How I work · Chamith Liyanage
Behind every number is a system.
The routines and tools I use on every account, so results are planned, paced and provable.
01Plan
02Build
03Track
04Pace
05Report
01 · Plan
Every plan starts from the business number.
Plan · fintech card relaunch (example numbers)
Goal1,000 cards
÷ install-to-card rate20%
= installs to win5,000
Budget ÷ goal= max cost per card
Try my forecaster
A simplified version of the three I built
200,000impressions
3,000clicks
300results
LKR 167cost per result
02 · Build
A build sheet for every campaign, before anything goes live.
Names anyone can read at a glance
Clientclient
Marketing Executivewhat
Townwhere
Awarenessobjective
Monthwhen
Before any traffic goes live, I check where it lands.
E-commerce · UK home-fragrance brandThe store wasn't ready for ad traffic. I rewrote 5 product pages and made 7 catalogue fixes first.
B2B · AI platformThe home page was 664px wide on a 390px phone. Paid clicks would have landed on a broken page.
B2B · Engineering firmIts two enquiry forms didn't agree on email. I flagged it before planning any traffic.
03 · Track
One tracker per campaign. Target, spend and cost per result in one row.
| Campaign · KPI | Target | Actual | Achievement | Budget | Spent | Cost / target | Cost / result |
|---|---|---|---|---|---|---|---|
| Payments QR WhatsApp leads |
100 | 540 | 540% | 100 | 25 | 100 | 5 |
| Vehicle marketplace Leasing leads |
100 | 110 | 110% | 100 | 76 | 100 | 69 |
Real tracker rows, indexed so client figures stay private: target, budget and cost per target = 100. Cost per result is checked against the cost the target allows.
04 · Pace
Budgets are paced weekly, not hoped for.
Week 1100
Week 2155
Week 3210
Week 4264
Raise the budget, never reset it. Lifetime totals are cumulative.
Swap the ad, keep the ad set. Learning isn't lost.
Re-pace from actual spend. Unused money moves to what works: 12% of a fintech budget recovered.
05 · Report
Reports a client can read in two minutes.
7
month-end client reports in September
1
cross-brand KPI dashboard for the team
Every report follows the same four steps
At a glance
Target vs actual
What it means
Next step
Tools I built
When a tool didn't exist, I made one.
Google Ads forecasterSearch, PMax, Video, Demand Gen, App.
Meta goal forecasterForecasts by performance goal.
TikTok forecasterViews, clicks and results from known rates.
Sales-back funnel calculatorBookings to budget, for property.
KPI and target trackerOne template, every campaign.
Month-end report templateWeb page that prints to PDF.
Cross-brand dashboardSix campaigns, one view.