**Role Overview** The Paid Media Specialist drives performance across primary and secondary ad channels, develops full-funnel strategies, and guides the growth of junior team members. This role blends hands-on campaign execution with strategic thinking, AI-powered workflows, and cross-channel measurement. The successful candidate is equally comfortable launching a Performance Max campaign, debugging a server-side tracking setup, running a client QBR, and prompting an LLM to automate a reporting task. **Channel Focus** Primary channels • Google Ads (Search, Performance Max, Demand Gen, Shopping, YouTube, Display) • Meta Ads (Advantage+ Shopping, Advantage+ App, Lead Ads, Sales, Awareness) • Microsoft Ads / Bing Ads (Search, Shopping, Performance Max, Audience Network) Secondary channels • TikTok Ads (Spark Ads, Shop Ads, Smart+ campaigns) • Linkedin Ads (Sponsored Content, Lead Gen Forms, Conversation Ads, Accelerate campaigns) • Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display, DSP basics) • Emerging channels such as Reddit Ads, Pinterest, Apple Search Ads, and connected TV as client needs arise **Expectations** - Contribute actively to the team's collective knowledge by sharing industry insights, platform updates, and learnings from tests - Assign and complete tickets through ASSIST with clear documentation and timely follow-through - Respond to questions and requests in dedicated team channels within reasonable turnaround times - Monitor and support newly launched accounts (live for less than 3 months) - Monitor and support accounts handled by Campaign Managers who are 0 to 6 months into their tenure - Monitor and support any account flagged as needing extra attention, including: -Reviewing overall account performance and flagging risks early -Sharing clear recommendations and a proposed action plan with the CM -Adding value to conversations and client discussions tied to these accounts -Running structured account audits covering strategy, tracking, creative, and landing pages - Lead Continued Learning sessions for the team - Build strategy for, launch, and optimize campaigns across T1, T2, and T3 accounts - Serve as the primary paid media point of contact for the Account Strategist on your own accounts - Support the Account Strategist on client calls when needed - Identify client growth opportunities in existing channels and surface new channels worth testing - Propose out-of-the-box solutions beyond the ad account itself, including user journey improvements, form optimization, campaign concepts, custom call flows, creative angles, and operational fixes for the client - Act as a team player who strengthens collective knowledge and stays ahead of industry shifts - Renew Google Ads certifications yearly across Search, Shopping, Display, Video, and Performance Max - Complete and maintain Meta Blueprint certification - Complete platform certifications for TikTok, LinkedIn, Microsoft Ads, and Amazon Ads as assigned - Maintain a working knowledge of AI tools that accelerate paid media work, including LLM-based audit scripts, automated reporting, and creative production workflows **Responsibilities** **Campaign strategy and execution** - Plan, launch, and analyze paid media campaigns across all account types: ecommerce, lead generation, subscription, and SaaS - Own T1, T2, and T3 account work across Google Ads, Meta Ads, Microsoft Ads, TikTok Ads, LinkedIn Ads, and Amazon Ads - Build full-funnel strategies that combine prospecting, retargeting, and retention - Design and run structured creative testing, including script-based UGC briefs, AI-assisted variants, and platform-native formats** **Client communication and escalation** - Monitor dedicated client Slack channels and add value on opportunities, issues, brainstorming, questions, strategies, and risky ideas - Escalate issues to leadership for your own accounts and for accounts of team members you support - Respond to emails and Slack threads on technical questions in team channels or when tagged in client channels - Include hypotheses and action plans in every performance update rather than waiting for the next reporting cycle** **Technical problem solving** Provide solutions and guidance on: - CallRail tracking and implementation - Zapier, n8n, and Make workflows for lead forms, offline conversions, and CRM sync - Google Tag Manager and server-side GTM - Cross-channel tracking and attribution setup - Google Merchant Center and Meta Commerce Catalog - Product feed structure and optimization - Report Garden and any reporting platforms the team adopts **Audits and quality assurance** - Run ad hoc audits covering strategy, opportunities, tracking, and optimizations for: -New accounts -Accounts operated by new Campaign Managers -Struggling accounts -Accounts that need to scale - Support new business by researching opportunities and running audits for potential clients - Review T2 and T3 campaign builds before launch - Audit tracking setups across CTM, Meta Pixel and CAPI, Google tags and - Enhanced Conversions, GA4, and consent mode - Contribute to dashboards and automated alerts that flag underperformance early **Team development** - Support teammates with questions and strategy ideas (a lead must approve strategy recommendations on T2 and TI accounts) - Mentor new hires on platform fundamentals, internal processes, and client communication **How success is measured** - Performance outcomes on your own accounts (hitting or beating KPIs agreed with the Account Strategist and client) - Quality of audits and recommendations provided to supported accounts Speed and clarity of technical problem solving in team and client channels Growth of the junior team members you mentor - Contribution to internal knowledge, templates, and automation that raises the floor for the whole team

• Assign and manage incoming real estate leads across internal and partner platforms • Track lead activity, status, and agent performance • Coordinate with agents and internal teams to ensure timely follow-up • Maintain accurate records and ensure proper lead routing • Monitor lead pipelines and flag delays or gaps in response time • Communicate professionally with internal stakeholders and partners

• Manage and optimize paid campaigns across Google Ads, Meta, Microsoft Ads, LinkedIn, and Amazon Ads • Oversee Search, Shopping, Performance Max, Display, and YouTube campaigns • Develop audience targeting, retargeting, and keyword strategies aligned with both DIY consumers and commercial buyers • Support expansion into commercial and hospitality verticals through LinkedIn advertising initiatives • Monitor campaign performance and optimize toward ROAS, CPA, and lead quality goals • Reallocate budgets toward high-performing campaigns and growth opportunities • Conduct SEO audits to identify technical issues, keyword opportunities, and site improvements • Collaborate with content and creative teams on keyword-driven initiatives • Optimize product and category pages for high-volume and high-intent search terms • Manage GA4 tracking, conversion attribution, and reporting dashboards • Analyze customer journeys and identify opportunities to improve website conversion rates • Collaborate with Sales and Marketing leadership to improve lead quality and campaign alignment

• Take the lead on one or two paid acquisition channels (e.g., Meta, TikTok, Google, etc.), with potential to expand scope based on performance • Contribute to building scalable acquisition funnels, from execution to iteration, with aggressive growth targets in mind • Run high-velocity testing loops (creatives, audiences, placements) to improve CAC and LTV • Monitor performance daily using tools like Voluum, GA4, and internal dashboards • Drive decision-making through deep analysis of CPA, ROAS, retention, and cohort behavior • Build and maintain internal reporting frameworks that guide strategic shifts and tactical moves • Own the creative briefing process: define hooks, formats, and angles based on performance patterns • Collaborate closely with the content and product teams to launch and iterate on high-converting landing pages • Implement systems to reduce creative fatigue and increase speed of testing • Build strong relationships with traffic sources and negotiate premium placements and custom deals • Explore new acquisition opportunities (networks, formats, tools) and build internal evaluation criteria • Stay ahead of ecosystem changes (platform rules, algorithm shifts) and adapt strategy accordingly • Identify opportunities to streamline acquisition processes through automation and internal tools • Create SOPs, playbooks, and experiment pipelines for scaling campaigns efficiently • Scale existing campaigns to 3x+ budget while maintaining CAC/ROAS goals • Contribute to growing the user base from 30M to 100M users in the next 12 months • Execute 0-to-1 testing in new channels • Improve conversion through landing page testing and funnel iteration • Own both creative input and analytical feedback loops