Performance Marketing Specialist / Paid Media Buyer

Vellmont Advisory Ltd is a Kenya-based real-estate purchase, mortgage, and investment-decision platform headquartered in Kilimani, Nairobi. They provide curated investment properties, mortgage-affordability assessment tools, neighborhood-ranking analysis, and real-time market insights for both local home-buyers and overseas diaspora investors.

This role is for a results-driven Paid Media Buyer responsible for building, managing, testing, optimizing, and scaling Google and Meta paid-acquisition campaigns. The specialist will own the entire advertising-to-revenue funnel, generating sustainable qualified property buyer leads and tracking performance through to property viewings and closed deals. This position requires close collaboration with the growth, sales, CRM, and web teams, and is distinct from general social media posting or content creation roles. The primary objective is to generate qualified property buyers and investors at a measurable and sustainable acquisition cost, while developing a comprehensive data-driven acquisition funnel from ads to deals.

1. Independently manage Google Search Ads, Performance Max, and remarketing campaigns.
2. Conduct keyword research, search-intent analysis, negative-keyword strategy, and match-type configuration.
3. Develop audience strategies, optimize bids and budgets, and perform A/B testing for ad copy.
4. Set up and validate end-to-end conversion tracking, distinguishing between high-purchase-intent and general browsing traffic.
5. Take full ownership of the Meta advertising stack, including campaign architecture, audience and lookalike-audience testing, and creative testing.
6. Manage lead-generation, website-conversion, and retargeting campaigns, focusing on qualified leads rather than vanity metrics.
7. Analyze budget, placement, and creative performance for Meta campaigns.
8. Analyze and improve the entire user journey from ad to landing page, CTA, lead form, CRM, and sales team.
9. Collaborate with the web team to conduct A/B tests for headlines, value offers, CTAs, lead forms, page structure, mobile conversion, and property positioning.
10. Implement end-to-end measurement systems using GA4, Google Tag Manager, Meta Pixel, and Google Ads Conversion Tracking.
11. Ensure UTM parameter governance, custom conversion events, and full traceability from campaign to revenue.
12. Monitor and optimize core metrics such as CTR, CPC, CPM, landing-page conversion rate, CPL, Qualified-Lead Rate, CPQL, cost per consultation/viewing/offer, CAC, ROAS, and marketing ROI.
13. Confidently pause underperforming campaigns and reallocate budget towards initiatives that deliver better sales outcomes.
14. Deliver structured weekly performance reports to stakeholders.

1. Possess a minimum of 2 years of hands-on experience in performance marketing or paid media buying.
2. Demonstrate a proven practical track record in running Google Ads and Meta Ads campaigns.
3. Have experience managing substantial monthly advertising budgets.
4. Exhibit a solid understanding of full-funnel conversion logic.
5. Possess hands-on knowledge of GA4, GTM, Meta Pixel, UTM tagging, and landing-page optimization.
6. Have experience in business models focused on lead generation.
7. Possess strong analytical skills, with the ability to analyze campaign performance using Excel or Google Sheets.
8. Be capable of producing clear, insight-driven weekly performance reports.