Paid acquisition, tracking first and ROI as the unit.

I'm Eduard Dziak, Head of Marketing at ZIK Analytics, based in Kuala Lumpur. I run growth end to end there, and paid acquisition is a real part of it, next to SEO, AI search, lifecycle and the measurement underneath all of it. Over my career I have run paid budgets from as low as $5k a month to over $250k a month.

What I run at ZIK Analytics, as of October 2026

I have run marketing at ZIK Analytics since April 2025, and I lead a team of eleven, three of them managers. Most of our marketing goes into the US, the UK, the EU and other tier-1 markets, including Australia.

At ZIK I rebuilt the tracking first, and the paid account then turned profitable. Google Ads has since reached roughly 250% ROI, measured on the revenue the ads drove against the ad spend.

Tracking comes first

Most marketing arguments are really measurement arguments. I would rather spend a week fixing tracking than a quarter defending a number nobody trusts.

So the conversion tracking comes before budgets and bids, because every decision after it rests on what the tracking counts.

The channels

The paid channels I work across are Google Ads, Microsoft Ads and Meta Ads.

Earlier, as an independent advisor, I worked with US small businesses in solar, auto services and home services on Google, Microsoft, LinkedIn and Meta Ads. I ran the audits, set the strategy and built their paid account structures.

At DocuClipper I built and led the inbound engine with a team of two, across SEO, content, paid, attribution and partnerships. Multi-channel attribution cut the optimisation cycle from a week to a day.

Paid is one part of the system

Paid, organic, content and lifecycle are one system with four entrances, so if you run them separately you pay for the same audience several times over. That is why I run paid inside growth, next to SEO, AI search and lifecycle, instead of as a separate project. How I approach GEO and AEO covers the AI search side.

Questions

Which ad platforms does Eduard Dziak work with?

Google Ads, Microsoft Ads and Meta Ads. In my advisory work for US small businesses I also worked on LinkedIn Ads.

Why does Eduard Dziak fix tracking before paid spend?

Because every paid decision after it rests on what the tracking counts. If the count is wrong, the budget follows the wrong number.