Obaid Ullah

Results-driven Paid Media Buyer & Performance Marketing Specialist with 5+ years of experience managing high-budget ad portfolios ($123K+/month) across Google Ads, Meta, TikTok, and programmatic channels. Specialized in scaling revenue, optimizing ROAS, and reducing CPL through advanced audience segmentation, structural bidding, and rigorous A/B testing. Strong analytical foundation in GA4, GTM, attribution modeling, and conversion rate optimization.

Paid Media & PPC Specialist at Digiten.Co (2021-10 – 2026-03)

• Managed $123K+ in monthly Google Ads spend, reducing CPL by up to 28% through bid optimization, audience refinement, search intent analysis, and continuous performance testing.
• Planned and optimized Search, Display, Shopping, Performance Max, DSA, Brand, Local Service Ads, and remarketing campaigns with a strong focus on SERP visibility, relevance, CTR, conversions, and ROAS.
• Conducted keyword research and search-term analysis to identify high-intent queries, improve search relevance, Auction Insights and support SEM and PPC strategy.
• Managed paid social campaigns across Meta, TikTok, Snapchat, LinkedIn, Pinterest, and X, optimizing audiences, creatives, messaging, and budgets for acquisition and engagement.
• Applied CRO principles, A/B testing, landing-page analysis, heatmaps, and user-behavior insights to improve post-click experience and reduce bounce rates.
• Built GA4/GTM tracking and Looker Studio dashboards to measure acquisition, engagement, conversion, and attribution performance and turn data into actionable recommendations.
• Developed full-funnel digital strategies across awareness, consideration, and conversion stages, collaborating with creative, technical, analytics, and sales teams.
• Used AI-assisted tools thoughtfully for research, ideation, analysis, workflow efficiency, and content support while maintaining human review and quality control.

Bachelor of Science (BS) in Economics (Hons) – University of Gujrat (2016)

Intermediate in Computer Science (ICS: IT, Mathematics, Economics) – BISE Rawalpindi (2012)