Paid Search Lead - App Campaigns

About the role

Equiti, a fintech firm providing brokerage services in Europe, the Middle East and Africa, is looking for a Paid Search Lead for its Performance Marketing department. The role plans, activates and optimises the global mobile app user acquisition programme across Google App Campaigns (UAC) and Apple Search Ads, while supporting web Paid Search. It is open to remote work or the office in Dubai.

Key responsibilities

• Plan, build and optimise app user acquisition campaigns on Google App Campaigns, Apple Search Ads, Google Ads and Microsoft Ads, covering install volume through to registration, funded account and first trade
• Optimise bidding strategies (tCPI, tCPA, tROAS), keyword and match targeting, audience signals, creative assets and store listings against KPIs (CPI, CPA, cost per funded account, ROAS)
• Use automation and AI-driven campaign types such as Smart Bidding and Performance Max to scale performance
• Run and scale Apple Search Ads across Search Results, Search Tab, Today Tab and Product Pages, including keyword harvesting, negative keywords and custom product pages
• Own the creative asset pipeline: brief, test and rotate video, image and text assets using asset-level reporting and Ad Strength
• Own tracking in AppsFlyer (SDK events, postbacks, OneLink deep linking) and web conversion tracking (GA4), and analyse data across MMP, ad platforms and BI
• Apply app attribution knowledge (SKAdNetwork, AdAttributionKit, conversion value schemas, deterministic vs probabilistic matching) and run structured tests including incrementality and geo-lift
• Produce regular performance reports on installs, post-installs and revenue, reconcile MMP and ad platform reporting, and communicate results to stakeholders
• Work with Paid Social, Programmatic, Analytics, CRM and other teams, and collaborate with creative, product and ASO teams

Required profile

• Bachelor's degree in a quantitative, analytical or business-related field preferred but not essential
• 4+ years of hands-on experience managing paid app user acquisition and/or Paid Search campaigns on the buy-side, with ownership of performance outcomes
• Experience running and scaling Google App Campaigns and Apple Search Ads at meaningful monthly spend, including bid automation and creative testing
• Hands-on experience with AppsFlyer or a comparable MMP (Adjust, Branch, Singular)
• Experience with post-install targets (CPI, CPA, cost per funded account, ROAS, LTV) and a track record of meeting KPIs
• Preferred: web Paid Search experience including Performance Max, experience marketing apps in high-consideration categories (trading, fintech, gaming, subscription), and exposure to regulated industries

Required skills

• Deep expertise in Google App Campaigns, Apple Search Ads and web Paid Search, with understanding of auction dynamics, automated bidding and app attribution
• Strong analytical mindset and advanced Excel (pivot tables, lookups, data modelling)
• Understanding of ATT, SKAdNetwork, AdAttributionKit and Android Privacy Sandbox
• Familiarity with AI-driven campaign types and automation is a plus