Paid Ads Specialist (Google + Meta)

Job Description

• We are seeking a results-driven and analytical Paid Ads Specialist (Google Ads & Meta Ads) to plan, execute, optimize, and manage paid advertising campaigns across Google, Facebook, Instagram, and other relevant digital advertising platforms.
• The successful candidate will be responsible for developing effective paid media strategies that increase brand awareness, generate qualified leads, drive website traffic, improve conversions, and maximize return on advertising spend.
• The ideal candidate should have hands-on experience managing advertising budgets, conducting audience research, developing compelling ad creatives, analyzing campaign performance, and implementing data-driven optimization strategies to achieve measurable business results.

Key Responsibilities

• Plan, develop, launch, and manage paid advertising campaigns across Google Ads, Facebook Ads, and Instagram Ads.
• Develop campaign strategies aligned with business objectives, including lead generation, sales conversion, website traffic, app promotion, and brand awareness.
• Conduct keyword research, competitor analysis, audience research, and market analysis to identify profitable advertising opportunities.
• Set up and manage Google Search, Display, YouTube, Shopping, and Performance Max campaigns, where relevant to the business.
• Create, manage, and optimize Meta advertising campaigns across Facebook and Instagram placements.
• Develop audience targeting strategies, including demographic, interest-based, behavioural, custom, and lookalike audiences.
• Collaborate with graphic designers, video editors, copywriters, and content teams to develop engaging ad creatives and persuasive advertising copy.
• Set up and monitor conversion tracking using tools such as Google Tag Manager, Google Analytics 4 (GA4), Meta Pixel, and the Conversions API, where applicable.
• Monitor campaign performance metrics, including click-through rate (CTR), cost per click (CPC), cost per lead (CPL), cost per acquisition (CPA), conversion rate, and return on ad spend (ROAS).
• Conduct A/B testing on ad creatives, headlines, copy, landing pages, audiences, bidding strategies, and campaign structures.
• Manage advertising budgets, allocate spend effectively, and optimize campaigns to improve performance and reduce wasted expenditure.
• Analyze campaign data and identify trends, performance gaps, and opportunities for improvement.
• Optimize landing pages and conversion funnels in collaboration with relevant teams to improve lead quality and conversion rates.
• Prepare regular campaign performance reports and provide actionable recommendations to management and stakeholders.
• Maintain accurate campaign documentation, budget records, performance reports, and advertising account structures.
• Keep up to date with changes in Google Ads, Meta Ads Manager, advertising policies, tracking technologies, and digital marketing best practices.
• Ensure all advertising activities comply with platform policies, applicable data protection requirements, and organizational guidelines.

Requirements
Education:

• Bachelor's degree or Higher National Diploma (HND) in Marketing, Digital Marketing, Business Administration, Mass Communication, Statistics, or a related discipline.
• Professional training in digital advertising, performance marketing, analytics, or paid media management will be an added advantage.
• Relevant Google Ads and Meta advertising certifications are desirable.
• Equivalent practical experience, demonstrable campaign results, and a strong portfolio may be considered in place of formal qualifications.

Experience:

• Minimum of 2–4 years of relevant experience in paid advertising, performance marketing, digital marketing, or a related role.
• Demonstrable experience planning, launching, managing, and optimizing campaigns on both Google Ads and Meta Ads platforms.
• Experience managing advertising budgets and improving campaign performance against defined business objectives.
• Practical experience with conversion tracking, campaign analytics, audience segmentation, and A/B testing.
• Evidence of generating qualified leads, increasing conversions, improving acquisition costs, or achieving measurable revenue growth through paid advertising.
• Experience preparing campaign reports and presenting performance insights with actionable recommendations.
• Experience managing campaigns for multiple brands, industries, or client accounts will be an advantage.
• A portfolio or case studies demonstrating campaign strategy, performance improvements, and measurable outcomes are highly desirable.

Required Skills:

• Practical experience managing Google Ads and Meta Ads campaigns.
• Strong understanding of paid media strategy, campaign structures, bidding strategies, budget allocation, and audience targeting.
• Proficiency in keyword research, search intent analysis, and competitor research.
• Ability to develop persuasive advertising copy and work effectively with creative teams.
• Experience with Google Analytics 4 (GA4), Google Tag Manager, Meta Pixel, and conversion tracking.
• Strong knowledge of digital advertising metrics, including CPC, CPM, CTR, CPL, CPA, conversion rate, and ROAS.
• Experience conducting A/B tests and making data-driven campaign optimization decisions.
• Proficiency in Excel or Google Sheets for campaign analysis, budget tracking, and reporting.
• Familiarity with landing page optimization, lead-generation funnels, and conversion rate optimization.
• Understanding of remarketing, retargeting, and customer journey mapping.
• Strong analytical thinking, numerical ability, and problem-solving skills.
• Excellent communication, organization, and time-management skills.
• Ability to manage multiple campaigns, advertising budgets, and deadlines simultaneously.
• Commercial awareness and a clear understanding of how paid advertising contributes to revenue and business growth.

Additional Advantage:

• Experience with Google Merchant Center and product feed management for e-commerce advertising.
• Familiarity with YouTube advertising, Demand Gen campaigns, and Performance Max.
• Experience with Meta Conversions API and server-side tracking.
• Knowledge of CRM platforms and integration of advertising leads with sales pipelines.
• Experience with marketing automation, lead scoring, and lead quality analysis.
• Familiarity with Looker Studio or other business intelligence and reporting tools.
• Relevant certifications, including Google Ads certifications and Meta Certified Digital Marketing Associate or equivalent credentials.

Application Closing Date
27th October, 2026.

How to Apply
Interested and qualified candidates should submit their updated CV/resume, highlighting highlighting their experience in Google Ads, Meta Ads, performance marketing, campaign optimization, and digital analytics, to: using “Paid Ads Specialist (Google & Meta) – (Your Name)” as the subject of your email.

Note

• Applicants are encouraged to include a portfolio or case studies demonstrating campaign results, such as lead generation, conversion growth, cost-per-acquisition improvements, and return on ad spend.
• Candidates should use anonymized data or obtain appropriate permission before sharing client or employer campaign information.
• Only shortlisted candidates will be contacted.

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