budget reallocation for high-performing campaigns Keyword and audience optimization Ad frequency management to prevent ad fatigue Bid adjustments based on performance and competition Placement optimization
Analytics and Reporting
Weekly and monthly performance reports Custom dashboards for real-time data visualization Detailed campaign breakdowns (spend, conversions, ROAS, etc.) Insights and recommendations based on data analysis
Ongoing Consultation and Strategy Adjustments
Bi-weekly or monthly strategy calls Recommendations for budget changes based on business goals Real-time optimization based on seasonality or promotions Strategy updates based on new platform features or algorithm changes