Владислав

Vladyslav Babak
PPC Specialist
mail: [відкрити контакти](див. вище в блоці «контактна інформація»)

Strategic and data-driven PPC Specialist with 4+ years of experience in managing and scaling multi-
channel advertising campaigns. Expert in developing high-performing digital strategies that consistently
deliver strong ROI and business growth. Experienced in handling budgets of $100,000+ per month
across international markets.
Recognized for analytical precision, innovative testing, and full-funnel optimization — from audience
research to performance reporting.

Work Experience
PPC Specialist — Peklo Studio (Digital Agency)
February 2021 – August 2022
Managed paid advertising campaigns for a diverse portfolio of international clients across
multiple industries and geos, handling combined monthly budgets of up to $100,000.
• Launched and managed advertising campaigns for 10+ clients worldwide across Google Ads,
Meta Ads, and TikTok Ads, with combined monthly budgets reaching $100,000.
• Developed customized PPC strategies tailored to each client's niche, target audience, market,
and business goals (e-commerce, lead generation, app installs, brand awareness).
• Built high-performing Google Ads campaigns across Search, Display, Performance Max,
Shopping, Discovery, YouTube, and App campaigns.
• Set up Meta Ads campaigns for all objectives including traffic, leads, conversions, catalog sales,
and retargeting funnels.
• Launched TikTok Ads campaigns with a focus on creative-led performance marketing for younger
audiences.
• Performed keyword research, competitor analysis, and market research to identify growth
opportunities for each client.
• Configured conversion tracking, pixels, and server-side events across Google Tag Manager, Meta
Pixel, and TikTok Pixel.
• Handled creative briefs — collaborating with designers and copywriters on ad visuals, copy, and
value propositions.
• Delivered regular client reports with performance insights, hypotheses, and actionable next steps
via Looker Studio and GA4.
• Consistently improved CTR, Conversion Rate, and ROAS while reducing CPA across client
accounts through systematic testing and optimization.
PPC Specialist / Team Lead — TK Laser
August 2022 – December 2023
Managed multi-channel paid advertising for an international network of 50+ laser hair removal
and aesthetic cosmetology centers across Ukraine and Poland. Led the PPC team while
handling monthly budgets of $30,000 across Google, Meta, and TikTok Ads with a focus on lead
generation and booking acquisition for local salons.
• Planned, launched, and scaled lead generation campaigns on Google Ads, Meta Ads, and TikTok
Ads with a combined monthly budget of ~$30,000, driving new client bookings for 50+ salon
locations.
 • Built geo-targeted campaign structures segmented by city and salon location across Ukraine and
Poland, ensuring each center received relevant local traffic and qualified leads.
• Developed Google Ads campaigns across Search, Performance Max, Display, Discovery, and
YouTube — focused on high-intent keywords for laser hair removal, cosmetology, injections, and
seasonal promotions.
• Launched and optimized Meta Ads campaigns (Facebook & Instagram) for lead generation,
messages, and conversions — targeting beauty-conscious female audiences with tailored
creatives and offers.
• Ran TikTok Ads campaigns to reach younger demographics with UGC-style creatives and
promotional offers for first-time clients.
• Built and tested lookalike audiences based on CRM data, past clients, and high-LTV segments to
consistently lower CPL and scale winning campaigns.
• Set up and maintained conversion tracking, event configurations, and data layers through Google
Tag Manager — including lead form submissions, phone calls, and booking events.
• Managed seasonal and promotional campaigns (holiday offers, location launches, service
discounts) — coordinating launch timelines, creative rollouts, and budget pacing.
• Conducted in-depth account audits and built data-driven optimization roadmaps to improve
performance across underperforming campaigns and locations.
• Introduced automation rules, scripts, and bulk-editing workflows to streamline campaign
management across dozens of location-based ad sets.
• Team Lead responsibilities: distributed tasks across the PPC team, reviewed campaign quality
and performance, aligned team priorities with business goals, and ensured consistent execution
standards across all accounts.
• Coordinated with creative, content, and marketing teams to align ad messaging with brand
campaigns, new salon openings, and seasonal offers.
• Delivered weekly and monthly performance reports via Looker Studio and GA4 — tracking CPL,
booking volume, cost per booking, and ROI by location and channel.
PPC Specialist — Adheart
January 2024 – June 2025
Led paid search and display advertising campaigns targeting Tier-1 and Tier-2 markets,
managing monthly budgets of $50,000 with a focus on lead generation and ROI-driven growth.
• Managed Google Ads campaigns across Search, Display, Performance Max, YouTube, and
Discovery with monthly spend up to $50,000.
• Developed geo- and language-specific campaign strategies for Tier-1 and Tier-2 markets,
adapting bidding, creatives, and landing pages to each region.
• Conducted extensive keyword research, negative keyword optimization, and search term analysis
to improve relevance and reduce wasted spend.
• Implemented and tested Smart Bidding strategies (Target CPA, Target ROAS, Maximize
Conversions) to improve efficiency and scale profitable campaigns.
• Set up and validated conversion tracking via Google Tag Manager and GA4, including enhanced
conversions and offline conversion imports.
• Built automated Looker Studio dashboards for cross-market performance monitoring and
stakeholder reporting.
• Ran structured A/B tests on ad copy, landing pages, and audience segments, documenting
findings to inform long-term strategy.
• Consistently improved ROAS and CTR while reducing CPA through iterative optimization and
data-driven decision-making.
PPC Specialist — SWEET.TV
July 2025 – March 2026
Managed paid social advertising for a leading sweet.tv streaming platform, focusing on user
acquisition, subscription growth, and retention campaigns across Meta Ads.
• Planned, launched, and scaled Meta Ads campaigns (Facebook & Instagram) with monthly
budgets of $30,000–$50,000 focused on subscription acquisition and app installs.
• Built and tested full-funnel campaign structures: prospecting, retargeting, and lookalike audiences
based on high-value subscriber segments.
• Set up and maintained Conversion API (CAPI) integrations to improve event matching, signal
quality, and attribution accuracy.
• Conducted in-depth creative testing — static, video, carousel, and UGC formats — iterating on
hooks, value propositions, and CTAs to reduce CPA.
• Performed ongoing audience segmentation and custom audience creation based on CRM data,
app events, and engagement signals.
• Collaborated with the creative and product teams to align ad messaging with seasonal
campaigns, content releases, and promotional offers.
• Monitored KPIs daily (CPA, ROAS, LTV, CTR, CPM) and delivered weekly performance reports
via Looker Studio dashboards.
• Optimized bidding strategies across campaign objectives to consistently improve subscription
conversion rates while maintaining efficient CAC.

