
Leo Williams
Paid Social Media And Lead Generation Expert
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Performance Marketing Manager
Upwork • ZZP
Feb 2015 - Jun 2025 • 10 yrs 4 mos
The Gold Standard Format Senior Paid Social and Lead Generation Specialist Upwork Managed a monthly ad spend of $25 thousand across Meta, LinkedIn, and TikTok, maintaining an overall ROAS. Engineered a full funnel lead generation strategy that increased monthly qualified leads (MQLs) by 80% while reducing Cost Per Lead (CPL) by50%. Executed A/B creative testing frameworks (testing hooks, CTAs, and formats), which improved Click Through Rates (CTR) from 20% to80%. Integrated CRM systems (HubSpot/Salesforce) with ad platforms to track offline conversions, ensuring the sales team received high-intent leads rather than junk data. Collaborated with creative teams to develop performance first video content (UGC), resulting in a 90% lift in thumb stop ratio.