Usman
Mirza

Usman Mirza is the Digital Marketing Manager at Website Pakistan — the performance marketing specialist responsible for every paid advertising campaign the agency manages. With 5 years of digital marketing experience focused on Pakistani markets, Usman has developed expertise in running profitable ad campaigns in Pakistan's unique advertising environment.

Usman manages campaigns across every major platform: Facebook, Instagram, Google Search, Google Display, TikTok, and WhatsApp broadcast. His campaigns are built around real business metrics — cost per lead, cost per customer acquisition, and return on ad spend (ROAS) — not vanity metrics like impressions and likes.

He has managed PKR 50M+ in total advertising spend for Pakistani businesses across every major industry. His most consistent outcome is identifying the real cost-per-customer for a Pakistani business and then systematically reducing it while scaling ad spend — a result that takes a forensic approach to audience research, creative testing, and bid optimisation.

Usman is particularly known for his mastery of Pakistani Facebook audience targeting — an exceptionally complex challenge given Pakistan's diverse regions, languages, income levels, and buying behaviours. His audience research methodology has been developed over 5 years of campaign data specific to the Pakistani market.