Paid Ads Specialist at Pavago

About the Role:

• We are seeking a highly skilled Paid Ads Specialist to lead, execute, and optimize digital advertising campaigns across platforms like Google, Meta, LinkedIn, and others. The ideal candidate is analytical, data-driven, and experienced in managing performance-focused ad campaigns that drive measurable ROI.
• This role blends strategic thinking with hands-on execution. You’ll be responsible for managing end-to-end campaign performance — from planning and audience targeting to creative optimization and reporting — ensuring every advertising dollar contributes to growth and profitability.

Responsibilities:

Strategy & Planning:

• Develop and execute comprehensive paid advertising strategies aligned with business goals.
• Manage and scale campaigns across Google Ads, Meta, LinkedIn, and other relevant channels.
• Research and define audience segments, keywords, and targeting opportunities.
• Work closely with marketing leadership to forecast budgets and performance expectations.

Campaign Management & Optimization:

• Create, test, and optimize ad creatives, copy, and landing pages for maximum impact.
• Continuously monitor campaign performance and make adjustments to improve CTR, CPC, CPA, and ROAS.
• Implement A/B testing and conversion rate optimization tactics to improve results.
• Leverage automation tools and dynamic campaign features (such as Dynamic Search Ads and Performance Max).

Collaboration & Coordination:

• Partner with content, design, and analytics teams to ensure cohesive campaigns.
• Align paid media efforts with broader marketing and brand initiatives.
• Manage relationships with platform representatives and stay updated on new advertising features.

Analytics & Reporting:

• Track and analyze campaign performance, identifying trends and areas for improvement.
• Prepare weekly and monthly reports highlighting key metrics, insights, and recommendations.
• Use data-driven insights to refine audience targeting, creative strategy, and channel allocation.

What Makes You a Perfect Fit:

• You’re a performance-focused marketer who thrives on measurable results.
• You combine creativity with a data-driven mindset.
• You stay ahead of digital ad trends, platform updates, and best practices.
• You enjoy experimenting, testing, and optimizing to improve ROI.
• You communicate insights clearly and collaborate effectively with teams.

Required Experience & Skills (Minimum):

• Proven experience managing paid ad campaigns across Google Ads and Meta platforms.
• Strong understanding of PPC metrics, attribution models, and conversion tracking.
• Hands-on experience with Google Analytics, Tag Manager, and reporting tools.
• Ability to analyze data, identify insights, and make performance-driven decisions.
• Excellent communication, organization, and project management skills.

Ideal Experience & Skills:

• Experience with additional platforms such as YouTube, LinkedIn Ads, or TikTok Ads.
• Familiarity with automation tools, scripts, and dynamic targeting campaigns.
• Understanding of landing page optimization and funnel strategy.
• Experience managing ad spend budgets of varying sizes efficiently.
• Knowledge of performance tracking, remarketing, and multi-touch attribution.

What Does a Typical Day Look Like?
A Paid Ads Manager’s day is a mix of strategy, execution, and optimization. You will:

• Review campaign performance metrics and adjust bids, budgets, and targeting.
• Launch and test new ad creatives or copy variations.
• Collaborate with content and design teams on upcoming campaigns.
• Analyze performance data to identify optimization opportunities.
• Prepare weekly insights reports and present recommendations to leadership.
• In short: you’ll be the driving force behind paid acquisition performance and ROI growth.

Key Metrics for Success (KPIs):

• Return on Ad Spend (ROAS)
• Cost per Lead (CPL) / Cost per Acquisition (CPA)
• Click-Through Rate (CTR) and Conversion Rate
• Ad Spend Efficiency and Budget Utilization
• Overall Campaign ROI and Growth over Time