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Genflow

Pay Per Click (PPC) Manager, U.K.

Sept 2024 - Feb 2025

  • Developed, managed, and optimised Google Ads campaigns across Search, Display, Video, Demand Gen, App, Performance Max, and Shopping, resulting in a 35% reduction in CPA

  • Conducted keyword research, ad copywriting, and competitive analysis to enhance campaign performance, leading to a 10% reduction in CPC and budget waste

  • Work closely with the analytics team, designers, and content creators to execute impactful campaigns. Track Google Ads, GA4, and social media campaigns via GTM to boost conversions by 25%

  • Use Google Data Studio and GA4 to create detailed editorial client reports, providing insights and tracking key performance metrics. Enhance client retention by delivering data-driven results

 

Achievements:

  • Optimised Keyword Quality & Ad Strength: Achieved a 59% reduction in CPC for the Morsia Fitness App, driving a 96% increase in conversions and a 64% boost in CVR, showcasing highly effective direct response strategies

  • Enhanced Ad Efficiency: Aligned ad copy and keywords with a dedicated landing page for the WeRise Fitness App, leading to a 12% drop in CPC, a 96% surge in conversions, and a 12% CVR improvement through attribution analysis

  • Cost-Effective Campaigns: Reduced CPA by 38% for Shreddy by removing non-performing products from Performance Max, resulting in 72% more conversions and a 60% CVR uplift through strategic campaign optimisations

  • Increased Conversion Value: Improved conversion value by 13% for the OwnU Fitness App, driving 23% more conversions and a 3% increase in CTR with targeted ad refinements

Optimisation Steps

Steps Taken To Improve CVR, CTR and Conversions 

Goal: Reduce CPC & boost conversions
Step-by-step:

  1. Conducted detailed keyword audit → removed high-cost, low-converting terms

  2. Improved ad strength → refreshed headlines & descriptions to match user intent

  3. Increased keyword-ad-landing page relevance → boosted Quality Score

  4. Tested different match types (e.g., broad → phrase/exact) to tighten targeting

  5. Used negative keywords to reduce wasted spend

  6. Monitored performance daily → scaled high-performing ad groups

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WeRise Fitness App - Goal: Boost efficiency & CVR
Step-by-step:

  1. Mapped keywords to a dedicated landing page to match the ad promise

  2. Updated ad copy to highlight app’s unique features & value props

  3. Performed attribution analysis → identified top channels/keywords driving last-click conversions

  4. Allocated budget toward top-performing segments

  5. Removed low-impact keywords & paused underperforming ads

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Shreddy (e-commerce / Performance Max) - Goal: Lower CPA & drive more conversions
Step-by-step:

  1. Analysed product-level data → identified SKUs with low ROAS

  2. Removed non-performing products from Performance Max feeds

  3. Adjusted asset groups to focus on best-selling products

  4. Updated creative assets to better match user intent

  5. Used audience signals to refine targeting

  6. Set tighter CPA targets after cost reduction

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OwnU Fitness App - Goal: Improve conversion value & CTR
Step-by-step:

  1. Refined ad copy to highlight premium app features

  2. Adjusted bids toward high-intent keywords and top-performing geos

  3. Improved creative assets → added user testimonials & clearer CTAs

  4. Used search term reports → expanded on high-converting search queries

  5. Built new audience lists → retargeted engaged users

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Reading To Your Dog

Optimisation Steps

Steps Taken To Improve CVR, CTR and Conversions 

CybSafe - Goal: Reduce CPC & improve CVR
Step-by-step:

  1. Audited keywords → removed low-quality Score terms

  2. Refined ad copy → added clearer USPs to boost ad strength

  3. Aligned ad messaging tightly with landing page content → improved relevance

  4. Used negative keywords to stop wasteful clicks

  5. Regularly reviewed search terms to keep keywords fresh

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 Sitecore - Goal: Grow revenue pipeline via paid media
Step-by-step:

