Paid Media & Performance Marketing Lead (Google Ads, Meta & LinkedIn)

Software Co ?; Sydney; On-site; AUD 140,000 - 190,000; Full time

Benefits offered by this job

Competitive remuneration

Performance incentives

Growth opportunities

Job summary

Software Co is an Australian AI-native software, product and venture studio delivering software development, AI platforms and digital ventures to startups and enterprises. We seek a Senior Paid Media & Performance Marketing Lead to own our paid acquisition strategy and execution from Sydney.

You will personally build, manage and optimise campaigns across Google, Meta and LinkedIn, targeting high-value, long-cycle B2B opportunities.

Qualifications

• 4+ years hands-on paid media experience.
• Strong expertise across Google Ads, Meta Ads and LinkedIn Ads.
• Proven success in B2B lead generation for high-value, longer sales cycles.
• Experience managing substantial advertising budgets with clear commercial accountability.
• Strong capability in GA4, GTM, conversion tracking and attribution.
• Experience improving landing pages, lead forms and conversion funnels.
• Ability to connect platform data with CRM records, lead quality and sales outcomes.
• Systematic approach to diagnosing problems, testing hypotheses and scaling campaigns.
• Clear written and verbal communication to explain technical findings and commercial implications.

Responsibilities

• Own paid media strategy and execution across Google, Meta and LinkedIn.
• Build, manage and optimise campaigns including structure, bidding, budgets and testing.
• Collaborate with sales to define qualified leads and evaluate enquiry quality.
• Develop acquisition funnels for high-value services and longer sales cycles.
• Establish reliable conversion tracking and validate Analytics signals.
• Analyse performance, run structured tests, and report spend, CPC and pipeline impact.
• Partner with designers and content teams to implement data-driven improvements.

Skills

Paid media

Google Ads

Meta Ads

LinkedIn Ads

B2B lead gen

Budget management

GA4

Google Tag Manager

Conversion tracking

CRM integration

A/B testing

Tools

GA4

Google Tag Manager

HubSpot

Salesforce

Job description

Build campaigns that generate qualified opportunities and measurable business growth.

Software Co is an Australian AI-native software, product and venture studio. We design, build and scale custom software, AI platforms and digital ventures for startups, scale-ups and established organisations.

We are looking for an experienced Paid Media & Performance Marketing Lead to take hands-on ownership of our paid acquisition strategy and execution.

Your primary focus will be generating qualified enquiries and sales opportunities for Software Co’s software development and AI services. You will also manage campaigns for our technology ventures and selected clients of our digital and creative agency.

This is a senior specialist role for someone who personally builds, manages and improves advertising accounts. You will combine deep platform expertise with sound commercial judgement, accurate measurement and disciplined experimentation.

Success means generating opportunities with real commercial value—and understanding which campaigns contribute to customers and revenue.

What you will own

Paid acquisition strategy and execution

• Develop and execute paid acquisition strategies across Google Ads, Meta Ads and LinkedIn Ads, selecting channels and campaign types according to the audience, offer and commercial objective.
• Personally build, manage and optimise campaigns, including account structure, keywords, audiences, bidding, budgets, exclusions, messaging and creative testing.
• Manage Google Search, Performance Max, Display, YouTube and remarketing campaigns where appropriate.
• Build and optimise Facebook, Instagram and LinkedIn campaigns for prospecting, lead generation and remarketing.
• Allocate advertising budgets based on evidence, lead quality and acquisition economics.
• Generate qualified enquiries and sales opportunities for software development, AI, SaaS and technology services.
• Work with sales to define a qualified lead, review enquiry quality and understand which campaigns produce credible opportunities.
• Identify and reduce irrelevant searches, spam enquiries and other sources of wasted spend.
• Feed qualification and sales outcomes back into campaign measurement and optimisation.
• Develop acquisition funnels suited to high-value services and longer B2B sales cycles.

Tracking, attribution and conversion

• Establish and maintain reliable conversion tracking across advertising platforms, websites, landing pages and CRM systems.
• Diagnose tracking discrepancies, duplicate events, attribution gaps and misleading conversion signals.
• Implement and validate pixels, conversion APIs and offline conversion tracking, working with developers where required.
• Improve landing pages and enquiry journeys through structured conversion-rate testing.
• Connect advertising activity to qualified pipeline and customer acquisition outcomes.

Analysis and continuous improvement

• Investigate underperformance and prioritise changes according to their likely commercial impact.
• Run structured tests across keywords, audiences, offers, messaging, creative, landing pages and bidding strategies.
• Brief designers and content teams with clear hypotheses and performance insights.
• Report on spend, conversion rates, cost per qualified lead, cost per sales opportunity, customer acquisition cost and pipeline contribution.
• Clearly explain what changed, what the evidence shows and what should happen next.

The expertise you will bring

We are looking for someone with:

• 4+ years of hands-on paid media experience, with direct responsibility for campaign execution and optimisation.
• Strong practical expertise across Google Ads, Meta Ads and LinkedIn Ads.
• Demonstrated success in B2B lead generation, particularly for high-value services or products with longer sales cycles.
• Experience personally managing substantial advertising budgets with clear commercial accountability.
• Strong capability in Google Analytics 4, Google Tag Manager, conversion tracking and attribution.
• Experience improving landing pages, lead forms and conversion funnels.
• The ability to connect platform data with CRM records, lead quality and sales outcomes.
• A systematic approach to diagnosing problems, testing hypotheses and scaling successful campaigns.
• Clear written and verbal communication, including the ability to explain technical findings and commercial implications.

You should be able to demonstrate what you personally changed in an account, why you changed it and what happened as a result.

Technical capability

You should be confident working with:

• Google Ads, Meta Ads Manager and LinkedIn Campaign Manager.
• GA4 and Google Tag Manager.
• Conversion events, pixels, enhanced conversions and conversion APIs.
• Offline conversion imports and CRM feedback.
• UTM standards, campaign attribution and lead-source tracking.
• Audience segmentation, exclusions and remarketing.
• Landing-page testing and conversion-rate optimisation.
• Performance dashboards and commercial reporting.

You should also understand the limitations of platform-reported attribution and be comfortable investigating discrepancies between advertising, analytics and CRM data.

Particularly valuable experience

• Custom software development, AI or technology services.
• SaaS and subscription businesses.
• Australian B2B markets.
• HubSpot, Salesforce or similar CRM platforms.
• Call tracking, server-side tracking and marketing automation.
• Multi-brand or agency environments.
• AI-assisted analysis, creative testing and campaign workflows.

What success looks like

You will establish a clear view of account performance, measurement accuracy and the quality of opportunities generated.

Over time, your work should deliver:

• More qualified sales opportunities from paid acquisition.
• Less wasted spend and fewer irrelevant enquiries.
• Better visibility from advertising spend through to pipeline and customers.Improved acquisition economics.
• A repeatable testing process that supports sustainable growth.

You will own paid media performance and work closely with sales on qualification, follow-up and revenue conversion.

Why join Software Co?

• Take ownership of Software Co’s paid acquisition strategy and execution.
• Work across software development, SaaS, AI and digital ventures.
• Collaborate directly with sales, creative, marketing and development teams.
• Have the autonomy to investigate problems, test ideas and act on evidence.
• Work with modern advertising, analytics, automation and AI tools.
• Receive competitive remuneration, with performance incentives for exceptional results.
• Have the opportunity to grow into broader leadership as our performance marketing capability expands.