Senior Paid Ads Specialist

Senior Paid Ads Specialist

Position Overview

We’re looking for a Senior Paid Ads Specialist who can lead the planning, execution, and optimization of paid advertising campaigns across Google, Meta, TikTok, and LinkedIn. This role requires strong technical expertise, analytical thinking, and the ability to turn campaign data into strategies that drive measurable results for clients.

You’ll take ownership of campaign performance, manage advertising budgets, identify growth opportunities, and provide strategic recommendations to improve ROI and conversions. You’ll also help guide junior team members and maintain high standards in campaign execution.

Key Responsibilities

1. Paid Media Strategy and Campaign Management

• Develop and execute paid media strategies aligned with client objectives, target audiences, and business goals.
• Lead keyword research, competitor analysis, and audience segmentation to identify growth opportunities.
• Build and manage campaign structures, ad groups, bidding strategies, and targeting settings.
• Launch and manage campaigns across Google Ads, Meta Ads, TikTok Ads, and LinkedIn Ads.
• Manage advanced campaign types, including Google Shopping, Performance Max, and Meta Product Catalog campaigns.

2. Campaign Optimization and Growth

• Monitor campaign performance and implement data-driven optimizations to improve conversions, efficiency, and ROI.
• Analyze campaign data to identify performance gaps, trends, and opportunities for growth.
• Conduct A/B testing on ad creatives, messaging, audiences, and bidding strategies.
• Optimize keywords, placements, budget allocation, and targeting to maximize campaign results.
• Develop and implement strategies to address underperforming campaigns and improve overall account performance.

3. Ad Copy and Conversion Optimization

• Develop compelling ad copy and messaging tailored to client goals and target audiences.
• Collaborate with creative teams to improve ad creatives and messaging performance.
• Recommend landing page improvements, including layout, copy, and metadata, to increase conversion rates.
• Identify opportunities to improve the customer journey from ad engagement to conversion.

4. Tracking, Analytics, and Reporting

• Implement and troubleshoot tracking setups using Google Tag Manager (GTM), including conversion, form, and click tracking.
• Ensure accurate data collection and integration with Google Analytics and relevant CRM tools.
• Analyze campaign performance and prepare reports with clear insights, findings, and recommendations.
• Translate complex campaign data into actionable strategies for clients and internal stakeholders.
• Maintain accurate documentation of campaign changes, tracking configurations, and optimization decisions.

5. Budget and Performance Accountability

• Oversee advertising budgets and allocate spending based on campaign performance and business priorities.
• Monitor pacing, bidding efficiency, and cost-per-acquisition metrics to ensure effective budget utilization.
• Drive campaign performance toward agreed KPIs, including conversions, CPA, ROAS, and ROI, where applicable.
• Identify opportunities to scale successful campaigns while maintaining cost efficiency.

6. Team Collaboration and Mentorship

• Work closely with internal teams to align campaign strategies with client objectives.
• Present campaign insights, performance updates, and strategic recommendations clearly.
• Guide and mentor junior paid media team members on campaign setup, optimization, analytics, and best practices.
• Share technical knowledge and contribute to improving internal processes and campaign management standards.

Key Performance Areas

Performance will be evaluated based on:

• Campaign Performance: Achievement of agreed monthly KPIs and client objectives.
• Strategic Optimization: Ability to identify opportunities, solve performance issues, and improve campaign results.
• Budget Management: Efficient allocation and utilization of advertising budgets.
• Quality and Accuracy: Reliable campaign execution, tracking, and reporting with minimal errors.
• Timeliness and Accountability: Consistent delivery of tasks, reports, and campaign updates within agreed deadlines.
• Team Development: Effective knowledge sharing, mentorship, and support for junior team members.

Qualifications

• Bachelor’s degree in Marketing, Advertising, Business, or a related field is preferred; relevant experience may be considered.
• Proven experience managing paid advertising campaigns, preferably in a senior-level or performance marketing role.
• Strong hands-on expertise in Google Ads, Meta Ads, TikTok Ads, and other relevant paid media platforms.
• Experience managing campaign budgets, analyzing performance metrics, and optimizing campaigns against business KPIs.
• Knowledge of Google Tag Manager, Google Analytics, conversion tracking, and CRM integrations.
• Strong analytical and problem-solving skills, with the ability to turn data into actionable strategies.
• Excellent communication, organizational, and project management skills.
• Experience mentoring junior team members or leading campaign initiatives is an advantage.
• Familiarity with programmatic advertising platforms is a plus.

Platforms and Tools

• Google Ads: Search, Display, Performance Max, Shopping, and Video
• Meta Ads: Facebook and Instagram
• TikTok Ads
• LinkedIn Ads
• Google Tag Manager (GTM)
• Google Analytics
• CRM and reporting tools
• Programmatic advertising platforms: A plus