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, with a deep understanding of conversion tracking, bidding strategies, keyword research, campaign optimization, and performance analysis. This role requires a strategic thinker who can independently manage campaigns, analyze data, and collaborate effectively with cross-functional teams to drive measurable results.

Key Responsibilities

- Plan, create, manage, and optimize Google Ads campaigns across multiple platforms, including Google Search, Performance Max, Shopping, Display, and YouTube.
- Conduct detailed keyword research, search-term analysis, competitor research, and manage negative keywords to improve campaign efficiency.
- Develop effective campaign and ad-group structures aligned with business objectives.
- Write and test compelling Responsive Search Ads (RSAs) and ad copy to maximize engagement and conversions.
- 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-based campaigns, adapting strategies to differences in audience behavior, competition, search intent, and market conditions.
- Monitor advertising budgets to ensure efficient spend allocation and identify opportunities for scaling campaigns while maintaining target profitability.
- Analyze search terms regularly to refine keyword targeting and expand negative keyword lists.
- Conduct A/B testing on ads, landing pages, audiences, bidding strategies, and campaign structures to enhance performance.
- Monitor overall campaign performance and proactively identify areas for improvement.
- Collaborate closely with SEO, content, web development, and creative teams to enhance campaign outcomes.
- 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 effectiveness.
- Demonstrate a strong understanding of Google Tag Manager (GTM) and experience with GA4, including linking GA4 with Google Ads.
- Track various conversion actions such as leads, purchases, calls, and form submissions.
- Troubleshoot discrepancies between Google Ads, GA4, CRM, and website/backend data sources.
- Understand attribution models and maintain high-quality conversion data.
- Experience with enhanced conversions is considered a strong advantage.

E-Commerce & Performance Marketing

- Manage Google Shopping and Performance Max campaigns with a focus on driving e-commerce growth.
- Understand 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 strategy.
- Develop full-funnel marketing strategies for both e-commerce and lead-generation businesses.

Required Qualifications

- Minimum of 4 years of hands-on experience managing Google Ads campaigns.
- Proven expertise in managing campaigns targeting the UK and US markets.
- Demonstrated success with Search and Performance Max campaigns.
- Working knowledge of Shopping, Display, and YouTube Ads.
- Strong skills in keyword research, understanding search intent, match types, bidding strategies, and budget management.
- Hands-on experience with Google Ads Editor is preferred.
- Proficient in GA4, Google Tag Manager, and conversion tracking setup and troubleshooting.
- Experience with Google Merchant Center is a plus.
- Excellent analytical and problem-solving abilities.
- Ability to independently manage campaigns and take full ownership of performance.
- 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 data-driven decision-making and continuous optimization are key to success. The ideal candidate will be proactive, detail-oriented, and passionate about driving measurable growth through expertly managed Google Ads campaigns.