Paid Media Strategist

Role Overview

The Paid Media Account Manager is a trusted advisor and strategic partner to their clients. They drive measurable business growth through data-driven paid media strategy, clear communication, and continual optimization across Google, Meta, You Tube, Linked In, and other performance channels.

This role requires both technical platform expertise and strategic thinking. Account Managers own all aspects of paid media performance — campaign planning, launch, optimization, reporting, and strategic communication — ensuring every initiative aligns with the client’s business goals and North Star Metrics (NSMs).

Day to day, they manage paid search, social, and display campaigns independently, balancing budget pacing, CPA/CPL goals, and lead quality. They translate data into actionable insights and ensure clients understand the real-world impact of their campaigns.

Success in this role means consistently improving client outcomes, strengthening relationships, and contributing to department excellence through proactive communication and collaboration.

Core Responsibilities
1. Strategic Campaign Ownership

• Owns end-to-end paid media strategy and performance outcomes for assigned clients.
• Develops data-driven media plans aligned with client business goals and NSMs (lead volume, CPL, conversion rate, cost efficiency).
• Oversees all campaign setup, targeting, and budget allocation across Google Ads, Meta, and other platforms.
• Adapts strategy based on data trends, audience performance, and evolving platform features.
• Ensures all recommendations are data-backed, documented, and clearly tied to business impact.

2. Performance Management & Insights

• Tracks KPIs (CPA, CPL, CVR, CTR, etc) and NSMs across all channels.
• Produces weekly, monthly, and quarterly reports with clear “so what / now what” insights.
• Identifies risks early (e.g., overspend, lead quality decline) and implements corrective action plans.
• Uses data visualization tools (Looker Studio, Sheets, platform dashboards) to communicate performance.
• Develops forecasts and pacing models to manage budgets effectively and anticipate outcomes.

3. Optimization & Testing

• Executes continual A/B testing across creative, copy, landing pages, and bidding strategies.
• Leverages audience segmentation, automation, and platform AI to improve conversion efficiency.
• Applies advanced optimization strategies (value-based bidding, Performance Max asset management, and audience layering).
• Partners with the design team to brief and QA creative assets for ad performance.
• Connects optimizations directly to lead quality and cost efficiency improvements.

4. Tracking, QA, & Technical Implementation

• Ensures all campaigns have accurate tracking and conversion setups
• Validates tracking accuracy post-launch and following any changes.
• Coordinates with the analytics or dev teams when complex implementations are required.
• Troubleshoots discrepancies across systems (Google Ads, CTM, CRM, GA4) and resolves promptly.
• Maintains a high standard of data integrity for all campaigns and reporting dashboards.

5. Client & Account Management

• Serves as the primary client lead — managing communication, strategy, and relationship health.
• Leads regular check-ins, tying paid media outcomes to tangible business results.
• Sets and resets expectations with confidence; communicates proactively about pacing, results, and next steps.
• Identifies growth opportunities (upsells or expanded budget allocations) aligned with performance.
• Documents all client communications, deliverables, and insights (email/Asana)
• Maintains high client satisfaction and retention through transparency and consistent results.

6. Collaboration & Internal Contribution

• Acts as strategic owner across all accounts, managing paid campaigns independently.
• Shares learnings, testing results, and process improvements to strengthen team knowledge.
• Participates actively in department discussions, retros, and training sessions.
• Contributes to team documentation, SOPs, and case studies that improve performance and efficiency.

Minimum Skill Requirements

• Expertise in Google Search Ads
• Expertise in Facebook & Instagram Advertising
• Expertise in performance forecasting
• Experience in…