Hamza Imtiaz

Google Ads & Performance Marketing Specialist

Ecomscale

Oct 2025 - Present • 10 mos

Joined Ecomscale to manage Google Ads for one of their eCommerce clients, and within the first 4 months helped drive PKR 120M+ in sales through Google Search, Shopping, and Performance Max campaigns — a result strong enough that the role shifted from part-time to full-time. The focus throughout has been scaling spend without losing efficiency, since it's easy to grow sales by just spending more, but a lot harder to grow them while actually improving ROAS. Structured ad groups around high-intent exact and phrase match keywords to keep relevance and Quality Scores strong, and spent a lot of time in auction insights — when Search Lost IS (Rank) started creeping up, isolating the exact cause instead of guessing made the difference between a campaign recovering and one quietly losing budget. Also worked closely with performance data at a granular level — pulling specific high-performing segments to guide bid and budget decisions instead of relying on blended averages, and writing conversion-focused ad copy built around real product benefits, all within Google's tight character limits. The full-time part of the role now includes ongoing CPA discipline: regular negative keyword audits and audience targeting refinements to keep squeezing out wasted spend as the account scales further.

Senior Web Analytics Manager – GTM & GA4 Implementation

WeDoAllTech • Freelance

Feb 2024 - Mar 2025 • 1 yr 1 mo

Worked as a Web Analytics Manager, specializing in Google Tag Manager (GTM) and Google Analytics 4 (GA4) implementation for eCommerce and marketing-driven businesses. Handled end-to-end tracking setup, from data layer configuration to custom event tracking and conversion tracking, making sure every client got clean, accurate data they could actually trust for decision-making. Set up and optimized Google Ads conversion tracking, and spent a lot of time troubleshooting tracking discrepancies and duplicate event issues that were skewing reporting for clients before I got involved. Fixing these not only improved data accuracy but also gave marketing teams a clearer picture of what was actually driving results. Ran regular analytics audits and built reporting dashboards that helped clients optimize ROAS and make smarter, data-driven decisions across their ad campaigns, working across multiple projects at once without compromising on accuracy or turnaround time.

GA4 eCommerce Tracking & GTM Specialist

NI Web Solutions • Freelance

Mar 2024 - Jul 2024 • 4 mos

I set up full GA4 eCommerce tracking using Google Tag Manager — view item, add to cart, checkout, purchase, all of it — and made sure the revenue numbers coming through were actually accurate, not just rough estimates. That part matters a lot because a lot of stores I've worked with had broken or half-working tracking before I touched it. I also handled Google Ads conversion tracking — set it up properly, added enhanced conversions, and dealt with duplicate conversions that were messing up the reported numbers (a really common issue I run into). Once GA4 and Google Ads were actually syncing correctly, campaign optimization got a lot easier and ROAS improved because the ad platform was finally working with real data instead of noisy or duplicated numbers.