Paid Ads Specialist

Paid Search Strategy:

• Own Google Ads strategy and day-to-day campaign execution, including account structure, keywords, bidding, ad copy, and audiences.
• Build, launch, and restructure campaigns based on historical performance and identified opportunities.
• Conduct search term reviews and refine match types and bidding strategies.

Budget Management:

• Manage monthly advertising budgets and allocate spend across campaigns based on performance.
• Monitor budget pacing and shift investments toward campaigns generating stronger results.
• Optimize campaigns to reduce cost per lead while maintaining or improving lead quality.

Conversion Tracking and Analytics:

• Collaborate with internal teams to maintain accurate conversion tracking across GA4, Google Tag Manager, and offline conversion imports.
• Analyze advertising performance using spreadsheets and reporting tools such as Looker Studio.
• Translate campaign results into actionable recommendations for leadership.

Multi-Channel Advertising:

• Manage and expand Microsoft Advertising campaigns alongside Google Ads.
• Oversee Meta retargeting campaigns to support lead generation.
• Participate in SEO and email marketing discussions to identify cross-channel opportunities.