Pooja Mourya

Results-driven SEM Analyst & PPC Specialist with 5+ years of experience managing 50L+ monthly ad spend across Google Ads, Meta Ads, and Bing Ads for eCommerce and lead generation clients. Proven track record of delivering 3–5x ROAS, reducing CPL by 30–40%, and scaling revenue through data-led campaign strategy, smart bidding optimization, and full-funnel conversion tracking. Proficient in GA4, GTM, Merchant Center, and Looker Studio.

Senior SEM Analyst - Zenvelop Technologies Pvt. Ltd. (formerly Salecto India) - Ahmedabad

(2019-01)

• Managed 50L+/month Google Ads spend across 8 eCommerce clients (B2B, D2C); maintained avg. ROAS of 5.2x
• Built and optimized Performance Max campaigns with structured asset groups aligned to product margins
• Reduced wasted spend by 22% through systematic negative keyword mining and search term audits
• Set up end-to-end GA4 + GTM conversion tracking via dataLayer for 5 Shopify clients; improved tracked conversions by 18%
• Optimized Google Merchant Center feeds — improved feed health score from 61% to 94% for a clothing brand
• Launched Meta Ads full-funnel strategy for skincare D2C brand; scaled budget from 1.5L to 4L/month at 4.8x ROAS
• Built Looker Studio dashboards for real-time ROAS/CPL monitoring — reduced client reporting time by 60%
• Managed Google Search & Display for 6 lead gen clients (B2B, Healthcare, SaaS) — budgets 70L+/month
• Reduced CPL by 34% for a dental clinic chain through tCPA bidding and landing page alignment
• Implemented GTM-based lead tracking (form submissions, phone clicks, WhatsApp) for all lead gen clients
• Ran structured A/B tests on headlines, CTAs, and landing pages — scaled winning variants across accounts
• Set up Meta Ads Custom Audiences, Lookalike Audiences, and retargeting — achieved 28% lower CPA vs. cold prospecting
• Conducted keyword research using Google Keyword Planner and SEMrush; built tightly themed ad groups
• Set up Google Analytics goals and campaign UTMs; prepared weekly performance reports (CTR, CPC, ROAS)

BE - Electrical Engineering - RTM Nagpur University (2015)