MICHAEL RAMPJAPEDI
Paid Media Strategist
Cape Town,WC
Summary
Data-driven Paid Media Specialist with 10+ years of experience in executing high-performance Google Ads, Microsoft Ads, Meta Ads, and LinkedIn Ads campaigns. Proven expertise in B2B & B2C lead generation, paid social, conversion rate optimization (CRO), and advanced tracking (GA4, GTM, HubSpot, Salesforce). Successfully managed multi-million-rand budgets and improved ROAS, CPL, and SQL conversion rates for global clients.
Overview
8
8
years of professional experience
2017
2017
years of post-secondary education
Work History
Paid Media Consultant
ROAS Digital
02.2021 - Current
- Scaled Google & Meta Ads campaigns, reducing CPL by 50% while tripling lead volume
- Managed and optimized high-ticket B2B and eCommerce performance campaigns, achieving 6.8x ROAS
- Built automated reporting dashboards (GA4, Looker Studio) for real-time campaign insights
- Implemented Google Ads offline conversion tracking with HubSpot & Zapier, improving lead quality
Paid Media Manager
Lula
11.2019 - 02.2024
- Managed a multi-million-rand paid media budget, optimizing search and paid social campaigns
- Increased SQL (Sales Qualified Leads) by 40% through audience segmentation and bid strategy testing
- Optimized Google PMax campaigns, resulting in a 30% higher lead conversion rate
Paid Media Consultant
Pitch Digital Agency
07.2018 - 01.2023
- Led eCommerce & SaaS paid media campaigns, improving lead-to-customer conversion by 25%
- Developed custom bidding strategies that boosted high-intent lead capture by 42%
Performance Marketing Specialist
Balfour Group
06.2017 - 05.2018
- Decreased CPL by 35% while increasing lead volume for financial services campaigns
Education
Postgraduate Diploma - Library & Information Science
University of Cape Town
BA - Communication & Media Studies
University of Limpopo
01.2009 - 01.2012
Skills
Google Ads
Achievements And Campaign Results
- Reduced CPL by 50% for a SaaS client within 90 days through bid strategy refinements.
- Scaled ROAS from 2.5x to 6.8x for an eCommerce brand by optimizing ad structure & retargeting.
Timeline
Paid Media Consultant
ROAS Digital
02.2021 - Current
Paid Media Manager
Lula
11.2019 - 02.2024
Paid Media Consultant
Pitch Digital Agency
07.2018 - 01.2023
Performance Marketing Specialist
Balfour Group
06.2017 - 05.2018
BA - Communication & Media Studies
University of Limpopo
01.2009 - 01.2012
Postgraduate Diploma - Library & Information Science
University of Cape Town
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