Available for freelance now!

Paid Media that performs, not just runs

Senior Paid Media Manager with 6+ years scaling B2B & B2C campaigns across Meta, Google, TikTok, LinkedIn and more. I turn ad spend into measurable growth — and I fix what's broken.

Work with me See case studies

01 — Platforms

Every channel, one specialist

Meta Ads Certified

Google Ads Search & Display

TikTok Ads Paid Social

LinkedIn Ads B2B specialist

X Ads Paid Social

Snapchat Paid Social

Reddit Ads Community

GTM / GA4 Tracking

02 — What I bring

More than campaign management

Performance growth

I audit every lever — creatives, audiences, bidding, placements — and systematically lower your CPA while scaling spend profitably. I make campaigns better every week, not just keep them alive.

Full-funnel strategy

From awareness to conversion, I build campaigns that work together. Each stage feeds the next: retargeting audiences, lookalikes, exclusions, and messaging tailored to buyer intent.

Tracking & attribution

Accurate data is the foundation. I set up pixels, server-side tracking, GTM configurations, and conversion events so you always know what's actually working — and can act on it.

Structured A/B testing

I run disciplined experiments on creatives, copy, audiences, and landing pages. Each test has a hypothesis, a control, and a clear decision rule so we learn fast and scale what works.

Clear communication

You'll never wonder what I'm doing or why. I translate complex performance data into plain language — weekly reports, actionable insights, and strategic recommendations you can actually use.

Multi-channel expertise

Whether your audience is on LinkedIn or TikTok, Google or Meta — I know how each platform works, what formats win, and how to allocate budget across channels for maximum returns.

03 — My process

How I work — especially when results dip

Brief & goal alignment

I start by understanding your real business objective — not just "get leads" but the actual KPI: CAC target, ROAS floor, funnel stage. Paid media goals aligned to revenue goals from day one.

Deliverable: Paid media brief

Audience research & platform selection

I map your ideal customer to the right platform — where they spend time, how they consume content, what intent signals exist. Not every brand needs TikTok or LinkedIn.

Deliverable: Channel strategy doc

Tracking setup & QA

Before spending a single euro, I verify every conversion event fires correctly. GTM, pixels, server-side — clean data is non-negotiable from day one.

Tools: GTM, GA4, Meta Events Manager

Campaign architecture & launch

Proper structure: awareness → consideration → conversion. Naming conventions, exclusions, budget allocation by funnel stage, and a testing plan from the start.

Deliverable: Launch-ready account structure

Weekly performance review

Every Monday: CPM trends, CTRs, CVRs, CPA by campaign, creative fatigue signals, audience overlap. Not just numbers — patterns.

Prioritised action list

Optimizations ranked by expected impact and effort: quick wins (pause underperformers, adjust bids) vs. structural improvements (new audience segments, creative refresh).

A/B test planning

One structured test per campaign at a time — clear hypothesis, isolated variable, sufficient budget and time to reach statistical confidence before drawing conclusions.

Reporting & recommendations

Weekly recap + monthly deep-dive. You get insights, not just metrics. Every report includes what changed, why, and what we're doing about it.

Tools: GA4, Sigma, Google Sheets dashboards

When KPIs go red

This is my structured diagnostic process when campaign performance drops — CPA spikes, ROAS falls, conversions dry up. No panic, just process.

Isolate the variable

Is it a tracking issue, a platform change, a creative problem, or an audience signal? I check data integrity first — broken pixels lead to ghost optimizations. Then I narrow the scope: which campaign, which ad set, since when?

Audit the funnel layer by layer

Top-down: CPM → CTR → landing page CVR → post-click quality. A high CTR with low CVR points to a landing page or offer mismatch, not a targeting issue.

Check external factors

Seasonality, competitor activity, platform algorithm updates, iOS changes — I cross-reference timing with known platform events and industry trends before making structural changes.

