Senior Paid Media Specialist

Position Overview

The Senior Paid Media Specialist is responsible for the strategic execution and day-to-day management of paid advertising campaigns for a high-volume portfolio of franchise and single-unit clients. This role requires advanced technical expertise to manage complex accounts, troubleshoot performance issues, and drive consistent results across multiple platforms. As a senior member of the team, this role also involves mentoring junior specialists, assisting with escalated client situations, and contributing to the development of internal processes and best practices.

Primary Responsibilities

• Hands-On Campaign Management (60%): Directly manages a high-volume portfolio of paid media accounts, focusing on strategic, high-complexity, or critical franchise clients. Builds, launches, and optimizes campaigns across Google Ads, Meta Ads, and other relevant platforms to meet or exceed client performance goals, such as ROAS, CPA, and lead volume. Implements advanced optimization techniques, including bid strategies, automation rules, and audience segmentation. Conducts regular account audits to identify optimization opportunities, ensure best practices, and prevent performance degradation. Ensures all ad copy and creative materials are strictly sourced from and compliant with the client's official website.
• Account Strategy & Analysis (20%): Develops and executes comprehensive account strategies for new client onboarding and significant account expansions. Analyzes performance data to identify trends, extract actionable insights, and formulate data-driven optimization strategies. Monitors budget pacing and allocation across the assigned portfolio to ensure optimal spend distribution and prevent over/under-spending. Conducts competitive analysis and market research to inform campaign strategies and identify growth opportunities.
• Mentorship & Team Support (10%): Provides guidance on campaign builds, optimization strategies, and troubleshooting. Assists the Manager of Paid Media with onboarding and training new team members and shares learnings, platform updates, and successful strategies during weekly team meetings.
• Process Development & Operational Excellence (10%): Contributes to the development and refinement of standardized workflows, optimization checklists, and campaign build guides. Tests new platform features, beta programs, and emerging channels, documenting results to inform team-wide adoption. Ensures proper implementation of tracking, conversion pixels, and attribution models across all assigned accounts.

Required Qualifications

• Experience: 3-5 years of hands-on paid media management experience in an agency setting, with proven success managing a high volume of accounts, specifically lower-spend, franchise, or multi-location models. Required certifications include Google Ads (Search, Display, Shopping, Video, Measurement) and Meta Blueprint (or equivalent demonstrated expertise). Experience mentoring or training junior team members is also required.
• Technical Expertise: Advanced knowledge of Google Ads (Search, Performance Max, Shopping, Display, Video) and Meta Ads Manager. Strong working knowledge of Google Analytics 4, Looker Studio, and Google Tag Manager. Proficiency in Excel/Google Sheets, including pivot tables, VLOOKUP, and data analysis. Deep understanding of conversion tracking, attribution models, and CRM integrations.
• Core Competencies: Strong analytical and problem-solving capabilities with meticulous attention to detail. Excellent organizational skills and the ability to manage multiple priorities and a high volume of accounts simultaneously. Proactive approach to identifying and resolving performance issues. Ability to communicate complex data and strategies clearly to internal teams and clients via Brand Success Managers.

Preferred Qualifications

• Extensive experience in franchise marketing or multi-location account management. Familiarity with HigherVisibility's core industries—home services, healthcare, senior care, fitness, and retail. Knowledge of Google Ads Scripts, Facebook API, or marketing automation tools.

About HigherVisibility

HigherVisibility is a nationally recognized internet marketing agency that offers a full range of internet marketing services, ranging from SEO, PPC Marketing, Social Media Marketing, Website Design, Affiliate Marketing Management, and much more. Our mission is to provide clients with the most professional and highest quality internet marketing services and customer service available.