Paid Media Specialist

Key Responsibilities

PPC & SEM

• Plan, set up, and manage campaigns across Google Ads (Search, Display, YouTube) and Bing Ads.
• Conduct keyword research, audience segmentation & bid strategy planning.
• Optimise campaigns for CPC, CPA, ROAS, and conversions.
• Create & test ad copies, landing page experiences, and extensions.
  

Performance Marketing

• Manage campaigns across Meta Ads, Instagram, LinkedIn, Twitter, and other digital platforms.
• Create full-funnel strategies across awareness → consideration → conversion.
• Execute A/B tests for creatives, audiences, and placements.
• Track daily performance and troubleshoot drops in delivery or conversions.
  

Programmatic Advertising

• Set up and optimise campaigns on DV360, The Trade Desk, or other DSPs.
• Manage inventory, private marketplace deals, audience targeting, and pacing.
• Collaborate with media partners and publishers for programmatic buys.
  

Analytics & Reporting

• Create weekly & monthly performance dashboards.
• Analyse traffic, behaviour, and conversion paths using Google Analytics / GA4.
• Provide actionable insights to improve performance across channels.
• Share recommendations with creative, tech & client teams.
  

Skills & Requirements

• Strong knowledge of Google Ads, Meta Ads Manager, DV360, and/or TTD.
• Proficiency in GA4, Google Tag Manager, Enhanced Conversions & UTM setups.
• Ability to analyse data and turn insights into optimisation plans.
• Strong understanding of performance KPIs: CPC, CTR, CPM, ROAS, CAC, LTV.
• Hands-on experience with remarketing, lookalikes, custom audiences & funnel building.
• Good communication, problem-solving skills & ability to manage multiple campaigns.
  

Preferred Qualifications

• 1–5 years’ experience in paid media, performance marketing, or programmatic.
• Google Ads, Meta Blueprint, or Programmatic certifications are a plus.
• Experience in agency environments or high-growth D2C/e-commerce brands.