I run the paid ads, and I answer for what they bring in.
Paid ads, and the systems behind them.
Performance marketer and paid media specialist, five-plus years in the accounts and over £4 million in ad spend managed across Meta, TikTok and Google Ads. I've run paid media in-house, agency-side and freelance for restaurant groups, property developers, education providers and B2B companies, across the UK, the Gulf and Pakistan. The tracking, landing pages, CRM and automation are built by me too, so every step from ad to sale is measured.
- Meta
- TikTok
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Google Ads - GA4
- Tag Manager
If the tracking's wrong, the results are a guess. I sort that before the budget goes live.
See the case studiesLearn more
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Cheezious -
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Rewayat -
Lit -
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IQI Pakistan -
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Samurai -
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Results from the ad accounts, with the context left in.
22 case studies across Meta, TikTok, Google Ads and Tag Manager. Six to start with.
Cheezious
Fast food · Pakistan, national · Meta ads (Facebook and Instagram)LandLife Properties
Real estate · Islamabad, Pakistan · Meta ads and Google AdsRewayat Events
Catering launch · Islamabad, Pakistan · Meta ads, Click-to-WhatsAppGinyaki Google Ads
Restaurant · Islamabad, Pakistan · Google Ads, App campaigns, Performance Max and SearchRewayat on TikTok
Restaurant group · Pakistan · TikTok AdsArsyn tracking
Architecture and interiors · Islamabad and Lahore, Pakistan · Google Tag Manager, GA4, Meta PixelEvery figure on this site comes from an ad account, and I stand behind all of them: ROAS, cost per lead and view rates are how I steer a campaign week to week. What I measure success on is what those numbers turned into: a branch that opened to a queue, property leads that closed, a catering line that became a business of its own, an app that filled with first orders. Every account I've run has delivered on both, and that's the standard I bring to yours.
Most of my week is spent inside client accounts, so case studies get written up when there's a gap between campaigns. More are on the way. If you want figures from an account or platform that isn't here yet, ask and I'll pull them from the account.
Paid media first, plus everything it depends on.
For consumer brands and B2B companies, whether the goal is sales, leads, app installs or awareness. Every campaign gets a clear result the platform can track, creative judged on cost per result, and a monthly report that says what the money bought.
Facebook, Instagram and TikTok ads, managed from strategy to report.
I plan the campaigns, build them, write the creative briefs and manage the budget week to week. Consumer brands get sales and footfall campaigns; property, education and B2B companies get lead forms and Click-to-WhatsApp. Every campaign is set up to optimise for the result the business wants, not clicks, and the Pixel and Conversions API make sure Meta learns from real customers.
Meta and paid social →- Meta (Facebook and Instagram)
- TikTok
- Snapchat and LinkedIn when the audience is there
Average ROAS for Cheezious on Meta in 2023–24, with the best campaign at 46.43.
Search, Shopping, Performance Max and app campaigns for people already looking to buy.
Search campaigns for enquiries, Shopping and Performance Max for online sales, app campaigns for installs. I fix conversion tracking before spending, protect your brand terms, cut wasted search terms every fortnight, and set bidding to real order value once there is enough data. Microsoft Advertising runs alongside where it brings cheaper clicks.
Google Ads →- Search, Performance Max, Shopping and App
- Microsoft Advertising
- YouTube
ROAS on Performance Max for Ginyaki in 2023 once it bid on order value, alongside 2,692 app installs from Rs22.
Deciding what the ads say and show, then testing it every fortnight.
On social, the creative has more effect on cost per result than the targeting. I write the brief, choose the hooks, offers and formats for each platform, and brief your designer, studio or creators. New ads are tested against the current winner and judged on cost per result and watch time, so the budget always sits on the ads that work.
Creative direction →- Hooks, angles and offers, written into a one-page brief
- Formats built for each placement: Reels, Stories, carousels, Spark Ads
- Fortnightly tests, winners scaled, the rest retired
Six-second view rate on Rewayat's TikTok launch video, against 1.3% for the discount ad.
Conversion tracking set up properly, so the platforms learn from real sales and leads.
GA4 and Google Tag Manager, the Meta Pixel and Conversions API, TikTok events, call and WhatsApp tracking, with consent handled. I set it up before the budget goes live and check it before every report, so what Meta and Google optimise on, and what the monthly report says, is what actually happened in the business.
Tracking and automation →- GA4 and Google Tag Manager
- Meta Pixel and Conversions API
- Google Ads, TikTok and LinkedIn conversions
Tracking tools set up from scratch at Cheezious in 2023 (GA4, Tag Manager, Meta Pixel), so its first sales campaigns were measured on real orders.
The page the ads land on, the CRM the leads go into, and the automation that answers them.
A landing page built for the campaign, leads sent straight into your CRM or WhatsApp with their source attached, assignment rules so each lead reaches the right person, and an automatic first reply so nobody waits. Built in the tools your team already uses.
