Job Description – Senior Paid Media Specialist
Job title:
Senior Paid Media Specialist
Location:
Onsite – Coimbatore
About company:
Engage Positive is a digital marketing agency based out of Coimbatore. With over nine years of collective experience in digital marketing and website development, we specialize in serving niche B2B businesses with strategies designed for compounding growth. Our expertise spans SEO, PPC, social media, lead generation, conversion rate optimization, and e-commerce automation.
About the role:
As a Senior Paid Media Specialist, you will be the strategic lead and subject matter expert for all things PPC and SEM. You’ll manage and optimize high-budget campaigns across platforms like Google Ads, Meta, LinkedIn, and more—driving measurable results for a diverse portfolio of B2B clients. This role requires deep expertise in performance marketing, a data-first mindset, and the ability to translate client goals into effective ad strategies. You’ll work cross-functionally with content, design, and analytics teams to ensure campaigns are not only well-targeted and creative but also ROI-positive. Additionally, you may mentor junior team members and help elevate the overall capabilities of the paid media function.
Key Responsibilities:
Develop and lead paid media strategies across Google Ads, Meta (Facebook/Instagram), LinkedIn, and other relevant platforms to meet client objectives.
Manage high-budget ad campaigns end-to-end—from planning and setup to ongoing optimization and reporting.
Conduct in-depth keyword research, audience segmentation, and competitive analysis to ensure campaigns are precisely targeted.
Continuously monitor performance metrics (CPC, CPA, ROAS, CTR, etc.) and adjust bids, creatives, and targeting to maximize ROI.
Collaborate with content, design, and web teams to ensure ads and landing pages are aligned and optimized for conversions.
Build performance reports and insights dashboards to communicate results clearly to clients and internal stakeholders.
Lead A/B tests for ad copy, creatives, and landing pages to drive performance improvements.
Stay current on platform updates and digital advertising trends to proactively apply new features and best practices.
Mentor and support junior paid media specialists, providing guidance on campaign strategies, execution, and analysis.
Key Tools & Platforms:
Advertising Platforms: Deep expertise in Google Ads, Meta (Facebook/Instagram) Ads, and LinkedIn Ads, including advanced features like bid
strategies, audience targeting, and conversion tracking.
Analytics & Tracking: Proficient with Google Analytics (or similar platforms) to analyze traffic and conversion data. Familiarity with Google Tag Manager for setting up tracking is highly valued.
Campaign Management Tools: Experience with tools such as Google Ads Editor, and optionally Kenshoo, Marin, or similar third-party platforms.
A/B Testing & Optimization: Skilled in testing ad creatives and landing pages using built-in or external tools.
Programmatic (Optional): Exposure to DSPs like Display & Video 360 is a bonus if your agency runs programmatic campaigns.
Qualifications:
Experience: Minimum of 6 to 8 years in digital advertising and PPC campaign management, with a strong track record of running high-performance paid media campaigns.
Platform Expertise: Extensive hands-on experience with Google Ads, Meta Ads, and LinkedIn Ads is essential.
Agency Background: Prior experience in a digital marketing agency or managing multiple client accounts across diverse industries is strongly preferred.
Performance-Driven: Demonstrated success in consistently improving campaign KPIs (CTR, CPC, CPA, ROAS) and achieving conversion goals at scale.
Analytical Skills: Strong ability to interpret campaign data, generate insights, and optimize performance accordingly.
Communication: Excellent verbal and written communication skills, with the ability to present insights clearly to clients and internal teams.
Certifications (Preferred): Google Ads Certification, Meta Blueprint Certification, LinkedIn Marketing Certification, or similar credentials are a plus.
Education: A bachelor’s degree in Marketing, Business, Communications, or a related field is preferred (but not mandatory with proven expertise).
Skills, Attributes and Competencies:
Deep Platform Knowledge: Expert-level understanding of Google Ads, Meta Ads (Facebook/Instagram), LinkedIn Ads, and other major ad platforms, including campaign setup, bid strategies, audience segmentation, and conversion tracking.
Analytical Thinking: Strong ability to interpret data, extract insights, and take data-driven actions. Proficient in monitoring KPIs such as CTR, CPC, CPA, ROAS, and ROI, and using them to inform strategy.
Ownership Mentality: Treats client budgets with care and accountability. Proactively takes responsibility for campaign performance and outcomes.
Process-Driven Approach: Applies structured routines for campaign optimization, A/B testing, and documentation of experiments to maintain consistent performance improvements.
Communication Excellence: Can clearly articulate performance results, technical insights, and strategic recommendations to clients and team members—both in writing and verbally.
Collaboration Skills: Works effectively with design, content, and strategy teams to ensure ad assets are aligned with campaign goals and brand messaging.
Problem-Solving: Strong troubleshooting capabilities to quickly identify and resolve issues related to tracking, platform changes, or underperforming campaigns.
Adaptability & Innovation: Keeps pace with rapid changes in paid media platforms and actively experiments with new features, formats, and approaches to maintain a competitive edge.
Project & Time Management: Able to prioritize tasks across multiple accounts, balance strategic thinking with execution, and meet deadlines consistently.
Attention to Detail: High accuracy in campaign execution, tracking setups, and performance reporting—ensuring nothing falls through the cracks.
