ISABELLA MARÍN
turning insights into measurable growth.
Isabella · Digital Marketing Specialist
PPC & Paid Social Performance & GrowthI'm comfortable handling multi-platform accounts simultaneously, managing budgets from €150/month to €10k+, and translating campaign performance into clear insights for decision-makers. I don't just run ads: I own the channel.
RAORSA
Authority-led paid strategy for industrial brand repositioning
The challenge
RAORSA is an established industrial leader — the market already knows them. The paid media challenge wasn't generating awareness; it was translating that leadership into measurable digital authority and qualified lead volume. Competing on product specs alone wasn't the play: we needed campaigns that positioned the brand above the category, not just within it.
Paid strategy
LinkedIn Ads: Awareness and engagement campaigns targeting industrial and plastics sector professionals (men 40–60, Europe), using the brand claim "Doesn't compete. Redefines." as the creative anchor. Objective: authority reinforcement with a professional B2B audience that was already familiar with the brand but hadn't engaged digitally.
Google Ads: High-intent search campaigns focused on catalogue download conversions — capturing prospects actively searching for industrial machinery solutions. Keyword strategy built around category terms and competitor gaps, not just branded queries.
Measurement: GA4 conversion tracking for catalogue downloads and form submissions. Looker Studio dashboard for weekly optimisation review and monthly client reporting (CPA, CTR, ROAS by campaign).
My role: Full channel ownership — audience research, campaign architecture, ad copy, bid management, A/B testing, GA4 setup, and Looker Studio reporting.
Platforms & tools
Results
Óptica Valle
Paid capture strategy for a local business with zero prior digital presence
The challenge
A family business with 50+ years in the local market and no digital presence at all — no website, no tracking, no paid history. The paid challenge was building from absolute zero: no audience data, no conversion benchmarks, no keyword history to draw from. Everything had to be hypothesised, tested, and validated from scratch.
Paid strategy
Google Ads (Search): Local search campaigns targeting high-intent queries in Cali: glasses repairs, eye tests, contact lenses. Keyword strategy deliberately avoided category jargon — the same approach applied to the site copy — and focused on how the actual user searches ("fix my glasses" over "optical mechanics"). This alignment between ad copy and landing page language was key to improving Quality Scores and reducing CPC.
Measurement setup: Full GA4 implementation from scratch — events, conversion goals, and UTM governance across all paid sources. Google Search Console connected to monitor organic performance alongside paid, allowing budget allocation decisions to be grounded in full-funnel data rather than paid-only metrics.
My role: Paid strategy, keyword research, ad copy, full GA4 + GTM setup, Looker Studio reporting, and ongoing optimisation.
Platforms & tools
Results
Toyo Europe
Conversion tracking implementation to measure paid impact on a redesigned B2B site
The challenge
Toyo had a newly redesigned website and was investing in paid media — but had no conversion tracking in place. Campaigns were running without knowing which visits turned into catalogue downloads or contact form submissions. Spend decisions were based on traffic data, not outcome data. The challenge was implementing a measurement infrastructure that could finally connect paid investment to business results.
Paid and measurement strategy
GA4 + GTM implementation: Full conversion goal setup covering the events that matter in a B2B context: catalogue downloads, form submissions, WhatsApp clicks, and time-on-site thresholds for key product pages. GTM used for clean tag deployment without developer dependencies.
Google Ads: Search campaigns restructured around the new site architecture — product category terms, competitor terms, and branded queries with different bidding strategies applied per campaign type. Conversion-linked bidding (target CPA) activated once sufficient data was collected from the measurement phase.
Looker Studio dashboard: Reporting built to show CPA, ROAS, and conversion breakdown by campaign and landing page — giving both the internal team and client a clear view of which paid activity was generating real pipeline, not just clicks.
My role: GA4 + GTM implementation, campaign restructuring, conversion-linked bidding setup, Looker Studio dashboard, and ongoing optimisation.
Platforms & tools
Results
The system behind it
Before any campaign goes live, the measurement infrastructure needs to be in place. These are the templates and setups I use consistently across accounts — not one-offs, but systems that scale.
