Paid Advertising Specialist

Job Description: Position Overview We are seeking a Paid Advertising Specialist to take ownership of our paid advertising across our growing portfolio of facilities nationwide, build automated reporting systems that harness the power of data analytics, and continuously optimize campaigns for maximum ROAS. Track and aggregate data from paid advertising, ILS platforms, SEO, Google Analytics 4, and rental systems (Store Edge) to maintain accurate performance metrics Own, in conjunction with VP of Marketing, KPI reporting and provide accurate, automated tracking of: Cost to Acquire Customer (CAC), Return on Ad Spend (ROAS), Cost per Rental (CPR), Cost per Lead (CPL), and Customer Lifetime Value (CLTV) Build and maintain (in conjunction with our Technology team) our automated dashboards in Power BI/Looker Studio that synthesize data across all advertising channels Conduct A/B testing on ad creative, landing pages, and targeting strategies with rigorous statistical analysis Implement advanced conversion tracking and multi-touch attribution modeling across all platforms Use Microsoft Excel/Sheets for complex data analysis including pivot tables, VLOOKUP, and financial modeling Internet Listing Services (ILS) ManagementManage Sparefoot and other internet listing services (ILS) to maximize visibility and conversions while optimizing cost-per-rental Optimize facility listings, pricing strategies, and promotional offers across all ILS platforms to drive qualified leads Monitor ILS performance metrics and adjust strategies to improve conversion rates and reduce customer acquisition costs Advanced Advertising PlatformsExecute programmatic display campaigns through DSPs (The Trade Desk, DV360, Amazon DSP) with audience targeting and real-time optimization Deploy geo-fencing campaigns targeting competitor locations, apartment complexes, and high-intent areas Launch and optimize OTT/CTV advertising campaigns on platforms like Hulu, Roku, and Amazon Fire TV Manage Meta (Facebook/Instagram) advertising with advanced targeting and retargeting strategies Utilize Ideal Customer Profile (ICP) data to identify the most efficient, cost-conscious platforms and continuously improve ROAS Data Analysis & Performance OptimizationDevelop “High/High” Advertising spend strategies for underperforming facilities. Track and aggregate data from paid advertising, ILS platforms, SEO, Google Analytics 4, and rental systems (Store Edge) to maintain accurate performance metrics Own, in conjunction with VP of Marketing, KPI reporting and provide accurate, automated tracking of: Cost to Acquire Customer (CAC), Return on Ad Spend (ROAS), Cost per Rental (CPR), Cost per Lead (CPL), and Customer Lifetime Value (CLTV) Build and maintain (in conjunction with our Technology team) our automated dashboards in Power BI/Looker Studio that synthesize data across all advertising channels Conduct A/B testing on ad creative, landing pages, and targeting strategies with rigorous statistical analysis Implement advanced conversion tracking and multi-touch attribution modeling across all platforms Use Microsoft Excel/Sheets for complex data analysis including pivot tables, VLOOKUP, and financial modelingIdentify cost-saving opportunities and efficiency improvements that reduce overall advertising spend while maintaining or increasing rental volume Strategic Planning & Cross-Functional Collaboration (25%)Apply ICP insights to identify cost-effective advertising platforms and strategies that maximize rental conversions Continuously test new advertising platforms, creative formats, and targeting strategies to improve performance and reduce costs Work closely with SEO Manager, Marketing Content & Brand Specialist, and operations teams to ensure coordinated marketing efforts Present performance insights and strategic recommendations to VP of Marketing Develop playbooks and SOPs for rapid-launch advertising (ready within 48 hours) Monitor competitive landscape and industry trends to stay ahead of market changes and identify new opportunities Work with the Technology team to ensure Marketing Data is properly reflected in 10 Federal internal reporting Key Responsibilities Google Ads & Search MarketingGoogle, Microsoft, and Meta Ad Campaign building & daily management, with key focus on bottom of funnel advertising Benchmark and track campaign success Monthly reporting on Advertising efficiency Create scalable process for Google Ad management that outperforms benchmarks Identify and manage targeted and retargeting ads Utilize ICP to target advertising across any necessary platform. Cross-Platform Digital AdvertisingOptimize use of Ideal Customer Profiles to create cross-channel advertising campaigns to hyper-target ICPs Optimize use of Ideal Customer Profiles to execute programmatic display campaigns through DSPs (The Trade Desk, DV360, Amazon DSP) Deploy and manage geo-fencing campaigns targeting high intent locations Launch and Optimize targeted OTT/CTV advertising campaigns on high-intent platforms Manage Meta advertising in coordination with the Content & Brand Strategist Utilize Ideal Customer Profile data to identify the most efficient, cost conscious platforms and