Paid Media Specialist - UK/USA

We are seeking a data-driven and performance-oriented Google Ads Specialist with extensive hands-on experience in managing and optimizing campaigns across Google Search, Performance Max, Display, Shopping, and YouTube Ads. The ideal candidate will have a proven track record of managing campaigns targeting the UK and US markets, demonstrating a strong grasp of conversion tracking, bidding strategies, keyword research, campaign optimization, and performance analysis. This role requires a proactive individual who can independently manage campaigns, analyze data, and deliver measurable results aligned with business goals.

Key Responsibilities

- Plan, create, manage, and optimize Google Ads campaigns across multiple platforms including Google Search, Performance Max, Shopping, Display, and YouTube.
- Conduct thorough keyword research, search-term analysis, competitor analysis, and manage negative keywords to enhance campaign efficiency.
- Develop effective campaign and ad group structures tailored to business objectives.
- Write and test compelling Responsive Search Ads (RSAs) and ad copy to improve engagement and conversion rates.
- Manage and optimize bidding strategies such as tCPA, tROAS, Maximize Conversions, Maximize Conversion Value, and Maximize Clicks.
- Continuously optimize campaigns based on key performance indicators including ROAS, CPA, CPL, CTR, CPC, conversion rate, impression share, and revenue.
- Oversee UK and US campaigns, adapting strategies to reflect differences in audience behavior, competition, search intent, and market conditions.
- Monitor budgets closely to ensure efficient allocation of advertising spend and identify opportunities for scaling campaigns while maintaining target profitability.
- Analyze search terms regularly to refine keyword targeting and update negative keyword lists.
- Conduct A/B testing on ads, landing pages, audiences, bidding strategies, and campaign structures to maximize performance.
- Collaborate with SEO, content, web development, and creative teams to enhance overall campaign effectiveness.
- Prepare regular performance reports featuring actionable insights and strategic recommendations.

Conversion Tracking & Analytics

- Set up and troubleshoot Google Ads conversion tracking to ensure accurate measurement of campaign outcomes.
- Demonstrate strong proficiency with Google Tag Manager (GTM) and GA4, including linking GA4 with Google Ads.
- Track various conversion actions such as leads, purchases, calls, and form submissions.
- Troubleshoot discrepancies across Google Ads, GA4, CRM, and website/backend data sources.
- Understand attribution models and ensure data quality for conversion tracking.
- Experience with enhanced conversions is highly advantageous.

E-Commerce & Performance Marketing

- Manage Google Shopping and Performance Max campaigns with a focus on e-commerce performance.
- Understand Google Merchant Center and product feed management.
- Analyze product-level performance to identify high and low-performing products.
- Utilize e-commerce metrics such as ROAS, AOV, CAC, revenue, and conversion rate to inform strategies.
- Develop full-funnel marketing strategies suitable for both e-commerce and lead-generation businesses.

Required Qualifications

- Minimum of 4 years of hands-on experience managing Google Ads campaigns.
- Proven experience managing campaigns targeting UK and US markets.
- Strong expertise in Search and Performance Max campaigns.
- Working knowledge of Shopping, Display, and YouTube Ads.
- Deep understanding of keyword research, search intent, match types, bidding strategies, and budget management.
- Hands-on experience with Google Ads Editor is preferred.
- Solid knowledge of GA4, Google Tag Manager, and conversion tracking methodologies.
- Experience with Google Merchant Center is a plus.
- Excellent analytical and problem-solving skills.
- Ability to independently manage campaigns and take full ownership of performance outcomes.
- Good understanding of landing pages and conversion funnels.
- Strong reporting and communication skills to convey insights clearly.

This role offers the opportunity to work in a dynamic environment where your expertise will directly impact campaign success and business growth. If you are passionate about digital advertising and have a strong analytical mindset, this position is an excellent fit.