Paid Advertising Specialist

Expansionjs; Bengaluru; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Expansionjs is searching for a Paid Advertising Specialist based in Bangalore, India. The role involves planning, executing, and optimizing advertising campaigns through platforms like Google Ads and Meta Ads Manager.

The ideal candidate will have over 24 years of experience managing substantial media budgets. They will work closely with analytics teams and create performance dashboards while developing insights for continual campaign improvement.

Qualifications

• 24+ years of hands-on paid media experience managing significant monthly budgets ($50K+/mo).
• Proficiency with Google Ads and Meta Ads Manager, plus at least one additional platform.
• Strong understanding of audience targeting strategies and bidding models.

Responsibilities

• Build, launch, and optimize campaigns across various platforms.
• Design and execute structured A/B and multivariate tests.
• Monitor KPIs and proactively identify performance anomalies.

Skills

Paid media management

Data analysis

Google Ads

Meta Ads Manager

Communication skills

Tools

Google Looker Studio

Power BI

Google Sheets

Excel

Job description

Job Description

ABOUT THE ROLE

We are looking for a data-driven Paid Advertising Specialist to plan, execute, test, and optimize campaigns across search, display, and social platforms. You will own the full ad lifecycle from creative development and audience targeting to performance analysis and budget management with the goal of driving measurable growth at efficient cost.

RESPONSIBILITIES

Campaign Management

• Build, launch, and optimize campaigns across Google Ads, Meta Ads Manager, LinkedIn, TikTok, Pinterest, and programmatic DSPs
• Manage paid search campaigns including keyword research, match type strategy, negative keyword lists, and Quality Score improvements
• Set up and manage display and retargeting campaigns with precise audience segmentation and creative rotation
• Allocate and pace budgets daily and weekly to hit delivery and efficiency targets across channels

Testing & Creative

• Design and execute structured A/B and multivariate tests on ad copy, creative assets, CTAs, and landing pages
• Brief and collaborate with designers and copywriters to produce high-converting ad assets across formats (static, video, carousel, responsive)
• Build and maintain a creative library; document winning variants, testing hypotheses, and performance learnings
• Apply audience and creative insights to continuously improve ROAS, CTR, and conversion rate

Analytics & Reporting

• Monitor KPIs daily (CPA, CPL, ROAS, CTR, CVR) and proactively identify and address performance anomalies
• Build and maintain performance dashboards in Google Looker Studio, Power BI, or equivalent reporting tools
• Deliver weekly and monthly reports with clear insights, performance summaries, and actionable recommendations
• Conduct attribution analysis and partner with analytics and engineering teams on pixel, tag, and conversion tracking setup

Strategy & Growth

• Identify new channel, placement, and audience opportunities to expand paid reach and improve efficiency
• Stay current on platform updates, beta features, algorithm changes, and industry best practices
• Collaborate cross-functionally with SEO, content, product, and lifecycle marketing teams
• Support quarterly forecasting, scenario planning, and annual media planning processes

REQUIREMENTS

• 24+ years of hands‑on paid media experience managing significant monthly budgets ($50K+/mo)
• Proficiency with Google Ads and Meta Ads Manager, plus at least one additional platform (LinkedIn Campaign Manager, TikTok Ads, DV360, The Trade Desk, etc.)
• Strong understanding of audience targeting strategies, bidding models, and campaign structure best practices
• Experience with conversion tracking, pixel and tag implementation (GTM), and UTM parameter frameworks
• Comfortable working with data able to analyze performance in Google Sheets or Excel and pull insights from GA4 or equivalent analytics platforms
• Google Ads certification and/or Meta Blueprint certification preferred
• Familiarity with landing page testing tools (Unbounce, VWO, Optimizely) is a plus
• Strong written and verbal communication skills; able to present insights clearly to non-technical stakeholders