continuously improve ROAS Data Analysis & Performance OptimizationTrack and aggregate data from paid advertising, ILS platforms, SEO, Google Analytics 4, and rental systems (Store Edge) to maintain accurate performance metrics Own KPI reporting and provide accurate, automated tracking of: Cost to Acquire Customer (CAC), Return on Ad Spend (ROAS), Cost per Rental (CPR), Cost per Lead (CPL), and Customer Lifetime Value (CLTV) Work with VP of Marketing and Technology team to build and maintain automated dashboards in Power BI/Looker Studio that synthesize data across all advertising channels Conduct A/B testing on ad creative, landing pages, and targeting strategies with rigorous statistical analysis Implement advanced conversion tracking and multi-touch attribution modeling across all platforms Use Microsoft Excel/Sheets for complex data analysis including pivot tables, VLOOKUP, and financial modeling Identify cost-saving opportunities and efficiency improvements that reduce overall advertising spend while maintaining or increasing rental volume Process & AutomationBuild systems that automate repetitive tasks using AI tools (ChatGPT Pro or similar), scheduling platforms, and templates Document processes and create SOPs for relevant scopes of work Continuously identify opportunities to work smarter, not harder Improve Efficiencies through strategic automation and systematization Collaboration & GrowthManage High/High strategy for paid advertising, partnering with SEO manager and operations Partner with SEO Manager and Content & Brand Specialist to ensure advertising is properly targeted, on brand, and properly messaged Operate as SEO back up on as-needed basis Work with VP of Marketing and SEO Manager on strategic initiatives and digital marketing planning Participate in cross-functional meetings with operations and technology teams Own your professional development through structured learning and expanding responsibilities Required Qualifications4-6 years of hands-on paid advertising experience with proven results at scale Google Ads expertise: 3+ years managing Search, Display, and Performance Max campaigns with strong emphasis on Search Ads optimization Internet Listing Services (ILS) experience: Hands-on experience managing Sparefoot or demonstrate ability to learn Programmatic DSP experience: Hands-on experience with The Trade Desk, DV360, or Amazon DSP Geo-fencing expertise: Proven experience deploying location-based advertising campaigns Microsoft Ads & Clarity: Experience with Bing advertising and user behavior analysis Meta Ads Manager proficiency with advanced audience targeting and retargeting Working knowledge of SEO principles to coordinate with organic search strategies and work cross-functionally as needed Budget management experience: Proven track record managing substantial monthly advertising budgets with documented ROAS improvements Multi-location campaign management: 30+ locations minimum, preferably 60-100+ locationsAdvanced data analysis skills: Ability to aggregate data from multiple sources (paid ads, SEO, GA4, rental systems) and maintain accurate KPI trackingMicrosoft Office proficiency, especially Excel:Google Analytics 4 and Google Tag Manager: advanced proficiency in event tracking, audience building, and conversion measurement Dashboard creation: Power BI, Looker Studio, or similar data visualization platforms Conversion tracking & attribution: multi-touch attribution modeling, pixel deployment, and cross-platform measurement Ideal Customer Profile (ICP) application: ability to translate customer insights into targeted advertising strategies Stong organizational skills: Natural ability to create order from chaos, track projects and progress, and keep teams informed Systems thinking: Natural inclination to build processes, templates, and automation rather than recreating work Self-directed learner: Comfortable learning new tools, concepts, and skills independently with guidance Technical aptitude: Quick to adopt new software, AI tools, and marketing platforms (including SharePoint/Microsoft 365) Communication skills: Able to translate marketing strategy into clear updates for non-marketing teams Organizational skills: Ability to manage multiple projects, deadlines, and priorities simultaneously Collaborative mindset: Works well with cross-functional teams and takes feedback constructively Exceptional technical execution ability - THIS IS THE MOST IMPORTANT SKILLCost-conscious mindset: focused on ROI and efficiency, not just spending Results-driven with continuous improvement mentality for ROAS optimization Strong project management: ability to manage multiple campaigns, platforms, and deadlines simultaneously Analytical problem-solver: diagnoses issues quickly and implements data-driven solutions Excellent communication: able to translate technical data into actionable insights for leadership Self-starter with strategic vision: identifies opportunities and executes independently Collaborative team player: works effectively with SEO, content, and operations team Preferred Qualifications4-6 years of experience in marketing, communications, or related field (familiarity with Self Storage industry is a plus!)