  1. Analysed historic channel performance → prioritised top ROAS channels

  2. Built targeted campaigns for high-value segments

  3. Refreshed creative assets & messaging to match funnel stages

  4. Monitored daily pacing → shifted budgets based on conversion trends

  5. Collaborated closely with client lead for messaging and budget alignment

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Invesco - Goal: Uplift conversions & reduce CPA
Step-by-step:

  1. Audited and paused non-performing campaigns & keywords

  2. Created new ad groups targeting high-intent segments

  3. Refined creative → clearer CTAs, financial trust messaging

  4. Used audience exclusions to reduce irrelevant clicks

  5. Supported client lead with detailed reporting → gained buy-in for optimisations

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Amazon Freight (UK & Germany) - Goal: Exceed FY23 lead target
Step-by-step:

  1. Designed a full-funnel approach → upper funnel (YouTube/LinkedIn), mid-funnel (Google Display), lower funnel (Search)

  2. Created tailored messaging per stage: awareness → consideration → lead

  3. Optimised bids based on funnel stage and lead quality

  4. Used LinkedIn audience filters to target logistics managers

  5. Regularly updated creatives to keep ads fresh

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Northumbria Coast & Country Cottages - Goal: Reduce CPC & boost conversions
Step-by-step:

  1. Reviewed ad copy & keywords → ensured close match with landing page messaging

  2. Improved Quality Score by updating ad headlines/descriptions

  3. Added negative keywords to remove low-intent traffic

  4. Tested new match types to control cost

  5. Optimised bids on high-converting keywords

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Qt.io - Goal: Reduce CPA & increase conversions
Step-by-step:

  1. Identified & removed non-performing keywords

  2. Reallocated budget toward high-ROAS terms

  3. Refined ad copy to better highlight product value

  4. Used audience signals to improve targeting

  5. Ongoing bid adjustments based on weekly data

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Clarity

Senior Paid Media Executive, U.K.

April 2023 - July 2024

  • Executing and optimising client campaigns across major Paid Media platforms, including Google, LinkedIn, Facebook, Instagram, and Bing Ads. Leveraging search strategy to drive a 27% increase in growth and customer acquisition

  • Providing data-driven performance updates with insightful analysis, helping clients make informed decisions. Sharing strategic ideas for new business pitches, leading to a 30% increase in client retention

  • Managing assigned projects with appropriate supervision, ensuring adherence to timelines and Agile processes to enhance efficiency. Improved the management system, contributing to my promotion to Senior Paid Media Executive in April 2024

  • Implementing testing and optimisation roadmaps to enable quick iterations and adapt project scopes, ensuring accuracy and identifying new opportunities. Managing multiple clients simultaneously while meeting tight deadlines

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Achievements:

  • By enhancing the quality score of the keywords and ad strength, click costs were reduced by 4%. This resulted in a 2% and 6% increase in conversions and CVR for CybSafe, respectively

  • Supported the client lead in increasing the revenue pipeline by 12% for Sitecore through paid media channels

  • Supported the client lead-in, uplifting the overall conversions by 83% and reducing the CPA by 41% for Invesco. Client relationship feedback was pivotal for achieving these results

  • Exceeded Amazon Freight's FY23 UK and Germany lead target by implementing a full-funnel marketing strategy across Google, YouTube, Microsoft, and LinkedIn Ads

  • Reduced CPCs by 12% by combining the ad copies and keywords with a landing page, which leads to an increase in conversions by 26% with a rise in CVR by 11% for Northumbria Coast and Country Cottages

  • Reduced CPA by 19% by eliminating non-performing keywords, resulting in 24% more conversions and 8% higher CVR for Qt.io

  • Supported the client lead on the creation of QBRs, monthly and weekly reports for clients

London City

BuyMeOnce

Paid Marketing Coordinator and Data Executive, U.K.

