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Arpit Kumar
Mid-level PPC & Performance Marketing Specialist (Google Ads, Meta Ads, GA4, GTM)
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About
Performance marketer focused on e-commerce growth, managing $60K–$80K/month budgets primarily on Google Ads with supporting Meta. Demonstrated disciplined testing and volatility control, improving ROAS from 3.8 to 5+ in ~3 months while scaling spend ~30% and keeping revenue stable. Strong in full-funnel cross-platform allocation (Google/Meta/TikTok) and systematic troubleshooting of performance declines.
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Key Strengths
- Owned and managed $60K–$80K/month e-commerce paid media spend across Google Ads with supporting Meta spend
- Improved ROAS from 3.8 to 5+ over ~3 months while maintaining consistent month-over-month revenue
- Scaled spend ~30% while reducing CPA and avoiding revenue volatility
- Disciplined experimentation: one-variable-at-a-time testing to avoid false positives; side-by-side A/B tests
- Volatility control through gradual budget increases, not stacking changes, and pausing scaling when efficiency drops
- Full-funnel channel allocation by intent (Google bottom-funnel, Meta mid/retargeting, TikTok top-funnel discovery)
- Data-driven budget allocation using marginal returns, trend stability, impression share opportunity, and frequency signals
- Structured performance diagnosis (e.g., identifying CVR drop from creative fatigue and rising CPCs) and rapid recovery actions
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