What keeps us busy: ad optimisers
CloudAD’s Client Strategy Services department – Ad Performance Optimisation team focuses on tracking ad performance and adjusting strategy. Team members have hands-on experience in data analysis and media buying. Through continuous data monitoring and testing, we help clients improve ad effectiveness and optimise how their budgets are allocated.
We specialise in optimising campaigns on the major digital ad platforms (including Google, Meta, LINE LAP, Criteo and Taboola). By analysing how audiences and creative perform, we identify the key factors that affect conversions. From adjusting creative and copy, to audience settings and remarketing strategy, to analysing search interest in market keywords: everything to do with ad optimisation, big or small, is part of our daily work.
We pay attention to detail and make decisions based on data. Our goal is to find the best-performing solution for clients within a limited budget.
Team members share their experience
Head of Ad Optimisation – Avery
Compared with other digital advertising companies, CloudAD offers a more comprehensive and more challenging learning environment. Here, team members get hands-on experience with a range of media platforms. Instead of being responsible for only Google or Meta, they work in different ad platforms’ back ends and gain a real understanding of how the platforms complement each other and the logic of running each one. They can take part in every stage, from early planning of the media strategy and creative testing to performance tracking, and so better understand how a project’s overall marketing strategy is carried out and optimised.
I especially like how closely we work with planners and account managers here. We don’t just pick up a media schedule that has already been arranged and put the ads live. We join the strategy discussions from the early proposal stage. Talking with colleagues helps us understand the context and thinking behind each media plan, so we can suggest the right approach, make sure the strategy is put into practice effectively, and turn the ideas in the presentation into results that can be verified with data.
As head of the team, I also want to turn my past experience across different industries and media into support for the team. Whether it’s building the logic behind campaign setup, diagnosing unusual situations, or thinking strategically when communicating with clients, I encourage everyone to ask more, think more and try more. By passing on experience, we can all get better together.
Ad Optimiser – Jenny
What keeps us busy: ad optimisers. This is a job where you need to open the ad platform, the reports and your mental defences all at the same time. We don’t just “press buttons”, and we don’t just “run ads for clients”. We are ad optimisers surviving in the gaps between data, budget and creative. Here, we handle more than you might think, and it’s more varied and more detailed too. Sometimes we’re performance doctors, taking creative apart while adjusting budgets to bring a CTR back to life. Sometimes we’re client translators, turning rows of report figures into language that lets clients sleep easy. And sometimes we’re budget agents, calculating to three decimal places, then telling the client with a straight face, “This spend won’t be counted? No problem.”
Numbers move and results rise and fall, but we keep quietly delivering. Some of us are great at creative analysis, some at reading audience context. Some love A/B testing, some are masters of report design. There’s no fixed SOP here, but we always believe that advertising is not a solo act: it’s a concerto played by the whole team.
The numbers jump and our minds race, but we stay calm
I thought an ad optimiser’s job was adjusting settings, running ads and handing in reports. Then I found it’s more like playing a strategy game that combines logic, creativity and nerves of steel. The first thing I do every day is open the ad platform and check performance. Has the CTR come back to life? Has the CPC shot up? But beyond looking at numbers, we have to interpret the “why” behind them. Is the creative too arty? Is the audience too narrow? Or is the budget stuck in off-peak hours? No result can be taken for granted: there’s a story behind every click.
We work with data, and we’re also first responders. Often we have to rush in and fight fires. And often we have to write up the logic behind good results in a report, so the team can repeat what worked and keep improving.
CloudAD gives me a lot of freedom to try different ways of splitting campaigns, different settings and different optimisation rhythms. Nobody dictates how you do it; what matters is whether you find the right solution and an effective strategy. Results aren’t one person’s achievement. They come from the whole team supporting each other and communicating quickly.
Strong teammates and a free environment lead to good results. An ad optimiser’s job isn’t only “working the ad platform”. More often we work side by side with planning, data and account managers. We discuss audience strategy together, break down how creative is performing, set performance goals, and even grumble together when yet another “won’t be counted” spend turns up. It’s an environment that feels real, and warm.
What I like most about CloudAD:
- Fast communication: cross-team collaboration without fuss. Problems are dealt with straight away, and ideas are tested straight away.
- Flexibility and trust: managers won’t leave you on your own and will back you whenever you need help, but more often they give you freedom and flexibility.
- Focused on results, not on blame: when something goes wrong, we solve it together instead of arguing about whose fault it was.
- Lots of colleagues who laugh: the atmosphere is relaxed but professional, and it takes surprisingly little to make us laugh.
Finding my rhythm in advertising, and finding myself, at CloudAD. This job has taught me to read reports without blinking, automate all kinds of calculations in Google Sheets, and hear “KPI” without getting a stomach ache (sometimes I even get a little excited). I’ve also learned how to talk to clients well, how to tell a story with results, and how to keep my rhythm steady in turbulence.
Not every day here goes smoothly, but every day is worth it.
In CloudAD’s ad optimiser team, we believe there’s strategy behind the numbers and logic behind the settings, and every swing in performance is a chance to understand the market. We don’t fear setbacks. Even when we hear “this spend won’t be counted”, we smile and tell ourselves it’s fine: that budget may now be history, but the CPL spirit is in our DNA.
Ad Optimiser – Oakley
As an ad optimiser, my daily work includes helping clients get ads live, setting up campaigns, and preparing weekly and monthly reports. More importantly, I keep looking for clues in the data and thinking about the next step, so that every dollar of budget is well spent. I like the challenge this job brings, and I enjoy the sense of achievement that comes from “solving the puzzle” with strategy and attention to detail.
When it comes to company culture, I’m glad to be in an environment that is free and full of trust. Working from home every Friday lets me arrange my time flexibly, balancing efficiency and quality of life. And whenever I have a question, I can discuss it with colleagues straight away without worrying about being doubted or ignored. This team atmosphere lets me try things with confidence and be bold about new ideas, and gives me more motivation to keep improving.
Ad Optimiser – Tiffany
What’s an ad optimiser’s day like? Besides optimising ads, we’re optimising ourselves.
Basically, every day we wrestle with variables, race against audiences and build a relationship with the data (which sometimes ignores us).
Every conversion is the best proof that “I have logic”.
In my two-plus months at CloudAD, the logical side of my brain has opened up a bit (maybe?).
A logical brain and a creative soul can coexist
Sometimes when an ad isn’t taking off, it may not be the wrong strategy. It may be that Meta wants us to think a bit harder.
Speak your mind, and people really listen
The team atmosphere is great. As long as you can explain the WHY, everyone listens carefully and helps build on the idea.
New challenges every day, not copy and paste
I can’t say I know it all, but I know how to keep testing until it works, with every A/B/C combination there is.
Not a solo effort: everyone supports each other instinctively
There’s no standard solution, but there are people to solve problems with, and you can feel the thread connecting one team to another.
CloudAD is a flexible, fast-learning, fast-paced and free environment.
I like this job because the work is never dull, and I like this environment because every day here helps you become more thoughtful and have more impact.
Quotes translated from Chinese.
Closing thoughts
CloudAD is a place that lets people try things, and gives them room to learn and grow. For anyone who wants to take on more varied tasks and broaden their advertising skills, the work here isn’t just operating ad platforms and putting ads live over and over. It’s a hands-on journey that combines logic, creativity and teamwork. From hands-on work across multiple platforms to putting strategy into practice across teams, everyone here can find their own pace of growth, building a sense of achievement through challenges and sparking new possibilities through discussion.
