In-house role
A paid ads engine from zero
Google Ads and Meta campaigns, conversion tracking, verified lead capture and landing pages, run end to end.
The story
The problem
A regulated financial product needed a paid channel built from zero, with every lead verified, counted once and passed to the team straight away.
What I did
- Set up Google Search end to end and built Demand Gen campaigns: keyword plan, shared negative keywords, responsive ads, audiences and conversion actions.
- Built Meta ads from zero: account set-up, a cold audience, a retargeting audience and a campaign for each.
- Built the measurement layer in GA4 and Tag Manager, with a UTM on every ad link, so each lead is counted once.
Read the full story
- Shipped phone-verified lead capture on the ad landing page; every lead is saved, copied to a sheet and posted to the team's channel, labelled by platform.
- Managed Google Ads through its API from the terminal, with a dry run and a read-back on every change.
- Scripted placement and audience exclusions so display ads stay in front of the right buyers.
The result
- Paid search and social live on Google and Meta, measured from click to lead.
- Every paid lead is verified, stored and posted for the team, with its platform and source attached.