Media Buyer

Types of Media Buyers

Media buyers differ in experience and platform preference. You may be assigned specific platforms that best align with your strengths.

Platform-Specific Media Buyer

Confident and skilled to buy paid traffic on at least 1 designated ad platform — Meta, Google Ads, and/or AppLovin (Axon) — including campaign setup, creative testing, audience targeting, bid strategies, pixel setup, conversion tracking, algorithm learning phases, competitor research
Knows creative and policy best practices and requirements for the designated platform
Stays current on updates and strategies by connecting with other buyers in communities, groups, forums
Comfortable collaborating with creative teams to guide performance-based testing of new ad concepts

Meta Media Buyer

Confident with Meta's unique structure: ABO vs CBO, Advantage+, spend thresholds, placement ecosystem, dynamic creative optimization
Generally familiar with other paid social (TikTok, Snapchat, etc.) — can provide short-term coverage during OOO

Google Ads Media Buyer

Confident with Google's unique structure: campaign types (Search, Shopping, PMax, Display, Demand Gen), keyword research, Merchant Center setup & optimizations, Google-specific ad copy
Generally familiar with similar platforms (MS Ads, Amazon, Reddit) — can provide short-term coverage during OOO

Axon Media Buyer

Confident with Axon's unique structure: inventory and placements, creative formats (single- vs multi-asset creative sets, endcards, interactives), key campaign optimization levers
Generally familiar with Meta and/or Google Ads — can provide short-term coverage during OOO

Full Stack Buyer

Confident and skilled to buy traffic on ANY ad platform
Familiar with the creative and policy requirements across most platforms — can quickly find info when they aren't
Stays up to date on omnichannel media buying strategies through multiple communities
Comfortable writing ad copy for any platform, including Google Ads
Able to manage any account (with direction) while someone is OOO

Media Buyer Expectations

Spend client budgets

Fully spend each client's budget on the platform you manage every month
Missed spend targets carry over — expected to exceed or meet the target early, not fall short. Easier to scale back than catch up.
If forced to choose between overspending or underspending, prioritize overspending. For strict budgets, keep spend within 10% above target.
Split budgets between platforms to maximize performance. Be ready to reallocate quickly.
During promotional periods, increase spend for the specific date range. Collaborate with the GS to ensure the full budget is spent effectively.

Hit KPI goals

Understand each client's KPIs (ROAS, CPA, Revenue) and specific targets
Align campaign strategy with the KPIs
Make decisions based on data, not assumptions — use on-platform data and Triple Whale
If KPIs aren't being met, proactively suggest and implement solutions

Communicate when performance declines

If performance declines and you're not proactively communicating your optimization strategy in Slack, it will be treated seriously and can lead to disciplinary action.

Strive to exceed client goals. If the client needs a 2.5 ROAS, aim for a 3.5. Never settle for "good enough."

Write performance update notes

Add notes to the ad platform strategy section of the Weekly Performance Update for each assigned client — key campaign insights, learnings, next steps, budget considerations
Use the How To Write Notes Like A Pro guide
Ad platforms are complex — notes should be direct and concise while still clear. Longer notes are less likely to be read in full.
Notes must be completed no later than 5pm Pacific every Monday (or Tuesday if Monday is a holiday)

Develop new strategy

We're looking for more from you than just optimizations. We expect you to be a strategist:

Regularly audit performance to identify areas for improvement
Shift spend toward the highest-performing assets / elements
Identify funnel CRO opportunities backed by on-platform data
Implement an aggressive testing framework, especially for ad creative testing
Rapidly scale successful tests
Analyze competitor strategies for opportunities to replicate, improve, and outperform
Collaborate with fellow media buyers — share angles, copy, creative, and strategies that are driving performance
Stay current on platform changes. Don't just find new strategies — implement them, track results, report back.

Deliver creative insights

Keep up with emerging creative trends for your designated platform
Collaborate with Creative Strategists:
- Analyze metrics to identify which creative elements drive performance
- Scale successful ad creative and phase out underperformers
- Tailor creative insights for key audience segments
- Identify creative fatigue early and recommend timely refreshes
- Suggest new angles, designs, or messaging
- Align visual and copy elements
- Review competitor ads

Promote team collaboration

Actively participate in brainstorming sessions with informed, innovative ideas
Propose fresh ideas grounded in data and strategic alignment with client goals
Assess new ideas for feasibility in budget, resources, and timelines
Address internal team questions about media buying or your ad platform clearly and promptly (within 1 business day max)

Complete your assigned tasks

Complete all assigned Monday.com tasks by their due dates
Prioritize tasks that directly impact client performance or deliverables
Anticipate upcoming tasks and prepare in advance
Take ownership of your tasks — communicate delays promptly
Review all aspects of a task before marking it complete