Balaji Rao Pinninti
Senior Manager - Paid Ads
Hyderabad
Summary
Client-first performance marketer (9+ yrs) driving profitable growth for e-commerce across Google Ads, Meta and programmatic. Hands-on with PMax, Demand Gen, Shopping, Search, YouTube, feed ops and GA4-driven attribution. Scaled multi-million-dollar monthly budgets to ROAS targets, improved CAC/LTV payback and built seasonality-aware paid search forecasting (~85–90% accuracy). Known for structured testing, automation (scripts, performance summary dashboards), FTE/resource planning and crisp WBR/QBR storytelling to senior stakeholders. Collaborates cross-functionally with product, analytics and creative teams to turn channel performance into revenue outcomes.
Overview
10
10
years of professional experience
2
2
Certifications
Work History
Senior Paid Ads Manager – Client Delivery
Brainlabs Digital Pvt. Ltd, Bengaluru
05.2023 - Current
- Led e-commerce portfolios with 7-figure monthly budgets, balancing growth with CAC efficiency; achieved ROAS lift from ~2.5–3 to 6–7 in ~3 months via PMax nCA, zombie revival, Demand Gen remarketing, granular asset-group structures, and audience layering.
- Built structured testing roadmaps (bids, creatives, audiences, LPs) and weekly pacing frameworks; reduced CPA by ~50% on rescue initiatives.
- Implemented Shopping feed hygiene (GMC diagnostics, attribute enrichment), expanded DSA coverage, and tightened query mapping to defend margin.
- Designed Looker Studio scorecards (MER/ROAS, CAC, LTV signals) and automated budget trackers; established alerting with scripts for anomalies.
- Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
- Owned WBR/QBR narratives and stakeholder comms; partnered with analytics, product, creative, and sales to align channel plans with revenue targets.
- Managed FTE allocation & resourcing, drove SOPs, and handled client escalations to maintain SLAs and peak-season readiness.
- Client lead for priority e-commerce & real-estate portfolios; owned weekly status/WBR, QBR decks and executive narratives tying media to commercial outcomes.
- Escalation owner: resolved tracking, policy and feed issues with platform reps (Google/Microsoft) and client engineering; maintained delivery to KPIs during peak.
- Implemented and developed operational standards, policies and procedures.
- Commercial stewardship: set forecasts & pacing, controlled marginal spend vs. CAC/LTV, and flagged risks/opportunities with clear go/no-go recommendations.
- Successfully managed paid search growth for two of global real-estate portfolios (~300–400 Google Ads accounts across 18 EMEA/US regions) and large e-commerce brands, owning PMax, Demand Gen, Shopping and Search.
- Built and ran seasonality-aware forecasting (Excel); ~85–90% projected vs actual accuracy; used to set weekly pacing and peak-period targets.
- Overhauled account structure and testing roadmap (ads, audiences, bids and LPs among many); improved ROAS significantly for an e-comm brand and reduced CPA ~50% for the real estate client on a rescue workstream.
- Drove peak-season wins for a leading e-commerce client; recognized on PCA as best revenue-generating periods in many years.
- Cross-channel orchestration: weekly integration with paid social (Meta) and programmatic teams; aligned offers, audience segments, and creative sequencing across channels.
- Automation & governance: Monday.com workflows, Looker Studio performance dashboards, Google Ads scripts; process and SLAs adherence, QA controls.
- Innovation: co-created an internal RSA copy assistant and contributed to a forecasting framework (seasonality + macro factors) to guide investment decisions.
- Training: Mentored cross-functional teams, conducting training sessions, even for the wider paid search team, to upskill members on basic-to-advanced paid-search techniques to raise overall efficiency.
- Contributed to Steer-Co process documentation, codifying best practices and SOPs across the paid-search function.
Paid Ads Strategist – Biddable Media
Annalect India (Omnicom Media Group India Pvt. Ltd), Hyderabad
02.2022 - 05.2023
- Stabilized non-brand Search IS (~75%) for a global consumer-electronics/e-commerce brand by co-planning with SEO (shared term clusters, SERP coverage, negative governance).
- Created performance summary dashboards (GA4 + platform data) and forecast scenarios for spend/volume; codified testing cadence and readouts.
Senior Paid Search Analyst – Client Delivery
Paragon Digital Services Pvt. Ltd, Chennai
02.2021 - 01.2022
- Built full-funnel search plans for e-commerce, including feed-based Shopping, DSA scaffolding, and brand defense; reduced wasted spend via negatives & match-type strategy.
- Set up A/B testing matrices and reporting packs; introduced pacing KPIs and weekly budget vs. outcome checks.
- Spearheaded the media plan built for seasonal client to advertise on YouTube
- Ran weekly status with iProspect Sweden; presented insight-led actions (restructure, audience, feed hygiene).