Key Strengths
• Advanced expertise in Google Ads: Search, Display, Performance Max, Discovery, Video, and
App campaigns
• Skilled in Meta Ads campaign setup and optimization across all objectives (traffic, leads, sales,
conversions)
• Deep knowledge of audience segmentation, custom and lookalike audiences, and remarketing
funnels
• Experience in setting up conversion tracking, event configurations, and data layers through GTM
• Proven ability to increase CTR, Conversion Rate, and ROAS while reducing CPA
• Strong command of Smart Bidding strategies (Target CPA, Target ROAS, Maximize Conversions,
Enhanced CPC)
• Expertise in creative testing — crafting and optimizing ad copies, visuals, calls-to-action, and
unique value propositions
• Skilled in budget allocation, daily pacing control, and campaign scaling for ad spends exceeding
$100,000/month
• Proficient in keyword research, negative keyword optimization, and search term analysis for
improved targeting
• Experience with automation tools, scripts, and bulk editing to streamline campaign management
• Confident in A/B and multivariate testing to enhance ad, landing page, and audience performance
• Capable of conducting comprehensive campaign audits and implementing data-driven
optimization plans
• Advanced skills in GA4 — event tracking, audience creation, and funnel performance analysis
• Proficient in Looker Studio for building automated, multi-channel dashboards and client reports
 • Team leadership experience — mentoring junior specialists, distributing tasks, and reviewing
performance
• Strong focus on data-driven decision-making, continuous testing, and long-term performance
growth

Technical Proficiency
Advertising Platforms: Google Ads • Meta Ads • TikTok Ads • Bing Ads
Analytics & Tracking: Google Analytics 4 • Google Tag Manager • Conversion API (CAPI)
Optimization Tools: Keyword Planner • A/B Testing • Smart Bidding • Automated Rules & Scripts
Data & Reporting: Looker Studio • GA4 Reports • CRM Integration
Additional Expertise: Remarketing • Multi-Channel Strategy • Funnel Optimization • Market Research •
Team Leadership

Education
Master’s Degree in Marketing
Interregional Academy of Personnel Management (Ukraine) | Sep 2020 – Jun 2026

Languages
• Ukrainian: Native
• English: Pre-Intermediate (actively improving)