Role Overview
Clients hire Paid Ads Experts for one core reason: controlled revenue growth. In a DTC model—especially for private-label stores—clients need sharp, ROI-driven ad campaigns to drive targeted traffic, convert at scale, and sustain margin. The ads budget isn’t extra spend; it’s a direct investment in customer acquisition and cash flow. Your job is to turn every dollar spent into data-backed decisions, profitable returns, and momentum for the brand.
This is not a creative playground or a traffic vanity game. It’s not about running ads just to show activity—it’s about guiding ad spend with precision, holding CACs in check, and scaling what’s proven to work. Underperformance doesn’t just “look bad”—it burns cash, stalls inventory cycles, and puts the whole store at risk. Right-fit clients expect strategic oversight and tactical execution from ad experts who understand ecom economics, not just the ad platforms. If you can’t translate clicks into customers and customers into profit, you’re not doing the role.
Standards You Must Meet
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You’re expected to drive profitable conversions—clients will watch ROAS daily, not just “traffic quality.”
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Ads must directly contribute to revenue growth; if sales don’t lift while spend increases, trust falls fast.
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Your targeting decisions need to be data-backed; wasted budget on broad, unqualified traffic is not acceptable.
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Scaling isn’t about increasing spend—it’s about knowing when creative or audience angles are ready to scale profitably.
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Every campaign must support the product lifecycle, from launch velocity to inventory turnover—irrelevant ads hurt operations.
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You’re responsible for keeping CAC within the business model’s limits—going over shifts margin risk to the client.
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Reporting should be strategy-first; templated dashboards without insight won’t satisfy real operators.
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Clients expect you to spot, stop, and fix underperforming funnels fast—not explain why it’s “just the platform.”
What You’ll Be Doing
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Build, test, and manage Meta and Google ad campaigns tightly aligned with product lifecycles and margin targets.
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Audit and refine ad account structures to eliminate waste, reduce overlap, and preserve scalable performance pathways.
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Track CAC and ROAS daily, flag variances early, and adjust spending before performance dips become revenue risks.
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Launch controlled creative tests with clear hypotheses and defined metrics before committing budget to new angles.
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Identify audience segments with high buying intent and shift budget toward proven converters, not speculative traffic.
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Sync campaign timing with inventory status and promo windows to avoid cashflow gaps and fulfillment issues.
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Generate weekly performance summaries with actionable insights—not just metrics—anchored to business goals.
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Use automation tools to streamline reporting, trigger alerts, and reduce time spent on repetitive setup or tracking tasks.
What You’ll Hand Over
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A validated weekly performance report showing ROAS, CAC, spend vs. revenue trends, and key optimization actions taken.
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A tested and actively managed ad account structure segmented by funnel stage, creative angle, and audience behavior.
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A live summary of tested creatives with breakdowns of performance data, winners identified, and next test recommendations.
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A real-time attribution snapshot (via Triple Whale or equivalent) linking ad performance to actual in-store conversions.
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A documented budget map outlining scale targets, paused campaigns, and ROI-driven spend reallocations across platforms.
Tools You’ll Need to Use
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Meta Ads Manager – Core platform for managing Facebook and Instagram ad campaigns across DTC and Shopify storefronts.
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Google Ads – Essential for running high-intent search, shopping, and YouTube campaigns that drive qualified traffic.
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TikTok Ads Manager – Increasingly vital for lower-CAC acquisition strategies in visual-first, trend-driven DTC markets.
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Shopify Analytics – Critical for understanding ad-to-store performance, customer behavior, and conversion data.
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Google Analytics (GA4) – Used to track and interpret cross-channel performance and build attribution clarity.
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Klaviyo – Key for integrating paid traffic efforts with email sequences and retention workflows.
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Triple Whale or Northbeam – Preferred tools for real-time attribution and ROAS clarity in multi-platform ad environments.
Why Work Smarter
You don’t need to be a developer. But you must understand the basics of workflow automation — how tools like Zapier, Make, or n8n can handle routine reporting, budget syncs, creative version updates, UTM tracking, or even Slack alerts when performance changes. These are not “advanced” anymore. They’re becoming the baseline. If you can’t automate repetitive tasks, the client ends up paying your hourly rate for things a bot can do in seconds.
OES recognizes this shift and sets that standard now — not because it’s a trend, but because the market already expects it.
Why Your Work Matters
In every private-label or extension-based Shopify brand, paid ads are not a side channel—they’re the engine room of revenue. If they’re not running profitably, nothing else moves: not inventory, not retention flows, not growth targets. That means your role directly impacts whether the business clears cash or chokes on ad spend. When ads underdeliver, the cost isn’t just wasted spend—it’s lost positioning, delayed hiring, disrupted fulfillment, and margin erosion. You are not here to “assist”; you are here to guard the cash conversion cycle.
Clients don’t hire ad experts to “try things out”—they hire you to make every decision a revenue decision. One poor audience call can drop ROAS for an entire week. One mistimed scale move can push CAC past profit thresholds. And clients will not wait three weeks to “see how it plays out”—they rely on you to act fast, fix fast, and stay ahead of risk. Ads fund the whole operation. That’s why this seat is critical and why OES treats it as non-negotiable.
What We Expect From You
As a Specialist Paid Ads Expert at OES, you are expected to be the performance driver behind front-end media buying for scalable, compliant, and profitable brand stores. You understand platform mechanics (especially Meta and Google Ads), cross-channel ad strategy, and how paid traffic fits into full-funnel ecom systems, particularly within the Shopify/private label space. You are not someone who guesses—your decisions are rooted in data, direct-response principles, and a working knowledge of back-end numbers. You will be expected to operate with clear analysis, prudent test cycles, and ownership of ad performance—not just execution, but outcomes.
This role demands vigilance, commercial judgment, and respect for risk thresholds. You’ll work with growth-stage DTC brands competing in aggressive ad markets, and your calls will directly affect ROAS, margin, and retention. You’ll carry accountability for every dollar spent and outcome reported, so you must be confident in your setups, conservative in your forecasting, and honest with your performance evaluations. We are not looking for someone who throws budgets at ideas—we’re looking for someone who scales winning systems and kills losers fast. If you are not ready to take that level of responsibility, this is not the role for you.
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$620 – $1,960
OES salary standards reflect real market benchmarks, tier and experience level, ensuring fair pay for VAs and realistic expectations for clients.
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