- Scaled from 1 to 8 accounts within 3 months across Google Ads/Microsoft Ads/SA360; owned budgets, pacing and shopping feed governance while lifting ROAS to ~700% via restructure, audience segmentation and feed hygiene.
Freelancer
Freelance (Part-time) – Meta Ads (8 Months, 3 SMB E-commerce Clients)
03.2019 - 11.2019
- Owned strategy + execution: pixel setup, audience frameworks (prospecting/retargeting), creative testing, and weekly pacing; cut blended CAC while scaling.
- Built simple Looker Studio readouts and playbooks the clients continued post-engagement.
- Reduced wasted spend through continuous monitoring of account performance metrics and making data-driven adjustments to campaigns.
Digital Account Manager – Client Success
Vuchi Media Pvt. Ltd, Hyderabad
07.2019 - 01.2021
- Worked across ad-ops/programmatic foundations: CM360 trafficking, floodlights, placements, site-level reporting, basic PMP logic; exposure to DV360; familiar with Google Ad Manager (formerly DFP).
- Managed CRM workflows (Salesforce, JIRA) and email execution deliverables via Basecamp (handoff to onshore ops).
- Delivered PCAs via Datorama, Audience Insights and Foot Traffic decks with tactical next steps; nominated twice for “Employee of the Quarter”.
- Owned the launch timelines, placement and floodlight setup approvals, creative QAs and PCA deck builds with “what/why/how/” steps.
Senior Process Executive – Customer Success
Cognizant Technology Solutions India Pvt. Ltd, Hyderabad (Google India on-site)
09.2017 - 01.2019
- Mentored a pod of 15 as Subject Matter Expert, providing coaching and ensuring SLA adherence.
- Awarded for “Top Associate” for three consecutive months for consistent quality and efficiency.
Process Associate
Genpact India, Hyderabad (Google India on-site)
12.2015 - 09.2017
- Recognized as Best Associate for outstanding performance over two months and another quarter.
- Configured PPC campaigns across Google Search and Display Networks.
- Managed multiple tasks simultaneously, ensuring timely completion of all assignments.
Education
Bachelor of Science - Computer Science
JNTU
Hyderabad 04.2001 -
Skills
Channels: Google Ads (Search, Shopping, PMax, YouTube, Demand Gen), Meta Ads (prospecting/retargeting), Programmatic (foundational)
Certification
Google Ads Search Certification (current) | GA4 (practitioner) | Appsflyer & UAC (recent training)
QUICK WINS
- ROAS 2.5–3 → 6–7 in ~3 months on a high-scale sports goods retailer e-commerce account through feed fixes, restructure, constant monitoring & optimization.
- CPA ↓ ~50% on an underperforming portfolio by restructuring the account, tightening query control and enforcing a test-read-scale cadence.
- Peak-season record revenue (2024) for a major shoe retailer e-commerce client; highlighted by client leadership on the end-of-period PCA call.
- Built an Excel forecasting model (seasonality & historical data) with ~85–90% projected vs. actual accuracy.
- Co-created Ad copy generator (RSA copy helper) and internal pacing/testing SOPs to reduce manual cycles and improve throughput.
Interests
Dance & choreography, tech tinkering, long-form content consumer
Keywords for ATS
ATS Boosting Keywords: Performance marketing, e-commerce, Google Ads, Meta Ads, PMax, Shopping, Demand Gen, SA360, GA4, CAC, ROAS, budget pacing, acquisition, retention, remarketing, forecasting, feed management, testing roadmap, looker studio, Google Ads scripts, Appsflyer (trained).
Work Availability
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Work Preference
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Senior Paid Ads Manager – Client Delivery
Brainlabs Digital Pvt. Ltd, Bengaluru
05.2023 - Current
Paid Ads Strategist – Biddable Media
Annalect India (Omnicom Media Group India Pvt. Ltd), Hyderabad
02.2022 - 05.2023
Senior Paid Search Analyst – Client Delivery
Paragon Digital Services Pvt. Ltd, Chennai
02.2021 - 01.2022
Digital Account Manager – Client Success
Vuchi Media Pvt. Ltd, Hyderabad
07.2019 - 01.2021
Freelancer
Freelance (Part-time) – Meta Ads (8 Months, 3 SMB E-commerce Clients)
03.2019 - 11.2019
Senior Process Executive – Customer Success
Cognizant Technology Solutions India Pvt. Ltd, Hyderabad (Google India on-site)
09.2017 - 01.2019
Process Associate
Genpact India, Hyderabad (Google India on-site)
12.2015 - 09.2017
Bachelor of Science - Computer Science
JNTU
04.2001 -
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