Primary Goal
The primary focus of the Paid Ads Specialist is to plan, launch, manage, and optimize paid advertising campaigns to improve return on ad spend (ROAS), generate qualified leads or sales, and support overall marketing growth. This includes audience targeting, campaign optimization, performance analysis, creative testing, and scaling profitable campaigns while maintaining budget efficiency.
Key Responsibilities
- Paid Advertising Management: Create, launch, and manage paid advertising campaigns across Meta, Google, TikTok, and other platforms; Monitor campaign performance daily and make adjustments to improve results; Manage campaign budgets, bidding strategies, and audience targeting; Ensure ads align with brand goals and marketing objectives.
- Campaign Optimization & Scaling: Analyze campaign data to improve ROAS, CTR, CPC, CPA, and conversion rates; Conduct A/B testing for creatives, copy, audiences, and landing pages; Identify winning campaigns and scale profitable strategies; Troubleshoot underperforming campaigns and improve ad efficiency.
- Audience Research & Targeting: Research and build target audiences based on customer behavior and demographics; Create retargeting and lookalike audience strategies; Monitor audience performance and optimize targeting for better results.
- Creative & Marketing Coordination: Coordinate with designers, content creators, and marketing teams for ad creatives and copy; Provide recommendations for high-performing ad content; Align paid ads with promotions, launches, and marketing campaigns.
- Reporting & Analytics: Track and report campaign performance using analytics tools; Monitor conversion tracking, pixels, and attribution setup; Provide regular reports and insights to improve marketing decisions; Use data to recommend improvements and future strategies.
Experience
- 2+ years experience in paid advertising or digital marketing
- Strong understanding of Meta Ads Manager and paid social advertising
- Experience managing and optimizing campaigns with measurable results
- Experience with Google Ads is preferred
- Experience with e-commerce, lead generation, or funnel marketing is a plus
Core Tools & Platforms
(Required to have intermediate to advanced skills with at least one tool from each tool type)
- Paid Advertising Platforms: Meta Ads Manager, Google Ads, TikTok Ads
- Analytics & Tracking: Google Analytics (GA4), Meta Pixel, Google Tag Manager
- Communication: Slack
- Collaboration & Productivity: Google Workspace, Microsoft 365
- Project Management: Asana, ClickUp, Trello, Monday
- Design & Creative Coordination: Canva, Adobe Express
- Reporting & Data: Google Looker Studio, Google Sheets
Additional Tools (Nice to Have)
- Klaviyo or email marketing platform experience
- Landing page builders such as ClickFunnels, GoHighLevel, or Unbounce
- Experience with Shopify or e-commerce brands
- Basic copywriting and creative strategy knowledge
- Experience managing high-budget ad campaigns
