Rephael Azogui

Managed all paid media for Altezia, an IT B2B marketplace in its launch phase, with a dual target: companies seeking an IT provider and IT partners looking to join the network.

Google Ads (Search & Performance Max) — Created campaign structure from scratch, segmented by target (company vs. IT partner), wrote ad copy (headlines, descriptions, callouts, sitelinks), configured PMax audience signals, and implemented automated bidding strategies (Target CPA). Continuous optimization: analyzed search terms, excluded keywords, and made adjustments by device and segment.

Meta Ads (Facebook & Instagram) — Managed B2B prospecting and retargeting campaigns. Defined audiences (industry, company size, decision-making roles), conducted A/B tests on formats (image, carousel) and hooks, and optimized CPLs by funnel (company/IT partner).

Tracking & Attribution — End-to-end implementation: Google Tag Manager, Meta Pixel, Conversion API (CAPI), Google Ads conversion events. Regular reporting on key KPIs: CPL, cost per signup, cost per onboarded partner, conversion rate by segment.

Landing Pages & CRO — Audited and optimized ad/page alignment: ensured message consistency per target, improved forms and CTAs, and tracked post-click performance by campaign.

Managed all paid digital acquisition campaigns for Open Campus, a school specializing in creative and digital training, with the primary goal of generating qualified leads (registrations, information requests).

Created, structured, and managed Search, Performance Max, and Display campaigns focused on student recruitment. Wrote ad copy (headlines, descriptions, callouts, sitelinks), defined PMax audience signals, and configured automated bidding strategies (Target CPA). Continuous optimization: analyzed search terms, added negative keywords, and adjusted bids by device, time, and audience segment.

Managed prospecting and retargeting campaigns on Facebook and Instagram. Defined audience strategy (interests, lookalike, custom audiences based on site visitors and existing leads), produced creative briefs, conducted A/B tests on formats (image, carousel, video) and hooks. Managed budgets and optimized CPLs by program and targeted study level.

Deployed and controlled end-to-end tracking: implemented via Google Tag Manager, configured Google Ads conversions, Meta pixel, and Conversion API (CAPI) to ensure reliable data reporting despite browser restrictions. Set up regular performance reports (CPL, lead volume, cost per registration, ROAS).

Worked on ad/landing page alignment to maximize conversion rates: CRO recommendations, form optimization, message consistency by program and target, and post-click performance tracking.

Managed the complete paid acquisition strategy and execution for Esup school, from initial audit to continuous optimization.

Created and managed Search, Performance Max, and Display campaigns focused on lead generation (registrations, brochure requests). Structured ad groups by intent, wrote ad copy (headlines, descriptions, callouts, sitelinks), configured PMax audiences and signals. Continuous optimization of bids (Target CPA / ROAS), monitored search terms, excluded irrelevant keywords, and adjusted bids by segment.

Designed and managed prospecting and retargeting campaigns on Facebook and Instagram. Structured campaigns by objective (Leads, Traffic, Conversions), created audiences (interests, lookalike, custom audiences), conducted A/B creative tests on visuals and hooks. Managed budgets and optimized CPLs throughout the funnel.

Tracking & Performance Measurement

Tracking setup and audit: configured Google Tag Manager, set up Google Ads conversion events and Meta pixel (Facebook Pixel / CAPI), verified data quality.

Created reporting dashboards for tracking key KPIs (CPL, conversion rate, ROAS).

Optimized landing pages in conjunction with campaigns: message/ad consistency, conversion rate improvement (CRO), UX recommendations, and A/B testing of key elements (CTA, forms, headlines).