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Swati Geete
Mid-level PPC Executive specializing in SEM and Google Ads performance marketing
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About
Paid media performance marketer experienced managing $50K+/month budgets across Google Ads (Search + Performance Max) and Meta, with TikTok used for top-of-funnel. Uses a highly structured experimentation and scaling framework (keyword clustering, incremental bidding shifts, 7–10 day stability windows) and has delivered a 25–30% CPL reduction while scaling spend and maintaining lead quality.
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Key Strengths
- Owned and scaled $50K+/month spend across Google Ads and Meta
- Reduced CPL ~25–30% while scaling spend and maintaining lead quality
- Methodical testing approach (isolated keyword clusters, match-type expansion, weekly search term/negative reviews)
- Disciplined bidding optimization (Maximize Conversions to tCPA; incremental tCPA changes)
- Clear scaling criteria (7–10 days stability; gradual 15–20% budget increases; monitors impression share)
- Full-funnel channel strategy leveraging platform strengths (Meta/TikTok TOF, Meta retargeting MOF, Google Search/PMax BOF)
- Strong diagnostic ability when performance declines (identified intent dilution, ad fatigue, landing page CVR drop; implemented fixes to restore growth)
- Client-safe performance communication focused on outcomes, tradeoffs, and next steps
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