Paid Search Specialist

Cognita; Dubai; Hybrid; AED 180,000 - 260,000; Full time

Job summary

Cognita, a global family of schools, seeks a Paid Search Specialist in Dubai with 3+ years in digital agencies. You’ll run always-on paid search campaigns, optimize for enquiries and conversions, and coordinate budgets across markets while partnering with Brand, Creative, and Analytics teams.

You’ll report to the Digital Marketing Manager within the Digital & Performance Marketing group and will need strong Google Ads, Analytics, and HubSpot skills. Hybrid Dubai location.

Qualifications

• Advanced, hands-on Google Ads skills with keyword management and bidding.
• 3+ years’ experience in a digital agency running paid campaigns across multiple client accounts.
• Proven ability to run always-on and tactical paid search with clear goals.
• Strong knowledge of Google Analytics and Tag Manager; analytical mindset and detail orientation.
• Bachelor’s degree in Marketing or related field; HubSpot experience and certifications are a plus.
• Experience in education or multi-market portfolios is advantageous.

Responsibilities

• Deliver always-on and tactical paid search campaigns from setup to reporting.
• Optimize campaigns against enquiry and conversion targets using keywords and ad copy.
• Manage budgets across schools, campaigns and platforms with finance coordination.
• Maintain brand coverage and market-aligned campaigns; review terms and negatives.
• Advise Brand/Creative on ad copy and testing variations; run test-and-learn programs.
• Produce weekly, monthly and termly performance reports with actionable insights.
• Collaborate with Paid Social, CRO, Sales and Parent Experience teams to resolve tracking issues.

Skills

Google Ads

Keyword management

Bidding

Conversion settings

Reporting

Budget pacing

Google Analytics

Google Tag Manager

Stakeholder communication

HubSpot

Education

Bachelor's degree in Marketing or related field

Tools

HubSpot

Google Ads Certification

Google Analytics Certification

Google Analytics 4

Job description

Cognita is a global family of over 90 schools across 21 countries, with more than 100,000 students, 22,000 colleagues, 14 curricula and 9 languages of instruction. Our strength lies in our diversity. There is no single model of a Cognita school because education is inherently local. When families choose a school, they are making a deeply personal and community-based decision, and our schools reflect this.

What unites us is a shared ambition to deliver consistently high-quality education, alongside an exceptional experience for students and parents. We define this clearly through group-wide standards that articulate what “great” looks like, while allowing schools the freedom to express their local identity.

We have recently launched a new vision and strategic plan. It is ambitious and sets a clear direction for the years ahead.

Job Overview

When parents start looking for a school, they search.As our Paid Search Specialist, you’ll make sure Cognita schools across theMiddle East and Asia are found by the right families at the right moment, andthat every dirham of media spend works hard.

You’ll report to the Digital Marketing Manager anddeliver paid search within the strategy, targets and budgets set by the Head ofDigital & Performance Marketing. You’ll own execution and optimisation dayto day, from set-up through to reporting.

What you’ll do

• Deliver always-onand tactical paid search campaigns for our schools, from set-up andtrafficking through to monitoring
• Optimise againstenquiry and conversion targets using search terms, keywords, match types,bids, audiences and ad copy
• Control budgetpacing by school, campaign and platform, and work with Finance to keepplatform accounts and invoices paid so campaigns never stall
• Manage keyword andsearch demand activity, protecting brand coverage and keeping eachcampaign aligned to its school and market
• Keep accounts cleanand efficient by reviewing search terms, negatives, targeting andconversion settings
• Advise Brand andCreative teams on ad copy, calls to action and the variations needed fortesting
• Run a continuoustest-and-learn programme and apply what you find
• Share weekly,monthly and termly reports with clear insight and next steps
• Work closely withour Paid Social and CRO Specialists, and with Sales and Parent Experience,to understand lead quality and resolve tracking or website issues

What you’ll bring
Essential

• Advanced, hands-onGoogle Ads skills, including keyword and search term management, bidding,conversion settings, reporting and budget pacing
• At least threeyears’ experience in a digital agency running paid campaigns acrossmultiple client accounts
• Proven experiencemanaging always-on and tactical paid search with clear enquiry andconversion goals
• Strong workingknowledge of Google Analytics and Google Tag Manager
• Sound analyticaljudgement, strong attention to detail and clear stakeholder communication
• A bachelor’s degreein Marketing or a related field
• HubSpot experience; automated reporting, dashboarding or paid media automation tools;
• Google Ads and Analytics certifications;
• Experience in education or another sector with a considered decision journey;
• Experience supporting multi-market portfolios.

Based in Dubai with a hybrid pattern. You’ll needflexibility across time zones and should expect occasional travel across theMiddle East and Asia.

Cognita is committed to safeguarding the welfare of children and young people and expects the same from its employees. All new staff will be subject to detailed and enhanced pre-employment clearance, including identity checks, criminal background checks for all countries lived in, qualification checks, employment checks to include an exploration of any gaps in employment, and satisfactory reference checks for all employment in the last 10 years.