Andrew Fonseka · Performance Marketing Specialist

Surrey, BC / Metro Vancouver · Hybrid or in-office · Legally eligible to work in Canada

Paid media.
Measured in outcomes.

Across three years of agency, in-house and independent work, I’ve supported 20+ accounts in 7 industries and 4 countries. I feed CRM outcomes back into bidding, so campaigns work toward qualified leads, enrolled students and funded loans.

Andrew Fonseka wearing a navy suit and white shirt

−72%

Cost per enrolled student

Effat University · on 25% less spendRead the Effat case study

−13%

Cost per qualified lead

Aegon · at flat spendRead the Aegon case study

4:1

First-order ROAS

Pet food retailer · sales +40%Read the pet food result

Effat University / Higher education

Independent consulting · Saudi Arabia

72% less to enrol a student.
On 25% less spend.

The previous agency’s Spring 2026 campaign produced 315 enrolled students at SAR 127 each on SAR 40,000 of Meta spend.

I separated graduate and college prospecting from retargeting, added qualifying questions in Arabic and English, and synced lead outcomes back to Meta through HubSpot.

1,500 lead-form submissions at SAR 20.04 each, SAR 30,056 spend, 13 Mar–13 Jul 2026.

Meta lead ads · Bilingual qualifying forms · HubSpot CRM
Effat: before and after
MeasureSpring 2026Fall 2026
Enrolled students315850
Cost per enrolled studentSAR 127SAR 35
Meta spendSAR 40,000SAR 30,056
Share of total intake16%34%

Spring vs. Fall 2026; confirmed registrations in HubSpot.

Effat Meta Ads Manager, 13 Mar–13 Jul 2026: Graduate Campaign 610 leads, Colleges Instant Lead Form Campaign 520, Retargeting Campaign 370; total 1,500 leads at SAR 20.04 and SAR 30,056.00 spent.
Meta Ads Manager · 13 Mar–13 Jul 2026 · 1,500 leads at SAR 20.04 · SAR 30,056 spent · Published with Effat University’s permission. Tap to enlarge.

Aegon / Financial services

In-house · U.S. & Canada

Bidding on booked calls, not form fills.

At Aegon, I manage campaigns across search, social and programmatic across a seven-figure annual budget. I fed HubSpot booked-call outcomes into Google and Meta bidding, giving those campaigns a clearer signal of lead quality.

I rebuilt GA4 and Google Tag Manager tracking, including server-side tagging, Meta Pixel, Conversions API, Enhanced Conversions and offline conversion imports.

Automated reporting saves about 12 working days a year.

On DV360 and Amazon DSP, I reduced CPM 8% while holding delivery and conversion performance.

Google Ads · Meta · LinkedIn · DV360 · Amazon DSP · HubSpot
CRM outcomes into bidding
  1. Google, Meta & programmaticCampaign traffic
  2. GA4 + server-side GTMSite events and conversion tracking
  3. HubSpot booked-call outcomesLead quality captured in the CRM
  4. Google & Meta biddingCRM outcomes returned to ad platforms
Aegon: exact budgets and volumes confidential; results shown as percentages.
−13%

Cost per qualified lead

At flat spend
+20 pp

Booked-call-to-application rate

Same period
2.5% to 2.8%

Session-to-form conversion

12% relative improvement

Qualified-lead cost and application rate: H1 2026 vs. H2 2025.

Agency results

Kites Global · Sri Lanka · Jan–Aug 2023

At Kites Global, I led four client accounts end to end and supported five more across financial services, retail, beauty and education.

Gold-loan lender / Financial services

Funded loans
259
Cost per funded loan
~US$97
Originated value (client-reported)
US$400K+

From US$25K in ad spend, measured on funded loans, not platform leads.

Pet food retailer / E-commerce

Sales
+40%
Subscriptions
+30%
First-order ROAS
4:1

Google Shopping and Performance Max. Feb–May 2023 vs. Oct 2022–Jan 2023.

Same spend, more leads: two Google Ads rebuilds.

DIMO Academy for Technical Studies / Technical education

Independent · Google Ads

I moved program ads off the homepage and onto each program’s page, redesigned with the application form built in and, in Q2, an AI chatbot that answers applicant questions.

I narrowed targeting to higher-intent students and fed CRM outcomes back into optimization. Enrolled students went from 290 to 530 (+83%).

Google Ads · Program landing pages · AI chatbot · Dynamics 365 CRM
DIMO: Q1 vs. Q2 2026
MeasureQ1Q2
Enrolled students290530
Cost per enrolled studentUS$8.28US$4.53
Completed applications336567
Lead-form conversion10%21%
Quarterly spendUS$2,400US$2,400

Dynamics 365 outcomes; Google Ads spend US$800/month.

HVAC & heat-pump services / Home services

Independent · Metro Vancouver

I rebuilt Google Ads Search around higher-intent inquiries.

I restructured campaigns around search terms, expanded negative keywords, rebuilt landing pages and shifted budget toward high-intent campaigns.

Google Ads Search · Negative keywords · Landing pages
HVAC: Q1 vs. Q2 2026
MeasureQ1Q2
Cost per leadCA$142CA$122
Monthly leads≈ 21≈ 25
Monthly spend≈ CA$3,000≈ CA$3,000

Q1 vs. Q2 2026; winter-to-spring seasonality applies.

About

Based in Surrey, BC · Legally eligible to work in Canada.

I treat every budget like an owner: it has to earn its place.

Certifications

  • Google Ads Search · Meta Marketing Analytics · HubSpot Inbound Marketing

Toolkit

  • Google Ads · Meta Ads · LinkedIn Ads · TikTok Ads · Snapchat · DV360 & Amazon DSP · Merchant Center
  • GA4 & GTM with server-side tagging · Meta Conversions API · Enhanced Conversions · Offline conversion imports
  • HubSpot & Dynamics 365 · Microsoft Clarity · Looker Studio · Power BI
  • Google Ads scripts · Zapier · n8n · Excel
Jan 2025—present

Aegon

Digital Marketing Specialist

Jan 2026—present

Independent

Paid Media Consultant · Part-time

2023–2024

University Canada West

Master of Business Administration (MBA)

GPA 4.00/4.33

Jan—Aug 2023

Kites Global

Digital Marketing Strategist

Jul—Dec 2022

Enfection

Digital Marketing Intern

2022

University of London

BSc (Hons) Management and Digital Innovation

Upper Second Class

Let’s talk.

Hiring for paid media or performance marketing? I’d welcome a conversation about your team and the role.

rafandrewf@gmail.com+1 (778) 681-9041Connect on LinkedIn Résumé (PDF)