Job Summary

 

We are seeking a results-driven Paid Ads & Performance Marketing Specialist to manage, execute, and optimize paid advertising campaigns across Google and Meta platforms.

The ideal candidate will have hands-on experience managing Google Ads, including Pay-Per-Click (PPC) and Local Services Ads (LSA), as well as paid advertising campaigns across Facebook and Instagram.

This role will focus on driving brand awareness, generating qualified leads, increasing customer acquisition, and maximizing advertising performance and return on investment (ROI).

The successful candidate should be comfortable managing advertising budgets, developing campaign strategies, analyzing performance data, and continuously testing and optimizing campaigns to achieve measurable business results.

 

Key Responsibilities

 

1. Google Ads Management (PPC & LSA)

• Plan, create, launch, and manage Google Ads campaigns, including Search, Display, and other relevant campaign types.
• Manage and optimize Local Services Ads (LSA) campaigns to generate qualified local leads.
• Conduct keyword research, competitor analysis, and audience targeting.
• Develop effective ad copy, extensions, and campaign structures.
• Monitor budgets, bidding strategies, keyword performance, and conversion rates.
• Optimize campaigns to improve cost per lead (CPL), conversion rates, and overall ROI.
• Identify opportunities to improve campaign reach, lead quality, and advertising efficiency.

2. Meta Ads Management (Facebook & Instagram)

• Develop, launch, and manage paid advertising campaigns across Facebook and Instagram.
• Create campaigns focused on brand awareness, lead generation, customer acquisition, and conversions.
• Develop audience targeting strategies, including custom audiences, lookalike audiences, and retargeting.
• Monitor and manage advertising budgets and campaign performance.
• Test different ad creatives, messaging, placements, and audience segments.
• Optimize campaigns based on performance metrics, conversion data, and business objectives.
• Identify opportunities to improve engagement, reduce acquisition costs, and increase campaign effectiveness.

3. Campaign Strategy & Performance Optimization

• Develop and implement paid advertising strategies aligned with business objectives.
• Manage campaign budgets and allocate spending across platforms to maximize performance.
• Monitor key performance indicators (KPIs), including cost per lead (CPL), cost per acquisition (CPA), click-through rates (CTR), conversion rates, and return on ad spend (ROAS).
• Conduct A/B testing across ad creatives, messaging, landing pages, and targeting strategies.
• Identify underperforming campaigns and implement corrective actions.
• Research industry trends, competitor activity, and new advertising opportunities.

4. Tracking, Analytics & Reporting

• Set up and monitor conversion tracking to measure campaign effectiveness.
• Work with Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel, and other relevant tracking tools.
• Analyze campaign data and identify opportunities for improvement.
• Prepare regular performance reports covering campaign results, advertising spend, lead generation, and ROI.
• Provide actionable recommendations based on campaign performance.
• Ensure accurate tracking and reporting across advertising platforms.

5. Additional Advertising Channels (Preferred)

• Explore and support opportunities to expand advertising through additional digital channels.
• Assist with geofencing campaigns to target audiences based on geographic location.
• Support Over-The-Top (OTT) advertising campaigns across streaming and connected TV platforms.
• Research new advertising technologies and opportunities to expand audience reach.

Requirements & Qualifications

 

• Minimum 3 years of hands-on experience in paid advertising and performance marketing.
• Proven experience managing Google Ads campaigns, particularly PPC and Search advertising.
• Practical experience with Google Local Services Ads (LSA).
• Strong experience managing Meta Ads across Facebook and Instagram.
• Demonstrated ability to manage advertising budgets and optimize campaigns for measurable results.
• Experience with audience targeting, retargeting, keyword research, and A/B testing.
• Familiarity with Google Analytics 4 (GA4), Google Tag Manager, and Meta Pixel.
• Understanding of conversion tracking, attribution, and performance reporting.
• Strong analytical skills and the ability to translate campaign data into actionable strategies.
• Good copywriting skills and an understanding of effective advertising creatives.
• Ability to work independently, manage multiple campaigns, and take ownership of advertising performance.

Preferred Skills (Not Mandatory)

 

• Experience with geofencing and location-based advertising.
• Familiarity with OTT (Over-The-Top) and Connected TV (CTV) advertising.
• Experience with platforms such as The Trade Desk, Simpli.fi, or similar programmatic advertising solutions.
• Experience with e-commerce, retail, or local service-based businesses.
• Familiarity with landing page optimization and conversion rate optimization (CRO).
• Experience working with international clients or distributed marketing teams.

Ideal Candidate Profile

 

The ideal candidate is a commercially minded and data-driven digital marketer who can independently manage paid advertising campaigns from strategy and setup through execution, optimization, and reporting.

They should have strong practical experience with both Google Ads and Meta Ads, understand how to generate quality leads and conversions, and be comfortable managing advertising budgets while continuously improving campaign performance.

We are looking for someone proactive who can identify opportunities, recommend improvements, and take ownership of delivering measurable results rather than simply managing day-to-day campaign activities.