Paid Media Expert

Position: Paid Media Expert

Employment Type: Full-Time / Part time / Contract

Location: Melbourne, Victoria / Remote

Industry: Water Damage Restoration, Cleaning & Property Services

Company: Victoria Hygiene

About the Role

Victoria Hygiene is seeking an experienced Paid Media Expert to plan, manage, optimise and scale digital advertising campaigns across Google Ads, Meta Ads and other relevant paid media platforms. The successful candidate will be responsible for generating high-quality leads, improving campaign performance, managing advertising budgets and providing clear performance reporting. The role requires a strong understanding of lead generation, conversion tracking, keyword targeting, audience targeting and campaign optimisation.

1. Google Ads Management

- Create, manage and optimise Google Search, Performance Max, Display and remarketing campaigns.
- Conduct keyword research and identify high-intent commercial keywords.
- Develop compelling ad copy focused on lead generation and conversions.
- Manage negative keywords, search terms and match types.
- Optimise bids, budgets, locations, devices and audience targeting.
- Monitor Quality Score, CTR, CPC, conversion rate and cost per lead.
- Identify opportunities to improve campaign ROI and reduce wasted advertising spend.

2. Meta Advertising

- Create and manage Facebook and Instagram advertising campaigns.
- Develop lead generation, traffic, remarketing and conversion campaigns.
- Build and test different audiences, creatives, copy and offers.
- Monitor campaign performance and continuously optimise campaigns.
- Conduct A/B testing of ads, landing pages, audiences and messaging.

3. Lead Generation & Conversion Optimisation

- Develop strategies to generate qualified leads rather than simply increasing traffic.
- Monitor lead quality, cost per lead and conversion rates.
- Work with the website and marketing team to improve landing pages and conversion rates.
- Identify gaps in the customer journey and recommend improvements.
- Track leads from initial click through to enquiry and, where possible, confirmed jobs.

4. Tracking & Analytics

- Set up and maintain Google Analytics 4, Google Tag Manager and conversion tracking.
- Ensure phone calls, contact forms, quote requests and other key actions are tracked correctly.
- Monitor campaign attribution and identify the most effective channels.




- Regularly check tracking accuracy and resolve discrepancies.
- Use data to make informed campaign and budget decisions.

5. Budget Management

- Manage monthly advertising budgets efficiently.
- Allocate budget towards campaigns, keywords and audiences delivering the best results.
- Monitor daily and monthly advertising expenditure.
- Prevent unnecessary or ineffective advertising spend.
- Provide recommendations for increasing or reducing campaign budgets based on performance.

6. Local & Geographic Targeting

- Manage campaigns targeting Melbourne and relevant Victorian suburbs.
- Develop location-specific campaigns where appropriate.
- Analyse performance by suburb, postcode, location and service area.
- Exclude irrelevant locations and audiences to minimise wasted spend.

7. Campaign Testing & Optimisation

- Continuously test headlines, descriptions, keywords, landing pages, audiences and creative assets.
- Analyse performance trends and make data-driven changes.
- Maintain a structured testing process.
- Identify underperforming campaigns and implement corrective actions.
- Scale successful campaigns while maintaining acceptable cost per lead and lead quality.

8. Reporting

- Prepare weekly and monthly paid media performance reports.
- Report on spend, impressions, clicks, CTR, CPC, conversions, conversion rate and cost per lead.
- Highlight successful campaigns and areas requiring improvement.
- Provide clear recommendations and an action plan for the following period.
- Explain campaign performance in simple business terms rather than focusing only on advertising metrics.

9. Competitor & Market Research

- Monitor competitor advertising activity and positioning.
- Research competitor keywords, offers, ad messaging and landing pages.
- Identify new advertising opportunities and emerging trends.
- Recommend new campaigns, services or targeting strategies based on market demand.

10. Collaboration

- Work closely with the SEO, content, website and sales teams.




- Coordinate with the content team for ad copy and creative requirements.
- Provide recommendations for landing page improvements.
- Work with the sales/customer service team to understand lead quality.
- Use feedback from completed jobs and enquiries to improve advertising targeting.

Key Performance Indicators (KPIs)

- Qualified leads generated.
- Cost per qualified lead.
- Conversion rate.
- Return on advertising spend (ROAS), where applicable.
- Google Ads and Meta Ads performance.
- Click-through rate (CTR).
- Cost per click (CPC).
- Lead-to-customer conversion rate.
- Quality and relevance of generated leads.
- Reduction in wasted advertising spend.
- Growth in qualified enquiries.
- Overall contribution of paid media to company revenue.

Required Skills & Experience

- 2+ years of hands-on paid media experience.
- Strong experience with Google Ads.
- Experience with Meta Ads Manager.
- Strong knowledge of keyword research and audience targeting.
- Experience managing lead-generation campaigns.
- Good understanding of Google Analytics 4 and Google Tag Manager.
- Strong understanding of conversion tracking.
- Experience with landing page and conversion rate optimisation.
- Strong analytical and problem-solving skills.
- Ability to manage advertising budgets independently.
- Excellent reporting and communication skills.
- Experience with local service businesses is highly desirable.

Desirable Qualifications

- Google Ads certification.
- Meta Blueprint certification.
- Experience with Google Analytics 4.
- Experience with Google Tag Manager.
- Experience with CRM and lead-tracking systems.
- Experience working with Australian businesses and Australian geographic targeting.

Personal Attributes

- Data-driven and analytical.
- Results-oriented.
- Proactive and self-motivated.
- Detail-oriented.
- Commercially minded.
- Comfortable working with budgets and performance targets.
- Able to identify problems and implement solutions independently.
- Willing to continuously test, learn and improve campaigns.

What Success Looks Like Success in this role means generating more qualified enquiries at an efficient cost, improving campaign performance over time, reducing wasted advertising spend and creating a measurable connection between advertising investment and new business for Victoria Hygiene.

📌 Paid Media Expert (Delhi)
🏢 Victoria Hygiene
📍 Delhi