Muhammad Asif Afzal · Google Ads and Meta Ads
Scale Google and Meta Ads without giving up the margin.
I run paid search and paid social for DTC brands in the US, the UK and the Gulf. Every account is planned around your break-even ROAS and your new-customer numbers, and I stay hands-on in each one.
- Ad spend managed
- $20M+
- Upwork rating
- 4.9 / 5, 25 reviews
- Clients past 90 days
- 88%
A good ROAS in Google Ads can still be a bad month in Shopify.
Branded searches get counted as new sales. Performance Max spends on people who were going to buy anyway. Google and Meta both claim the same order. The dashboard looks healthy and the bank balance doesn’t move.
When I take over an account, the first job is separating what your ads created from what they simply collected. That number decides where the next dollar goes.
Every campaign has to answer four questions
- What is it targeting?
- A product line, a service, a location, or people already searching for your brand.
- What is its job?
- Collecting demand you already have, or finding customers who haven't heard of you.
- Where is the budget going?
- Spend follows the evidence, not the number of campaigns in the account.
- What do we judge it on?
- Brand campaigns and new-customer campaigns aren't held to the same target.
If a campaign can’t answer those, it gets fixed or switched off.
The break-even line
Every brand has a ROAS below which its ads lose money, and it’s different for every business. I plan accounts around that number. Here’s where four of them finished against their own line.
- US jewelry brand
$156K spend · Apr – Jun 2026 · break-even 2.5x
Break-even 2.5x, finished at 7.02x ROAS, 181% above break-even.
- Saudi eCommerce brand
SAR 24.1K spend · Feb – Mar 2026 · break-even 3.5x
Break-even 3.5x, finished at 7.19x ROAS, 105% above break-even.
- US apparel brand
$283K spend · Jan – Jun 2026 · break-even 3.3x
Break-even 3.3x, finished at 6.53x ROAS, 98% above break-even.
- US travel accessories brand
$44K spend · February 2026 · break-even 1.7x
Break-even 1.7x, finished at 3.12x ROAS, 84% above break-even.
Every one of them finished at least 84% above its break-even. ROAS is as reported by Google Ads; break-even is each brand’s own figure.
Read the case studiesFour ways to work together
- Google Ads managementSearch, Shopping, Performance Max and Demand Gen, with branded and new-customer revenue reported separately.
- Meta Ads managementFacebook and Instagram campaigns built on a creative pipeline, a clean offer and retargeting based on real behaviour.
- Tracking and attributionGA4, GTM, Shopify pixels, CallRail and offline conversions, so what you optimise for matches what the business values.
- Account auditA full review of your Google or Meta account: wasted spend, structure, tracking and where the next dollar should go.
Not sure which one you need? Most clients start with the free account review.
Recent results
All 10 case studies
Google Ads · United States
Scaling a jewelry brand without letting brand searches hide the real cost
7.02x
Reported ROAS against a 2.5x break-even
Google + Meta · United States
Running Meta and Google as one system for a US D2C brand
$355K
Store sales on the business dashboard
Meta Ads · United Kingdom
Creative testing and clear campaign roles on Meta
4.44x
Reported purchase ROAS
On bigger brands I work inside the team. I ran Google acquisition for a brand doing $9.01M in sales over six months, and Meta creative testing for one doing $5.42M in four.
See my role on each →What clients say after a few months
Asif brought structure and clarity to the account. We could finally see what was working, what was wasting budget, and where the next growth opportunity was.
“He works like a senior partner, not a task-taker. Communication is direct, reporting is practical, and every recommendation connects back to the business.”
“The strongest part of working with Asif is the ownership. He audits deeply, explains what changed, and keeps improving the account without agency handoffs.”
From local agencies to accounts spending $100K a month
I learned paid media at local agencies, on small budgets across many kinds of business, then moved to international clients. Today I run Google and Meta for brands in the US, the UK and Saudi Arabia, on budgets from $3K to $100K a month, either directly with founders or as part of a larger team.
Read the full storyWant a second opinion on your account?
Book a free 30-minute review, or send the details first and I’ll reply by email. I’ll tell you what I’d fix first, whether or not we end up working together.
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