Job Description:

Our client is looking for a driven and analytical Paid Media Specialist to plan, launch, manage and optimise high-performing paid advertising campaigns for clients across the UK and internationally.

You will join The media department, and play a key role in helping ambitious businesses generate leads, grow sales, increase visibility and achieve measurable return on investment. This role is ideal for someone who combines technical platform knowledge with commercial thinking, strong communication and a genuine desire to deliver results.

The role

As a Paid Media Specialist, you will manage a portfolio of campaigns across platforms such as Google Ads, Microsoft Advertising, Meta Ads, LinkedIn Ads and other relevant paid channels.

You will take responsibility for campaign performance from setup through to reporting and optimisation. You will analyse data, identify opportunities, test new approaches and make informed recommendations that improve lead quality, conversion rates, revenue and return on ad spend.

You will work closely with Account Managers, creative specialists, web developers and the wider team to ensure every campaign has the right strategy, targeting, creative, landing-page experience and reporting in place.

Key responsibilities

• Plan, build, launch and manage paid media campaigns across Google Ads, Meta Ads, LinkedIn Ads, Microsoft Advertising and other relevant platforms.
• Manage campaigns across search, display, shopping, Performance Max, YouTube, remarketing, lead generation and paid social.
• Develop paid-media strategies based on clients’ goals, target audiences, budgets, sales journeys and commercial priorities.
• Carry out audience research, keyword research, competitor analysis and platform research to inform campaign strategy.
• Write and test ad copy, campaign messaging, headlines, calls to action and targeting approaches.
• Work with the creative team to develop effective ad visuals, video content, social assets and campaign concepts.
• Monitor campaign performance daily and make proactive optimisation decisions based on data.
• Improve key metrics including cost per lead, cost per acquisition, conversion rate, lead quality, return on ad spend and revenue.
• Manage campaign budgets, pacing and spend to ensure accounts remain on track against agreed targets.
• Build and maintain accurate conversion tracking using Google Tag Manager, Google Analytics, platform pixels and other tracking tools.
• Diagnose tracking issues and work with developers or technical teams to implement solutions.
• Create clear campaign reports and communicate performance, insights, recommendations and next steps to Account Managers and clients.
• Support client meetings, campaign reviews and strategy sessions where required.
• Identify opportunities to test new audiences, formats, platforms, landing pages, offers and creative approaches.
• Keep up to date with platform changes, advertising policies, AI-led campaign tools and paid-media best practice.
• Support internal learning by sharing insights, testing outcomes and platform updates with the wider Herd team.

Essential skills and experience

• Proven experience managing paid media campaigns in-house or within an agency.
• Strong hands-on experience with Google Ads, including Search, Performance Max, Display, YouTube, Shopping and remarketing campaigns.
• Strong experience with Meta Ads Manager and paid social advertising.
• Experience managing paid campaigns on LinkedIn Ads, Microsoft Advertising or other platforms is beneficial.
• Strong understanding of campaign structure, targeting, bidding strategies, budget management and optimisation.
• Experience with conversion tracking, Google Tag Manager, Google Analytics and advertising pixels.
• Ability to analyse data and make clear performance-led recommendations.
• Knowledge of keyword research, audience research, competitor research and campaign planning.
• Strong written communication skills, including the ability to produce compelling ad copy.
• Strong attention to detail, particularly when managing budgets, tracking and live campaigns.
• Good commercial awareness and an understanding of lead generation, sales funnels, e-commerce and return on investment.
• Ability to manage multiple campaigns and deadlines in a fast-paced environment.
• Confidence explaining campaign results and recommendations to non-specialist colleagues and clients.