Paid Media Specialist

We are looking for a performance-driven Paid Media Specialist focused on lead generation across Meta and Google Ads.

This role is centred on generating high-quality leads at an efficient cost, not just running ads. The ideal candidate understands full-funnel thinking, from ad click through to lead quality, and can optimise campaigns based on real business outcomes.

Key responsibilities

Campaign management

• Plan, launch, and manage campaigns across:
• Meta Ads (Facebook and Instagram)
• Google Ads (search, display, YouTube)

Performance optimisation

• Optimise campaigns daily with a focus on:
• Cost per lead (CPL)
• Cost per acquisition (CPA)
• Lead quality (not just volume)

Strategy and execution

• Build and manage:
• Meta audience strategies (cold, warm, retargeting)
• Google keyword strategies based on search intent
• Retargeting funnels across both platforms
  

Testing and improvement

• Execute structured testing across:
• Ad creatives and messaging angles
• Audience segments and targeting strategies
• Campaign structures and bidding approaches
  

Collaboration

• Work with creative teams to improve:
• Ad relevance
• Conversion-focused messaging
• Funnel alignment
  

Performance analysis

• Analyse performance beyond platform metrics:
• Lead quality feedback
• Conversion rates post-lead (where available)
• Funnel drop-off points
  

Tracking and attribution

• Ensure accurate tracking setup:
• Meta pixel and conversion API
• Google tag / GA4 event tracking

Growth and scaling

• Identify opportunities to:
• Reduce CPL
• Improve lead quality
• Scale campaigns sustainably
  

Requirements

• 2–5+ years experience running lead generation campaigns on:
• Meta Ads
• Google Ads
  
• Strong understanding of:
• Lead generation funnels
• Customer intent (especially on search)
• Retargeting strategies
  
• Hands-on experience with:
• Conversion tracking (GA4, pixels, events)
• Campaign budget allocation and scaling
• Ability to interpret data and make optimisation decisions based on outcomes (not vanity metrics)

Nice to have

• Experience with Conversion API (Meta)
• Experience with YouTube Ads
• Basic CRO and landing page optimisation knowledge
  

KPIs / success metrics

• Cost per lead (CPL)
• Cost per acquisition (CPA)
• Lead quality (conversion rate from lead → sale / qualified opportunity)
• Funnel conversion rates
• Campaign scalability and efficiency

Soft skills

• Analytical and problem-solving mindset
• Outcome-focused (not platform-focused
• Proactive and self-managed
• Clear communicator with the ability to explain performance insights

Posted on 23 Mar 12:56, Closing date 22 May