01
ROAS Reality Check
Ads Manager reports revenue, not profit. This works out the ROAS a store actually needs once product cost, shipping, payment fees and returns are counted, and the most it can pay for an order.
Try it ↗I find where money leaks between an ad and a sale.Then I build the fix.
Computer science engineer with 5+ years in paid performance marketing. At PHD Media I run paid social for brands like Red Bull, Lipton and GO Transit. I also build tools that catch the money leaks ad dashboards miss, for teams of any size.
Day jobSocial Manager, Paid PerformancePHD Media (Omnicom), Toronto
Ads Manager says your ROAS is 3x. Your bank account disagrees.
$100in sales at a 3x ROAS
$100left as profit
Keep scrolling to watch where it goes.
Big brands pay a team to catch this. I'm on that team, and I build the same checks for shops that can't afford one.
Selected work
Things I've built
Each one started with a problem I kept running into. AI writes the first draft, then I test it until it holds up.
02
Discount Stack Check
One extra tick box lets a sale, two codes and free shipping stack below cost. This rings up the worst cart your Shopify discounts allow, before Black Friday shoppers find it.
Try it ↗
03
Register to Store
Small makers count stock on paper. Snap a photo of the page and Gemini reads it, in English, French or Hindi, into a Shopify product file. Anything it isn't sure about gets flagged for a person to check.
Try it ↗
04
Campaign naming tool
An AI-assisted tool I built at PHD Media that names campaigns and audiences the same way across five ad platforms. My team now uses it, and reporting rolls up without anyone fixing names by hand.
05
The Attribution Argument
One $120 sale, four channels, five attribution models. A scroll-through explainer of why every platform claims the same order, with a builder to test your own customer journeys.
Try it ↗Career
Laid out like a media flowchart
Agencies plan campaigns on a flowchart: one row per line item, one bar for when it runs. Here's my career on one. Select a row to see what I did there.
Swipe the chart sideways to see every year.
Education
- B.Tech, Computer Science and EngineeringGraphic Era University, India, 2017 to 2021
- Post Graduate Diploma, Business AdministrationYork University, Toronto, 2023
- Post Graduate Certificate, Social Media MarketingSeneca College, Toronto, 2022
Certifications
- Meta Certified Media Buying ProfessionalMeta
- Google Ads Search and Google Analytics 4Google
- TikTok and Pinterest Media BuyerTikTok, Pinterest
Platforms
Where the ads run
Seven ad platforms, two very different kinds of client: multi-million-dollar budgets for national brands, and lean accounts where every dollar has to earn its keep. Select a side to see where it spends.
- MetaBig brandsSmall business
- Google AdsSmall business
- TikTokBig brandsSmall business
- SnapchatBig brands
- PinterestBig brandsSmall business
- RedditBig brands
- LinkedInSmall business
Meta, TikTok and Pinterest pull their weight on both sides.
Client work
Sites and campaigns
Away from the big-brand work, I build sites and run campaigns for non-profits, events and local businesses. These are still live.
- Vaughan International Music FestivalWebsite design and build, social media and ads. I run the festival's whole digital setup, from the website to the ticketing funnel.myvimf.com ↗
- Bridges of Love, York RegionWebsite build and upkeep, event posters and social media.bridgesofloveyr.com ↗
- Moving Forward FoundationWebsite development.movingforwardfoundation.ca ↗
- Maleeha ShahidWebsite design and Facebook ads.maleehashahid.ca ↗
Skills
Both sides of the funnel
An engineering degree for building, and five years of spending real money on ads for everything after.
Paid media
Meta, Google Ads, TikTok, Snapchat, Pinterest, Reddit and LinkedIn. Full-funnel planning, bidding, audiences, creative testing, ROAS and CPA.
Measurement
GA4, Google Tag Manager, Meta Pixel and Conversions API, Looker Studio, attribution, A/B testing and Excel.
Building
Claude, the Gemini API, HTML and CSS, working knowledge of JavaScript and Node, and WordPress.
Tools and languages
HubSpot, GoHighLevel, Zapier and Canva. I speak English and Hindi.
Freelance
What I can help with
Alongside my full-time role, I take on a small number of projects each year, mostly for small businesses and non-profits that want their ad spend to work harder.
- 01Paid ads setup and audits
Meta, Google, TikTok and Pinterest, with a clear read on what's making money and what isn't.
- 02Landing pages that convert
WordPress sites and landing pages built for paid traffic, fast on phones.
- 03Tracking you can trust
GA4, Google Tag Manager, Meta Pixel and Conversions API, set up so the numbers match reality.
- 04Small AI tools
Custom tools that take a repetitive task off your plate, like the ones above.
FAQ
Questions people ask first
How do we get started?
Send me an email with what you're working on and where it's stuck. I'll reply with a few questions, and we'll set up a short call if it looks like a fit.
Can you work with my existing site or ad accounts?
Yes. Most projects start with an audit of what's already running: your ad accounts, tracking and landing pages. Rebuilding from scratch is rarely the first step.
Which ad platforms do you work with?
Meta, Google Ads, TikTok, Snapchat, Pinterest, Reddit and LinkedIn. For small businesses, I usually start with Meta and Google.
Do you use AI in client work?
Yes, to move faster on drafts, code and analysis. Every number and every line of code still gets checked by me before it reaches you.