PPC Specialist

Overview

PPC Specialist

Google Ads

Meta Ads (Facebook & Instagram)

Key Responsibilities

• Develop and own the end-to-end PPC strategy across Google Ads (Search, Performance Max, Display, YouTube) and Meta Ads (Facebook & Instagram) to meet acquisition, FTD, CPL/CAC, and ROI/ROAS targets in priority markets.
• Independently set up, launch, and manage campaigns, ad groups/sets, bidding strategies, budgets, audiences, placements, and tracking on both platforms.
• Build and optimize full-funnel structures: prospecting, retargeting, lookalikes, and high-intent search campaigns tailored to forex/trading audiences and customer lifecycle stages.
• Execute structured A/B testing of creatives, ad copy, landing pages, audiences, and formats to continuously improve CTR, CVR, CPL, CPFTD, and ROAS.
• Monitor campaign performance daily/weekly
• Own analytics and tracking setup using Google Analytics 4, Google Tag Manager, Meta Pixel, Conversions API, and UTM parameters to ensure accurate attribution of leads and FTDs.
• Collaborate with designers, content creators, product, and CRM teams to brief, test, and refresh ad creatives, video assets, and landing pages while improving lead-to-FTD conversion rates.
• Prepare clear, insightful performance reports and dashboards (spend, leads, FTDs, CAC, ROAS, etc.) and present recommendations to the Marketing Director.
• Ensure full compliance with Google and Meta advertising policies, local financial regulations, and internal brand/risk guidelines for forex/financial services ads.
• Research competitors’ activity on both platforms and stay up-to-date with new features and best practices to drive continuous improvement.

Requirements

• **2-4+ years**
• of hands-on experience managing performance campaigns on
• both Google Ads and Meta Ads
• , with a proven track record in the
• forex, trading, or crypto industry (regulated vertical experience is mandatory).
• Demonstrated success in hitting acquisition, CPL/CAC, and ROAS targets with medium-to-large monthly budgets across both platforms.
• Strong technical command of:
• Google Ads (Search, Performance Max, Display, YouTube)
• Meta Ads Manager, Business Suite, Pixel & Conversions API
• GA4, Google Tag Manager, keyword research, bidding strategies, and attribution
• Solid analytical skills with advanced proficiency in Excel/Google Sheets and BI tools for data-driven decision making.
• Ownership mindset, high attention to detail, and ability to work independently with full accountability for results.

What Success Looks Like in This Role

• Consistent delivery of
• compliant, high-quality leads
• that convert into funded forex accounts at or below targets CPL/CAC across both Google and Meta.
• Well-structured, test-driven campaigns with clear hypotheses, documented experiments, and measurable improvement in key metrics over time.
• Reliable tracking, transparent reporting, and actionable insights that non-technical stakeholders can easily understand.
• Proactive scaling and optimization that drives predictable volume and strong ROI across both platforms.
• Note: Must have experience in forex, trading, or crypto (regulated industry required).