Performance Marketing Specialist Who Makes Every Channel Work Together
5+ years as a performance marketing specialist — managing Google Ads and Meta Ads for Shopify and eCommerce brands across the US, UK, Australia, and Europe. Based in Lucknow, UP, India — working globally, delivering results measured in revenue, not impressions.
Raghaw Mishra
Performance Marketing Specialist — Lucknow, UP, India
Paid Media That Works Across Every Channel — Not Just One.
I started my career in performance marketing in January 2020 — and Google Ads was the first thing I got genuinely obsessed with. Not because it was the obvious choice, but because there’s something uniquely satisfying about a channel where every click, every product view, and every sale is traceable. You can see exactly what’s working, fix what isn’t, and watch results compound in real time.
Over 5 years, I’ve managed campaigns across Google Search, Shopping, Display, YouTube, and Performance Max — for Shopify and eCommerce brands that needed better ROAS and stronger, more predictable scaling. I’ve handled over $1M in ad spend and I’m still as hands-on with every account as I was on day one.
I also manage Meta Ads — because most brands I work with need both channels working together. But if you’re looking for someone whose deepest expertise lives inside Google Ads Manager, that’s me.
How I Got Here — and Why Google Ads Is Still the Centre of Everything I Do
I didn’t stumble into digital marketing. I came into it with a background in Computer Science and a BBA in Retail Management from Manipal University Jaipur — which gave me an unusual combination of technical thinking and commercial understanding. That combination turned out to be exactly what a multi-channel paid media practice requires.
I started managing Google Ads professionally in January 2020 — right before the world turned upside down. That timing meant I had to learn fast, adapt constantly, and get comfortable making data-driven decisions under pressure. Google Ads became my foundation — Search, Shopping, Performance Max — and it remains the channel I know most deeply. Over $1M in ad spend managed, and still as hands-on with every account as day one.
Shopify and eCommerce grew naturally alongside it. I kept seeing the same problem: stores spending heavily on ads with weak product feeds, broken tracking, and campaigns that were never structured around what actually sold. Product feed optimization, Merchant Center management, catalog structure, and margin-aware Shopping strategy became a core discipline of their own.
Meta Ads — Facebook and Instagram — became the second pillar. Paid social works differently from search advertising, but the underlying principle is the same: right person, right message, right moment. Full-funnel Meta campaigns for Shopify and DTC eCommerce stores, managed with proper pixel setup, catalog retargeting, and weekly creative testing.
I also hold an NCC C Certificate — the highest level of the National Cadet Corps, earned in 2018. It’s not a marketing credential, but it shaped how I approach work: with discipline, accountability, and the understanding that consistency beats bursts of effort every time. That mindset shows up across both channels — weekly reviews, systematic testing, and never “set and forget.”
Today I work with clients across the USA, UK, Australia, Germany, and Europe — as a performance marketing specialist covering Google Ads and Meta Ads with equal depth and commitment. Two channels, one person, one consistent focus: results that are measured in revenue.
What 5 Years of Google Ads Management Actually Looks Like
This isn’t a list of certifications. These are the specific things I’ve gotten very good at through five years of managing real campaigns with real budgets and real consequences.
Campaign Architecture That Actually Scales
Building campaign and ad group structures that stay clean as budgets grow — proper product segmentation, match type strategy, and negative keyword frameworks that stop wasted spend from day one and keep stopping it as the account matures.
Conversion Tracking Done Properly
GA4, Google Tag Manager, and purchase value events — set up correctly before the first ad goes live. I’ve fixed broken tracking in more accounts than I can count. The difference between clean data and corrupted data is the difference between campaigns that optimize and campaigns that guess.
Performance Max — Built to Work, Not Just Run
PMax is Google’s most powerful campaign type and the most commonly mismanaged one. I know how to structure asset groups, build audience signals from real customer data, set up brand exclusions, and configure ROAS bidding so the algorithm has what it needs to spend your budget on buyers — not browsers.
Google Shopping for Shopify Stores
Product feed quality, Merchant Center management, campaign segmentation by margin and performance, and Shopping bidding strategy — the full stack required to run Shopping profitably at scale. Most stores run Shopping wrong and don’t know it. I fix that.
Dynamic Remarketing That Recovers Lost Sales
Building remarketing campaigns that put the exact product a customer viewed back in front of them — across Search, Display, and YouTube. This is consistently the highest-ROAS layer in any eCommerce account I manage.
Weekly Optimization as a System
Not monthly. Weekly. Search term mining, bid adjustments, ad copy testing, product feed refinement, quality score monitoring, and budget reallocation — done every single week without exception. The accounts that improve consistently are the ones managed consistently.
Two Disciplines. Equal Depth. One Specialist.
Google Ads and Meta Ads — two different disciplines, each requiring a completely different skill set. I’ve built deep expertise in both so they can work together as one coordinated strategy rather than two separate efforts pulling in different directions.
Google Ads — Primary Focus
Search, Shopping, Performance Max, and Display campaigns — managed with proper tracking, weekly optimization, and an obsessive focus on ROAS. This is where the majority of my expertise and attention lives.
