Paid Media Strategy & Management

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Paid Media Strategy & Management

I design and implement the data systems that marketing teams rely on—from tracking and tagging to attribution and reporting. My work ensures every touchpoint is measured accurately and every decision is backed by clean, reliable data.

jsander01@gmail.com

What I Deliver

✔ Precision account structure
Campaigns built for scale, aligned to clean testing frameworks and funnel stages.
✔ Strong tracking + attribution
UTMs, GA4, GTM, offline conversions, CRM integrations, and lifecycle mapping.
✔ Audience, intent, and creative alignment
Every ad and keyword is tied to the user’s stage in the buying journey.
✔ Aggressive but controlled experimentation
CRO and landing page testing, bid strategy refinement, messaging testing, and multivariate creative.
✔ Transparent reporting
Clear insights, revenue impact, and next steps.

Contact

Platforms




How I Work

My Implementation Process

  1. Audit & Opportunity Analysis
    • Review account structure, historical performance, and wasted spend patterns across Google, Meta, LinkedIn, and/or TikTok.
    • Identify gaps in targeting, bidding, creative rotation, keyword intent, budget allocation, and funnel alignment.
    • Benchmark CPC, CPA, ROAS, impression share, and conversion rate against industry norms to quantify opportunity.
  2. Campaign Architecture & Strategy Design
    • Build a channel-specific roadmap for cold, warm, and retention audiences.
    • Define keyword themes, audience segments, asset group logic, and campaign objectives.
    • Map budgets, bid strategies and measurement priorities to business goals.
    • Establish creative messaging pillars and CTA frameworks based on user intent stages.
  3. Build, Launch & Optimization Setup
    • Create campaigns, ad groups, ad sets, and asset groups with clean, scalable structures.
    • Write and assemble ad copy, headlines, responsive search variants, creative sequences, and extensions.
    • Set up audience exclusions, placements, geo targeting, device modifiers, and automated rules.
    • Launch with early-learning safeguards (budget pacing, bid caps, controlled testing variables).
  4. Performance Management, Testing & Iteration
    • Conduct weekly optimizations to tighten targeting, refine bids, and shift spend toward winners.
    • Run structured A/B tests for creative, landing pages, bidding strategies, and audience cohorts.
    • Identify scaling levers: impression share growth, incremental audiences, LTV-driven bid thresholds, creative refresh cycles.
    • Remove low-quality traffic by refining queries, audiences, placements, and negative signals.
  5. Reporting, Insights & Scaling Recommendations
    • Deliver clear reporting around CAC, ROAS, assisted conversions, creative performance, and path-to-purchase.
    • Translate raw performance into strategic insights (what to scale, pause, or rebuild).
    • Recommend budget reallocations and new channel opportunities based on data patterns.
    • Build forecasting models for spend, revenue, and expected return as campaigns scale.

Stay In Touch

Follow my work, reach out with questions, or get in touch about future projects.

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