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Schedule Interview NowMy journey at Softaims has been defined by curiosity, growth, and collaboration. I’ve always believed that good software is not just built—it’s carefully shaped through understanding, exploration, and iteration. Every project I’ve worked on has taught me something new about how to balance simplicity with depth, and efficiency with creativity. At its core, my work revolves around helping businesses and people achieve more through thoughtful technology. I’ve learned that the most successful projects come from teams that communicate openly and stay adaptable. At Softaims, I’ve had the opportunity to work alongside professionals who challenge assumptions, share knowledge generously, and inspire continuous improvement. I take pride in focusing on the fundamentals—clarity in logic, consistency in design, and empathy in execution. Software is more than a set of features; it’s a reflection of how we think about problems and how we choose to solve them. By maintaining this perspective, I aim to build solutions that are not only effective today but also flexible enough to support the challenges of tomorrow. The culture at Softaims promotes learning as an ongoing process. Every new project feels like a step forward, both personally and professionally. I see each challenge as a chance to refine my skills and contribute to the shared vision of building technology that genuinely improves lives.
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Helped the client launch marketing for their healthcare brand. Managed everything from scratch, including creating and running META ads to generate high-quality leads.
Account takeover date: May 03, 2023 Niche: Apparel Country: USA INTRODUCTION This case study examines the strategies and outcomes of a marketing campaign for a unisex t-shirt apparel brand. The brand, facing initial challenges with low Return on Ad Spend (ROAS) and limited advertising budget, aimed to increase spending while maintaining profitability. The breakeven for profitability was identified as a ROAS of 1.8x. We onboarded them in May, at a point where the brand was struggling to achieve these objectives. We scaled this brand from spending $2,000 per month to $96,000 per month. ISSUES FACED The sales for the website were low. The primary challenge was increasing ad spend while maintaining or improving ROAS. Initially, the brand struggled with low ROAS and limited advertising budget, hindering its growth potential. On Google, they weren’t spending a lot. The overall campaign spend was $700-800 per month. Most of the traffic was branded and new prospecting customers were low. STRATEGIES APPLIED ON META The campaign was structured in four phases, each with specific strategies: Phase 1 – Creative Testing and Catalog Development: Focus: Sales objective with emphasis on creative testing. Approach: Tested static images and video animations, followed by category-specific catalog creation. Phase 2 – Audience Testing: Focus: Identifying the most effective audience mix. Approach: Tested various audiences, including Lookalike audiences based on purchases, initiateCheckout, addToCart, and viewContent events, along with stack interests and broad audiences. Phase 3 – Retargeting Campaign: Focus: Engaging with past interactors on Facebook, Instagram, and the website. Approach: Retargeted FB, Insta, and web engagers with budget allocation at the Ad set level. Phase 4 – Scaling Campaigns: Focus: Leveraging winning creatives and audiences for scaling. Approach: Ran three distinct campaigns optimized for different goals – highest volume & value, cost per result, and ROAS. Scaling Campaigns The campaigns were diversified to cover various aspects of optimization: Sales Campaigns with CBO Allocation: Aimed at optimizing for volume, value, cost per result, and ROAS. Tested various cost per result goals ($10-$15) and ROAS goals (5x to 2.75x). Resolution Strategies Creative and Audience Optimization: By systematically testing and selecting winning creatives and audience segments, we improved campaign relevance and efficiency. Strategic Budget Allocation: Allocating budgets based on campaign performance and optimization goals. Retargeting and Engagement: Enhanced engagement with past interactors to improve conversion rates. STRATEGIES APPLIED ON GOOGLE: We have implemented the type-3 strategy for standard shopping campaigns along with performance max campaigns. We launched the tier-3 standard shopping campaigns along with branded search campaigns and performance max campaigns. We have also utilized the feed only performance max campaigns to support the performance of the overall account. We restricted our performance max campaigns for branded traffic to increase the number of orders from new customers. Results: We implemented the above mentioned strategy and scaled up the Google Ads account to spend more than $1K per day while maintaining the positive ROAS above 300%. We also increased the number of orders up to 181% in this Q4 as compared to the last Q4. The overall sales were increased by 344% as compared to the previous Q4. FUTURE GOALS: Continued Optimization: The goal is to optimize the Google Ads for new customer acquisition and increase the brand visibility across the internet. Regularly refine ad creatives and audience segments to maintain campaign effectiveness. Sustainability and Consistency: Ensure sustainable growth by balancing scale with profitability. Advanced Analytics: Utilize a more sophisticated data analysis tool (Madgicx) to understand consumer behavior and campaign performance in greater depth.
THE CHALLENGE: Their Google Ads strategy? It was like trying to squeeze a camel through the eye of a needle. They were using a Pound currency feed for both their U.S and UK markets. They were running the same campaign for both markets, ignoring the unique consumer behaviors, CPCs, and CPMs in each region. THE ROASBEAST APPROACH: At Roasbeast, we’re big believers in the compound effect. Small, consistent actions can lead to big changes over time. We took the reins of the client’s Google Ads account and started making changes. We fixed the feed setup and created separate campaigns for the U.S and the UK. We knew money was tight, so we tested our proven strategies to stop the cash bleed. THE OUTCOME: Our changes worked like a charm. After spending 16 thousand pounds on Google Ads, the client made around three times their investment. We also took over the client’s Meta account and started two new campaigns. With a thousand pounds a day, we set up the campaigns to get the most bang for their buck. One of the campaigns started making money from day one. THE FUTURE: At Roasbeast, we pride ourselves on our high client retention rate, and we’re excited to continue our partnership with this furniture brand. We’re confident that with our commitment to the compound effect, we’ll keep driving positive results for our client. We’re already looking forward to sharing an update on this case study after a year. ABOUT ROASBEAST: Roasbeast is a top-tier Meta badged partner and an official partner with Google. Last year alone, we managed a whopping 20 million dollars in ad spend on Meta & Google. We’re all about helping brands get the most return on their ad spend across various platforms through the power of the compound effect.
Before I dive into yet another whopping case study, I must give you a disclaimer… I’ve managed advertising for 8-9 figure brands in the information and e-commerce industry for the last 8 years Now onto the juicy stuff. What you came for.
Facebook and TikTok are two of the most popular social media platforms in the world. They also make for the best places for businesses to advertise services and products because of their billions of users across the globe. Here, I’ll compare Facebook with TikTok in terms of ads to show you which platform is more affordable. I will discuss the real-life example of one of our clients to help you understand how Facebook ads compare to TikTok Ads. I have been working with this client for more than a year now. The client was spending about $2,000 a day when I joined forces but now the daily budget is around $15,000. Keep in mind that it’s the total amount that I spend on multiple advertising platforms including Facebook, YouTube, and TikTok.
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