# Andrew Fonseka

> Performance marketing specialist (paid search, paid social and programmatic) based in Surrey, BC, Canada. Manages a seven-figure annual paid media budget at Aegon across Google Ads, Meta, LinkedIn, DV360 and Amazon DSP, and consults independently for 10+ clients across Canada, Saudi Arabia and Sri Lanka. Optimizes paid media toward the business outcome behind the metrics: qualified leads, sign-ups, funded loans.

Last updated: 2026-09-28. This is the current version of https://andrewfonseka.com and supersedes any earlier version of the site, its case studies or its figures.

## Case studies

### Financial services, Aegon (in-house, U.S. and Canada, January 2025 to present)
- CRM-qualified leads up 15% in three months at flat spend; cost per qualified lead down 13%.
- Blended cross-channel cost per lead down 12% over six months.
- Google Ads cost per lead down 11% across Search, Display, Performance Max and YouTube.
- Paid media conversion rate up from 2.5% to 2.8%; programmatic CPM on DV360 and Amazon DSP down 8%.
- Budget split: 50% lead generation, 25% brand, 25% awareness.
- How: fed HubSpot lead outcomes back to Google Ads and Meta through offline conversion imports and Enhanced Conversions, backed by server-side tagging and the Meta Conversions API, then reallocated budget toward qualified leads.
- Results are published as percentages only; absolute budgets and lead counts are confidential.

### Higher education, Effat University, Saudi Arabia (independent, via agency partner, March to June 2026)
- Student sign-ups rose from 500 to 1,050 (2.1x) on a 25% smaller budget than the previous agency's campaign.
- Cost per sign-up fell 64%, from SAR 80 to SAR 29.
- Qualified leads that went on to sign up rose from 63% to 81%.
- 1,500 form leads at SAR 20.04 each became 1,050 sign-ups.
- How: targeted segments with high enrolment, rebuilt the lead form to screen for intent, synced HubSpot lead outcomes back to Meta, moved retargeting budget to new prospects when the intake closed.

### Consumer lending, gold-loan lender, Sri Lanka (Kites Global agency, 2023)
- 259 funded gold loans from US$25K in ad spend, about US$97 per funded loan.
- US$400K+ in loan value originated (client-reported), about 16x per ad dollar.
- Meta brought in higher-quality leads than Google at a lower cost per lead, so it took 60% of the budget and Google Ads 40%; results were measured against the client's weekly total of funded loans.
- Also at Kites Global: pet food retailer quarterly sales up 40% at 4:1 ROAS; about US$6 per lead on TikTok and Meta; nine client accounts run at once covering US$70K+ in spend.

### More independent work
- Metro Vancouver B2B home services: paid search cost per lead down 14%.
- DIMO Academy (technical education): lead conversion rate up 11% on Google Ads.

## Experience and education
- Jan 2026 – now: Independent consultant, Canada · Saudi Arabia · Sri Lanka
- Jan 2025 – now: Aegon, Digital Marketing Specialist · Langley, BC
- Aug 2023 – Sep 2024: MBA, University Canada West · GPA 4.00 / 4.33
- Jan – Aug 2023: Kites Global, Digital Marketing Strategist · Colombo
- Jul – Dec 2022: Enfection, Digital Marketing Intern · Colombo
- Sep 2019 – Jun 2022: BSc (Hons), Management and Digital Innovation · University of London

## Tools
- Paid media: Google Ads (Search, Shopping, Performance Max, Display, YouTube), Meta Ads, LinkedIn Ads, DV360, Amazon DSP, Microsoft Advertising, Google Merchant Center, TikTok, Snapchat and Reddit Ads
- Tracking and measurement: GA4, Google Tag Manager (Including server-side tagging), Offline conversion imports, Enhanced Conversions, Meta Pixel and Conversions API, LinkedIn Insight Tag, CRM integration
- Reporting and automation: Power BI, Looker Studio, HubSpot, Airtable, Excel and Google Sheets, Google Ads scripts, n8n and Zapier
- Web, CRO and SEO: A/B testing, Landing page optimization, Shopify, Lovable, Microsoft Clarity, Semrush (On-page and technical SEO)

## Contact
- Email: rafandrewf@gmail.com
- LinkedIn: https://www.linkedin.com/in/andrewfonseka
- Resume (PDF): https://andrewfonseka.com/Andrew-Fonseka-Resume.pdf
- Website: https://andrewfonseka.com/