I work in performance marketing, where creative ideas meet data and real results.
I’m Hukum, a performance marketer in New Delhi with about five years in the craft. My focus is paid media, tracking, and AI and automation. I like to ask why, try new tools and test ideas, because marketing changes quickly.
How I got here.
I came to performance marketing through curiosity more than a plan. I wanted to know why one ad made the phone ring and another didn’t, and the only way to find out was to run the test.
That was about five years ago, and it’s still the job. I’ve spent those years inside Google, Meta and LinkedIn ad accounts for clinics, local businesses and online brands. Along the way the work changed: less guessing and more tracking, fewer manual checks and more scripts and automations doing the routine work.
What keeps me here is that performance marketing tells you the truth. If the message is wrong or the tracking is broken, the numbers show it, and you get to fix it next week.
How I think.
Systems over hacks.
Most accounts don’t need another clever trick. They need a structure that still works when nobody is watching it.
Automation over repetition.
If I do something every week, it should probably be a script. Real leverage means AI makes you faster, not functional.
Signal over noise.
Fewer metrics, chosen well, explained in plain language. A report should end with a decision, not a question.
Outcomes over activity.
Creation is easy. Distribution is work. Follow-up is where money shows up.
One clear message. One clear audience. One clear next step.
The campaigns that worked best for me were always the easiest ones to explain.
What I’m good at.
Good work starts with a clear goal. I use data to understand the problem, make decisions and explain results in plain language.
Paid media strategy
Choosing the right channel, structure and budget for the goal, then running the tests that show where the next rupee should go.
- Google Ads: Search, Performance Max, Shopping, YouTube
- Meta Ads: lead forms, catalogue and creative testing
- LinkedIn Ads for B2B
- Budget planning and bid strategy
Tracking & attribution
Making sure the numbers in the ad account match what happens at the front desk, in the CRM or in Shopify.
- GA4 and Google Tag Manager
- Call, WhatsApp and form tracking
- Meta Conversions API and offline conversions
- CRM stages sent back to the ad platforms
Landing pages & CRO
Pages that match the ad, load quickly and ask for one thing, tested one change at a time.
- Message match with the ad
- Offer, headline and form tests
- Speed and mobile fixes
- Heatmaps and session recordings
AI & automation workflows
Using AI and automation for the repetitive parts, so more time goes into strategy, creative and the next test.
- Search-term mining and negative lists
- Google Ads scripts and alerts
- AI-assisted copy and creative variants
- Zapier, Make and n8n workflows
Reporting
Reports that arrive on time and say what changed, why, and what happens next.
- Looker Studio dashboards
- Automated Sheets and Apps Script reports
- Weekly summaries in plain language
- Clear next steps, not just charts
How I work with clients.
Clear goals first
Before any campaign changes, we agree on what success looks like and how we’ll measure it. Usually that’s one number that matters to the business.
Weekly updates in plain language
A short note every week: what changed, what it means and what I’m doing next. No jargon, no fifty-tab spreadsheets.
Ownership after launch
I care about what happens after a campaign goes live. I keep an eye on performance, fix what isn’t working and look for the next improvement.
Outside work
When I'm not optimizing campaigns, I'm usually experimenting with the latest AI tools and technology just to see what they can do. To truly disconnect, I spend my downtime reading and watching anime—a complete change of pace from my day-to-day work.
If that sounds like how you’d want your marketing run, let’s talk.
What you want to achieve, and where you need help. We can talk it through and decide on a practical next step. I’m based in New Delhi and work with businesses across India.
