Rohan Verma
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Cars24 UAE / Buyer acquisition

From channel signals to weekly buyer priorities.

A performance-marketing review that connected Meta and Google trends with buyer-funnel checks, helping focus approved actions across bids, budgets, audiences, creatives, and attribution validation.

14%Meta CTR growth documented across matched periods
7%Meta CPC reduction documented across matched periods
29buyer-acquisition campaigns analysed

The business question

Where should weekly optimisation attention go?

Buyer acquisition activity needs a practical read of efficiency, not a platform number in isolation. The task was to make matched-period performance movements visible, support approved campaign actions, and surface where the media signal needed a booking-data check before a decision was made.

The work

Turn campaign movement into a focused review agenda.

I analysed 29 buyer-acquisition campaigns across matched reporting periods, documenting a 14% Meta CTR increase alongside a 7% CPC reduction. In Google, I diagnosed a 60% CPC rise across the AED1.25M portfolio so that weekly buyer-media reviews could focus on the efficiency question rather than spend alone.

Signal

CTR up, CPC down

Compare matched periods instead of relying on a single-day movement.

Question

What changed in cost?

Use the 60% Google CPC rise to prioritise bidding and budget conversations.

Validation

Does spend reconcile?

Connect platform spend with booking data before treating the signal as business truth.

Evidence snapshots

The signals behind the weekly review.

These anonymised visuals rebuild selected, resume-level findings from approved reporting. They show the decision signal, not a raw platform dashboard or confidential campaign export.

Anonymised Meta matched-period review showing a 14 percent CTR increase, a 7 percent CPC reduction, and 29 buyer-acquisition campaigns analysed.
Meta efficiency review. Matched 27-day buyer-acquisition periods; aggregate reporting only.
Anonymised Google cost diagnostic showing a 60 percent CPC increase, a 7 percent spend increase, and an AED1.25M buyer-media portfolio reviewed.
Google cost diagnostic. A directional cost signal used to focus the weekly review, not a claim of causal impact.
Anonymised flow from Google Ads platform spend through a booking-data check to AED14K across three campaigns flagged for validation.
Attribution validation. Platform spend was reconciled with buyer booking data before a remediation discussion.

Selected anonymised, resume-level performance summaries; confidential account identifiers, raw exports, campaign names, and customer data are intentionally omitted.

The decision support

Separate an optimisation signal from an attribution conclusion.

Meta efficiency14% CTR growth and 7% CPC reductionInformed acquisition review priorities
Google cost pressure60% CPC rise across an AED1.25M portfolioSupported weekly buyer-media decisions
Attribution validationAED14K isolated across three campaignsFlagged for targeted review

Confidentiality note

This case uses selected, anonymised resume-level summaries only. Raw account structure, campaign data, customer data, platform exports, and unpublished work are intentionally omitted.