Currently available for select engagements

Hire Head of Paid Media — every ad account, run daily

A Head of Paid Media runs your ad accounts across platforms every single day: Google, Meta, TikTok, LinkedIn — each optimized, each creative-tested, each paced against its targets. They manage the buyers or agencies platform by platform, keep tracking clean everywhere, and report the whole paid picture weekly. The hire for when paid is multi-platform, material, and needs a daily owner.

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15+

Years Experience

100+

Projects Delivered

Countries Served

$25M+

Revenue Enabled

I'm Omer Muneer Qazi, a Dubai-based Fractional CTO & Solutions Architect with 15+ years of experience and 100+ projects delivered across 6 countries. Multi-platform paid is an operational craft and I hire it as one — checking real account work across at least two major platforms. For strategic mix ownership, see paid media director.

What You Get

Daily ownership across platforms

Multi-platform account management

Google, Meta, TikTok, and LinkedIn accounts each managed to their platform’s best practice: structure, bidding, audiences, and creative — optimized continuously.

Cross-platform creative testing

Creative tested per platform with native formats respected: what works on TikTok rarely works on LinkedIn. Testing cadence kept weekly everywhere.

Budget pacing per platform

Each platform’s budget paced daily and shifted as performance dictates. No platform overspends while another starves.

Buyer & agency management

Platform specialists or agencies managed with weekly reviews against per-platform targets. Quality judged by someone who knows each platform’s craft.

Tracking consistency

Pixels, CAPI, UTMs, and feeds kept consistent across platforms so the consolidated numbers mean something. Cross-platform reporting is only as good as its inputs.

Weekly paid readout

One weekly report covering all platforms: spend, efficiency, tests, and actions. The full paid picture in one place.

How It Works

From platform chaos to daily order

A structured engagement with no surprises — you’ll always know what’s happening and what’s next.

Platform audits

Each ad account audited individually: structure, creative, tracking, and efficiency. Issues ranked by impact.

Rebuild & standardize

Accounts fixed, tracking unified, targets set per platform, creative pipelines started. Daily management begins.

Daily operation

Optimization, testing, and pacing across all platforms on a visible rhythm. Weekly readout keeps everyone aligned.

Improve continuously

Platform learnings shared across channels; winners scaled; tests never stop. The operation gets sharper monthly.

Why Omer

Why hire a head of paid media through a Fractional CTO

Multi-platform operators are rare: most paid people are deep in one platform and shallow in the rest. I verify genuine working knowledge across at least two major platforms plus the tracking discipline to keep consolidated reporting honest — because this role’s value is the whole picture, not one strong channel.

Contact me to find the multi-platform operator your spend needs.

FAQ

Frequently asked questions

What does this role cost?

Full-time $110k–$160k. Fractional heads suit multi-platform spend that needs daily ownership without a full-time salary.

How many platforms can one person run?

A strong head directly manages two to three platforms and oversees specialists or agencies for the rest. Beyond that, the role becomes pure management.

First 90 days?

All accounts audited and fixed, tracking unified, creative cadence running on each platform, weekly reporting live. Efficiency gains usually visible within two months.

How is success measured?

Per-platform CAC vs target, blended efficiency, creative throughput, and reporting reliability. Daily discipline, weekly visibility.

Head of Paid Media vs Head of Performance Marketing?

Paid media focuses on the platforms and their operation; performance marketing typically includes broader funnel ownership. The titles overlap — scope the role to your actual needs.

Under the hood

What you are actually buying when you hire a Head of Paid Media

When founders hire a Head of Paid Media, they usually think they are buying someone to press the buttons in Google Ads and Meta. The real purchase is a decision engine: a person who decides where the next dirham of budget goes, why, and how you will know if it worked. In fifteen years and a hundred-plus builds I have learned that the account work is the easy 20 percent. The hard 80 percent is the measurement spine underneath it, the weekly operating rhythm, and the discipline to kill things that are not working while the data still looks flattering. That judgement is what separates a senior operator from a competent button-pusher.

The first thing I build is a measurement layer you can trust. Platform numbers lie by design: Meta and Google both claim the same conversion, iOS strips signal, and consent mode drops a chunk of your events. So I stand up server-side tracking through Google Tag Manager server container, wire Meta CAPI and the TikTok Events API with proper deduplication, and reconcile everything against a single source of truth, usually GA4 plus a warehouse table in BigQuery feeding Looker Studio. On ecommerce I add a blended view through Triple Whale or Northbeam so we argue about new-customer CAC and contribution margin, not platform-reported ROAS fantasies.

