DashboardPortfolio performance overview
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Portfolio Overview

Meta Ads + Google Ads

Consolidated paid-media performance across Meta Ads and Google Ads, calculated from both raw campaign exports.

Consolidated Channel Matrix

Meta leads and Google conversions are combined as total results. Shared efficiency metrics are recalculated from the combined totals.
2 channels consolidated
ChannelSpendSpend ShareResultsCost / ResultImpressionsClicksCTRCPCCPM

Channel ContributionCombined

Consolidated spend mix across Meta Ads and Google Ads
—Combined Spend

Consolidated Spend by Project

Leads / Conversions by Project

Top 10 Campaigns by Results

Bottom 10 Campaigns (spend with zero / lowest leads)

Campaign Funnel

Spend → Impressions → Clicks → Leads / Conversions (combined channel totals)

Spend vs. Results Efficiency

Bubble size = impressions

Clicks vs. Impressions

Bubble size = spend

Meta Ads

Full Meta performance — every campaign anonymized, with efficiency scoring, health status and channel-level charts.

Spend by Project

Leads by Project

CPL by Project

Lower is better

Top 10 Campaigns by Leads
—

Google Ads

Search, Performance Max, Demand Gen, Display and Video performance — anonymized, from the raw Google Ads export.

Spend by Project

Conversions by Project

Spend by Campaign Type

Search · Performance Max · Demand Gen · Display · Video · App

Top 10 Campaigns by Conversions

Cost / Conversion by Project

Lower is better

Search Impression Share

Absolute top % — Search campaigns only
—

Performance Overview

Efficiency benchmarking across projects — CPL, CTR, CPC and CPM side by side.

CPL by Project

Lower is better

CTR by Project

Higher is better

CPC by Project

Lower is better

CPM by Project

Lower is better

Budget Allocation

Share of total spend by project

Audience Insights

Segmentation strategy across platforms — the raw export has no age/gender/geo breakdowns, so this is a strategy playbook rather than fabricated charts.

MetaPrimary channel

Premium real estate — ₹2 Cr+ ticket size, three buyer tiers

Google Ads

Search, Performance Max, Demand Generation & YouTube — plus a B2B vertical run on search intent

LinkedIn AdsDiscontinued

Persona-based B2B/HNI targeting — tested and retired

Adjacent Experience — Fintech App Growth

Segmentation work from a different vertical, included to show range
Fintech App Installs & Activation
At a previous company, built audience segments for a consumer fintech app's install and activation campaigns — layering lookalikes off existing depositors/investors with interest and behavioral targeting to drive both app downloads and post-install engagement, rather than a single broad-reach install push.

Lead Analytics

Where leads are coming from and at what cost, across the portfolio.

Leads by Campaign Type

CPL Distribution

Campaigns bucketed by cost-per-lead range

NRI vs. Domestic

Spend, leads and CPL comparison

Optimization

Automated insights generated from campaign-level performance data.

AI Insights

Quick Statistics

Campaign

Active
Done
Professional portfolio

Performance
made visible.

I combine paid-media strategy, disciplined execution, analytics, experimentation and reporting to build growth systems that are measurable, explainable and scalable.

Paid Media Strategy Performance Analytics Experimentation
Scroll to explore
// Professional impact summary

Work that moved
the numbers.

Headline outcomes that summarize the scale, efficiency and breadth of the work presented across this portfolio.

₹1.8Cr+Advertising spend managed01
3,500+Monthly leads delivered at scale02
35%Average cost-per-lead reduction03
27%Qualified lead rate achieved04
5+Brands and projects managed05
// What I handle professionally

From strategy
to execution.

My role covers the full paid-media operating cycle—from understanding the business objective to improving campaign economics and presenting the next action clearly.

01 / STRATEGY

Campaign Strategy

Translate commercial goals into channel plans, campaign objectives, audiences, budgets and measurable acquisition targets.

  • Media planning and forecasting
  • Audience and geography strategy
  • Channel and budget allocation
02 / EXECUTION

Campaign Execution

Build structured campaigns across Google Ads and Meta Ads with disciplined naming, tracking and account hygiene.

  • Search, PMax and lead generation
  • Keyword and ad-set architecture
  • Launch QA and tracking checks
03 / OPTIMIZATION

Performance Optimization

Use spend, conversion and lead-quality signals to control waste and scale the campaigns producing valuable outcomes.

  • Bid and budget adjustments
  • Search-term and audience refinement
  • CPL and conversion improvement
04 / CREATIVE

Creative Testing

Plan iterative tests across messages, formats, audiences and landing experiences rather than relying on one creative direction.

  • Hook and offer testing
  • Static, video and form formats
  • Creative performance review
05 / TRACKING

Measurement Setup

Connect platform activity to meaningful events through structured tracking, attribution and lead-management workflows.

  • GA4 and Tag Manager
  • Pixel and conversion actions
  • CRM and funnel feedback
06 / REPORTING

Decision Reporting

Turn platform data into a clear narrative covering performance, efficiency, quality, pacing and recommended next steps.

