Responsibilities

• Own and manage lead generation-focused Google Ads campaigns, including Search, Display, YouTube, and Performance Max, from initial structure through ongoing optimization.
• Build campaigns from the ground up including keyword research, account structure, bidding strategies, ad copy, extensions, and landing page alignment.
• Optimize campaigns against core performance marketing metrics including CAC, CPL, ROAS, MER, and conversion rate.
• Monitor performance trends and apply data-driven optimizations across keywords, audiences, bidding strategies, and creative performance.
• Use GA4 and advertising platform data to analyze user behavior, conversion paths, and campaign performance.
• Ensure accurate conversion tracking and attribution, working with internal teams to maintain reliable measurement.
• Leverage AI-driven capabilities within advertising platforms including smart bidding, predictive audience signals, and automated optimization tools to improve campaign efficiency and insights.
• Design and execute structured testing frameworks, including A/B and multivariate tests across ads, audiences, bidding strategies, and landing pages.
• Identify opportunities to improve conversion performance, partnering with design, development, and content teams on landing page improvements, messaging alignment, and testing initiatives.
• Develop and execute structured testing programs across ads, audiences, and landing pages to continuously improve performance.