Ad Specialist

Vertex Mastery is looking for an Ads Specialist / Performance Marketer to manage and optimise our paid advertising campaigns with a strong focus on generating qualified leads, registrations, and sales opportunities. You will work closely with our Content, Creative, Funnel, Automation, and Sales teams to ensure our advertising campaigns don't just generate clicks — they generate the right leads at a sustainable cost. This is a performance-driven role. You should be comfortable working with numbers, testing different strategies, identifying why campaigns are underperforming, and making decisions based on data. Key Responsibilities 1. Paid Advertising Campaign Management Plan, build, launch, manage, and optimise paid advertising campaigns across platforms such as Meta Ads (Facebook & Instagram), Google Ads, YouTube Ads, and other relevant channels. Structure campaigns according to different objectives, audiences, programs, and funnel stages. Manage campaign budgets and daily spending effectively. Monitor campaign performance and make timely optimisation decisions. Ensure campaigns are properly set up before launch, including targeting, tracking, creative assets, links, and conversion events. 2. Lead Generation & Performance Optimisation Generate qualified leads and registrations for Vertex Master's workshops, webinars, programs, and other marketing campaigns. Monitor and optimise key performance indicators including CPL, CPA, CTR, CPC, CPM, conversion rate and ROAS. Identify underperforming campaigns, audiences, creatives, or placements and take corrective action. Continuously improve campaign efficiency while maintaining lead quality. Scale winning campaigns responsibly while maintaining acceptable acquisition costs. 3. Creative Testing & Advertising Strategy Develop and execute structured testing strategies for different hooks, angles, creatives, copy, audiences, and offers. Work closely with Content Creators, Copywriters, Designers, and Video Editors to develop advertising creatives. Provide clear creative briefs based on advertising data and audience behaviour. Identify winning creative patterns and recommend new variations for testing. Avoid relying on a single winning ad by continuously building and testing new creative opportunities. 4. Audience Targeting & Retargeting Research, build, and test relevant audience segments based on Vertex Master's target market. Develop prospecting and retargeting strategies across different stages of the customer journey. Build appropriate custom, lookalike, interest, broad, and remarketing audiences where relevant. Analyse audience performance and continuously refine targeting strategies. 5. Tracking, Analytics & Reporting Ensure campaign tracking and conversion events are functioning correctly. Work with the Funnel and Automation teams to ensure advertising data flows correctly through landing pages and CRM systems. Monitor advertising dashboards and identify trends, opportunities, and performance issues. Prepare regular reports explaining: What happened Why it happened What was changed What should be tested next Translate advertising data into clear recommendations for the Marketing Head and relevant teams. 6. Funnel Performance Collaboration Work closely with the Funnel Specialist to monitor the journey from advertisement → landing page → opt-in/registration. Identify whether performance problems originate from traffic, creative, targeting, offer, or landing-page conversion. Provide traffic and advertising insights to support landing-page optimisation. Coordinate campaign launches to ensure ads and funnels are ready simultaneously. 7. CRM, Automation & Sales Alignment Work with the Automation Specialist to ensure leads are properly captured, tagged, attributed, and routed into the correct CRM pipeline. Work with Sales to understand lead quality, appointment quality, show-up rates, and sales conversion. Analyse advertising performance beyond CPL and consider downstream business results. Use sales feedback to improve targeting, messaging, campaigns, and lead quality. 8. Market & Competitor Research Monitor competitor advertisements, marketing angles, offers, and industry trends. Research the behaviours, problems, motivations, and interests of SME founders and business owners. Identify new advertising opportunities, platforms, audiences, and campaign angles. Stay updated on advertising platform changes, policies, algorithms, and best practices. Requirements Minimum 1–2 years of hands-on experience managing paid digital advertising campaigns preferred. Hands-on experience with Meta Ads Manager is highly preferred. Experience with Google Ads and/or YouTube Ads is an advantage. Strong understanding of performance marketing metrics including CPL, CPA, CTR, CPC, CPM, CVR and ROAS. Able to independently set up, launch, monitor, and optimise advertising campaigns. Understand campaign structure, audience targeting, retargeting, creative testing, and budget allocation. Basic understanding of landing pages, funnels and conversion optimisation. Familiarity with GHL, CRM systems, pixels, conversion tracking, UTMs, and marketing automation is an advantage. Strong analytical and problem-solving skills. Able to interpret data and turn findings into actionable decisions. Basic understanding of advertising copy and creative strategy. Comfortable working closely with Content, Creative, Funnel, Automation, and Sales teams. Proactive, accountable, curious, and willing to test continuously. Able to work in a fast-paced, performance-driven environment.