Performance Marketing Specialist / Paid Media Buyer at Vellmont Advisory Ltd

About Us

• Vellmont Advisory Ltd is a Kenya‑based real‑estate purchase, mortgage and investment‑decision platform headquartered in Kilimani, Nairobi. We deliver curated investment properties, mortgage‑affordability assessment tools, neighbourhood‑ranking analysis and real‑time market insights for both local home‑buyers and overseas diaspora investors.
• We are building our paid‑acquisition funnel: Google / Meta Ads → Landing Page → CRM → Qualified Lead → Property Viewing → Deal. We are hiring a hands‑on performance marketing specialist to own this end‑to‑end paid‑media channel, driving measurable investor and buyer leads for our real‑estate portfolio.

Job Summary

• This is not a general social‑media posting or content‑creation role. We seek a results‑driven Paid Media Buyer to build, manage, test, optimise and scale Google and Meta paid‑acquisition campaigns. You will own the full advertising‑to‑revenue funnel, generating sustainable qualified property‑buyer leads, tracking performance down to viewings and closed deals, collaborating closely with growth, sales, CRM and web teams.

Role Objective

• Vellmont Advisory Ltd is looking for a performance‑driven Paid Media Specialist who can build, manage, optimise and scale paid‑acquisition campaigns for our real‑estate business. This is not a general social‑media or content‑posting position. The primary responsibility is to generate qualified property buyers and investors at a measurable and sustainable acquisition cost, while building a complete data‑driven acquisition funnel:
• Ads → Landing Page → Lead → Qualified Lead → Consultation → Viewing → Offer → Deal
• The candidate will work closely with the Growth, Sales, CRM and Website teams.

Key Responsibilities

Google Ads Campaign Management

• Independently manage Google Search Ads, Performance Max (where applicable) and remarketing campaigns.
• Conduct keyword research, search‑intent analysis, negative‑keyword strategy and match‑type configuration
• Build audience strategies, bid & budget optimisation, A/B ad‑copy testing
• End‑to‑end conversion‑tracking setup and validation Campaign themes include: Nairobi apartments for sale, Kilimani & Westlands property investment, investment apartments, mortgage & property financing, diaspora property buyers and hero property projects. You must distinguish between high‑purchase‑intent traffic and general browsing traffic.

Meta Ads (Facebook & Instagram) Campaign Management

Full ownership of Meta advertising stack:

• Campaign architecture, audience & lookalike‑audience testing, creative testing
• Lead‑generation campaigns, website‑conversion campaigns and retargeting
• Budget, placement and creative‑performance analysis
• Objective: Not cheap vanity leads, but Qualified Leads → Consultations → Viewings → Deals.

Funnel & Landing‑Page Optimisation

Advertising performance does not stop at the ad. You analyse and improve the full user journey:

• Ad → Landing Page → CTA → Lead Form → CRM → Sales Team

Work together with the web team to run A/B tests for headlines, value‑offers, CTAs, lead forms, page structure, mobile conversion and property positioning. Sample funnels you will operate:

• Google Search → Kilimani Investment Landing Page → Investment Analysis → CRM
• Google Search → Westlands Property Landing Page → Property Shortlist → CRM
• Google / Meta → Mortgage Landing Page → Affordability Assessment → CRM

Tracking & Attribution Implementation

Hands‑on experience setting up end‑to‑end measurement:

• GA4, Google Tag Manager, Meta Pixel, Google Ads Conversion Tracking
• UTM parameter governance, custom conversion events
• First‑touch / last‑touch attribution, CRM‑linked attribution, landing‑page tracking

We require visibility beyond “which campaign generated a lead”, we need full traceability:

Campaign → Lead → Qualified Lead → Viewing → Deal → Revenue

Ongoing Campaign Optimisation & Reporting

• Monitor and optimise core metrics: CTR, CPC, CPM, landing‑page conversion rate, CPL, Qualified‑Lead Rate, CPQL, cost per consultation / viewing / offer, CAC, ROAS & marketing ROI. Confidently pause under‑performing campaigns and re‑allocate budget toward initiatives delivering better downstream sales outcomes. Deliver structured weekly performance reports for stakeholders.

Required Qualifications & Experience

• Minimum 2+ years hands‑on performance‑marketing / paid‑media buying experience
• Proven practical track record running Google Ads and Meta Ads
• Experience managing meaningful monthly ad budgets
• Solid understanding of full‑funnel conversion logic
• Hands‑on knowledge: GA4, GTM, Meta Pixel, UTM tagging, landing‑page optimisation
• Experience in lead‑generation‑focused business models
• Strong analytical skills; able to analyse campaign performance using Excel / Google Sheets
• Ability to produce clear, insight‑driven weekly performance reports