How the hand-off works →- WordPress, Shopify and Astro
- HubSpot, WATI, Bitrix24 and Kommo
- WhatsApp and email automation
Qualified leads a month for LandLife in 2022–23, every one landing in Bitrix24 in real time and assigned to the right salesperson.
Keep the account in-house and borrow the experience.
For businesses that run their own ads. An account review with written recommendations, a strategy session before a launch or a budget decision, or a monthly hour with your in-house marketer. You keep control of the account; I make sure it's set up to learn and the budget goes where it works.
Paid ads consultation →- Account review, delivered in writing within a week
- Strategy session before a launch, a new market or a budget change
- Monthly advisory hour for in-house teams
In ad spend managed across Meta, TikTok and Google Ads, which is the experience the advice comes from.
Reports written for the person paying for the ads.
Whether that's the owner, the head of marketing, the brand manager or the MD, they don't need forty metrics. They need to know what the money bought, what it cost and what I'm changing next. There's one template for Meta, one for Google Ads and one for the two together. Open the folder to read them; every figure is from a real account.
- One page a month, in plain English
- Qualified leads and sales next to the platform numbers
- What changed, and what happens next
From the people who hired me, worked for me and worked with me.
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“Such a reliable and great resource. He always had a very strategic approach to solving different performance marketing challenges that we had on the brand. Highly recommended!”
Asif KhanHead of Brand, Chunk N' Cheese · formerly Cheezious · managed Badar -
“His knowledge and expertise in the digital field are above others whom I have worked with. He delivers projects on time and has been an excellent listener and employee. It has been a privilege having him on our team.”
Basel Baze AbbasBusiness Development Executive · managed Badar -
“Badar Munir was my manager and an exceptional leader. He has an incredible ability to craft and execute strategies that consistently drive brands to achieve their goals.”
Muhammad HamzaMarketing Executive, Rewayat Restaurant · reported to Badar -
“As the Marketing Manager, Badar showcased exceptional leadership skills, managing his team smoothly and achieving outstanding results. His strategic thinking, creativity, and strong understanding of market trends played a vital role in driving successful marketing initiatives.”
Ameera TabassumHR Manager, JnS Education · worked with Badar -
“His strategic brilliance and ability to deliver impactful, data-driven marketing campaigns consistently impressed me. What I appreciated most was his collaborative approach and mentorship.”
Mahnoor Farhan KhokharDesigner, Ben Da'ood Studios · reported to Badar -
“Badar is an exceptional leader and a true expert in digital marketing. His deep knowledge and strategic approach consistently drive results, and his professionalism is matched by his genuine and approachable nature.”
Riaz ShahSenior Creative Lead · reported to Badar -
“I found Badar highly skillful in paid marketing. His analytical thinking is very impressive in how he identifies the problem and proposes solutions.”
Haseeb UL Hassan MalikDigital Marketing Manager, Growth and PPC Specialist · reported to Badar -
“He has a strong work ethic and a deep knowledge of his field. I couldn't have asked for a better manager and supervisor at the workplace.”
Syeda Alina ZahraCustomer Success, formerly S&P Global · reported to Badar -
“I highly recommend Badar for any web development project. He worked on our company's website, and his dedication and expertise were truly invaluable. He's incredibly hardworking, detail-oriented, and always quick to formulate effective solutions to any challenge.”
Anum HaqqiContent and brand strategist · worked with Badar on the same team -
“His deep knowledge of performance marketing, content strategy, and paid campaigns helped us achieve real, measurable growth. I've learned so much under his guidance.”
Farwa RaniContent Strategist · reported to Badar -
“He is a skillful digital marketing expert and I really love the way he used to run the digital marketing campaigns and manage our whole marketing department to drive exceptional results.”
Muhammad Bilal AfsarAEO and SEO Team Lead · reported to Badar -
“Badar is extremely knowledgeable in his field and his work always drives great results. He's also professional and maintains a good working environment.”
Humera MalikStudio Coordinator, Face44 · worked with Badar on the same team -
“What impressed me most was Badar's ability to take ownership of his tasks, delivering high-quality results without requiring any follow-ups. His reliability and commitment to meeting deadlines were unparalleled.”
Shahroze Anwar SheikhPartnerships and Alliances, Golootlo · managed Badar -
“Badar consistently demonstrated strong analytical skills and a solid grasp of the subject matter. His ability to break down complex topics and explain them clearly made him an invaluable study partner.”
Zahir ButtData Analyst, MSc Digital Marketing · studied with Badar at Salford
Google, Microsoft and HubSpot certified.
Google Ads Search, Display and Video. Microsoft Advertising Certified Professional. HubSpot Digital Marketing. Google Digital Marketing and E-commerce. Hover a badge for the date; tap it for the certificate.
All certificates →I also build landing pages and websites when a campaign needs one, in WordPress, Shopify, Astro or Keystatic, with the tracking built in from the start.
Landing pages and websites →