Andrew Fonseka

Aegon sells retirement and life products in the US and Canada — considered purchases, expensive clicks, compliance review on every line of every ad. I inherited broad match, unreliable conversion signals, and a consultation page converting 42% of visitors into bookings.

• —$200K+ quarterly budget, US and Canada — $123K of it working paid media across Google Search and Display, Meta, LinkedIn.
• —The rest funded agency partners for web dev and systems integration, which I also directed.
• —Budget, buildout, pacing, testing and reporting end to end — no agency between me and the platforms.

1. 01Optimized toward qualified outcomes, not form fills. Rebuilt conversion tracking around verified downstream outcomes and fed those signals back into Google and Meta.
2. 02Rebuilt the account so each campaign answered one search intent, consolidated match types, and put a standing negative-keyword process behind it.
3. 03Held spend flat and let the efficiency gain compound into volume instead of banking it as savings.

Figures in CAD.

A Saudi university recruiting for its next intake. The cycle before had spent SAR 40K to produce 500 student sign-ups. The next one had 25% less budget and needed to beat that number, not match it.

• —SAR 30K in media, down from SAR 40K the cycle before.
• —Strategy, campaign buildout, optimization and reporting end to end — sole operator, direct to client.

Figures in SAR; SAR 30K ≈ CAD 11K. Saudi market, 2026.

A financial services client needed gold loans — not awareness, not followers, money lent against gold. Every bank in the country was bidding on the same people.

• —Media planning, buildout and optimization across paid search, paid social and video.
• —Weekly reporting and the client presentations behind every budget shift.

1. 01Planned the media around one number. Everything was judged on funded gold loans, so channels that only produced traffic were cut early.
2. 02Reported weekly and moved money weekly. Budget followed the ads producing loans, not the ones producing clicks.

$400K+ in loans originated (client-reported). Figures in USD; Sri Lankan market, 2023.