Own and optimize Google Ads and YouTube campaigns focused on lead generation
Develop and refine campaign structures based on intent, geography, and performance data
Conduct ongoing search term analysis and implement strong negative keyword strategies
Monitor Auction Insights, impression share, and competitive positioning
Lead keyword research, write high-performing ad copy, and align creative with optimized landing pages to drive conversions
Drive campaign structure development, A/B testing, and automation strategy to maximize performance
Use GA4 and Google Search Console to analyze performance trends and surface opportunities
Evaluate performance based on true CPA and signed cases, not just CPL
Track lead flow and monitor lead quality across platforms
Partner with the intake team to identify trends and recommend improvements to lead targeting and ad strategies
Lead landing page improvements and conversion-rate optimization efforts
Own PPC reporting, including weekly and monthly performance and lead-quality reports, and ensure accurate data collection across campaigns
Organize and analyze marketing data using tools like GA4, Looker Studio, and Excel
Manage external lead generation partners by coordinating assets, sharing feedback, and tracking lead results
Provide strategic input on budget allocation and channel mix to the Growth Marketing Director
Mentor junior team members and contribute to PPC best practices, testing frameworks, and team knowledge-sharing

5+ years of hands-on experience managing Google Ads for lead generation
Proven experience in high-CPC industries such as legal, medical, or financial services
Deep understanding of bidding strategy, match types, and advanced performance optimization
Ability to interpret data and make independent strategic decisions based on performance trends
Track record of scaling lead-gen campaigns while improving true CPA
Advanced proficiency in GA4, Search Console, Looker Studio, and Excel
Familiarity with landing page testing tools (Unbounce, VWO, etc.) and CRM tracking
Strong written communication and attention to detail
Self-starter mindset with a proactive, accountable, ownership-driven approach to performance
Ability to thrive in and help set the pace of a fast-paced, high-performance environment
Google Ads certification (preferred)

Senior PPC Specialist

Key skills