Google Ads Specialist at IGrow Wealth Investments

• In this role, you will plan, build, and manage paid media across all IGrow Group companies in Google’s ecosystem: Search, Performance Max, YouTube, Display, and Demand Gen/Discovery. You’ll own the funnel from keyword to qualified lead—partnering with our external Meta ads expert, our web/dev team, and our CRM/data folks—to scale profitable lead flow. Beyond Google, you’ll support related marketing initiatives (e.g., WhatsApp marketing, marketing automation, landing page testing) that improve conversion and client experience.

To qualify for this position, you need:

• Bachelor’s degree in Marketing, Digital Marketing, Communications, Business, or a related field.
• 3–5+ years experience managing Google Ads at meaningful monthly budgets across multiple brands or business units.
• Proven success generating qualified leads in high-consideration services or financial/property categories.
• Comfort reading funnel data (from click to SQL/booking) and making decisions from it.
• Clear, structured communicator who documents tests, logic, and outcomes.
• Experience integrating Google Ads with 

Key Technical Skills:

• Google Ads (Search, PMax, YouTube, Display, Demand Gen/Discovery).
• GA4 and conversions (web + offline), Enhanced Conversions.
• Tag Managers (preferably GTM), UTM strategy, and first-party data usage.
• Lead-gen landing page best practices and CRO fundamentals.

Bonus Skills:

• Experience integrating Google Ads with Zoho CRM (or similar) and managing offline conversion imports.
• Experience with marketing automation, WhatsApp Business/API or Meta Flow Manager, and webhook-based lead routing.
• SQL basics, server-side tagging exposure, or Python/Sheets for lightweight analysis.
• Financial services or real estate marketing background in South Africa.

Duties and responsibilities include, but not limited to:
Strategy & Planning

• Build account and campaign architectures for multiple brands with clear segmentation by market, intent, and funnel stage.
• Develop channel mix and budget allocation frameworks by brand, region, and offer (e.g., webinars, consultations, new developments).
• Map keyword themes and audience signals to property investment intent (e.g., buy-to-let, bond affordability, tax benefits, off-plan).

Campaign Execution

• Create and manage Search, Performance Max, YouTube (in-stream/in-feed), Display, and Demand Gen/Discovery campaigns.
• Write and test ad copy/assets consistent with IGrow’s brand and compliance guidelines.
• Build asset groups for PMax with thoughtful audience signals, feed strategy, and creative coverage.

Measurement, Data & Quality

• Own end-to-end conversion tracking: GA4 + Google Ads conversion tags, Enhanced Conversions, server-side tagging where applicable.
• Implement robust offline conversion imports and lead quality scoring from CRM to optimize to qualified outcomes, not just raw leads.
• Build and maintain Looker Studio dashboards for exec and marketing stakeholders (lead volume, CPL, CPQL, show-up rate, cost-per-booking, ROAS proxies).
• Partner with our CRM team (Zoho) to ensure campaigns are attributable and that cost data joins to pipeline metrics.

Optimization & Experimentation

• Run structured testing: keywords, match types, RSAs, extensions, audience layering, bidding strategies (tCPA/tROAS), landing pages, and creative.
• Establish a weekly rhythm for search term pruning, negative list curation, and budget rebalancing.
• Propose and execute YouTube creative tests (hook angles, 15–30s explainers, client proof points).
• Maintain brand safety, placement controls, and geographic bid strategies.

Cross-Channel Collaboration

• Coordinate with our external Meta ads expert on audience learnings, messaging consistency, and offer cycles.
• Support WhatsApp marketing initiatives (flows, templates, opt-in journeys) to improve speed-to-lead and qualification.
• Work with design/dev on landing pages and page speed; brief new layouts; validate forms, UTMs, and event firing.
• Feed market insights to Sales (questions prospects ask, regional interest, price sensitivities).

Governance & Compliance

• Adhere to South African regulations and IGrow standards for truthful advertising and data privacy (e.g., POPIA principles around consent and lawful processing).
• Maintain rigorous UTM governance, naming conventions, and documentation.