My standard client-facing dashboard that centralises the metrics that actually matter in paid: CPA, ROAS, CTR by campaign, cost per lead, and budget pacing. Connects directly to Google Ads, Meta Ads, and GA4. Updated in real time so weekly optimisation reviews are based on live data, not exported spreadsheets.
Every account I manage gets a measurement plan before the first campaign goes live. This includes: event taxonomy, conversion goal definition (micro and macro), UTM structure, and GTM tag architecture. The goal is to make sure every click can be traced back to an outcome — not just a session.
A structured sheet for planning campaign launches: budget by platform, expected CPCs and CPAs, timeline, ad set structure, and key dates. Doubles as a pacing tracker during the month to avoid overspend and flag underperforming allocations early.
Paid Campaign Management
- Google Search, Display & PMax
- Meta prospecting & retargeting
- LinkedIn B2B campaign architecture
- Microsoft Ads (Bing)
- Smart Bidding & Target CPA/ROAS
- Negative keyword management
- A/B ad copy testing
- Budget pacing and reallocation
Measurement & Analytics
- GA4 implementation from scratch
- GTM tag and trigger setup
- Conversion goal definition
- UTM governance and naming
- Attribution model analysis
- Pixel and remarketing setup
- Looker Studio dashboards
- Full-funnel reporting
Strategy & Optimisation
- Audience research and segmentation
- Keyword strategy and competitive gaps
- Landing page CRO diagnosis
- Creative testing frameworks
- Cross-channel budget allocation
- Quality Score improvement
- Funnel optimisation
- B2B vs B2C approach
Reporting & Communication
- CPA / ROAS / CTR reporting
- Executive dashboards (Looker Studio)
- Data-to-insight translation
- Stakeholder-ready presentations
- Budget justification and forecasting
- Channel performance comparison
- Optimisation recommendation reports
- Clear communication, no jargon
Curriculum Vitae
Digital Marketing Specialist with 8+ years running 360° campaigns for clients in Spain, Europe, and LATAM — mainly in agency environments. I work across the full digital mix: strategy, paid media, content, SEO, CRO, reporting, and team coordination. Paid media and analytics are where I'm strongest on the execution side: I manage multi-platform campaigns (Google, Meta, LinkedIn, Microsoft Ads), implement measurement infrastructure (GA4 + GTM) from scratch, and build the reporting layer that connects spend to outcomes. I've also coordinated teams of up to 5 people and managed budgets up to €10k across simultaneous accounts.
- Full management of paid media accounts across Google Ads, Meta Ads, LinkedIn Ads, and Microsoft Ads for simultaneous B2B and B2C clients.
- Budget management: one-off campaigns up to €10,000 and monthly retainers of €150–2,300, with full responsibility for channel allocation and pacing.
- GA4 + GTM implementation across all accounts: conversion goal setup, UTM governance, and measurement plans from scratch.
- Looker Studio dashboards connecting all ad platforms and GA4 for real-time client reporting (CPA, ROAS, CTR, budget pacing).
- A/B testing of ad copy, audiences, and landing page variants to improve conversion rates and reduce CPA over time.
- Make + GPT automations to streamline lead handoff from paid capture to CRM, reducing manual processing time.
- Google Ads search campaigns built from zero for a local retail business with no prior paid history or tracking.
- Full GA4 + GTM implementation: events, conversion goals, and UTM structure set up before the first campaign launch.
- Keyword strategy aligned with user-first language to improve Quality Scores and reduce CPC in a competitive local market.
- Ongoing optimisation resulting in sustained growth in non-branded search visibility and improvement in lead quality.
- Paid social and search campaign management across multiple client accounts.
- SEO audits and keyword research used to inform both organic and paid channel strategy.
- End-to-end paid social management: campaign planning, creative briefing, audience setup, launch, and optimisation for clients in Spain and LATAM.
- Performance reporting with data-driven optimisation recommendations presented monthly to clients.
- First professional role with focus on paid social, SEM, and lead generation for LATAM market clients.
- HubSpot CRM management: lead scoring, nurturing flows, and pipeline tracking to connect paid activity to sales outcomes.