Pavel Hristov

Contact Pavel Hristov Sofia, Bulgaria Senior Google Ads Expert Top Skills About Me Google Ads I’m a performance marketing specialist with over 11 years of experience Microsoft Ads driving scalable growth through Google Ads and Microsoft Ads, with a focus E-Commerce on e-commerce, desktop software, SaaS and Lead generaion. My expertise Desktop Software lies in transforming paid media into predictable revenue streams through SaaS data-driven strategy, precise targeting, and continuous optimization. Lead Generaion Certifications & Courses I’ve successfully managed five- and six-figure monthly ad budgets, Google Ads God Tier Ads Google Ads - CXL YouTube Ads - CXL Google Ads Mastery - KlienBoost DoubleClick Search Fundamentals Search Engine Optimization conversion rates across global markets. Whether launching new products delivering strong ROI, low customer acquisition costs, and high or scaling mature ones, I bring a full-funnel approach that blends creative testing, audience segmentation, and automation to maximize impact. In the desktop software space, especially in the PDF Editor market, I’ve led paid acquisition efforts that generated millions of downloads and installations, and sustained user engagement. In e-commerce, I’ve built Education Bachelor's degree, Marketing (2009 - 2013) - UNWE, Sofia Master's Degree, Public Finance (2013 - 2015) - UNWE, Sofia high-performing campaign funnels that convert—from first click to final purchase—while maintaining healthy KPI metrics. Core strengths: ✅ Google Ads (Search, Display, YouTube, Performance Max, Demand Gen) ✅ Microsoft Ads & cross-channel strategy ✅ Desktop software, E-Commerce, SaaS & Lead Gen ✅ KPI optimization: ROAS, CAC, LTV, CPI, CPA ✅ Campaign automation, audience targeting, and A/B testing ✅ Naturally curious and detail-oriented, with a strong drive to continuously learn, explore new strategies, and refine campaign execution with precision Page 1 of 5 Job Experience Freelance Google Ads Manager December 2016 - Present (8 years 10 months) Create and optimize Amazon Sponsored Product Ads for about 3 months Quora and LinkedIn Ads testing for personal projects Google Ads Manager for multiple clients with monthly budgets ranging from $500 to $40 000 from various industries – apparel stores, bookstores, gift shops, pet shops, online pharmacy, tech shop, dentists, Google Grants. Part-time Google Ads consultant for a Digital Agency Mentored junior Google Ads specialists, providing hands-on training, strategic guidance, and performance feedback to accelerate their growth and campaign expertise. MobiSystems, Inc. Senior Performance Digital Manager November 2021 - September 2025 (3 years 11 months) Led the growth strategy for the Windows PDF Editor app (MobiPDF, formerly PDF Extra) that increased app installs, trials, and revenue, enabling a six-figure monthly Google Ads budget while maintaining strong KPIs across CAC and LTV. Scaled ad spend to a five-figure monthly budget for the Windows Office Suite app via Microsoft Ads, maintaining healthy CPI, cost per trial, and consistent ROAS Scaled the iOS OfficeSuite app to a 5-figure monthly budget via UAC campaigns with a strategic campaign structure and goal optimizations Managed over 10 Amazon accounts for both products in different markets while maintaining a positive Return on ad spend TOF, MOF & BOF campaign structures with different campaign goals and KPIs Analyzed competitor ad strategies and market trends to refine Google Ads campaigns and improve ROI Competitor campaign segmentation based on priority Performance Max campaign segmentation based on conversion goals Page2of 5 Heat Digital LTD. Senior Google Ads Expert February 2020 - October 2021 (1 year 9 months) eTel (Bulgaria) Google Ads Manager August 2017 - May 2019 (1 year 10 months) Managed over $200 000 in monthly ads spend Air Suspension shop - 700% - 1000% ROAS achieved Custom design shoes - maintaining a ROAS target between 270% and 350% Daily accounts check - Profit-driven campaign optimization of Search, Display, Performance Max, Demand Gen, and Remarketing campaigns following the 80/20 Rule. Execute strategies for account growth: Keyword expansion, Campaign segmentation based on product performance, Specific audience targeting A/B testing landing pages, bidding strategies, campaign structures, custom conversion goals Feed Optimizations and tests SKAG and STAG campaign setups for small to medium-sized businesses, mainly E-Commerce stores Maintain and monitor account daily and monthly budgets Analyzing and profit-driven optimization of Search, Display, and Remarketing campaigns Create and optimize App Install campaigns In-depth keyword research via Keyword Planner, Ubersuggest, Soovle, Serpstat, SemRush, Keywords Everywhere, Google Search Console, Google Trends, and Google Correlate Manual and automated bid management based on main KPIs – ROAS, CPA, CVR, Value per Click Creating search and display ads with continuous A/B testing Ads optimization based on ROAS, CVR, CPA, CPI, RPI, PPI Develop and execute strategies for keyword expansion, campaign segmentation, and targeting based on Google Analytics data, as well as other key facets, in alignment with client goals. Provide oversight and be able to generate monthly client reporting for all major metrics and goals Google Analytics tracking, custom reporting, goal setups, and audience creation Criteo integration and management Client communication via phone, email, and Basecamp Page 3 of 5 Prospecto Group Execution of large-scale Google Ads, Bing, and Seznam campaigns April 2016 - April 2017 (1 year 1 month) customers across 18 markets Digital Marketing Specialist targeting Management and optimization of profit-driven campaigns with heavy emphasis on tracking and reporting Creating and refining text and display ads in Adwords and Bing Keyword research and analysis Bid Management based on AdSense CPCs and daily profit targets Provide recommendations and execute strategies for keyword opportunities, campaign structuring, targeting, and other facets Reporting and calculating monthly profit based on AdSense revenue & RTB+ revenue AdSense placements optimizations Client Reports Mobile App improvements Google Analytics tracking and reporting Intern training Ecommtech International JSC Marketing and Advertising Specialist Google Ads November 2014 - March 2016 (1 year 5 months) Creating, analyzing, and optimizing goal-oriented Search, Display, Shopping, and Dynamic remarketing campaigns for different markets Creating, refining, and implementing text, display, and remarketing ads Keyword research and analysis Bid Management Maintaining Display network placements Provide recommendations and execute strategies for keyword opportunities, Campaign structuring, targeting and other facets Competitive research Conversion rate optimization Reporting and Calculating Daily ROI Google Analytics Page 4 of 5