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
Microsoft Ads
B2B Lead Generation
B2C Lead Generation
Paid Social
Landing Page Optimization
A/B Testing
Advanced Tracking
GA4
GTM
Meta CAPI
UTM Strategies
CRM Integration
HubSpot
Salesforce
Zapier
E-commerce Growth Strategies
SaaS Growth Strategies
Data Analysis
Dashboard Reporting
Looker Studio
Paid Media Platforms
Meta Ads
LinkedIn Ads
TikTok
Tracking
Analytics
Google Tag Manager
Enhanced Conversions
Unbounce
WordPress
ClickFunnels
CRM
Automation
Offline Conversion Tracking
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