Victor Ruiz Valderas — Senior Paid Media Manager

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 SkyPay.org'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.

Paid Media that performs, not just runs

Every channel, one specialist

More than campaign management

Performance growth

Full-funnel strategy

Tracking & attribution

Structured A/B testing

Clear communication

Multi-channel expertise

How I work — especially when results dip

Brief & goal alignment

Audience research & platform selection

Tracking setup & QA

Campaign architecture & launch

Weekly performance review

Prioritised action list

A/B test planning

Reporting & recommendations

Isolate the variable

Audit the funnel layer by layer

Check external factors

Implement, monitor, communicate

Real campaigns, real results

Where I've done the work

Senior Paid Media Manager

Senior Paid Media Specialist

Paid Social Manager

Media Campaign Strategist, EMEA/LATAM

Campaign Manager, EMEA

Ready to grow together?