Hi, I'm Amrit Pal Singh
I'm building my career in performance marketing and exploring how AI can make modern marketing work more efficient.
How I got here
BPO and operations
My professional journey didn't start in digital marketing. I worked in BPO and operations, gaining experience in a professional environment, communicating with customers and handling day-to-day operational responsibilities.
Choosing performance marketing
Over time I realised I wanted a career that combines business thinking, data and technology. That's what led me towards performance marketing.
Learning with AI
I'm now learning the fundamentals, running practice experiments and documenting where AI genuinely helps in real marketing workflows.
Why performance marketing?
What interests me is the connection between marketing, data and business results. Instead of only asking whether an advertisement looks good, performance marketing gives you numbers you can analyse.
- Impressions
- Click-through rate
- CPC
- CPM
- Conversions
- CPL
- Conversion rate
- ROAS
- Search terms
- Audience behaviour
Those numbers help you understand what is happening and what to test next. I enjoy the idea that advertising decisions can be tested, measured and improved.
Why am I interested in AI?
Research that used to take hours can sometimes be accelerated. Campaign data can be analysed faster, copy variations generated quickly, creative ideas developed in less time and landing pages prototyped with AI.
But I don't see AI as a replacement for learning marketing fundamentals. I see it as a copilot: another tool marketers need to understand, question and use well.
Why I created this website
To document my learning and experiments around AI and performance marketing. Rather than just learning about AI tools, I want to understand where they are actually useful. Some experiments will work well. Others won't. That's part of the process.
You can follow along in the blog.
My career goal
I'm working towards a career in performance marketing, focused on:
- Google Ads
- Meta Ads
- Conversion tracking
- Analytics
- Campaign optimisation
- Data-driven marketing
I'm also developing supporting skills in SEO, AEO, GEO and AI-assisted workflows, because marketers will increasingly need both strong fundamentals and the ability to work well with new technology.
Practical experiments, honestly labelled
The campaigns I write about are personal or practice projects unless I clearly say otherwise. They are never presented as paid client work, and I only share results that were actually measured. Where I haven't personally tested something, I won't present it as my own experience.
A little transparency
This is an independent personal website. I am not an official representative of OpenAI, Anthropic, Google, DeepSeek, Perplexity, Canva, Meta, Microsoft or any other company or tool discussed here. The information represents my learning, research, experiments and personal observations. Where information changes quickly, such as AI features or pricing, I point readers to the official source.
Thanks for visiting. I hope something here helps you use AI a little more effectively in your own marketing work. If you have a suggestion, I'd love to hear it.