June 2022 - Dec 2022

  • Managed and optimised ad campaigns across Google Search, Display, Video, Shopping Ads, Facebook, Snapchat, Pinterest, and Criteo, reducing CPC from £3.50 to £1.50

  • Conducted keyword research using Google Keyword Planner and SEMrush, resulting in an 18% increase in traffic to a website

  • Integrated tags via Google Tag Manager, utilising HTML and JavaScript when necessary, which improved retargeting efforts by 20%

  • Developed campaign strategies to achieve target ROAS and CPA, performing regression analysis to determine product relationships and ROAS impact. Actively engaged in feed management to optimise product listings

 

Achievements:

  • Increased ROAS from 3.93 to 8.30 by implementing the multi-platform digital marketing strategy

  • Decreased the Cost Per Acquisition (CPA) by 10% by negating products which were not generating revenue

  • Built custom audiences and designed A/B tests, leading to a 15% improvement in conversion rates

  • Managed Kaviya email marketing, optimising designs and CTAs, improving email conversion rates by 35%

  • Integrated Shopify with Google Ads & Merchant Centre, enhancing product feeds improvement by 12%

  • Wrote compelling ad copy for multiple platforms and optimised Google Shopping data feeds, boosting CTR by 45%.

  • Elevated CTR from 1.1% to 3.5% by crafting highly relevant ad copy across all platforms

  • Advised on product strategy, leading to a sales increase of 10% to 35%

Optimisation Steps

Steps Taken To Improve CVR, CTR and Conversions 

Managed and optimised ad campaigns (CPC ↓ from £3.50 → £1.50)

  • Regularly review search term reports; add negatives to reduce wasted spend.

  • Use bid adjustments (device, location, time of day) based on performance data.

  • Shift budgets toward high-ROAS campaigns & pause low performers.

  • Test different bidding strategies (e.g., tCPA vs. Max Conversions).

​

Keyword research → 18% traffic increase

  • Expand to long-tail, high-intent keywords.

  • Identify seasonal trends & update keyword sets quarterly.

  • Map keywords to landing pages for better Quality Score.

​

Google Tag Manager integration → 20% retargeting improvement

  • Add more granular event tracking (scroll, button click, video views).

  • Use custom HTML tags to track micro-conversions (wishlist, add to cart).

  • Ensure a clean data layer for better audience segmentation.

​

Campaign strategy to hit ROAS & CPA targets (regression analysis)

  • Update regression models with latest 90-day data to refine predictions.

  • Identify product groups with the highest incremental ROAS.

  • Adjust product-level bids based on predicted elasticity.

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ROAS ↑ from 3.93 → 8.30

  • Focus spending on top-converting audiences and creatives.

  • Implement RLSA (remarketing lists for search ads).

  • Test DSA (dynamic search ads) campaigns on high-margin products.

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CPA ↓ by 10% by excluding non-revenue products

  • Regularly audit product feeds and remove low-volume, low-profit SKUs.

  • Create a negative keyword list for these products.

​

A/B tests → 15% better conversion rates

  • Test different ad copy, landing pages, and CTAs.

  • Use audience splits (new vs. returning users).

  • Analyse statistically significant results before scaling.

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Shopify + Google Ads integration → product feed ↑ 12%

  • Add richer product attributes (GTIN, colour, material).

  • Fix disapprovals & keep feeds updated daily.

  • Use supplemental feeds for seasonal promotions.

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Ad copy & Shopping feed optimisation → CTR ↑ 45% / overall CTR ↑ from 1.1% → 3.5%

  • Use power words & numbers in headlines.

  • Highlight USPs and trust signals (e.g., “Free UK Delivery”).

  • Create urgency ("Limited stock").

​

 Product strategy advice → sales ↑ 10–35%

  • Identify best-sellers & push them in top-of-funnel campaigns.

  • Bundle complementary products.

  • Recommend seasonal campaigns & upsell strategies.

Taj Mahal

KR Sea Foods Pvt Ltd

Marketing Manager, India

May 2017 - Aug 2021

  • Grow the revenue from digital platforms such as Google Ads and Facebook Ads

  • Managed, led & trained a digital team of 3 executives

  • Shoot up 30% of traffic to the website through video ads

  • Evaluated & launched the digital marketing and offline marketing campaigns

  • Generated weekly and monthly sales reports from digital ads

  • Improved fish product margin by 20% in Porbandar, India

  • Completed three days of a promotional fair of fish products and boosted sales by 3%

  • Develop and execute consumer marketing strategy and plans to build brand awareness and brand affinity. Lead on concept development, creative direction, design and tone of voice of marketing campaigns

  • Bring forward innovative design and communication approaches by keeping a pulse on leading and emerging design and go-to-market trends

  • Plans and oversees the creation of marketing and promotion materials, including catalogs, media kits, sales and company presentations and other sales and marketing collateral as needed

  • Oversees and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions.

