Zia Ubaid

Performance Marketing Specialist with progressive experience across SEO, Google Ads, paid acquisition, conversion tracking, campaign optimization, and performance analytics. Started in SEO, progressed into an SEO Lead role, and then transitioned into Google Ads and Performance Marketing, developing hands-on experience managing campaigns for e-commerce, restaurants, education, and lead-generation businesses. Experienced in building and optimizing Search, Performance Max, Display, Shopping, Call, and location-focused campaigns, with a strong focus on search intent, conversion quality, CPA, ROAS, lead generation, and budget efficiency.

Currently expanding paid-media expertise into TikTok Ads and LinkedIn Ads to build a broader full-funnel performance marketing skill set.

Performance Marketing Specialist at Performance Marketing Experience (Present)

Hands-on performance marketing experience across Google Ads and Meta Ads, managing campaigns for multiple industries and business objectives.

• Manage and optimize paid advertising campaigns across Google Ads and Meta Ads for e-commerce, restaurants, home-service businesses, education, and lead-generation clients.
• Build campaign strategies around business objectives including online sales, qualified leads, phone calls, website traffic, directions, and ROAS.
• Plan and structure Google Ads campaigns based on search intent, keyword themes, customer journeys, and business goals.
• Manage Search, Performance Max, Shopping, Display, Call, and location-focused campaigns.
• Analyze search terms and campaign data to identify irrelevant traffic, improve keyword targeting, and develop negative keyword strategies.
• Optimize campaign budgets based on performance, conversion volume, CPA, ROAS, and available opportunities.
• Analyze Auction Insights, competitor activity, impression share, and search-term behavior to identify areas for improvement.
• Develop and optimize ad groups, keyword structures, ad messaging, targeting, and landing-page alignment.
• Manage campaigns for restaurants with objectives including calls, website visits, directions, local discovery, and branded/non-branded search demand.
• Manage lead-generation campaigns for US home-service businesses, including roofing and fencing, with a focus on generating qualified leads.
• Work with conversion tracking through GA4 and Google Tag Manager, including implementation and troubleshooting of tracking issues.
• Prepare and analyze campaign performance reports and translate advertising data into actionable recommendations for clients and internal teams.
• Use performance data and visual reporting to communicate campaign results, identify problems, and guide optimization decisions.
• Apply retargeting, funnel strategies, audience testing, and conversion optimization principles across Meta campaigns.
• Conduct ongoing campaign audits to identify structural, targeting, tracking, budget, and performance issues.
• Continuously test campaign structures, targeting approaches, keywords, messaging, and budget allocation to improve efficiency.

SEO Lead (2019 – Present)

SEO responsibilities undertaken alongside broader digital marketing roles.

• Progressed from hands-on SEO execution into an SEO Lead position, taking greater responsibility for SEO strategy, execution, and coordination.
• Developed and implemented SEO strategies focused on improving organic visibility, search relevance, and website performance.
• Conducted keyword research and mapped search intent to relevant pages and content opportunities.
• Managed and reviewed on-page SEO, including page structure, metadata, headings, internal linking, and landing-page optimization.
• Worked on product and landing-page optimization for search visibility and conversion.
• Coordinated technical SEO requirements and worked with relevant teams to resolve website issues affecting search performance.
• Supported product-feed optimization and search-focused e-commerce improvements.
• Coordinated with team members involved in off-page SEO and link-building activities.
• Monitored organic performance and used SEO data to identify optimization opportunities.
• Helped establish processes and priorities for SEO execution as responsibilities expanded into a lead role.

Bachelor of Science in Business Administration – Bahauddin Zakariya University (BZU) (2015 – 2018)