  • Dashboarding and analysis
  • Stakeholder communication
  • Action-oriented recommendations
// My operating workflow

A repeatable system
for growth.

The process is structured enough to remain consistent, but flexible enough to adapt to each industry, audience and business model.

01

Understand

Clarify the business model, target customer, offer, funnel and commercial constraints.

02

Measure

Audit tracking, account structure, historical performance and lead-quality signals.

03

Plan

Define channel mix, budget, audiences, keywords, creatives and expected economics.

04

Launch

Build campaigns, verify conversion actions, complete QA and validate early signals.

05

Optimize

Refine targeting, bids, budgets, search terms and creatives using live performance.

06

Report

Explain outcomes, document learnings and recommend the next growth actions.

// Testing and experimentation

Test. Learn.
Scale.

Testing is treated as an operating system. Every experiment begins with a hypothesis and ends with a measurable campaign or funnel outcome.

T01

Audience structure

Broad, interest, custom and lookalike audiences tested against cost and lead quality.

Targeting
T02

Creative hooks

Benefit-led, urgency-led and problem-led messages compared across static and video.

Creative
T03

Search intent

Keyword themes, match types and negative controls refined using search-term data.

Google Ads
T04

Landing experience

Headline, form length, CTA and message alignment evaluated against conversion rate.

CRO
T05

Bidding strategy

Manual and automated approaches assessed against volume, stability and cost.

Efficiency
T06

Budget distribution

Spend reallocated between channels and campaigns using marginal performance.

Scaling
// Reporting and analytics

Data made
decision-ready.

Reporting is designed to answer business questions—not merely repeat platform metrics. The focus is on efficiency, quality, pacing and the next action.

PERFORMANCE INTELLIGENCE

Signals, momentum
and next actions.

A unified pulse of project health, channel movement and efficiency—designed to surface what changed and where attention is needed.

Live pulse
Portfolio momentum Last 7 cycles
CYCLE 010203040506NOW
Momentum+18.4%
Efficiency1.32x
Attention02signals
REPORTING OUTPUTS
Consolidated performance dashboardLIVE
Project-wise budget trackerWEEKLY
Lead quality and CPL analysisMONTHLY
Campaign health reviewACTIVE
Creative testing trackerITERATIVE
Media forecast and recommendationsPLANNING
// Industries and objectives

Different markets.
One discipline.

Campaign strategy is adapted to the customer journey and economics of each business instead of applying the same playbook everywhere.

Real EstateEducationHealthcareE-commerceSaaS
OBJECTIVE 01

Lead Generation

Generate consistent inquiry volume while protecting acquisition efficiency.

OBJECTIVE 02

Qualified Pipeline

Improve relevance by connecting campaign optimization with sales feedback.

OBJECTIVE 03

Conversion Growth

Increase measurable actions through stronger intent capture and funnel alignment.

OBJECTIVE 04

Demand Generation

Create awareness and consideration before high-intent conversion activity.

OBJECTIVE 05

Retargeting

Re-engage valuable visitors and prospects using behavioral audience signals.

OBJECTIVE 06

Profitable Scaling

Expand budgets where incremental spend continues to produce acceptable returns.

// Tools and technical stack

Systems behind
the performance.

The stack connects media buying, measurement, attribution, reporting and lead management into one practical workflow.

Advertising

  • Google Ads
  • Meta Ads
  • LinkedIn Ads
  • Performance Max

Analytics

  • Google Analytics 4
  • Looker Studio
  • Tableau
  • Spreadsheet analysis

Tracking

  • Google Tag Manager
  • Meta Pixel
  • Conversion API
  • Lead and event tracking

Operations

  • CRM integrations
  • Landing-page development
  • Media forecasting
  • Performance reporting
Search campaignsLead formsRetargetingLookalike audiencesKeyword researchAttributionConversion trackingDashboarding
// Experience timeline

How the work
expanded.

A progression from hands-on platform execution to cross-channel ownership, lead-quality improvement, experimentation and strategic reporting.

Foundation

Campaign execution and platform operations

Built hands-on capability in account setup, targeting, keywords, creative deployment, conversion tracking and routine performance monitoring.

Ownership

Independent project and budget management

Took ownership of campaign structures, pacing, optimization and reporting across multiple projects and advertising accounts.

Expansion

Cross-channel acquisition management

Connected Google Ads and Meta Ads into one acquisition view, balancing intent capture, audience creation and retargeting.

Optimization

Lead quality and funnel improvement

Extended analysis beyond platform leads by using CRM and sales feedback to improve qualification, targeting and campaign economics.

Current scope

Strategy, experimentation and performance reporting

Manage the complete operating loop—from planning and execution to testing, analytics, stakeholder communication and scale recommendations.

Built to
perform.

Campaign execution · Analytics · Reporting · Growth systems

Sagar Shahade