  • Maintains competitive analysis for existing products and potential new products

  • Plan and lead the execution of go-to-market marketing initiatives

  • Develops and recommends product positioning, packaging, and pricing strategy to produce the highest possible long-term market share

  • Works with Sales to develop selling stories and plan special initiatives

Eyelash Technologies

Team Leader – SEM, India

Aug 2014 - Apr 2017

  •  Restructured and set up new PPC campaigns for clients on Google Ads and Facebook Ads

  • Achieved the targeted leads and increased the click-through rate (CTR) by 1.5% in August 2015

  • Boosted leads for a travel and taxi business client from 10% to 45%

  • Developed and proposed digital marketing strategies to clients during meetings, advising on media strategy

  • Led, trained, and guided a team of seven executives.

  • Created weekly and monthly reports for clients, ensuring transparent performance tracking

  • Conducted keyword research, competitor analysis, and ad copy creation using various tools

  • Engaged in business planning and analysis to estimate income potential and identify new business prospects for the agency

  • Managed client relationships, attending meetings, and liaising with clients to ensure alignment with their goals.

  • Maintained and developed relationships with existing customers through in-person meetings, calls, and emails. Worked closely with the sales department to identify opportunities for service growth and customer retention

  • I have played a key analytical role in managing various digital marketing channels, including Google Ads, Bing Ads, and Google Analytics. Conducted statistical analyses to evaluate performance and implement optimisation strategies

Mumbai India

Reach Local Services Pvt Ltd

Campaign Management Analyst, India

Jan 2014 - Jul 2014

  • Retention of client advertising accounts through active campaign management and execution of consistent customer focus

  • Management and analysis of digital advertising campaigns to satisfy client expectations for various performance metrics such as high click-through rate, cost per click and cost per lead

  • Building rapport and developing relationships with Campaign Support teams globally

  • Troubleshooting performance issues using digital advertising best practices while creating new, innovative solutions to technical issues

Xebec Communications Pvt Ltd

SEM-Executive, India

Oct 2012 - Oct 2013

  • Using various tools to conduct keyword research, create ad groups, and write ad copies. Making PPC campaign reports for clients using Google Analytics

  • Awarded with a Certificate of Appreciation for Employee of the Month, July 2013

  • Reduce the CPC from 10.50 Rupees to 3.20 Rupees for the education sector client by aligning ad copies and keywords with the landing page

  • Increased sales for the e-commerce client during the month of Diwali and increased the CTR from 2.50% to 4.80% for the same campaign

Bridge over River

Ceritications

StackAdapt - Feb 2025

  • Basic and Advanced Programmatic Certification Course from StackAdapt in Feb 2025

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Google Ads - Jan 2025

  • Google Ads Certificate Exam (Search, Display, Shopping, DV360, GA4 and Video) in Jan 2025

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Udemy – Digital Marketing - Jan 2021

  • Udemy – 3 Months Online Course (2021) - The Complete Digital Marketing Guide by Robin and Jesper

ADDITIONAL SKILLS

  • Digital Marketing: Snapchat Ads, Pinterest Ads, Criteo, Kalviyo, Mailchimp, Budget management, Media planning and forecasting, Landing page analysis, Lead generation, AdWords, Paid search and social strategy, Digital marketing, Reporting, and Monthly reporting on KPI’s

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  • Soft Skills: Adaptability, Creativity, Communication, Analytical skills, Emotional intelligence, Collaboration, Time management, Flexibility, Networking, Multitasking, Reporting, Monitoring, Content creation and Curiosity

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  • IT Literacy: Proficient in Microsoft Office, including Word, Excel, Outlook, and PowerPoint, as well as in Google Workspace - G Suite                      

  • White LinkedIn Icon

© 2025 by Dipesh Lodhari.

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