Implement, monitor, communicate

Apply the fix, monitor hourly for 48h. You're informed throughout: no surprises, clear next steps, honest timelines.

Output: Incident report + recovery plan

04 — Case studies

Real campaigns, real results

Travel · Air passenger rights · B2C

Building a travel tech company's paid media from zero — from 97 to 1,071 monthly conversions in 4 months

A new brand entering a competitive market with no existing ad accounts, no conversion data, and no creative library. The mandate: make paid media work from scratch.

Jan – Apr 2026

4 months

10–15K/mo budget

Meta · TikTok · Snapchat

Cost per acquisition

Jan: 205€

49€

↓ −76%

Monthly conversions

Jan: 97

1,071

↑ +1,004%

Spend increase

Same period

+20%

Efficiency-led growth

The challenge

Zero ad infrastructure — accounts, pixels, and tracking built from scratch
Cold audience only — no retargeting pools, no lookalikes, no historical data
Competitive niche with established players already capturing high-intent traffic
Unknown creative angles — what format, message, and audience would actually convert?

What I did

1
Built the full ad infrastructure from zero — configured all ad accounts on Meta, TikTok, and Snapchat, with pixel events and GTM tracking set up before spending a single euro.
2
Designed the campaign architecture — structured by funnel stage with proper audience exclusions and budget logic, not a single catch-all campaign.
3
Ran structured creative testing — wrote briefs, tested multiple angles and formats, killed losers fast, scaled what worked.
4
Iterated weekly on audience and bidding — used early conversion data to build lookalikes and shift budget toward the best-performing combinations.

Meta AdsTikTok AdsSnapchat AdsGTMCreative testing

CPA — cost per acquisition

Jan → Apr 2026

Monthly conversions

Jan → Apr 2026

10× more conversions with only 20% more spend — growth driven by smarter structure, better creatives, and weekly optimization, not by simply pouring in more budget.

Tech · Energy · B2C launch · USA market entry

Launching EcoFlow's home energy product in the USA — 3,500 leads at 40% below target CPL

EcoFlow was established in Europe and Asia — but unknown in the USA. The challenge: crack a brand-new market with a high-ticket product competing directly against Tesla Powerwall, from zero local presence and zero audience data.

3-month campaign

~$100K/mo budget

Meta · LinkedIn · Google · CTV

Leads generated

Target: 1,800

3,500

↑ +94% vs target

Cost per lead

Target: $20

$12

↓ −40% vs target

Budget managed

Monthly

$100K

4 platforms

The challenge

Zero US brand recognition — no retargeting pools, no local audience data
Competing against Tesla Powerwall — a category-defining product with massive awareness
High-consideration product requiring geographic and demographic precision at $100K/mo scale
Four-platform coordination with shared budget and unified reporting

What I did

1
Audience research & location targeting — identified US states and DMAs with highest homeownership rates, energy costs, and solar adoption. Narrowed from 50 states to a priority target map based on demand signals.
2
Full account build from scratch — configured all four platforms with clean campaign structures, conversion tracking, and funnel-stage audience segmentation.
3
Platform-specific creative strategy — Meta and CTV for awareness; Google for high-intent search capture; LinkedIn for high-income homeowner segments.
4
Weekly budget reallocation & client reporting — shifted spend toward best-performing platform-location combos and delivered weekly analysis with strategic recommendations.

Meta AdsLinkedIn AdsGoogle AdsCTVGeo-targetingLead gen

Target

Leads

1,800

CPL

$20

→

Delivered

Leads

3,500

CPL

$12

Monthly leads vs. target

Actual vs. 600/mo target pace

CPL improvement

Monthly cost per lead vs $20 target

Nearly double the leads at 40% below target CPL — achieved by combining precise geo-targeting, multi-platform coordination, and continuous weekly optimization across a $100K/mo budget.

