Paid Media & Performance Lead

About the Role

Software Co is a cutting-edge Australian AI-driven software, product, and venture studio focused on developing and scaling bespoke software, AI platforms, and digital ventures for startups, scale-ups, and established organizations. Together with its expanding digital and creative agency, Software Co helps businesses strengthen their brands, increase demand, and speed growth through advanced digital marketing.

We are on the lookout for a highly skilled Paid Media & Performance Lead who possesses both deep technical expertise and strong commercial acumen. This hands-on role involves managing and enhancing paid marketing campaigns with a clear focus on producing measurable business outcomes. We seek a true performance marketing specialist capable of analyzing advertising accounts in depth, resolving tracking and conversion issues, testing regularly, and relentlessly optimizing for revenue generation rather than just traffic or vanity metrics.

Key Responsibilities

• Devise and implement sophisticated paid acquisition strategies across platforms like Google Ads, Meta Ads, and LinkedIn Ads.
• Plan, launch, and optimize campaigns including Google Search, Performance Max, Display, Remarketing, YouTube, Facebook, and Instagram.
• Generate qualified B2B leads and sales opportunities within sectors such as software development, AI, SaaS, and technology services.
• Manage large advertising budgets with a focus on commercial results and return on investment.
• Analyze and monitor economic metrics per campaign including cost per lead (CPL), cost per acquisition (CPA), customer acquisition cost (CAC), conversion rates, return on ad spend (ROAS), pipeline creation, and revenue contribution.
• Conduct ongoing experiments in audiences, keywords, bidding, messaging, creative, landing pages, and sales funnels to improve performance.
• Perform detailed keyword analysis, understand search intent, segment audiences, and benchmark competitors.
• Diagnose reasons for underperforming campaigns and systematically implement improvements.
• Design and enhance acquisition funnels from initial brand exposure to lead qualification and final conversion.
• Collaborate closely with design and content teams to create and test advertising creatives based on data-driven insights.
• Work with sales teams to assess lead quality and incorporate this feedback into campaign optimization.
• Set up accurate tracking and attribution for conversions across advertising platforms, websites, landing pages, and CRM systems.
• Create clear dashboards and reports that communicate campaign performance, insights, opportunities, and actionable next steps.
• Stay updated on the latest features, automation, AI tools, and best practices emerging from platforms like Google and Meta.

Required Skills and Expertise

• Proficiency in Google Ads, Meta Ads Manager, LinkedIn Ads, Google Analytics 4, and Google Tag Manager.
• Strong knowledge of conversion and event tracking, including pixels, server-side tracking, and conversion APIs.
• Expertise in UTM parameters and campaign attribution models.
• Experience with landing page and conversion rate optimization.
• Audience segmentation, remarketing strategies, and CRM attribution techniques.
• Capability in performance reporting and advanced campaign analytics.
• Ability to troubleshoot tracking inconsistencies and understand true drivers of commercial outcomes.

Candidate Profile

• Minimum 5 years of solid, hands-on paid advertising campaign management experience.
• Demonstrated success with Google Ads, Meta Ads, and LinkedIn Ads platforms.
• Proven track record of achieving measurable ROI from paid campaigns.
• Deep experience with B2B lead generation, especially in industries with high-value or lengthier sales processes.
• Experience overseeing significant advertising budgets responsibly.
• Strong analytical mindset and comfort working with data to inform decisions.
• Excellent communication skills, able to explain campaign successes and challenges clearly.
• Self-driven with a bias for action, continuous experimentation, and iterative improvement.

Preferred but Not Required

• Background in marketing for software development or technology service companies.
• Experience in SaaS and subscription-based business models.
• Familiarity with AI products and platforms.
• Expertise in high-value B2B lead generation and LinkedIn Ads advertising.
• Experience with CRM tools like HubSpot, Salesforce, or equivalent.
• Knowledge of marketing automation and nurturing systems.
• Hands-on experience with server-side tracking and conversion APIs.
• Ability to track offline and call conversions.
• Utilization of AI-assisted campaign analysis, creative development, and optimization.
• Competence in conversion-rate optimization and landing-page experimentation.
• Experience working in multi-brand or agency settings.

Personal Attributes

• Highly analytical and data-driven with sharp commercial awareness.
• Curious and proactive in uncovering issues and opportunities.
• Technically adept and comfortable navigating complex ad accounts.
• Hands-on, execution oriented, and ready to take full ownership.
• Experimental mindset with a focus on constant optimization.
• Detail-conscious while always aligned with broader business goals.
• Accountable and results-focused with a passion for scaling successes.

Why Join Software Co?

• Opportunity to work with a diverse portfolio of innovative technology, AI, and digital ventures.
• Play a key role in scaling Software Co's own customer acquisition engine.
• Engage with multiple SaaS and AI-powered products across various sectors.
• Lead campaigns for a rapidly growing client portfolio via Rockatoo digital agency.
• Access and utilize modern advertising technologies, analytics, automation tools, and AI-based methods.
• Enjoy significant autonomy in strategy development and campaign management.
• Operate with minimal bureaucracy and rapid testing cycles.
• Collaborate closely with marketing, creative, technology, and sales professionals.
• Take genuine ownership over performance outcomes.
• Receive competitive salary with performance-based incentives.
• Potential to advance into leadership roles as the team scales.

Additional Information

This is an immediate start opportunity based in Sydney, Australia. We are interested in candidates who are passionate about using paid media as a driver for tangible business growth. Please submit your resume alongside detailed examples of campaigns you have managed, including budget size, industry, target demographic, key performance metrics (like CPL, CPA, CVR, ROAS, revenue generated), and qualitative improvements. Candidates should be prepared to discuss a real campaign during the interview process and demonstrate their approach to analysis and optimization.