Paid Marketing Specialist

About the role

The Paid Marketing Specialist will own the paid acquisition strategy for MCG Technologies’ B2B brands, turning ad spend into qualified pipeline. Reporting to the Head of Growth and Digital Marketing, you will work onsite in Islamabad and focus on US‑based healthcare and telecom audiences.

Key responsibilities

• Design, launch and optimise end‑to‑end campaigns on Google Ads, Meta and LinkedIn.
• Manage budgets, pacing and performance against CPL, CPA and ROAS targets.
• Conduct keyword research, audience segmentation and competitor analysis to refine targeting.
• Write and test ad copy, creative variations and landing page messaging in collaboration with content and design teams.
• Set up conversion tracking, UTM structures and attribution models across Google Ads, GA4 and the CRM.
• Run structured A/B tests on creatives, audiences, bidding strategies and landing pages.
• Monitor daily and weekly performance, flagging and fixing under‑performing campaigns.
• Collaborate with SEO, content and demand‑generation teams to align paid efforts with the broader funnel.
• Prepare monthly performance reports with insights and recommendations for leadership.

Required profile

• Strong experience managing Google Ads campaigns for B2B audiences.
• Ability to analyse performance data quickly and make data‑driven decisions.
• Familiarity with US healthcare and telecom market dynamics is a plus.

Required skills

• Google Ads (Search, Display, Performance Max, Remarketing)
• Meta Ads
• LinkedIn Ads
• Google Analytics 4
• CRM integration
• UTM and conversion tracking
• A/B testing
• Keyword research
• Audience segmentation
• Competitor analysis
• Performance reporting