Medical tech · B2B · Brand awareness · USA

Reaching US medical practitioners at scale — double the impressions at $5K/mo

Healthgrades needed to grow brand awareness and traffic among a highly specific, hard-to-reach audience — medical practitioners in the US — on a lean budget with zero room for waste.

6+ months (ongoing)

$5K/mo budget

LinkedIn · Google Ads

Monthly impressions

Target: 100K

200K

↑ 2× target

Clicks to landing page

Target: 5K

✓ Target met

Post engagement

Target: 100

150

↑ +50% vs target

The challenge

Extremely niche audience — US-based medical practitioners only, no broad targeting
Tight $5K/mo budget against premium LinkedIn B2B CPMs
Brand awareness objective — harder to optimize than direct conversion campaigns
Content-led strategy requiring briefing and coordination across blog, ads, and landing pages

What I did

1
Precision audience mapping — built a tight LinkedIn targeting framework using job title, industry, seniority, and geographic filters. No wasted impressions on adjacent audiences.
2
Content strategy & creative briefing — wrote briefs for LinkedIn sponsored content and blog posts, aligning each asset to a specific awareness goal: search visibility on Google, professional credibility on LinkedIn.
3
Ad implementation & management — built and managed all creatives across LinkedIn Sponsored Ads and Google, with consistent messaging from ad to landing page.
4
Landing page & creative A/B testing — ran structured tests on creatives and landing page variations. Refined continuously based on engagement and CTR data.
5
Ongoing support — campaign renewed beyond initial scope based on results, with continued weekly optimizations and creative refreshes over 6+ months.

LinkedIn Sponsored AdsGoogle AdsCreative briefingLanding page testingB2B targeting

What makes this notable isn't just beating the targets — it's doing so on a $5K/mo budget in one of the most expensive B2B niches to advertise in. Reaching 200K qualified medical professionals monthly at that spend requires surgical targeting, not broad reach.

Impressions

Target100K

Delivered200K

2× target

Clicks

Target5,000

Delivered5,000

On target

Engagement

Target100

Delivered150

+50% target

Monthly impressions vs. 100K target

Consistent over-delivery across the full 6-month campaign

Campaign renewed for 6+ months based on results — the clearest signal a client can send. Consistent over-delivery on a tight budget, targeting one of the most expensive professional audiences in B2B paid media.

05 — Experience

Where I've done the work

Dec 2025 →
Present

Senior Paid Media Manager

Self-Employed · Spain (Remote)

Multi-platform campaign management across Meta, TikTok, LinkedIn, Snapchat, Reddit. Full-funnel strategy for lead gen and ecommerce, with a focus on CPA reduction and scalable growth for multiple clients simultaneously.

Apr → Nov
2025

Senior Paid Media Specialist

Terra · Spain (Remote)

Led multi-channel B2B & B2C campaigns across Google, LinkedIn, Meta, TikTok, Reddit, and X. Built tracking frameworks with GTM and delivered strategic paid media plans that directly drove client acquisition.

Jan 2022 →
Feb 2025

Paid Social Manager

AirHelp · Spain (Remote)

3 years managing paid social across Facebook, Instagram, LinkedIn, TikTok, and Twitter. Drove measurable improvements in ROAS, CPA, and CTR through systematic A/B testing and data-driven optimization.

Oct 2020 →
Dec 2021

Media Campaign Strategist, EMEA/LATAM

TDCX (LinkedIn Project) · Barcelona

Supervised LinkedIn ad campaigns for 200+ clients with a focus on Employee Marketing. Delivered data-driven insights and technical support across active campaigns.

Jan 2019 →
May 2020

Campaign Manager, EMEA

Vice Media · Amsterdam

Managed cross-market ad campaigns across social and display platforms, meeting all deliverables and deadlines while producing client-facing performance analysis and reporting.

06 — Contact

Ready to grow together?

Available for freelance projects, retainers, and consulting engagements — remote from Málaga, Spain.

ruizvalderas.pro@gmail.com LinkedIn +34 652 965 556