Paid Ads Specialist

Athena Institute of Business and Technology (AIBT) is building Africa’s next generation of business, policy, and tech leaders, through flexible, practical, and impact-driven learning.

We are recruiting to fill the position below:

Job Title: Paid Ads Specialist (Google + Meta)

Location: Nigeria (Remote)
Employment Type: Full-time

Job Description

• We are seeking a results-driven and analytical Paid Ads Specialist (Google Ads & Meta Ads) to plan, execute, optimize, and manage paid advertising campaigns across Google, Facebook, Instagram, and other relevant digital advertising platforms.
• The successful candidate will be responsible for developing effective paid media strategies that increase brand awareness, generate qualified leads, drive website traffic, improve conversions, and maximize return on advertising spend.
• The ideal candidate should have hands-on experience managing advertising budgets, conducting audience research, developing compelling ad creatives, analyzing campaign performance, and implementing data-driven optimization strategies to achieve measurable business results.

Key Responsibilities

• Plan, develop, launch, and manage paid advertising campaigns across Google Ads, Facebook Ads, and Instagram Ads.
• Develop campaign strategies aligned with business objectives, including lead generation, sales conversion, website traffic, app promotion, and brand awareness.
• Conduct keyword research, competitor analysis, audience research, and market analysis to identify profitable advertising opportunities.
• Set up and manage Google Search, Display, YouTube, Shopping, and Performance Max campaigns, where relevant to the business.
• Create, manage, and optimize Meta advertising campaigns across Facebook and Instagram placements.
• Develop audience targeting strategies, including demographic, interest-based, behavioural, custom, and lookalike audiences.
• Collaborate with graphic designers, video editors, copywriters, and content teams to develop engaging ad creatives and persuasive advertising copy.
• Set up and monitor conversion tracking using tools such as Google Tag Manager, Google Analytics 4 (GA4), Meta Pixel, and the Conversions API, where applicable.
• Monitor campaign performance metrics, including click-through rate (CTR), cost per click (CPC), cost per lead (CPL), cost per acquisition (CPA), conversion rate, and return on ad spend (ROAS).
• Conduct A/B testing on ad creatives, headlines, copy, landing pages, audiences, bidding strategies, and campaign structures.
• Manage advertising budgets, allocate spend effectively, and optimize campaigns to improve performance and reduce wasted expenditure.
• Analyze campaign data and identify trends, performance gaps, and opportunities for improvement.
• Optimize landing pages and conversion funnels in collaboration with relevant teams to improve lead quality and conversion rates.
• Prepare regular campaign performance reports and provide actionable recommendations to management and stakeholders.
• Maintain accurate campaign documentation, budget records, performance reports, and advertising account structures.
• Keep up to date with changes in Google Ads, Meta Ads Manager, advertising policies, tracking technologies, and digital marketing best practices.
• Ensure all advertising activities comply with platform policies, applicable data protection requirements, and organizational guidelines.

Requirements
Education:

• Bachelor's degree or Higher National Diploma (HND) in Marketing, Digital Marketing, Business Administration, Mass Communication, Statistics, or a related discipline.
• Professional training in digital advertising, performance marketing, analytics, or paid media management will be an added advantage.
• Relevant Google Ads and Meta advertising certifications are desirable.
• Equivalent practical experience, demonstrable campaign results, and a strong portfolio may be considered in place of formal qualifications.

Experience:

• Minimum of 2–4 years of relevant experience in paid advertising, performance marketing, digital marketing, or a related role.
• Demonstrable experience planning, launching, managing, and optimizing campaigns on both Google Ads and Meta Ads platforms.
• Experience managing advertising budgets and improving campaign performance against defined business objectives.
• Practical experience with conversion tracking, campaign analytics, audience segmentation, and A/B testing.
• Evidence of generating qualified leads, increasing conversions, improving acquisition costs, or achieving measurable revenue growth through paid advertising.
• Experience preparing campaign reports and presenting performance insights with actionable recommendations.
• Experience managing campaigns for multiple brands, industries, or client accounts will be an advantage.
• A portfolio or case studies demonstrating campaign strategy, performance improvements, and measurable outcomes are highly desirable.

Required Skills:

• Practical experience managing Google Ads and Meta Ads campaigns.
• Strong understanding of paid media strategy, campaign structures, bidding strategies, budget allocation, and audience targeting.
• Proficiency in keyword research, search intent analysis, and competitor research.
• Ability to develop persuasive advertising copy and work effectively with creative teams.
• Experience with Google Analytics 4 (GA4), Google Tag Manager, Meta Pixel, and conversion tracking.
• Strong knowledge of digital advertising metrics, including CPC, CPM, CTR, CPL, CPA, conversion rate, and ROAS.
• Experience conducting A/B tests and making data-driven campaign optimization decisions.
• Proficiency in Excel or Google Sheets for campaign analysis, budget tracking, and reporting.
• Familiarity with landing page optimization, lead-generation funnels, and conversion rate optimization.
• Understanding of remarketing, retargeting, and customer journey mapping.
• Strong analytical thinking, numerical ability, and problem-solving skills.
• Excellent communication, organization, and time-management skills.
• Ability to manage multiple campaigns, advertising budgets, and deadlines simultaneously.
• Commercial awareness and a clear understanding of how paid advertising contributes to revenue and business growth.

Additional Advantage:

• Experience with Google Merchant Center and product feed management for e-commerce advertising.
• Familiarity with YouTube advertising, Demand Gen campaigns, and Performance Max.
• Experience with Meta Conversions API and server-side tracking.
• Knowledge of CRM platforms and integration of advertising leads with sales pipelines.
• Experience with marketing automation, lead scoring, and lead quality analysis.
• Familiarity with Looker Studio or other business intelligence and reporting tools.
• Relevant certifications, including Google Ads certifications and Meta Certified Digital Marketing Associate or equivalent credentials.