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Job Overview
The Digital Advertising & Campaign Operations Specialist is responsible for executing, managing, and optimizing paid digital campaigns across LinkedIn Ads and Google Ads platforms. This role supports audience development, campaign setup, performance monitoring, reporting, and continuous optimization to ensure campaigns deliver qualified leads and meet performance targets.
The contractor will work closely with marketing operations and campaign stakeholders to ensure campaigns are launched accurately, integrated with marketing automation systems (Marketo), and optimized based on performance insights.
Key Responsibilities
- LinkedIn Advertising Support
Audience & List Management
- Build and maintain target audiences including uploaded contact lists, company lists, matched audiences, website retargeting audiences, and lookalike audiences
- Refresh and maintain audience lists regularly to ensure accuracy and relevance
- Ensure compliance with data privacy regulations and best practices (GDPR, CCPA)
Creative & Campaign Asset Coordination
- Organize and quality-check campaign assets including ad copy, images, video creatives, and LinkedIn lead generation forms
- Ensure all assets meet LinkedIn advertising format and technical specifications
Campaign Build & Execution
- Create and manage campaign groups and campaigns within LinkedIn Ads Manager
- Select campaign objectives such as Lead Generation, Website Visits, or Engagement
- Configure budgets, schedules, and bidding strategies
- Assign audiences, creative assets, and conversion goals
- Create and implement UTM parameters for campaign tracking
- Launch campaigns and verify proper delivery
- Submit Airtable forms for Marketo campaign execution
- Ensure LinkedIn lead forms are properly integrated with Marketo programs
Campaign Optimization & Performance Management
- Conduct weekly performance analysis and optimize bids, budgets, audience targeting, creative performance, and ad frequency
- Conduct A/B testing to improve campaign performance
- Monitor KPIs including CPC, CPL, CPA, conversion rates, and cost pacing
- Provide weekly performance summaries and strategic recommendations
- Deliver monthly consolidated campaign reports
Ongoing Account Management
- Maintain audience lists and account structure
- Refresh campaign creative quarterly or per campaign cadence
- Conduct competitive benchmarking and market insights
- Ensure accurate monthly budget pacing and spend management
- Troubleshoot campaign or tracking issues as they arise
- Google Advertising Support
Keyword Research & Planning
- Conduct keyword discovery and competitive research
- Develop structured keyword groups based on themes or search intent
- Identify and implement negative keywords
- Provide keyword insights including search volume, competition level, and estimated costs
- Deliver final keyword plans for campaign approval
Ad Copy & Creative Development
- Develop search ad copy including headlines and descriptions
- Create ad extensions such as sitelinks and structured snippets
- Ensure messaging alignment between ads and landing pages
- Create UTM tracking parameters for all campaigns and ad groups
Campaign Setup & Launch
- Build and configure Google Search campaigns and ad groups
- Upload keywords and configure targeting parameters including geographic, device, and audience targeting
- Configure budgets and bidding strategies
- Quality-check all tracking parameters before launch
- Ensure campaigns are integrated with Marketo programs
- Submit Airtable forms for Marketo campaign execution
Campaign Optimization
- Pause underperforming keywords
- Adjust bids or bidding strategies
- Test new keyword opportunities
- Refresh ad copy
- Add negative keywords
- Improve quality score through ad relevance and landing page optimization
- Monitor CPC, CTR, CVR, CPL, and ROAS metrics
- Manage budget pacing and allocation
Reporting & Performance Insights
- Deliver weekly performance insights and optimization recommendations
- Provide monthly performance reports including trend analysis, budget usage, optimization opportunities, and lead quality feedback
Ongoing Campaign Management
- Conduct quarterly keyword expansion
- Adjust strategies based on seasonal trends or campaign needs
- Perform competitor search landscape analysis
- Provide recommendations for landing page improvements to increase conversion rates
Preferred Qualifications
- Experience managing LinkedIn Ads and Google Ads campaigns
- Familiarity with marketing automation platforms (Marketo preferred)
- Strong knowledge of UTM tracking and campaign attribution
- Experience with B2B lead generation campaigns
- Ability to interpret campaign performance data and deliver actionable insights
- Strong attention to detail and campaign QA processes
Join the A-Team and experience the A-Life!
