Responsibilities

• Campaign Management & Execution
• Own the day-to-day management of paid search campaigns across Google Ads and Microsoft Ads/Bing, ensuring campaigns are well structured, correctly targeted and aligned to business priorities
• Maintain strong account hygiene, including campaign structure, keyword groupings, naming conventions, tracking and budget allocation. Ensure campaigns are set up to effectively reach Basware’s core enterprise ICP across priority markets, leveraging account-based targeting strategies (customer match lists, ABM audience layering, intent data integration) to focus spend on high-value accounts
• Build new campaigns and actively evolve existing activity, including launching new initiatives, refining structures, and scaling or pausing campaigns in line with performance and business priorities
• Optimisation & Performance Improvement
• Continuously optimise campaigns to improve both efficiency metrics (CTR, conversion rate, CPL) and pipeline-stage metrics (cost per opportunity, SQL conversion rate, pipeline velocity), ensuring optimisation decisions are tied to downstream revenue impact rather than top-of-funnel volume alone
• This includes keyword expansion and refinement, negative keyword management, bid strategy optimisation and budget reallocation. Maintain strong control over query expansion and search term quality as match types and automation evolve across platforms
• Run ongoing tests across ad copy, extensions/assets and landing page alignment, ensuring learnings are applied systematically to improve performance over time.
• Keyword Strategy & Search Intent
• Develop and refine keyword strategy aligned to high-intent B2B audiences across finance, shared services and IT personas. Ensure keywords are mapped effectively to buyer journey stages and relevant landing pages
• Identify opportunities to improve coverage across priority solution areas, balancing demand capture with demand generation activity where appropriate
• Tracking, Attribution & Performance Insight
• Own the paid search attribution framework end-to-end: define and maintain multi-touch attribution models in partnership with Marketing Operations, ensuring paid search contribution to pipeline and ARR is measurable and defensible. Maintain robust campaign tracking including UTM parameters, HubSpot and CRM/Salesforce data alignment
• Own performance reporting with pipeline and ARR contribution as the primary KPIs, supported by channel efficiency metrics (CPC, CPM, CPL, conversion rates). Report on full-funnel economics: cost per SQL, cost per opportunity, pipeline sourced vs. influenced, and paid search contribution to closed-won ARR
• Ensure high-quality conversion signals and audience data are fed back into platforms to improve AI-driven optimisation and bidding performance
• Ensure reporting goes beyond channel-level performance to provide a clear view of full-funnel impact, translating insights into actionable recommendations to improve campaign effectiveness, budget allocation and ROI
• Collaboration & Cross-Channel Alignment
• Work closely with the Paid Media Manager, Marketing Ops, SEO and Content teams to ensure alignment across keyword strategy, messaging and landing page experience
• Ensure paid search activity complements broader paid media efforts across other platforms, and vice versa, with a consistent and coordinated approach to targeting, messaging and budget allocation
• Provide input into landing page performance and CRO opportunities, ensuring paid traffic is effectively converted. Act as an extension of the internal team, maintaining clear communication on performance, priorities and next steps