Performance Marketing

Performance Marketing – Google Ads

Campaign types I run

• Search, Display, Demand Gen (look-alike / segments), Performance Max (lead forms), Video campaigns (with Search/Display/P-Max).

Audience & data

• Audience creation from Google Analytics; website visitors & lookalikes; merged audiences from multiple high-traffic pages; full retargeting frameworks.

Structure & assets

• Restructured campaigns into focused ad groups
• Built new landing pages (EMR & HMIS) with UTMs
• Added / tested new keywords, removed poor performers
• Updated ad copy with promos
• Created Responsive Display Ads (headlines, descriptions, image concepts)
• Set up sitelinks & extensions

Tracking & optimization

• Conversion tracking via GTM and linked to Google Ads (full setup & verification)
• Monthly performance reports + landing page inputs (layout, speed, lead flow)

Key metrics I monitor & report

• CPC, CTR, Impressions, CVR, CPA, CPL, ROAS, Quality Score, Top Impression Share, Avg. Position, View Rate (video), Reach/Frequency (Display), Cost per Demo, CAC

Meta Ads (Facebook/Instagram)

Objectives used

• Brand Awareness, Traffic, Engagement, App Installs, Video Views, Lead Generation, Messages, Conversions (demo booking), Catalog Sales, Store Traffic

Campaign operations

• Lead Gen & retargeting campaigns
• Calendly demo bookings & DHIS webinar campaigns
• Targeted doctors & healthcare professionals in India
• Excluded paid doctors & recent form fillers to save budget
• Uploaded/managed custom audiences, bulk edit to apply exclusions & clean ad sets
• Downloaded & managed leads via Meta Leads Center; CRM integration guidance

Creatives & tracking

• Creative refresh to reduce CPL; dynamic creative testing for video/image
• Facebook Pixel tracking; suggested Calendly custom events
• Troubleshooting: exclusions, redirect URLs, UI issues

Video formats I deploy

• Testimonials, walkthroughs, problem-solution, countdowns, humor, interactive, and more (10+ formats)

LinkedIn Ads (B2B)

• Posted regular updates for HCP visibility; boosted posts to doctor segments
• Suggested B2B creatives; Sponsored Content for Eka EMR features
• Targeting by job title, specialty, seniority
• Monitored impressions, CTR, engagement; coordinated assets with design; wrote professional B2B captions

Landing Pages & CRO

• Professional layout recommendations
• Page-speed improvements
• Lead-flow suggestions for EMR & HMIS pages

Messaging & Automation (WhatsApp / SMS / RCS / Calls)

• Interakt: marketing automation messages, cohorts, templates (bulk templates; 8/day per use case – EMR, GMB, Dental, DHIS, Peadia)
• Zoronal: AI phone-call automation for follow-ups & reactivation
• Vi Power (RCS): rich messaging setup
• Campaign-specific communication for webinars & offers

Email Marketing

• ESP evaluation & email automation
• Strategy to boost EMR demo bookings
• 5 templates: Welcome, Testimonial, Feature Update, Demo Invite, Follow-up
• Clear CTAs, optimized send times, segmentation & automation in Mailchimp
• Monitor open & click rates and iterate

Reporting, Analytics & BI

• UTM governance & cohorting; monthly reports on Revenue, Sales Conversion, MQL/SQL; funnel tracking
• Advanced Excel (VLOOKUP/XLOOKUP, Pivot Tables, INDEX-MATCH, TEXT, cleaning & dedupe)
• Looker Studio dashboards; Redash (city-wise, stage-wise sorting; real-time reports)
• Cross-check Trello ↔ Calendly to catch missing entries

Partnerships & Business Development

• Build new marketing channels; connect with firms to close business deals
• (AI-SDR) pilot to target high-intent doctors; ROI evaluation
• Integration planning with B2B data providers; onboarding & data-sharing coordination
• Content for partnership landing pages

Technical & Automation Stack

• Zapier automations; Trello setup
• Lead follow-up reactivation campaigns; AI tools for content & creatives
• CRM/BI: Redash live reporting; Salesforce data reactivation; purchased leads management & re-engagement
• Website speed optimization (layout + load); analytics via GTmetrix, Lighthouse, Search Console
• Calendly events & UTM management
• GTM linking Google Ads, Meta, Calendly end-to-end tracking
• Created video ad scripts (e.g., webinar promo with Dr. Sanjana); coordinated doctor testimonial shoots
• Built case-study comms (Email, WhatsApp, Interakt)

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Signature Case Studies (Proof)

Google Ads Case Study — High-Quality Conversions

• Spend: ₹9.55L Revenue: ~₹16.2L Clicks: 33.3K Leads: 810+
• CPC: ₹28.7 CPA: ₹1,179 CVR: 2.43% ROAS: ~1.7×
• Funnel: MQLs 810+ → SQLs ~320+ → SQL→Paid ~25%
• Built a repeatable, profitable funnel playbook

Reactivation Case Study — WhatsApp + Email + Retargeting

• Database: 1,00,000+ / month
• Reactivated: 5,000+ / month
• Demos: 600+ / month SQLs: 300+ / month
• Revenue attributed: ₹7.8L+
• ~20% lower cost per demo vs new acquisition

eCommerce & Marketplace Services (Happy Live Cultures, Varna)

• WooCommerce builds end-to-end; secure hosting; firewalls & DB protection; PHP admin tuning
• Technical SEO & schema; Search Console & Keyword Planner
• Google Merchant Center setup (feeds/approvals); Shopping, Search, Display, Retargeting, Demand Gen campaigns
• Amazon listing & ads; product content optimization
• SEO blogs driving sales; product photography & creatives; YouTube product videos
• Outcomes: 200%+ ROAS, consistent profits, Page-1 rankings, stronger brand trust

Video Direction & Creative Producing (DV Techies & Campaigns)

• Concept → script → direction → production setup → edit guidance
• Doctor testimonials, walkthroughs, problem-solution explainers, countdowns, humor/interactive formats (10+)
• Behind-the-camera direction (e.g., DV Techies tutorials; webinar with Vikalk, Bhaskar & Dr. Sanjana)

Let’s Build Your Growth Stack

If you need ads that convert, automation that scales, messaging that resonates, and tracking that’s bulletproof, I’ll put it together end-to-end.WhatsApp: +91-7339213236
Email: darshansaravana2002@gmail.com