Search · Shopping · PMaxMeta Ads — Facebook & Instagram
Full-funnel Facebook and Instagram campaigns for Shopify and eCommerce stores — Pixel + CAPI setup, catalog retargeting, creative direction, and weekly testing. Run alongside Google Ads for clients who need both channels working together.
Facebook · Instagram · eCommerceThe Foundation Behind the Work
A combination of formal education, professional certifications, and real-world experience that informs how I approach every campaign and every client.
BBA — Retail Management
Manipal University Jaipur. A commercial foundation that shaped how I think about marketing from a business outcomes perspective — not just a platform mechanics perspective.
Manipal University JaipurComputer Science Background
A technical foundation that makes me comfortable with tracking implementation, tag management, and the data analysis side of paid media that many marketers shy away from.
Technical FoundationNCC C Certificate
The highest level of the National Cadet Corps, earned in 2018. Not a marketing credential — but a discipline one. Consistency, accountability, and systematic effort are habits, not intentions.
National Cadet Corps — 2018Google Ads — 5+ Years
Hands-on experience managing Search, Shopping, PMax, and Display campaigns for Shopify and eCommerce stores since January 2020.
Since January 2020Global Client Experience
Managing campaigns for brands across the USA, UK, Australia, Germany, and Europe — understanding the nuances of different markets, consumer behavior, and competitive landscapes.
USA · UK · Australia · EuropeShopify Ecosystem Expertise
Deep familiarity with the Shopify platform — from Google Merchant Center feed management and Shopping campaigns to Meta catalog integration and dynamic retargeting.
Shopify Partner EcosystemHow the Journey Unfolded
Five years of focused work — from first Google Ads campaign to managing over $1M in ad spend across global markets.
NCC C Certificate — Discipline Before Marketing
Earned the NCC C Certificate — the highest level of the National Cadet Corps. The discipline, structure, and accountability this required became the foundation of how I approach client work today.
Started Managing Google Ads Professionally
Began running Google Ads campaigns professionally — Search and Display first, then expanding into Shopping and more advanced campaign types. The obsession with traceable, measurable results started here.
Expanded Into Meta Ads & Shopify eCommerce
Added Facebook and Instagram Ads management, with a growing focus on Shopify store clients — Google Shopping, Dynamic Remarketing, and ROAS-focused eCommerce campaigns across multiple product categories.
Performance Max & Advanced Campaign Management
Google launched Performance Max to the masses — and I invested heavily in understanding how to build it correctly. Asset group architecture, audience signals, and conversion value optimization became core specializations.
Deeper Meta Catalog Work & Global Client Expansion
Invested heavily in Meta catalog structure, dynamic product ads, and retargeting sequences for Shopify stores. Expanded client base to include brands across the USA, UK, Australia, and Europe.
$1M+ Ad Spend Managed & Growing
Crossed $1M in total ad spend managed across Google Ads and Meta Ads, with peak campaign ROAS reaching 11x. Still as hands-on with every account as day one.
The Principles Behind Every Campaign I Manage
These aren’t values I put on a website to sound professional. They’re the specific ways I behave with every client and every account — every single week.
Revenue First — Always
I optimize for sales and ROAS — not clicks, impressions, or CTR. Vanity metrics don’t pay bills. Revenue does. That’s what I report on and what I optimize toward.
Data Before Opinions
Every decision I make is backed by data from your account — not what worked for someone else’s account or what I read in a blog post. Your data tells the story. I listen to it.
Weekly — Not Monthly
Campaigns are reviewed and improved every week. The difference between weekly and monthly management is the difference between accounts that grow and accounts that plateau.
Honest Communication
If something isn’t working I’ll tell you — before you notice it in the numbers. If I think a campaign idea won’t work, I’ll say so. Honest communication is the foundation of every client relationship I’ve kept long-term.
Your Accounts Are Always Yours
Full access to every account I manage — always. You can log in, check performance, and pull data whenever you want. I manage campaigns with your permission, never in a black box.
No Contracts — Just Results
Month to month across everything I offer. I’d rather earn your business every month by delivering results than hold you to a contract that forces you to stay regardless of performance.
What Clients Say After Working Together
Real feedback from real Shopify and eCommerce brands — all measurable results.
“We handed over our Google Ads account after months of poor performance. The campaign rebuild was thorough — new structure, proper tracking, tighter product segmentation. Our ROAS went from 1.4x to 4.2x within 60 days. The difference is night and day.”
“Our Google Shopping campaigns were barely breaking even. After the full restructure — proper product segmentation, Performance Max built correctly, and conversion tracking finally working — we’re at 5x ROAS consistently. Exceptional work.”
“Meta ads were bringing in likes, not sales. Once the catalog and retargeting setup was fixed and creative testing started properly, our cost per purchase dropped by almost half within the first month.”
Two Channels. One Person. Zero Excuses. Let’s Talk.
Book a free strategy call — 30 minutes, no pitch, no pressure. Just an honest conversation about your store, your goals, and which channel will move the needle fastest for you right now.
Book My Free Strategy Call