Incubator Lab

Google Demand Gen Media Buyer

Los Angeles, CA (Remote)

$3K/mo – $5K/moMid LevelContract

Posted 2 weeks ago

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Job Summary

Own the end-to-end Google Demand Gen engine with visuals feeding the machine, audience architecture, rapid tests, and precise reporting that ties spend to conversions.

  • Growth ownership: Google Demand Gen strategy from scratch across Google platforms, with budget control and unit economics.
  • Creative & Audience: Align with creatives to feed the Demand Gen model, building lookalikes and custom audiences.
  • Testing & Measurement: Run high-frequency tests, track attribution, and report actionable insights to the growth team.

Job Description

Responsibilities

  • Own Demand Gen Strategy: Strategize, build, launch, and optimize high-budget Google Demand Gen campaigns from scratch to drive efficient customer acquisition.
  • Creative-Led Media Buying: Collaborate closely with our Creative Strategists and Video Editors to define the specific visual assets (images, carousels, video, and Shorts) needed to feed the Demand Gen machine.
  • Audience & Lookalike Architecture: Build and optimize lookalike segments, custom intent audiences, and first-party data lists to maximize the efficiency of Google's machine learning.
  • High-Frequency Testing: Design, run, and document rapid creative and audience tests, moving quickly based on hard data (CTR, CPA, and ROAS) rather than "gut feelings".
  • Performance Analysis: Analyze attribution, monitor platform performance daily, and clearly report actionable insights to the broader growth team.
  • Budget & Bid Management: Masterfully manage Smart Bidding algorithms (Maximize Conversions, Target CPA, Target ROAS) to scale spend without eroding efficiency.

Requirements

  • 2+ Years of Proven Demand Gen Experience: Demonstrated success in structuring, launching, and scaling Google Demand Gen (and/or legacy Discovery) campaigns.
  • Deep Google Ads Expertise: 4+ years of overall Google Ads experience, with a heavy emphasis on direct-response, conversion-focused campaigns (YouTube Ads, Performance Max, and Search).
  • Creative-First Mindset: You understand that Demand Gen is a highly visual format. You know what makes a thumb-stopping hook, and you can partner with creatives to translate performance data into visual iterations.
  • Data-Driven & Analytical: Strong analytical skills with the ability to interpret attribution data, pixel health, and complex user journeys.
  • High Ownership & Autonomy: Comfort operating in a fast-paced, async-first environment with minimal hand-holding.
  • Communication: Exceptional written and verbal English communication skills.

Preferred

  • Experience scaling budgets to 6 or 7 figures monthly.
  • Strong understanding of tracking, GA4, GTM, and offline conversion tracking setups.
  • Prior experience working in direct-to-consumer (DTC) or rapid e-commerce environments.

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