Digital Marketing Specialist

Company Description: We provide comprehensive real estate solutions, supporting clients in buying, selling, and managing residential and commercial properties. The company also offers construction and design services tailored to individual project requirements, ensuring end-to-end support from concept to completion. Propastra focuses on delivering expert guidance, transparent processes, and personalized service to help clients make informed property decisions. Team members collaborate closely with clients and partners to create well-designed, efficiently managed spaces that align with long-term investment and lifestyle goals.

Role Description: We are looking for an experienced and results-driven PPC Manager to lead the planning, execution, and optimisation of paid digital marketing campaigns for our real-estate projects.

The ideal candidate will have strong hands-on expertise in Google Ads, Meta Ads, lead generation, campaign analytics, and performance optimisation, with a proven ability to generate high-quality real-estate leads while maintaining efficient acquisition costs and strong ROI.

The role will work closely with the Sales, Marketing, Creative, and Business Development teams to ensure that paid campaigns contribute directly to lead generation, site visits, and business growth.

Key Responsibilities:

* Develop and execute comprehensive PPC and performance marketing strategies for residential, commercial, plotted development, and luxury real-estate projects.

* Plan, launch, manage, and optimise campaigns across Google Ads, Meta Ads, and other relevant digital advertising platforms.

* Take ownership of campaign budgets and ensure efficient allocation of advertising spend across projects and platforms.

* Conduct keyword research, audience research, competitor analysis, campaign segmentation, and market analysis.

* Develop and manage Search, Display, Performance Max, Remarketing, Video, and Lead Generation campaigns as applicable.

* Create and continuously optimise campaign structures, ad groups, audiences, keywords, placements, bidding strategies, and ad copies.

* Monitor key performance metrics including CPL, CPA, CTR, CPC, conversion rate, ROAS, lead quality, and cost per qualified lead.

* Identify opportunities to improve campaign performance, reduce acquisition costs, and increase lead volume and quality.

* Implement effective remarketing, retargeting, funnel, and audience-nurturing strategies.

* Work closely with the Creative team to develop high-performing ad creatives, messaging, landing pages, and campaign assets.

* Collaborate with the Sales team to analyse lead quality, follow-ups, site visits, and conversions, and use these insights to optimise campaigns.

* Coordinate with the Business Development team to align campaigns with project launches, offers, inventory, target audiences, and business objectives.

* Ensure accurate conversion tracking and attribution across advertising platforms, landing pages, CRM, and other lead sources.

* Analyse campaign and CRM data to identify trends, performance gaps, and opportunities for optimisation.

* Prepare and present regular campaign performance reports and management dashboards, highlighting results, insights, challenges, and recommended actions.

* Conduct A/B testing of creatives, ad copies, landing pages, audiences, and campaign strategies.

* Manage multiple projects and campaigns simultaneously while maintaining performance and delivery timelines.

* Monitor competitors and real-estate digital advertising trends to identify new opportunities and market strategies.

* Ensure all campaigns comply with Google, Meta, and other advertising platform policies.

* Stay updated with changes in advertising platforms, algorithms, targeting capabilities, tracking technologies, and performance marketing best practices.

Candidate Requirements:

* 5–7 years of professional experience in PPC, Performance Marketing, or Paid Digital Marketing.

* Prior experience in the Real Estate industry is strongly preferred.

* Strong hands-on expertise in Google Ads and Meta Ads Manager.

* Proven track record of generating and optimising high-quality leads for real-estate projects.

* Strong understanding of lead-generation funnels, remarketing, audience targeting, conversion optimisation, and performance marketing strategies.

* Experience managing significant advertising budgets with a clear focus on ROI and cost efficiency.

* Strong understanding of CPL, CPA, CPC, CTR, CPM, conversion rate, ROAS, and lead-to-sale metrics.

* Experience with Google Analytics/GA4, Google Tag Manager, Meta Business Manager, CRM and lead-tracking platforms.

* Strong understanding of conversion tracking, attribution, pixels, events, and campaign analytics.

* Ability to analyse large volumes of campaign data and translate insights into actionable strategies.

* Strong communication and stakeholder-management skills.

* Excellent analytical, problem-solving, and decision-making abilities.

* Ability to work independently, manage multiple campaigns, and operate in a fast-paced environment.

* Strong commercial understanding and a results-oriented approach.

Qualifications

* Experience managing PPC campaigns for residential, commercial, plotted, or luxury real-estate projects.

* Experience with high-budget lead-generation campaigns.

* Experience integrating advertising platforms with CRM and lead-management systems.

* Understanding of real-estate sales funnels, lead nurturing, site-visit conversion, and booking journeys.

* Experience working with landing-page optimisation and CRO.

* Google Ads or Meta certifications will be an added advantage.

Key Performance Indicators (KPIs)

The success of the role will be measured through:

* Quality and volume of leads generated

* Cost Per Lead (CPL)

* Cost Per Qualified Lead (CPQL)

* Lead-to-site-visit conversion

* Site-visit-to-booking conversion

* Cost Per Acquisition (CPA)

* Return on Ad Spend (ROAS)

* Campaign ROI

* Budget utilisation and efficiency

* Overall contribution of paid marketing to project sales