Ability to create, manage, and optimize ad campaigns on platforms like:
- Google (Search, Display, YouTube ads)
- Facebook / Instagram
- Linkedin
- TikTok
Key abilities:
- Keyword research
- Audience targeting
- Budget management
- A/B testing
- Cost-per-lead optimization
Lead Generation Strategy
- Building landing pages that convert
- Creating strong calls-to-action (CTAs)
- Funnel planning (ad → landing page → form → follow-up)
- Tracking phone calls & form submissions
Goal: Turn clicks into actual inquiries.
Copywriting & Messaging
- Writing compelling ad headlines
- Clear value propositions
- Persuasive landing page content
- Understanding buyer psychology
Good copy directly affects conversion rates.
Data & Analytics
Must know how to read and act on data.
Common tools:
- Google Analytics
- Google Ads Manager
- Meta Ads Manager
Key metrics:
- Cost per lead (CPL)
- Conversion rate
- Click-through rate (CTR)
- Return on ad spend (ROAS)
SEO Knowledge (Search Engine
Optimization)
- Keyword research
- On-page optimization
- Basic technical SEO
- Local SEO (especially for service businesses)
- knows how to use Wix SEO
This helps generate inbound traffic without paying for every click.
Basic Technical Skills
- Understanding tracking pixels
- CRM integration
- Email automation setup
- Website builders (WordPress, Webflow, etc.)
They don't need to be a developer - but must understand how systems connect.
Strategic Thinking
- Understanding target audiences
- Competitor research
- Offer positioning
- Scaling winning campaigns
This separates beginners from high-level marketers.
Budget & ROI Management
A strong digital marketer:
- Controls ad spend
- Tests small before scaling
- Focuses on profitability, not vanity metrics
Campaign Strategy & Planning
- Define campaign goals (leads, sales, traffic, bookings)
- Identify target audiences
- Conduct competitor research
- Choose the right advertising platforms
- Allocate budget strategically
Sign up
2 Ad Platform Management
Create, launch, and manage campaigns on platforms such as:
- Google Ads (Search, Display, YouTube)
- Facebook & Instagram (Meta Ads Manager)
- Linkedin Ads
• TikTok Ads
Responsibilities include:
- Campaign setup
- Keyword research
- Audience targeting
- Bid strategy selection /
Ad Creation & Copywriting
- Write compelling headlines and descriptions
- Develop ad creatives (images, videos, graphics)
- Create strong calls-to-action (CTAs)
- Align messaging with landing pages
4
Conversion Tracking & Technical
Setup
- Install tracking pixels
- Set up conversion tracking
- Configure event tracking (form fills, calls, purchases)
- Integrate with CRM systems
Without tracking, optimization isn't possible.
Optimization & Performance
Monitoring
Daily/weekly review of:
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per lead (CPL)
- Conversion rate
- Return on ad spend (ROAS)
They:
- Pause underperforming ads
- Adjust bids
- Test new creatives
- Improve targeting
- Scale profitable campaigns
- Test headlines
- Test audiences
- Test landing pages
- Test offers
- Analyze results and iterate
Continuous testing improves ROI.
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Reporting & Communication
- Provide performance reports
- Explain ROl and metrics clearly
- Make recommendations for scaling or adjusting campaigns
- Forecast future performance
Budget & ROI Responsibility
- Ensure ad spend generates profit
- Prevent overspending
- Scale campaigns responsibly
Their main KPI is usually:
Generate the highest number of quality leads or sales at the lowest possible cost.