Paid Ads Specialist (Google + Meta)

About the Role:

The Paid Ads Specialist will take ownership of paid acquisition efforts across Google and Meta, focusing on driving new customer revenue while maintaining sustainable customer acquisition costs. This role involves scaling an established Google Ads account with a monthly spend exceeding $100,000 and building a Meta advertising account from the ground up. You will leverage performance marketing, customer research, creative development, and data analysis to transform customer insights into measurable growth opportunities. Additionally, you will utilize AI-powered tools and workflows to enhance research efficiency, produce creatives, and generate actionable reports. Working remotely and directly with senior leadership, you will have significant autonomy to influence acquisition strategies, business decisions, and explore new advertising channels.

Accountabilities:

The Paid Ads Specialist will oversee the complete paid acquisition process, encompassing audience research, campaign execution, creative testing, tracking, and revenue reporting. Key responsibilities include:

• Google Ads management: Manage and scale a high-budget advertising account across Search, Performance Max, Shopping, and YouTube while optimizing automated bidding strategies using conversion values, customer status, and available margin data.
• Meta advertising: Establish the advertising account from scratch, creating campaign structures and testing frameworks while scaling successful campaigns.
• Audience research: Analyze first-party customer data, CRM segments, search terms, customer lists, and audience signals to pinpoint high-value customer groups and refine targeting strategies.
• Customer insight and creative strategy: Research customer reviews, sales conversations, support tickets, forums, and competitor advertising to discover compelling messaging angles and creative opportunities.
• AI-powered creative production: Develop static ads, user-generated content-style videos, and motion creatives using AI tools, collaborating with designers for specialized production when necessary.
• Budget and profitability management: Establish budgets, bids, and performance targets based on product- and market-specific unit economics, including contribution margin, average order value, lifetime value, payback period, and break-even acquisition costs.
• Testing and experimentation: Design experiments with clear hypotheses, primary metrics, sufficient budgets, and well-documented results, evaluating incrementality through holdout, geographic, or lift tests as appropriate.
• Tracking and attribution: Ensure accurate conversion tracking across GA4, Google Tag Manager, Conversion API, offline conversions, and advertising platforms, while identifying data issues and communicating attribution limitations.
• External specialist management: Recognize when additional expertise is needed in areas such as conversion rate optimization, server-side tracking, video production, product feeds, or localization and manage freelancers or agencies accordingly.
• New channel development: Identify and launch new paid acquisition channels, defining initial tests, budgets, measurement methods, success criteria, and decisions to scale or discontinue.
• Performance reporting: Provide weekly reports on advertising spend, new customers, customer acquisition cost, and revenue by channel, documenting CS sources and definitions for each metric.
• AI workflow development: Utilize AI tools and custom workflows to accelerate research, creative production, reporting, and analysis, ensuring validation of outputs prior to implementation.

Requirements:

The ideal candidate is a highly analytical and commercially minded performance marketer with a blend of hands-on campaign management, creative thinking, technical knowledge, and a strong sense of ownership over outcomes.

• Minimum of 5 years of hands-on paid acquisition experience, directly managing advertising accounts.
• Proven experience managing at least $50,000 per month in Google Ads spend.
• Strong knowledge of automated bidding strategies such as target ROAS, target CPA, value-based bidding, and Performance Max, with skills to diagnose underperformance.
• Experience establishing a Meta advertising account from scratch.
• Solid understanding of unit economics, including margins, average order value, lifetime value, payback periods, and break-even acquisition costs.
• Proven ability to optimize campaigns for new customer revenue over total conversions alone.
• Experience in developing audiences based on first-party data and customer research, with the ability to articulate successful audience segments.
• Creative ideation skills, linking successful ads to specific customer insights; a creative portfolio is required.
• Familiarity with incrementality tests and understanding attribution limitations regarding windows and models.
• Knowledge of conversion tracking and CRM sales data transmission to Google and Meta, including potential fail points.
• Experience in independently hiring, briefing, and managing freelancers or agencies to meet performance needs.
• Experience launching at least one new paid acquisition channel from scratch and evaluating its performance.
• Experience executing campaigns for products sold across multiple countries.
• Advanced English proficiency at C1/C2 level.

AI-First Capabilities:

Candidates must exhibit practical, daily use of AI.

• Use AI tools for research and analysis of customer reviews, sales transcripts, competitor advertisements, and search terms.
• Generate image and video creatives using AI models and choose appropriate tools for varied tasks.
• Build custom reports and visualizations from raw data using AI, without solely relying on analysts or prebuilt dashboards.
• Showcase workflows, prompts, or agents that significantly reduce repetitive work and enhance productivity.
• Critically evaluate AI-generated outputs and verify their accuracy before application.

Nice-to-Have Qualifications:

• 1-2 years of experience in a performance marketing agency.
• Experience in e-commerce, custom products, merchandise, or print-on-demand sectors.
• Familiarity with sales funnels integrating self-service checkout and sales-led deals.
• Knowledge of server-side tracking, HubSpot, or Pipedrive.
• Familiarity with Microsoft Ads or LinkedIn Ads.

Benefits:

• Fully remote working arrangement with a global location policy.
• Exclusive independent contractor engagement on a full-time basis.
• Competitive and flexible compensation tailored to experience and impact, with no specific salary range provided.
• Access to a significant advertising budget with autonomy in allocation.
• Collaboration with senior leadership and a hands-on Head of Marketing.
• Opportunities to improve tracking and attribution infrastructure.
• Flexibility in choosing advertising tools and AI subscriptions.
• High ownership level with minimal bureaucracy, enabling influence over marketing strategy and business growth.

Additional Information:

• Candidates should submit their resume or CV in English.
• This position is fully remote, with specific working hours or time-zone expectations to be discussed during the hiring process.
• Engagement is structured as a full-time, exclusive independent contractor role.