Anjali G.
Paid Search Expert
SUMMARY OF EXPERIENCE
• 4+ years of digital marketing experience with strong focus on Google and Meta paid advertising over the last 3.5 years. She's currently managing $300K+ monthly budgets for financial products at IndusInd Bank.
• At IndusInd Bank, Anjali achieved ROAS greater than 25 for personal loan campaigns whilst maintaining CAC under 4%, and delivered 7,000+ monthly credit card dispatches with CPA less than ₹2,500. She manages campaigns across Google, Meta, and affiliate channels whilst collaborating with creative, growth, and product teams.
• At ANS Commerce, she delivered 30%+ ROI growth for clients across FMCG, fashion, cosmetics, and e-commerce sectors, increased e-commerce sales by 20% in three months, and led a team of associates and analysts for strategic projects and daily ad operations.
👍 What we loved about them
• Her systematic problem-solving approach – When we presented the scenario with declining ROAS and rising CPCs, she didn't panic or jump to random solutions. She methodically worked through: check CTR is steady so ads are fine, wait for conversion window completion, review auction insights for new competitors, check search term reports for irrelevant queries, and then take targeted action. This structured thinking shows she'd be reliable when things go wrong.
• Her business-outcome focused thinking - When explaining her budget allocation strategy, she didn't just say "I put 60% here" - she explained it's because mid-funnel is intent-based and directly supports the ROAS goal of 2.4 to 3.0. She talked about enabling 7,000+ monthly credit card dispatches, in addition to generating leads. Although she still needs to work on her strategic level thinking, this business-outcome thinking rather than vanity metrics focus shows she'd be valuable in client conversations.
• She's disciplined about data maturity – Throughout both conversations, she consistently emphasized waiting for full conversion windows before making changes. She gave specific examples like waiting 12 days for credit card campaigns versus 2 days for personal loans at IndusInd Bank, showing she's learned from experience that patience prevents costly mistakes. This discipline is quite rare because most people get anxious and start tweaking things too early.
ℹ️ Things to be aware of
• She has a 3-week notice period.
• She' currently managing over $300K monthly across Google and Meta for financial products at IndusInd Bank, demonstrating capability with substantial ad spends and high-stakes campaigns.
• She has led teams of associates and analysts at ANS Commerce for strategic projects and daily operations, and developed training materials whilst coaching global teams at Cognizant, showing people management skills.
• Her Meta knowledge is functional for cross-platform coordination, though less deep than Google Ads. She understands platform differences and adapts accordingly, which is sufficient for the role.
💁♀️ Where he may need support
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Although he lacks extensive experience with LinkedIn and Bing ads, his proficiency in Google ads suggests a high adaptability to new platforms.
👩💻 Technical interview performance
Objective
This candidate was invited to a 60-minute follow-up interview to assess their technical capabilities in more detail. During this interview, we assessed their critical-thinking skills, technical expertise, and overall conversational skills.
Technical abilities
• Campaign strategy and planning [7/10]: Anjali demonstrates solid framework-driven planning that translates business goals into concrete strategies. Her 6-month media plan allocated 60% to mid-funnel because generic search and PMax are intent-based and directly support the ROAS goal of 2.4 to 3.0. She kept YouTube awareness at 10% to assist conversions without expecting direct returns, and structured campaigns by funnel stage with product category segmentation. Her thinking around progressive ROAS improvement through optimization rather than budget increases shows she understands efficiency-focused growth. What stands out is her commercial understanding - she can calculate expected returns using conversion rates, CPC benchmarks, and AOV to build accurate budgets. Her media plan showed reasonable estimates based on solid assumptions, and she considers platform learning history when splitting budgets – it isn't random campaign building but systematic architecture that enables future optimization.
• Channel expertise [7.5/10]: Her Google Ads knowledge is strong across campaign types. She's well-versed in search, PMax, display, and YouTube, with nuanced understanding of match types (phrase for scaling, exact for brand limitations) and bidding strategies (target impression share for brand dominance, maximize conversion value for mid-funnel, target CPA for display, CPM for YouTube reach).
What impressed us was her audience mechanics grasp - she keeps audiences in observation mode for search and understands PMax only accepts signals. She only uses targeting mode in display remarketing where narrow definitions are intentional. Her PMax optimization using custom labels to segment by demand, margin, or AOV shows she's found creative ways to add manual control to automation.
• Data analysis and optimisation [7.5/10]: Anjali's analytical approach is methodical and detail-oriented. She monitors search term reports every 2-3 days, tracks daily metrics (CTR, CPC, conversion rate, creative fatigue), and draws quick calculations with accurate estimates. Her computational fluency means she can make fast optimization decisions without always building elaborate spreadsheets.
Her optimization discipline respects data maturity - she waits for full conversion windows before major decisions and adapts analysis cadence to products (12-day windows for credit cards versus 2 days for personal loans). She limits budget changes to 10-15% to prevent learning phases and tests one variable at a time for clean data. She also uses GA4 comprehensively with funnel exploration, path exploration, and assisted conversion reports to understand full customer journeys and cross-channel attribution.
• Conversion rate optimisation [7/10]: Her CRO approach is well developed. She conducts systematic tests on landing page variations, ad copy messaging, and creative formats whilst understanding how to create optimization funnels that push users toward purchase intent. Her testing through CTR for landing pages combined with GA4's funnel exploration for drop-off identification shows she thinks about post-click experience. She understands that different test types need different success metrics - CTR for ad copy, conversion rate for landing pages, ROAS for bidding strategies. Adjactently, her PMax feed optimization through Merchant Center reports shows she thinks about product presentation. She has also developed practical frameworks for creative refresh timing and understands funnel psychology - e.g. brand search requires different messaging than generic search or remarketing.
• Reporting and communication [7.5/10]: Anjali's reporting structure is well-organized with clear cadences - weekly for operational metrics, monthly for learnings and optimization plans, quarterly for strategic reviews. She understands strategic decisions should wait for conversion windows to complete, showing she thinks about data maturity. She's particularly good at breaking down complexity into clear communication. Throughout the interview, she explained campaign structures and optimization frameworks in logical sequences, using concrete examples from current work to make abstract concepts tangible. Her ability to translate technical mechanics into business impact shows that she understands audiences need context. Her technical toolkit includes hands-on GA4 experience with custom reports, extensive Excel work, and Looker Studio awareness with interest in learning properly.
Areas of growth
• She'd benefit from considering factors beyond direct performance metrics like brand health, market share, or lifetime customer value. Her strategy is very ROAS and CPA focused, which suits her role but limits bigger strategic conversations. She should develop scenario planning frameworks - how strategy shifts if budgets increase 50% or competitors launch aggressive campaigns - moving from reactive to proactive thinking.
• She could refine optimization window timelines to be more dynamic. Her default approach of waiting a full month for creative tests or 2-3 months for bidding changes is sensible, but sometimes campaigns signal success or failure faster. Learning to read early indicators and having frameworks for when to accelerate or extend windows would make optimization more responsive.
• She's excellent explaining tactical details but becomes less confident discussing higher-level strategy or business implications. She'd benefit from practicing executive-level communication - leading with business impact, using strategic frameworks, and connecting campaign performance to broader company goals. Learning to present quarterly business reviews or defend budget requests would also help her grow into senior client relationships.