Paid Media Buyer

Scale Army Careers; Cape Town; Remote; ZAR 200 000 - 300 000; Full time

Job summary

A leading marketing agency in South Africa is seeking an experienced Paid Media Buyer. You will manage and optimize paid media campaigns across platforms like Meta and Google, focusing on driving high-quality leads and increasing conversions. The ideal candidate has over 3 years of experience in paid media buying, particularly in local high-ticket services, and is proficient in tools like Google Analytics. This fully remote opportunity allows you to be part of a rapidly growing marketing team, contributing to profitable client acquisition campaigns.

Qualifications

• 3+ years of experience in paid media buying, preferably in healthcare.
• Deep expertise in Meta and Google Ads.
• Proficiency in Google Analytics 4 and UTM tracking.

Responsibilities

• Manage and optimize paid media campaigns across platforms.
• Create compelling ad creatives and test campaigns.
• Track effectiveness using data analytics to optimize ads.

Skills

Paid media buying

Data-driven decision-making

A/B testing

Conversion rate optimization

Creative collaboration

Tools

Google Analytics 4

UTM tracking

CallRail

Looker Studio

Power BI

Job description

Client

Our client is seeking a Paid Media Buyer to manage and optimize paid media campaigns, focusing on maximizing ROI by driving high-quality leads and increasing conversions for our clients.

Role Overview

In this role, you will be responsible for managing paid advertising efforts across platforms like Meta (Facebook / Instagram) and Google (Search / YouTube), with a keen focus on maintaining target CAC (customer acquisition cost) and payback timelines.

You will create compelling ad creatives, test and iterate on campaigns, and track the effectiveness of ads using data analytics to continuously optimize the process.

Fully-Remote (Work from Home), 9 AM - 5 PM EST.

Key Responsibilities

• Build, scale, and optimize paid ad campaigns across Meta (Facebook / Instagram), Google (Search / YouTube), and potentially TikTok, ensuring they align with business goals and target CAC.
• Focus on driving patients, not just impressions, with a key emphasis on profitable ad spend and ensuring conversion goals are met.
• Collaborate with creative teams to design and test ad creatives, developing 50 hooks and 3–5 core "meat" pieces per week.
• Develop and implement high-converting ads, with 80% focus on hooks and 20% on the core message ("meat") to capture attention and compel action.
• Regularly test and optimize ad creatives, A/B testing various hooks and messaging to identify winning strategies.
• Incorporate urgency in ad messaging and landing pages to increase conversion rates, using tactics like countdown timers or limited-time offers.
• Ensure landing pages match the promises made in ads, with a clear call-to-action (CTA) and value stack that resonates with the audience.
• Work on improving the book/show rate by refining scheduling flows and making sure confirmation and expectation-setting emails and SMS messages are effective.
• Monitor and optimize conversion rates by continuously analyzing data, identifying drop-off points in the funnel, and testing new strategies.
• Use tools like UTM parameters, Google Analytics 4 (GA4), and CallRail to track the performance of paid media campaigns.
• Provide detailed performance reports to leadership, focusing on key metrics such as CAC, cost per booked evaluation, and booked/show rate.
• Leverage performance data to refine targeting strategies, increase spend on high-performing ads, and eliminate underperforming ones.
• Collaborate with the marketing team to integrate paid media efforts into the broader marketing strategy and ensure campaigns align with business objectives.
• Contribute to scaling paid campaigns by increasing volume and improving the quality of ad creatives on a weekly basis.
• Stay up-to-date on industry trends, platform updates, and new tools to drive continual improvement in paid media efforts.

Qualifications

• 3+ years of experience in paid media buying, particularly for local, high-ticket services (healthcare or similar industries preferred).
• Deep expertise in Meta (Facebook / Instagram) and Google Ads, including Search and YouTube campaigns.
• Proficiency in Google Analytics 4, UTM tracking, and preferably CallRail for performance measurement and reporting.
• Experience with A/B testing and optimizing creatives for better conversions.
• Strong understanding of conversion rate optimization (CRO) principles and how to apply them to improve campaign performance.
• Familiarity with tools like Looker Studio or Power BI for reporting and dashboard creation is a plus.
• Highly motivated, goal-oriented, and comfortable with a high level of accountability.
• Excellent problem-solving skills with a keen focus on data-driven decision-making.
• Strong organizational skills, with the ability to manage multiple campaigns and creative iterations simultaneously.
• Strong communication skills and the ability to collaborate with cross-functional teams to achieve common goals.
• Attention to detail and a drive to continuously improve results through iterative testing and optimization.

What Success Looks Like

• Achieving and maintaining target CAC and payback windows across paid media campaigns.
• Successful scaling of campaigns with increased patient bookings and optimized ad spend.
• Consistently meeting or exceeding campaign KPIs, including cost per booked evaluation, book/show rate, and ROI.
• A steady stream of new ad creatives that are tested and optimized weekly, contributing to sustained campaign growth.
• Clear, actionable insights provided to leadership, with regular updates on campaign performance and optimizations.

Opportunity

This is a fantastic opportunity for an experienced Paid Media Buyer to join a rapidly growing marketing team and play a pivotal role in driving profitable client acquisition campaigns.

Application Process

To be considered for this role these steps need to be followed: fill in the application form and record a video showcasing your skill sets.