Paid Acquisition
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.
Available for new projects
Cherif Eddine Haddad · Performance Marketing & Growth
Scaling acquisition without scaling waste.
Paid acquisition on Meta, Google, TikTok and LinkedIn, built on unit economics. Active management, written hypotheses, honest numbers.
Async-first, reply within 24–48h. Prefer to talk first? Connect on LinkedIn.
- CAC Reduction
- 20%+
- Avg. across managed campaigns
- Active Campaigns
- 100+
- Managed concurrently at peak
- Regions Served
- 3
- MENA · Europe · North America
- Monthly Ad Spend
- $100K+
- Peak across active accounts
Brands and teams I've worked with
- Yassir
- A global streaming platform
- HIS University
- We Better AI
- A luxury resort group
- CSA Research
- A UK price-comparison leader
- Croud
- A B2B data SaaS
- IRAcademy
- A global freight network
- Liwa Coffee Roastery
- An expedition cruise line
- HTC
- Barbaros
- Saken Real Estate
What I Actually Do
What You're Hiring Me For
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.
Tracking & Attribution
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.
Testing & Optimisation
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."
CAC & ROAS Management
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.
Client Work
Projects & Results
Fourteen projects across verticals and channels, in one index. Pick one to see what was done and what it delivered.
No projects in this category yet.
Paid Marketing
App Growth — Multi-Channel Acquisition
- 61+ Campaigns
- 20%+ CAC Reduction
- 5 Markets
61 campaigns running simultaneously across North & West Africa and Canada. Managed audience structure, creative testing, and bid strategy from installs through to in-app revenue events.
Education
HIS University & Sub-brands — Multi-Brand Acquisition
- +30% Qualified Leads
- 3 Brands
- 4 Channels
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.
Paid Marketing
Real Estate — Lead Generation System
- 816 Total Leads
- DZD 167–191 CPL
- DZD 125K+ Spend
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.
Paid Marketing
Ecommerce Growth — Performance Marketing
- Improved ROAS
- Reduced CPC
- Scaled Conversions
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.
Paid Marketing
B2B Growth — LinkedIn Acquisition
- Decision-Maker Targeting
- Gated Content
- HubSpot Follow-up
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.
Strategy & Analytics
Looker Studio Analytics Dashboard
- Live Reporting
- Multi-source Data
- Custom Metrics
Connected GA4, Meta, Google Ads, and CRM data into a single Looker Studio view. Built for marketers, not analysts — the client can read it without a data background.
CRM & Automation
CRM, Emailing & Marketing Automation
- 97.5% Delivery Rate
- 0.67% Hard Bounce
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.
Creative Strategy
Creative Strategy & Ad Development
- Meta & Google
- Brief → Test → Iterate
- CTR & CVR tracked
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.
Via Croud · Luxury Hospitality
Luxury Resort Group — Meta Builds for Two Resorts
- 181 Ads Built
- 10 Campaigns
- Lead Forms
Supported the Meta team with full campaign builds for two Mediterranean resorts: 77 ads with lead forms and a build tracker for one, 104 ads across 10 campaigns for the other.
Via Croud · Streaming
Global Streaming Platform — Search Tracking Audits & Pacing
- 4,260 Keywords
- 320 Sitelinks
- 0 Failures
Audited tracking markers on 4,260 keywords and 320 sitelinks with zero failures, and supported daily Skai pacing updates across APAC and EMEA.
Via Croud · Price Comparison
UK Price-Comparison Brand — Search QA & Competitor Analysis
- 31 Accounts
- Auction Insights
- QA Audit
Supported the search team with an account QA audit and an Auction Insights analysis of a competitor surge in top-of-page rate and impression share across 31 accounts.
Via Croud · B2B SaaS
B2B Data SaaS — LinkedIn Builds, Pacing & Reporting
- 4 Markets
- 42 Ad Sets Built
- 16 Video Ads
Supported the client team across four markets: monthly budget pacing, a manual 42-ad-set US restructure, video asset-to-ad mapping, a 16-ad video build and weekly LinkedIn reporting.
Via Croud · Logistics
Global Freight Brand — Test & Learn Deck QA
- Annual Deck
- 5 Slides Fixed
- 2 New Slides
Supported the team on a yearly LinkedIn Test & Learn deck: QA throughout, a corrected engagement metric across five slides and two new activation slides.
Via Croud · Travel
Expedition Cruise Line — Daily Meta Pacing
- US & AU
- 4 Campaigns
- 15 UTMs Fixed
Supported daily pacing checks and email updates for four Meta campaigns in the US and Australia, and fixed UTM tracking on 15 ads.
Case Studies
Deep-Dive Case Studies
Four engagements with full context — what the problem was, what I did, and what the numbers looked like after.
App Growth – Multi-Market Acquisition
- Context
- Managed large-scale user acquisition campaigns across Algeria, Tunisia, Morocco, Senegal, and Canada for one of Africa's fastest-growing super-apps.
