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Paid acquisition built on unit economics — Meta, Google, TikTok. Active management, written hypotheses, honest numbers.
Connect via LinkedIn, Email, or WhatsApp — async-first, response within 24–48h.
Most ad accounts waste 30–40% of budget on audiences that don't convert, tracking that misfires, and creatives that never get tested. I fix that — then build the system that keeps it fixed.
I structure campaigns around your unit economics — audience segmentation, bid strategy, and budget allocation that tie directly to CAC targets. Not set-and-forget. Active management.
If your data is wrong, every decision downstream is wrong. I implement GA4, GTM, and Meta CAPI so you know exactly which channel, ad, and audience is generating revenue — not just clicks.
Every test has a written hypothesis and defined win criteria before it runs. I track results in a shared doc. You know what was tested, what won, and why — not just "we tried some things."
I look at CAC, ROAS, and payback period — not CPM or CTR in isolation. When a campaign is underperforming I can tell you exactly which variable is the problem and what I'm changing.
A selection of campaigns across verticals and channels. Each card shows the platform mix and key result.
61 campaigns running simultaneously across MENA and Europe. Managed audience structure, creative testing, and bid strategy from installs through to in-app revenue events.
Google and Meta campaigns structured by product category and margin. Iterative creative testing and landing page changes that pushed ROAS up and CPC down over time.
816 leads at a CPL between DZD 167–191 over a DZD 125K+ spend. Meta lead gen campaigns with audience segmentation by location, property type, and intent signal.
LinkedIn campaigns targeting decision-makers by job title and company size. Gated content offers and follow-up sequences built in HubSpot. Focused entirely on lead quality, not volume.
Built paid acquisition from zero for HIS University and its two sub-brands: IRAcademy (language learning centre) and HTC (corporate & individual training centre). Separate funnels, landing pages, and tracking per brand. 30% more qualified applicants in the first enrollment cycle.
Connected GA4, Meta, Google Ads, and CRM data into a single Data Studio view. Built for marketers, not analysts — the client can read it without a data background.
HubSpot setup from scratch: pipeline stages, lead scoring, automated nurture sequences, and a reporting layer the sales team could actually use. 97.5% email delivery rate maintained throughout.
Ad creative direction across Meta and Google — brief writing, format selection, and performance review. Every creative decision tied to a hypothesis and measured against CTR and conversion rate.
Three engagements with full context — what the problem was, what I did, and what the numbers looked like after.
From first call to live campaigns, here's what the process looks like — no ambiguity.
I go through your ad accounts, analytics setup, and conversion data. I'm looking for wasted spend, broken tracking, and the one or two levers most likely to move CAC.
Based on the audit, I map out which channels to run, how to structure campaigns, what to track, and how to report. You sign off before anything goes live.
Small budget, clear hypothesis, defined win criteria. I don't scale spend until there's evidence of what's working — and I document every test result.
Once we have winners, I scale them and cut what's not performing. Every decision is logged so nothing gets lost when the campaign grows.
You get a live Data Studio dashboard and a weekly summary. No waiting for end-of-month reports to know if things are working.
The platforms, tools, and methods I use day-to-day. No generalist fluff — I've run live campaigns on all of these.
Daily use Regular use Occasional
"Chérif combines strategic thinking with strong execution. His work directly improved our visibility and client acquisition in AI-driven solutions."
"Organized, efficient, and creative. He quickly adapts to new technologies and plays a key role in executing digital marketing campaigns."
"Strong expertise in paid ads and analytics. Reliable, proactive, and consistently delivers quality results with a great team spirit."