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Role Overview

We are seeking a results-driven Advertising Specialist / Paid Media Specialist to manage and optimize the company's digital advertising activities across key performance marketing platforms.
The successful candidate will be responsible for planning, launching, monitoring, and improving paid advertising campaigns across Meta Ads, Google Ads, and other relevant digital channels, with a strong focus on generating high-quality leads, improving conversion performance, and maximizing return on advertising spend.
This role requires a strong combination of analytical thinking, campaign management, audience strategy, tracking knowledge, and commercial awareness. The Advertising Specialist will work closely with the Marketing Director, Content Creator, Graphic Designer, Sales Team, and external partners to ensure advertising campaigns support the company's sales and marketing objectives.

Key Responsibilities
Paid Advertising Campaign Management
● Plan, set up, manage, and optimize paid advertising campaigns across: Meta Ads, Facebook and Instagram, Google Ads, Retargeting campaigns, Other relevant advertising platforms when required
● Manage campaigns across different stages of the customer journey, including: Brand awareness, Traffic, Lead generation, Property enquiries, Consultation bookings, Retargeting, Conversion campaigns
● Ensure campaigns are structured correctly according to audience, market, objective, creative format, and budget.
● Monitor campaign performance daily and make proactive adjustments to improve results.

Campaign Strategy & Planning
● Develop paid media strategies based on the company's marketing and sales objectives.
● Recommend campaign objectives, targeting strategies, budgets, placements, and bidding strategies.
● Develop advertising plans for property launches, promotional campaigns, events, construction updates, investment campaigns, and brand awareness activities.
● Create campaign structures for different geographical markets and customer segments.
● Work with the Marketing Director to allocate advertising budgets effectively across campaigns and platforms.
● Forecast expected campaign performance, lead volume, cost per lead, and advertising spend.

Audience Targeting
● Research and develop target audiences based on: Location, Demographics, Interests, Behavior, Property investment intent, Lifestyle, Customer profile
● Develop custom audiences, lookalike audiences, remarketing audiences, and exclusion audiences.
● Segment audiences according to campaign objectives, projects, nationalities, locations, and stages of the customer journey.
● Continuously test and refine targeting strategies to improve lead quality and campaign efficiency.

Performance Optimization
● Monitor and optimize campaigns based on key performance indicators including: Cost Per Lead (CPL), Cost Per Acquisition (CPA), Click-Through Rate (CTR), Cost Per Click (CPC), Conversion Rate, Return on Ad Spend (ROAS), Lead quality, Sales conversion
● Conduct regular A/B testing across: Creatives, Headlines, Advertising copy, Audiences, Landing pages, Campaign objectives, Placements, Call-to-actions
● Identify underperforming campaigns and take corrective action quickly.
● Scale successful campaigns while maintaining cost efficiency.

Tracking, Analytics & Attribution
● Ensure accurate tracking is implemented across advertising campaigns and digital platforms.
● Work with the website and CRM teams to ensure correct implementation of: Meta Pixel, Meta Conversion API, Google Analytics 4, Google Tag Manager, Google Ads Conversion Tracking, UTM tracking, Website events and conversions
● Monitor the complete lead journey from advertisement through to CRM and sales.
● Identify discrepancies between advertising platform data, website data, and CRM data.
● Maintain accurate campaign naming conventions and tracking structures.
● Support attribution analysis to understand which campaigns, audiences, and channels generate the highest-quality leads and sales.

Lead Quality & CRM Analysis
● Work closely with the Sales and Marketing Teams to assess the quality of leads generated through advertising campaigns.
● Analyse leads beyond CPL to understand: Qualified leads, Contactable leads, Consultation bookings, Property viewings, Sales opportunities, Reservations, Completed sales
● Identify campaigns generating low-quality or irrelevant leads and adjust targeting accordingly.
● Use CRM feedback to continuously improve advertising performance.
● Track campaign sources through appropriate UTM and CRM tagging.

Creative Advertising Support
● Work closely with the Content Creator and Graphic Designer to develop high-performing advertising creatives.
● Provide clear creative briefs based on campaign objectives and audience insights.
● Recommend appropriate advertising formats including: Video advertisements, Reels, Static images, Carousel advertisements, Lead generation forms, Landing pages
● Analyse creative performance and recommend improvements based on campaign data.
● Identify winning creatives and recommend variations for testing and scaling.
● Stay updated with current paid-media creative trends and platform best practices.

Budget Management
● Manage monthly advertising budgets responsibly and efficiently.
● Monitor daily and monthly advertising spend.
● Ensure campaigns remain within approved budgets.
● Recommend budget increases or reductions based on performance.
● Maintain clear records of advertising expenditure.
● Identify opportunities to reduce acquisition costs while maintaining lead quality.

Reporting
● Prepare regular performance reports for the Marketing Director
● Provide clear insights rather than only presenting platform statistics.
● Report on: Advertising spend, leads generated, Cost per lead, Qualified leads, Conversion rates, Campaign performance, Audience performance, Creative performance, Sales attribution where available
● Produce weekly and monthly advertising performance summaries.
● Clearly communicate what worked, what did not work, and what actions should be taken next.

Market & Competitor Research
● Monitor competitors' advertising activities and positioning.
● Research digital advertising trends within: Real estate, Property investment, Hospitality, Luxury lifestyle, international property markets
● Identify new advertising opportunities, audiences, platforms, and campaign approaches.
● Keep up to date with changes to Meta, Google, tracking technology, privacy regulations, and advertising policies.

Qualifications & Experience
● Bachelor's Degree in Marketing, Digital Marketing, Business, Communications, Advertising, or a related field is preferred.
● Minimum 2–4 years of experience managing paid digital advertising campaigns.
● Demonstrable experience managing Meta Ads and Google Ads.
● Experience managing meaningful monthly advertising budgets.
● Strong understanding of digital marketing funnels and lead generation.
● Experience with performance marketing and campaign optimization.
● Previous experience in real estate, property development, hospitality, investment, luxury, or high-value products is an advantage.