About the Role We are hiring a senior, hands-on paid media strategist to independently own and improve campaign performance across Meta and Google Ads. You will build and optimize accounts, diagnose changes, develop and run tests, and make recommendations grounded in our clients' business objectives. You need to understand how the platforms actually work: what drives delivery, what limits performance, what signals they depend on, and when a proposed tactic will not work as intended.

The founder will contribute business context and overall creative direction, but should not have to identify every problem, devise every test, or chase the next step.

Responsibilities

- Own hands-on campaign strategy and execution across Meta and Google Ads for multiple clients, including account structure, launches, ongoing optimization, budget pacing, and performance accountability.
- Monitor account health proactively. Investigate meaningful changes in spend, CPC, conversion rate, lead volume, qualified leads, cost per acquisition, revenue, and ROAS rather than waiting for problems to be flagged.
- Analyze results rigorously. Choose relevant comparisons, examine change history and search terms, account for attribution delays and small samples, and distinguish plausible explanations from conclusions supported by evidence.

Know when to act and when to wait.

- Develop, prioritize, and execute meaningful tests across campaign types, keywords and match types, bidding, audiences, budgets, creative, and landing pages. Define hypotheses, risks, success criteria, and what to do with the findings.
- Make decisions around the client's business objectives, not just the lowest CPL or highest ROAS. Recognize when growth requires more qualified leads,



new demand, higher spend, or a different acquisition approach.
- Use deep platform expertise to explain how auctions, automation, learning, targeting limits, placements, and conversion signals affect performance.

Challenge impractical suggestions constructively and recommend workable alternatives.

- Investigate gaps between platform conversions and presente outcomes, including forms, calls, booked appointments, sales, and CRM stages. Work with technical specialists on tracking, attribution, and landing-page issues and verify fixes.
- Own paid-media launch and account QA: check budgets, campaign settings, targeting, exclusions, creative, destination URLs, conversion events, schedules, and Google Merchant Center or catalog feeds where relevant.
- Communicate clear, decision-ready updates: what changed, what may have caused it, what you recommend, what you did, and how you will evaluate the result. Contribute confidently to internal and client performance discussions.

Requirements

- 6+ years of hands-on paid media experience, preferably in an agency managing multiple accounts, with demonstrated results across lead generation and ecommerce.
- Expert Google Ads skills across Search, Performance Max, Shopping, and YouTube/Demand Gen as relevant. Deep command of search intent, match types, bidding, budgets,



account structure, and conversion strategy.
- Expert Meta Ads skills across campaign structure, audiences, placements, creative testing, automated delivery, retargeting, and conversion signals.
- Proven independent ownership of account performance. You can explain decisions you made, tests you ran, trade-offs you evaluated, and what changed as a result.
- Advanced analytical judgment: able to diagnose underperformance, design informative tests, spot misleading comparisons, account for attribution and sample-size limits, and avoid confusing correlation with causation.
- Commercial judgment about qualified leads, bookings, sales conversion, acquisition costs, revenue, and ROAS. Able to balance efficient spending with each client's growth objectives.
- Practical fluency with GA4, GTM, Google and Meta conversion tracking, enhanced conversions, Meta Pixel/CAPI, UTMs, CRM and offline conversions, and Merchant Center. Able to diagnose technical issues without necessarily coding fixes.
- Sound judgment about ad messaging, creative, and landing pages. Able to identify what may be limiting response and give useful testing direction to copy, design, video, and web specialists.
- Self-directed, organized, and reliable. Keeps accounts moving, follows through on investigations, and brings recommendations before being asked. Stays current with platform changes, welcomes feedback, and respectfully challenges assumptions.
- Excellent written and spoken English, with the ability to communicate evidence, uncertainty, and platform limitations clearly. Full-time remote availability with substantial overlap with U.S.

Central

Time.

📌 Senior Paid Media Strategist (México)
🏢 Adlantica
📍 México