MUZAMMIL WAQAR08
Performance Marketing — E-commerce & US Local Trades
Two different businesses, one honest answer: the ad account is rarely the bottleneck. For e-commerce it is creative volume and a ROAS figure finance does not recognise; for US trades it is lead quality nobody scores. I run both against the number that survives month end — contribution margin, or cost per booked job.
What you get
DELIVERABLES
- Account build across Google Search, Performance Max, Local Services Ads, Meta, YouTube and TikTok
- Creative testing calendar — fifteen or more concepts a month, briefed against named angles
- Server-side tracking with a reconciliation dashboard that matches your accounting
- Lead scoring and call tracking for trades, graded on booked jobs rather than form fills
- Margin-weighted catalogue feed and audience structure for e-commerce
- Weekly one-page report: contribution margin, cost per booked job, creative win rate
- Landing page and offer change list, ordered by expected impact on cost per acquisition
How it runs
THE PROCESS
Reconcile
Before any media changes, I match platform-reported conversions against what your accounting or CRM actually recorded. The gap is usually large enough to change the plan before a budget moves.
Angle map
Message territories pulled from reviews, call recordings and search terms, then turned into briefs. Creative is the targeting, so the brief list is the real media plan.
Ship tests
Campaigns go live with fifteen or more concepts in rotation and a fixed read window. Trades campaigns launch with lead scoring attached so bad leads are visible in week one.
Compound
Weekly review on a fixed day: kill the losers, fund the winners, feed what won back into the next brief round. Budget moves on evidence, never on a hunch about seasonality.
Questions
GOOD QUESTIONS
A media buyer executes a plan. Most accounts I see do not fail at execution — they fail because nobody owns the creative pipeline or the measurement underneath it. If you already have both, a cheaper buyer is genuinely the right call and I will say so on the first call.
Tracking is usually fixed inside the first two weeks. Creative learnings start landing in week three or four, and a trades account should be producing leads you can grade by week two. Moving contribution margin or cost per booked job takes sixty to ninety days — anyone promising faster is counting the wrong thing.
It is one engagement — the mechanics differ, the discipline does not. E-commerce runs on contribution margin per SKU and catalogue feed health. Trades run on service radius, call tracking and lead scoring, because a hundred cheap leads that never book are worse than twenty that do.
Then you find out quickly and cheaply, because the read window and the success definition are written down before spend starts. What I will not do is renegotiate the target once the data arrives. If three months of honest testing has not moved the number, the constraint is the offer or the margin, and more media fixes neither.
Roughly $10k a month for e-commerce, and $3k a month for a single-location trade. Below that the binding constraint is creative volume or the capacity to answer the phone, not media strategy. I would rather point you at the cheaper fix than take a retainer that cannot work.
Enquire
START WITH Performance Marketing — E-commerce & US Local Trades
Tell me what you’re working on. I read every enquiry personally and reply within one business day — including the ones I turn down.
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