Responsibilities

• Manage and optimize Google Ads campaigns for US-based local B2C businesses
• Build, launch, and refine Google Search campaigns with a focus on local lead generation
• Build and optimize Performance Max (PMax) campaigns with a focus on lead quality over volume
• Implement and manage Target CPA bidding strategies to control cost-per-lead
• Leverage Google Business Profile / Google Maps ad placements alongside traditional Search campaigns
• Accurately track and differentiate lead sources (GMB/Maps vs. Search) for client reporting
• Provide clear, actionable reporting and strategic recommendations on a regular basis
• Stay current with Google Ads platform changes, beta features, and best practices

Requirements

• Local lead generation via Google Search — proven track record managing campaigns for US local B2C businesses, with a focus on driving inbound calls and form submissions
• Google Business Profile + Google Ads integration — you know how to connect and optimize GBP assets within campaigns and understand how Maps/Local ads work alongside Search
• Target CPA bidding — setting, monitoring, and adjusting tCPA to hit cost-per-lead goals across different business types
• Performance Max campaigns — building PMax campaigns that attract quality leads, not junk conversions, and optimizing them over time using asset group performance, audience signals, and search term insights

Preferred

• Meta Ads (Facebook / Instagram) — local lead generation campaigns
• Microsoft / Bing Ads — search campaign management
• YouTube Ads — local or direct-response video campaigns
• Google Display Network — remarketing or prospecting for local businesses
• Google Ads Editor — bulk campaign management and offline editing
• Experience working with US dental offices or medical practices
• Team leadership or mentorship — if you've led, trained, or managed other paid media practitioners, tell us about it. This is valued and creates a path toward a Head of Paid Media designation for the right candidate
• Other paid platforms — if you've generated quality local leads through channels not listed above (e.g. TikTok, programmatic, Pinterest, or others), tell us about it