- Action
- Optimised Meta, Google, and TikTok campaigns across 61+ active campaigns, improved audience targeting, and implemented data-driven creative testing with deep linking strategies.
- Scale
- 61 active campaigns · Meta, Google, TikTok · installs + in-app event optimisation
Results
- 20%+ CAC reduction across multi-regional markets through bidding & audience restructuring
- Scaled spend across 5 markets while maintaining positive unit economics and consistent ROAS
- Improved install-to-engagement rate through deep linking & creative testing
Lead Generation & Multi-Brand Student Acquisition
- Context
- HIS University and its two sub-brands — IRAcademy (language learning centre) and HTC (corporate and individual training centre) — needed qualified applicants across three distinct audiences with no existing paid acquisition infrastructure.
- Action
- Built separate acquisition funnels for each brand: HIS University on Meta, Google and LinkedIn; IRAcademy targeting language learners via Meta and TikTok; HTC reaching HR managers and individuals via LinkedIn. Redesigned landing pages per brand, launched email nurturing flows, and introduced SEO to reduce paid dependency over time.
- Scale
- 3 brands · Meta, Google, LinkedIn, TikTok · landing pages redesigned per brand · email nurturing built from zero
Results
- +30% qualified leads within the first enrollment cycle vs prior year
- CPL reduced through landing page A/B testing & funnel stage optimisation
- Organic inbound established — SEO & email reducing paid reliance across all three brands
- IRAcademy and HTC acquisition built from zero — separate funnels, creatives and tracking per brand
B2B Marketing Operations & Automation
- Context
- A US-based B2B research firm needed better lead nurturing, improved reporting visibility, and more consistent content output from their marketing function.
- Action
- Implemented HubSpot automation workflows, improved CRM segmentation, launched gated content campaigns on LinkedIn, and built a systematic content calendar.
- Scale
- HubSpot + LinkedIn · gated content campaigns · systematic content calendar
Results
- +200% LinkedIn content output — from ad-hoc posts to a systematic publishing engine
- Lead nurturing time reduced through HubSpot workflow automation
- Full reporting visibility established — campaigns, pipeline & channel performance unified
Supporting Croud's Client Teams Across Six Brands
- Context
- Croud is a global digital agency. As part of its specialist network, I support Croud's client teams with hands-on execution while they own the strategy and the client relationship.
- Action
- Campaign builds on Meta and LinkedIn, budget pacing across markets, tracking and account QA audits, performance analysis decks and weekly reporting, each delivered to the team's brief and review.
- Scale
- 6 brands · LinkedIn, Meta, Google Ads, SA360, Skai · UK, Europe, US, APAC
What I delivered
- 181 Meta ads built for two luxury resorts, with lead forms and build trackers
- 4,260 keywords and 320 sitelinks audited for a global streaming platform, with zero tracking failures
- Auction Insights analysis across 31 accounts for a UK price-comparison brand
- B2B SaaS LinkedIn support in four markets: pacing, a 42-ad-set US build, 16 video ads and weekly reports
- Repeat briefs from the same Croud team leads across several clients
Process
How an Engagement Works
From first call to live campaigns, here's what the process looks like — no ambiguity.
Audit & Diagnose
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.
Build the System
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.
Launch & Test
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.
Optimise & Scale
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.
Report & Align
You get a live Looker Studio dashboard and a weekly summary. No waiting for end-of-month reports to know if things are working.
Tools & Skills
What I Work With
The platforms, tools, and methods I use day-to-day. No generalist fluff — I've run live campaigns on all of these.
4+
Years running live paid campaigns
Not consulting. Not auditing. Actually in the accounts daily — managing spend, writing copy briefs, testing audiences, reading the data, adjusting bids. That's the job.
15+
Brands across 10+ industries
From a super-app and a private university to luxury resorts and B2B SaaS. Different funnels, different CPMs — the same rigour on tracking and testing.
3
Working languages
English, French and Arabic. Briefs, copy reviews and client calls in the language the market actually speaks.
Paid Channels
- Meta Ads
- Google Ads
- TikTok Ads
- LinkedIn Ads
- Snapchat Ads
- Programmatic Ads
- DV360
- SA360
- Skai
- Ads Operations (GAM)
Analytics & Tracking
- GA4
- Google Tag Manager
- Meta CAPI
- Server-Side Tracking (Stape)
- Attribution Modeling
Growth & Automation
- A/B Testing
- Funnel Optimisation
- GoHighLevel
- HubSpot
- Brevo
- Zapier
- ClickUp
Data & Reporting
- Looker Studio
- SQL
- BigQuery
- Daily use
- Regular use
- Occasional
From Clients
In Their Words
"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."
Open to new projects
Let's build something that converts.
Tell me about your accounts and I'll come back with the two or three changes most likely to move CAC — free, no call required.
Async-first · Response within 24–48h
Your email draft is ready.
Your mail app should have opened with your answers filled in. Press send there and I'll review it within 24–48 hours. If nothing opened, copy your answers and email them to cherifedd@gmail.com.