Ads Specialist

Summary

Join Pavago as a results-oriented Google Ads, Meta Ads, and Landing Page Specialist to lead paid digital campaigns driving lead generation for our client. This role blends creative strategy with data-driven execution, encompassing ad setup, A/B testing, and landing page optimization. You will shape how the client attracts and converts prospects through impactful digital marketing. Responsibilities include building and testing landing pages, planning and managing campaigns, monitoring and optimizing performance, creating ad copy and visuals, targeting audiences, conducting keyword research, reporting insights, and collaborating with teams. The ideal candidate possesses 5+ years of digital marketing experience, proven lead generation success, and proficiency in various marketing tools. A creative, analytical, strategic, detail-oriented, and collaborative mindset is essential.

Requirements

• +5 years in digital marketing with a focus on Google Ads, Meta Ads, and landing page optimization
• Proven experience in lead generation campaigns
• Deep understanding of conversion funnel design, sales enablement through digital ads, and A/B testing frameworks
• Proficiency in Google Ads, Google Analytics, Meta Ads Manager, Keyword Planner, and Landing page builders
• Strong analytical and problem-solving skills to interpret data and optimize strategies

Responsibilities

• Landing Page Optimization: Build and A/B test high-converting, mobile-first landing pages using WordPress. Align messaging with ads and improve layouts, CTAs, and forms for better conversion rates
• Campaign Strategy & Execution: Plan, launch, and manage full-funnel Google and Meta campaigns. Define goals, budgets, bidding strategies, and formats (Search, Display, Stories, Reels, etc.). Maintain clean, scalable campaign structures
• Performance Monitoring & Optimization: Track and optimize Google and Meta Ads using Google Analytics and platform tools. Adjust bids, targeting, and creatives based on CTR, CPC, ROAS, and other key metrics. Troubleshoot underperformance
• Creative Development: Create and refine ad copy and visuals with internal/external teams. Tailor creatives to audience segments and funnel stages using dynamic formats and ad extensions
• Audience Targeting & Retargeting: Build and manage custom, lookalike, and retargeting audiences. Use CRM data and behavior insights. Set up Meta Pixel and Google tracking for attribution
• Keyword Research & Targeting: Identify high-intent keywords via Google Keyword Planner. Structure ad groups effectively and manage negative keywords to improve relevance and efficiency
• Reporting & Insights: Deliver reports with performance metrics, trends, and recommendations. Provide insights for optimization and campaign growth
• Team Collaboration: Coordinate with design, dev, and account teams. Communicate updates and needs through Slack, Google Meet, and other tools

Preferred Qualifications

• Creative & Analytical: You can brainstorm eye-catching ads and interpret analytics dashboards with ease
• Strategic & Detail-Oriented: You think long-term but know that small adjustments make big impacts
• Collaborative & Independent: You work well in teams but can confidently lead and execute with minimal supervision
• Process-Driven: You’ve built, refined, or scaled paid ad campaigns and digital funnels from the ground up
• Growth-Minded: You stay updated on digital marketing trends and love testing new strategies
• Client-Focused: You care about business results and thrive on helping clients grow through high-performance campaigns