Muzammil A.

Performance Marketer | Google & Meta Ads, Shopify PPC, GA4 & CAPI, MER

Google Ads and Meta Ads media buyer with 7+ years and $15M+ managed. I build the measurement layer too: GA4, GTM, server-side CAPI and reporting on blended MER. Most media buyers optimise to whatever the ad platform reports. Meta and Google both claim the same sale, the numbers stop adding up against Shopify, and budget decisions get made on inflated data. I fix the measurement first, then scale on numbers that survive a finance review. WHO I WORK WITH - Shopify, WooCommerce and DTC ecommerce brands spending $10K to $350K per month - Service and local businesses that need qualified lead flow at a controlled CPL - Accounts where platform reported ROAS and actual revenue no longer reconcile - Brands stuck at a plateau who need an audit before they add more budget METRICS I MANAGE TO - Blended MER and contribution margin, not platform reported ROAS alone - New customer CAC and payback period, not blended CAC that hides retention revenue - CPA and CPL against lead quality and closed sales, not raw form fills - AOV, CVR, LTV by cohort, and repeat purchase rate on the store side - CPM, CTR, hook rate, thumbstop rate and frequency on the creative side - Impression share, search term waste and Quality Score on the search side GOOGLE ADS AND PPC - Search campaigns with high intent keyword clusters and systematic negative keyword governance - Google Shopping and Performance Max, including Merchant Center feed rebuilds for query matching - Bid strategy migration timed to conversion volume thresholds, tROAS and tCPA, plus portfolio strategies - Enhanced Conversions and offline conversion imports so bidding optimises on real revenue - Remarketing, RLSA and YouTube Ads to recover abandoned sessions and lift LTV - Call only and radius targeted campaigns where the conversion is a phone call META ADS, FACEBOOK AND INSTAGRAM - Full funnel builds across cold prospecting, mid funnel engagement and high intent retargeting - Advantage+ Shopping running alongside manual campaigns without cannibalising warm traffic - CBO consolidation, budget pacing and structured scaling that does not reset the learning phase - Value based lookalikes built on purchase value and 90 day LTV instead of broad interest stacking - Creative testing on single variables with defined kill and scale rules on hook, angle and offer - Frequency and creative fatigue management at high spend MEASUREMENT AND TRACKING STACK - GA4 and Google Tag Manager builds from scratch, or forensic cleanup of a broken setup - Meta Pixel and Conversions API with server side events, event deduplication and Event Match Quality above 8 - Consent Mode v2 and first party data collection for signal recovery after cookie loss - Attribution window testing, conversion lag analysis and data driven attribution comparison - UTM taxonomy and governance so every session is traceable to campaign, ad set and creative - Looker Studio and Triple Whale dashboards reporting MER, nCAC and channel contribution in one view - Holdout and geo based incrementality tests where the budget justifies it RESULTS FROM RECENT ACCOUNTS - 30,810 purchases at 3.30 ROAS across 633 Meta campaigns for an organic beauty brand, with the retargeting layer alone at 3.81 ROAS - 30,400 purchases from £625K in Google Ads spend at £0.63 CPC and 3.09% CVR on a £21.71 AOV catalogue - 3,698 conversions over 19 months at A$15.22 cost per conversion and 8.2% CTR for a telehealth provider - £82K in sales in 30 days at 8.26 Meta ROAS after rebuilding a misconfigured pixel and GA4 integration - 2,270 inbound calls in 3 months at £0.29 per call for a UK transport company - 2,415 purchases at 5.61 weighted ROAS with CPA held 27% under target for a fashion brand - Scaled one Meta account from $25K to $150K per month while holding target ROAS - Cut CPA 25% on a DTC account by replacing broad interest stacking with value based lookalikes HOW I WORK - We agree on target ROAS, MER, CPA, CPL and payback period before anything launches - I audit the tracking before the campaigns, because scaling on bad data only loses money faster - Tests run one variable at a time with a defined sample threshold, not gut feel - Budget moves weekly toward winners while CAC stays inside your contribution margin - You get a weekly report and a Loom covering what moved, why it moved, and what happens next TOOLS Google Ads, Merchant Center, Performance Max, YouTube Ads, Meta Ads Manager, Meta Pixel and Conversions API, TikTok Ads, Microsoft Ads, GA4, Google Tag Manager, Looker Studio, Triple Whale, Shopify, WooCommerce, Klaviyo, Microsoft Clarity. I also use ChatGPT and Claude for creative angles, ad scripts and faster account analysis. I have run accounts across the US, UK, EU, Canada and Australia, and I overlap comfortably with both European and North American hours. Send me your store or website URL, your target markets and your current monthly ad spend. I will come back with a short audit covering what your tracking is actually reporting and the