Role Overview: We’re looking for a strategic, technically skilled freelance Paid Digital Advertising & Social Strategy Specialist with deep experience building, executing, measuring, and optimizing paid campaigns across search and social platforms. You should be able to combine strategy + execution, crafting campaigns that drive measurable results, setting up robust tracking, and reporting insights that inform future growth. You’ll oversee paid media across Meta (Facebook & Instagram), LinkedIn, Google Ads, and other digital channels where relevant. This role goes beyond basic posting and is designed for someone who thinks critically about performance, funnels, and cross-channel impact. Key Responsibilities: Strategic Paid Campaign Leadership Plan, launch, monitor, and optimize paid advertising campaigns across platforms like Meta, Google Ads, and LinkedIn aligned with business goals (awareness, lead gen, conversion). Build audience segmentation and targeting strategies based on first-party data, lookalikes, intent signals, and performance insights. Select and adjust bid strategies and budget allocation structures based on historical and real-time performance. Analytics, Tracking, & Measurement Setup Implement and validate conversion tracking, including onsite data measurement and tagging strategies (e.g., UTM tagging, server-side tagging, and basic GTM setup). Ensure tracking feeds into analytics systems so campaigns are measured accurately and holistically. Maintain consistent tagging conventions so performance is comparable across channels. Reporting & Optimization Build and maintain reporting dashboards that combine paid platform data and analytics insights to show performance trends, ROI, CPA/ROAS, and funnel movement. Deliver regular performance reports that clarify actionable insights and optimization recommendations based on data trends. Conduct structured testing (A/B, creatives, audiences, bidding) and drive optimization cycles to improve outcomes. Campaign Documentation & Strategy Development Document campaign structures, audience definitions, bid logic, and optimization playbooks for future reference. Provide strategic recommendations for channel prioritization, campaign refinement, and measurement improvements. Collaboration Communicate performance, insights, and strategic adjustments clearly with internal teams and stakeholders. Participate in weekly checkpoints and strategy syncs. Who We’re Looking For: You are a data-driven paid media expert , not just a generalist, and you have: Required Experience & Skills Proven experience planning and executing paid digital advertising campaigns on Google Ads, Meta Ads Manager, and LinkedIn Campaign Manager. Strong understanding of audience strategy, bidding logic, budget pacing, and performance optimization. Comfort with analytics, including campaign measurement frameworks and reliable conversion tracking setup. Able to interpret data and translate insights into strategy recommendations and reporting. Experience with structured testing methodologies (A/B, multivariate) and optimization cycles. Preferred Tools (Not Required but Highly Valued) Analytics & tracking: Google Analytics 4, conversion tagging strategies (UTMs, GTM) Reporting dashboards: Looker Studio / Google Data Studio, Excel/Google Sheets Experience with paid newsletter media buys or DSP-level campaigns is a plus Deliverables: By the end of your contract, you will be responsible for delivering: A comprehensive 3–6 month paid media strategy and campaign plan Live campaigns with validated tracking and performance measurement Reporting dashboards and weekly performance reports with insights Documentation/playbooks for campaign structure, audience logic, and optimization steps
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