Paid Media & Performance Manager

Paid Media \& Performance Manager

Location: Birmingham – Office Based
Job Type: Full\-time, Permanent
Salary: £38,000–£45,000 per year \+ performance\-related bonus

The Role: ORA Dental is a growing private dental practice in Birmingham, with a strong focus on cosmetic dentistry, dental implants and complex smile rehabilitation. We are looking to bring our paid media function fully in\-house and are seeking an experienced Paid Media \& Performance Manager to take complete ownership of our Google and Meta advertising. This is not a general marketing or social media position.

We are looking for someone who is genuinely hands\-on within Google Ads and Meta Ads Manager, understands lead\-generation businesses and can connect advertising performance with what actually happens commercially after a lead is generated.

For us, success isn't simply: Spend → Click → Lead

It is: Spend → Lead → Contact → Consultation → Treatment → Revenue

You will be responsible for understanding and improving that entire paid acquisition journey.

Key Responsibilities

Google Ads: You will take day\-to\-day ownership of our Google advertising, including:

• Building and managing Search campaigns


• Keyword and match\-type strategy


• Search\-term analysis


• Negative keyword management


• Bidding strategy


• Budget allocation and optimisation


• Call\-focused and landing\-page campaigns


• Location, device and scheduling analysis


• Conversion tracking


• Offline conversion imports


• Monitoring impression share and competitive performance


• Identifying wasted spend and poor\-quality search traffic

You should be comfortable going considerably deeper than CPC and cost per conversion.

Meta Ads: You will manage our paid activity across Facebook and Instagram, including:

• Lead\-generation campaigns


• Landing\-page campaigns


• Instant Forms


• Broad and Lookalike audiences


• Retargeting


• Awareness campaigns


• Creative testing


• Audience testing


• Budget allocation


• Campaign scaling


• Offline conversion feedback

We have an internal content operation capable of producing video, static and clinical content. Your responsibility will be to identify what creative we need, why we need it and what the performance data is telling us, rather than personally filming or editing content.

CRM, Tracking \& Attribution: This is a major part of the position. We want someone who understands that advertising performance cannot stop being measured when a lead enters the CRM.

You will work with our CRM and internal team to track:

Campaign → Lead → Consultation → Treatment → Revenue

Responsibilities will include:

• Accurate lead\-source attribution


• CRM campaign tracking


• Google and Meta offline conversions


• Phone\-call attribution


• Landing\-page attribution


• Conversion tracking


• GA4 / Google Tag Manager


• Identifying tracking gaps


• Monitoring lead quality by campaign


• Building reliable performance reporting

The objective is to increasingly allow Google and Meta to optimise using real commercial outcomes, rather than simply clicks or inexpensive leads.

Landing Pages \& Conversion Rate Optimisation: You will monitor the performance of our treatment\-specific landing pages and identify opportunities to improve conversion.

This may include testing:

• Headlines


• Calls to action


• Forms


• Qualification questions


• Page structure


• Social proof


• Offers


• Conversion journeys

You do not need to be a web developer, but you must understand how landing pages fit into paid acquisition and be confident using data to recommend and structure tests.

Reporting \& Commercial Performance: You will be expected to produce clear, concise reporting around:

Spend
Leads
Cost per Lead
Consultations Booked
Cost per Consultation
Treatments Accepted
Cost per Treatment Acquisition
Treatment Revenue
ROAS

We want somebody who can explain why performance has changed and what action should be taken, rather than simply reporting numbers from an advertising dashboard.

What We're Looking For: We would expect applicants to have at least 3 years of meaningful hands\-on paid media experience, ideally within lead generation.

You should have strong practical experience with:

• Google Ads


• Meta Ads Manager


• Google Analytics 4


• Google Tag Manager


• Conversion tracking


• Google Search campaigns


• Meta lead generation


• CRM attribution


• Offline conversion tracking


• Budget management


• Landing\-page optimisation


• Performance reporting

Experience working with high\-value lead generation businesses would be particularly valuable. Previous dental or healthcare marketing experience is useful but not essential.

What We Don't Need: This isn't a traditional all\-purpose Digital Marketing Manager role. You will not be responsible for filling your week with:

• Organic social media posting


• Graphic design


• Video editing


• General content creation


• Reception or lead handling


• Generic website administration

We have separate resources for these areas. We want your time concentrated on paid acquisition, data, optimisation and commercial performance.

The Person

We are particularly interested in someone who is:

• Highly analytical


• Commercially minded


• Extremely comfortable working with data


• Hands\-on rather than purely strategic


• Curious when numbers don't make sense


• Able to identify wasted spend quickly


• Comfortable challenging existing campaign structures


• Organised enough to run controlled tests rather than constantly changing variables


• Interested in the quality and eventual value of a lead, not simply the volume generated

You should be comfortable taking genuine ownership of a significant advertising budget and being accountable for its commercial performance.

Performance \& Progression: This role will have clear performance measures. Your primary KPIs will ultimately centre around:

Cost per consultation
Cost per treatment acquisition
Treatment revenue
ROAS

Metrics such as CPL, CPC, CTR, CPM and impression share remain important diagnostic measures, but they are not our definition of success. The position includes a performance\-related bonus linked to agreed commercial objectives. As ORA grows, there is significant scope for this position to develop into broader responsibility for performance marketing and customer acquisition, with increased responsibility and earning potential.

Salary \& Benefits

£35,000–£50,000 basic salary, depending on experience and proven capability. Plus performance\-related bonus linked to commercial performance. We are deliberately offering a broad salary range because we are open to different levels of experience.

We would consider both an experienced Paid Media Specialist ready to take greater ownership and a more established Performance Manager capable of taking immediate responsibility for the complete paid acquisition function.

There is significant scope for the role, responsibility and remuneration to grow as our paid acquisition operation develops.

Full\-time, permanent position based at our Birmingham practice.

How to Apply

Please apply with your CV and, where possible, include a brief example of a paid lead\-generation campaign you have personally managed, including:

• Platform


• Approximate monthly spend


• Your direct responsibilities


• How conversions were tracked


• How you measured lead quality beyond CPL


• The commercial result achieved

Please only apply if you have personally managed Google and/or Meta advertising accounts hands\-on.

Pay: £35,000\.00\-£50,000\.00 per year

Benefits:

• Free parking


• On\-site parking

Work Location: In person

This listing is from Indeed. View original listing ↗