Role purpose:
This role is responsible for profitable growth through paid acquisition, not just campaign management. The focus is on reducing CPA, improving conversion, and scaling channels that perform, while cutting what does not.
Core Ownership:
- Full ownership of Meta Ads and Google Ads performance.
- Management of 20k30k+ monthly budget.
- CPA, ROAS, and lead quality as primary KPIs.
- Continuous testing across creatives, audiences, offers, and landing pages.
- Clear weekly reporting with actions and decisions.
Key Responsibilities:
- Build, manage, and optimise campaigns across Meta and Google.
- Improve CPA and conversion rates while maintaining lead quality.
- Scale winning campaigns and stop underperforming ones quickly.
- Structure campaigns and accounts for clarity and scalability.
- Run structured A/B testing across creatives, targeting, and landing pages.
- Work closely with creative and marketing teams to improve performance.
- Ensure accurate tracking (GA4, GTM, pixels) and resolve issues when needed.
- Maintain clean reporting and clear budget pacing.
Candidate Requirements:
- Proven experience managing 20k+ monthly ad spend.
- Strong hands-on experience with Meta Ads Manager and Google Ads.
- Demonstrated ability to improve CPA or scale campaigns profitably.
- Strong analytical mindset and ability to act on data.
- Experience with UK campaigns preferred.
- Comfortable taking ownership and making decisions.
Nice to Have:
- Experience scaling beyond 50k/month budgets.
- Lead generation experience (not only e-commerce).
- Understanding of landing page optimisation and CRO.
- Experience building structured testing frameworks.
Success Metrics:
- CPA reduction.
- ROAS improvement.
- Conversion rate improvement.
- Lead quality improvement.
- Clear, actionable reporting.