The decisions that actually move money are structural. I consolidate fragmented campaigns so the bidding algorithm has enough conversion volume to learn, rather than a sprawl of starved ad sets. I choose the bid strategy deliberately, target CPA versus target ROAS versus manual, based on how much data the account generates per week, and I set portfolio bidding only once the signal supports it. Above the account, I run proper incrementality tests, geo holdouts and conversion-lift studies, so we know what paid is genuinely adding versus harvesting demand you would have won anyway. Good looks like stable blended CAC while spend climbs, not a pretty in-platform dashboard.

The mistakes I fix are depressingly consistent. Budgets poured into branded search and retargeting that take credit for organic demand. A creative pipeline that tests colours and headlines instead of genuinely different angles, offers and hooks. Smart Bidding fed dirty conversion data, so the machine optimises toward junk leads. No naming convention or UTM governance, which makes any serious analysis impossible six months later. And attribution windows quietly set to flatter the channel. When you hire a Head of Paid Media, you are hiring someone to find these, fix them in the first few weeks, and build the guardrails so they do not creep back in once spend scales.

Who it's for

When clients hire me for this

Spend scaled, efficiency cratered

You pushed budget hard, revenue grew, but blended CAC quietly doubled and nobody can say which channel is actually responsible. I rebuild the measurement spine, run geo holdouts to separate incremental from harvested demand, and reallocate spend toward what genuinely drives new customers, not what claims the credit.

Bringing paid in-house from an agency

You are leaving an agency and need someone senior to own the transition without dropping performance in the handover. I audit what they built, migrate accounts and tracking cleanly, document the structure, and either run it myself or hire and train the buyer who will, so institutional knowledge stays with you.

Tracking broke and nobody noticed

After an iOS update, a consent-mode rollout or a site replatform, your conversions stopped matching reality and Smart Bidding started optimising toward noise. I rebuild server-side tracking, restore CAPI and deduplication, and reconcile platform data against the warehouse before we trust a single automated bid again.

Pre-raise, with the board watching efficiency

You are raising and investors want a defensible story on CAC, payback and marketing efficiency, not platform-reported ROAS. I build the blended reporting and unit-economics view they expect, pressure-test the numbers with incrementality evidence, and get the paid programme into a shape that survives diligence.

Questions buyers ask

Do you run the accounts yourself, or manage a team that does?

Both, depending on what the engagement needs. Early on I am usually hands-on in the accounts because that is the fastest way to find what is broken. As it matures I shift toward setting strategy, reviewing a buyer or agency against targets, and owning the measurement layer. When you hire a Head of Paid Media fractionally, you typically get senior hands first, then senior oversight as a specialist takes the day-to-day keys.

How do you know paid is actually driving incremental revenue, not just taking credit for it?

I do not trust platform-reported conversions, because Meta and Google will both claim the same sale and retargeting loves to bill you for demand you already had. I run geo holdout tests and conversion-lift studies, lean on blended CAC and new-customer contribution margin, and compare spend changes against total revenue movement. Incrementality is the only honest answer, and building it is a core reason people hire a Head of Paid Media at senior level.

Can you work alongside the agency we already have?

Yes, and often that is the right structure. Agencies are good at execution and bad at telling you when you are overspending on their own channel. I sit on your side as the owner: I set per-platform targets, keep the measurement honest, review their work weekly, and hold them accountable to blended outcomes. You keep their capacity; you gain a senior buffer who answers to you, not their retention numbers.

Do you only work with ecommerce, or B2B as well?

Both, but the measurement and platform mix differ sharply. Ecommerce is CAC, ROAS and contribution margin across Meta, Google, TikTok and feeds. B2B is cost-per-qualified-lead and pipeline, heavier on LinkedIn and search, with offline conversion imports from the CRM so bidding optimises toward revenue, not form fills. I will tell you honestly in the first call whether your motion is one I can move the needle on.

We do not have an in-house creative team. Can you still scale paid?

Yes. Creative is the biggest lever in paid now, so I treat it as a system rather than a department. I define the angles, offers and hooks worth testing, brief freelance editors or a tool like Motion, and run a weekly testing cadence that respects each platform's native formats. You do not need a studio to start; you need a disciplined pipeline and someone deciding what to test and why.

Our tracking fell apart after iOS and consent mode. Can you fix it before we scale?

That is usually the first job, and yes. Scaling spend on broken tracking just teaches the bidding algorithms to chase noise faster. I rebuild server-side tagging through a GTM server container, restore Meta CAPI and TikTok Events API with proper event deduplication, implement consent-mode modelling correctly, and reconcile everything against GA4 and the warehouse. Only once the numbers are trustworthy do I let automated bidding make expensive decisions on your behalf.

Currently available for select engagements

Run every platform daily

List your paid platforms and spend — I will scope the daily ownership they need.

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