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Ritu Solanki
Senior Performance Marketing & PPC Specialist focused on Google Ads and multi-channel paid acquisition
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About
Senior Paid Ads Manager/PPC Consultant with experience owning and scaling $50K–$200K+/month budgets across Google Search/LSA, Meta, YouTube, TikTok, and Display for US home services and legal clients. Emphasizes lead quality and profitability (call tracking via CallRail, GA4, and CRM feedback) and uses a rigorous testing framework to drive outcomes like ~40% CPL reduction and significant qualified-lead growth.
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Key Strengths
- Managed high-spend paid media accounts ($50K–$200K+/month) in US home services and legal verticals
- Reduced CPL ~40% through geo and audience optimization
- Increased qualified leads ~35% via search term refinement and negative keywords
- Built structured experimentation frameworks (hypothesis-driven, single-variable tests, 7–14 day evaluation windows)
- Full-funnel channel role assignment across Meta/TikTok (top), retargeting via Meta/YouTube/Display (mid), and Google Search/LSA (bottom)
- Uses lead-quality KPIs beyond ROAS (call duration, qualified lead definitions, downstream metrics)
- Diagnosed and reversed performance declines; recovered qualified leads ~30% in 3–4 weeks by tightening match types, reallocating budget, and improving conversion actions/call filtering
- Client-safe communication: ties platform metrics to business outcomes, clearly explains tradeoffs, documents decisions
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