Responsibilities

• Monitor account KPIs on a daily/semi-daily basis by analyzing performance across 7-day, 14-day, 30-day, and 90-day windows to identify trends and optimization opportunities
• Track and optimize conversion rate fluctuations with a minimum target of 5-10% improvement
• Manage total conversions and cost per conversion to maintain efficiency targets
• Conduct daily/semi-daily search term reviews and add negative keywords using correct match types to reduce wasted spend
• Implement and adjust bid adjustments on locations, devices, audiences, demographics, and ad schedules for optimal performance
• Segment conversion actions at campaign, ad group, and keyword levels to understand lead sources
• Review leads on the backend through CallRail and Unbounce to assess quality and inform optimization decisions
• Pause non-performing keywords and add converting keywords identified through search terms reports
• Restructure account architecture using phrase match and exact match targeting to maximize spend efficiency on highest-performing keywords
• Enable and manage bidding strategy experiments based on performance KPIs (e.g., 100 clicks for Max Clicks vs. 15-30 conversions for Maximize Conversions)