Hammad connected campaign execution with reporting, web, and customer-growth work in a way that made the work more useful for decision makers.
Surood Anwar, Manager, Deewan Equipment
The problem
Agency work across multiple industries can become noisy fast. Every client has a different offer, funnel, budget, landing page, reporting habit, and decision maker.
The main issue was not only performance. It was operational clarity: campaign data, SEO tasks, CRO notes, creative tests, and client reporting needed to become easier to understand and act on.
Without a repeatable system, teams spend too much time preparing reports and not enough time deciding what should change in the account.
The strategy
I organized campaign naming, reporting views, creative tests, SEO actions, landing-page notes, and conversion tracking around business outcomes. The aim was to make every account easier to review even when the industries were different.
AI-assisted workflows supported research, reporting summaries, QA, content planning, and weekly next-action notes. Automation was kept close to human review so budget and strategy decisions still had judgment behind them.
The operating system connected PPC, SEO, CRO, dashboards, and AI workflows into a single rhythm: what changed, why it matters, and what the next decision should be.
The execution
- Weeks 1-2: audited campaign naming, tracking, report clutter, landing-page notes, and repeated account-management tasks.
- Weeks 3-4: rebuilt reporting views around spend, CTR, CPA, lead quality, and next actions instead of vanity dashboards.
- Weeks 5-6: created repeatable PPC, SEO, and CRO task workflows for account reviews and client updates.
- Weeks 7-8: introduced AI-assisted summaries for weekly reporting while preserving manual approval for recommendations.
- Weeks 9-10: connected dashboard notes with landing-page and creative action items.
- Weeks 11-12: documented the workflow so future accounts could be onboarded faster.
The result
The portfolio system improved CTR by 30%, reduced CPA by 22%, and automated 80% of repeated campaign operations. The agency gained a calmer way to review growth across 10+ industries.
The senior signal is the operating system: the work was not just isolated ad tweaks; it connected channels, tracking, CRO, reporting, and AI-assisted execution.
What I would do differently
I would bring revenue-stage data into the system earlier. CTR and CPA improvements are useful, but the next level is connecting the same workflow to sales-qualified opportunities, closed revenue, or margin so the agency can prioritize accounts by commercial impact.
