Paid Ads Specialist

At NALA, we are building payments for the Next Billion. This means transforming how money moves into Africa, Asia and beyond. By building cutting-edge payment solutions, we are simplifying financial transactions for individuals and businesses alike—helping them thrive in a global economy. We are driven by innovation, community, and the belief that everyone deserves access to reliable, efficient, and affordable financial services. If you are passionate about creating meaningful change and shaping the future of fintech in Africa and Asia, join us and be part of a team that is revolutionising financial empowerment on a global scale.

Your Mission

We are hiring a Paid Ads Specialist - Search to help scale our performance marketing across Google Ads and related platforms. You will work closely with our Paid Ads Lead and wider Growth team to manage search campaigns across countries, optimise budget allocation, and run high-impact experiments. This is a hands-on role with growing ownership and room to expand your remit as performance improves. You will be directly responsible for managing paid search campaigns across multiple markets, using data to drive decisions, and helping us acquire high-value users at scale. You will thrive here if you are passionate about the details: whether it is nailing a responsive search ad variation, setting up automation scripts, or refining your negative keyword lists. You will have the opportunity to grow your impact quickly and take on bigger strategic challenges over time.

Your Responsibilities In This Role

• Manage day-to-day operations across Paid Search (primarily Google Ads), including campaign builds, creative testing, optimisations, and budget pacing.
• Continuously test and refine campaigns to improve key metrics like CPA and ROAS, with an eye on both efficiency and volume.
• Monitor campaign performance and trends, delivering clear weekly reports and recommendations to the Paid Ads Lead and Growth team.
• Leverage Google Ads Scripts and platform automations to streamline workflows, catch anomalies, and reduce manual effort.
• Assist in cross-functional projects (e.g., landing page testing, attribution improvements) in partnership with Product, Design, and Data teams.
• Support budgeting, forecasting, and performance analysis across countries and user segments.
• Contribute to idea generation for new experiments, keyword expansion, audience strategies, and campaign structures.

Requirements

Must-Have Requirements

• 3-4+ years hands-on experience managing Paid Search campaigns in Google Ads, ideally for mobile/app-first B2C products.
• Proven track record managing budgets of £50k+ per month, with direct responsibility for optimising against performance metrics (CPA, ROAS, CTR).
• Experience running campaigns across multiple geographies, tailoring creative and keyword strategies to local markets.
• Familiar with automation tools and able to implement or maintain basic Google Ads Scripts.
• Strong analytical skills—you can interpret performance data and translate it into clear insights and next steps.
• Experience contributing to A/B tests or growth experiments, ideally including landing page variants or funnel optimisations.
• Comfortable using tools like Looker Studio, Adjust, Google Sheets, and similar for reporting and analysis.
• Enthusiastic, self-motivated, and eager to learn—able to operate with light supervision in a fast-paced team.

Success in the Role Looks Like

3-Month Success Goals

• Fully onboarded into NALA's paid search and attribution stack (Google Ads, Adjust, Looker Studio, etc.).
• Completed an audit of active search campaigns, providing clear recommendations for optimisation.
• Launched at least two structured A/B tests (e.g., ad copy, bidding strategies, audience segments).
• Delivered weekly performance reporting with actionable insight to the Paid Ads Lead and Growth team.
• Begun implementing basic Google Ads Scripts or automation rules to streamline daily management.

6-Month Success Goals

• Independently manage and optimise all Paid Search campaigns, including geo-specific budget allocation.
• Deliver consistent improvements in CPA, ROAS, and CTR through testing and iteration.
• Run or support cross-functional tests (e.g., landing page variants, attribution tests) in collaboration with Product and Data.
• Build or contribute to a search channel reporting framework, enabling clean tracking of spend, pacing, and performance.
• Proactively identify new growth opportunities—keywords, markets, or automation plays—with growing autonomy.

Interview Process

You will need to first submit your application through our ATS Workable. There is no need to submit a Cover Letter. If successful you will be selected for our interview process which has 3 stages:

• [30mins] Interview with the Talent Team.
• [1hour] Interview with the Head of Strategic Initiatives.
• Assessment and assessment review interview.
• [45mins] Leadership Interview(s).

Benefits

• 27 Days Off + UK Bank Holidays.
• Birthday Leave.
• Enhanced Parental Leave.
• Global WeWork Access.
• £1,000 Learning Budget.
• Friday Sarabi Lunch.
• Monthly Socials.
• Barista-Style Coffee.