Paid Media Manager

About the Role

A US-based digital marketing agency with over 25 years of experience serving small local businesses is seeking a Paid Media Manager. This agency is a certified Google Partner known for achieving exceptional conversion rates (10%+ on Google Ads) and click-through rates on social media campaigns. The role involves taking full ownership of Google Ads and Meta Ads strategies and execution for a diverse portfolio of local service businesses. You will manage campaigns for more than 40 clients simultaneously, with monthly ad budgets ranging from $1,000 to $10,000 per client. Your performance will be directly measured by lead volume, cost per lead, conversion rate, and return on ad spend. This is a hands-on position requiring daily optimization, weekly testing, and monthly reporting. A key aspect of the role is translating complex data into understandable outcomes for business owners. The position reports to the Director of Marketing / Agency Principal and operates fully remotely, with a Monday-Friday schedule aligned with US Mountain Time business hours.

Responsibilities

• Develop, launch, and continuously optimize Google Ads campaigns, including Search, Display, Shopping, and Performance Max, tailored for local service businesses.
• Conduct thorough keyword research and implement disciplined negative keyword management to ensure efficient budget utilization.
• Craft compelling, conversion-focused ad copy with clear calls to action for calls and form submissions, prioritizing quality over mere click volume.
• Implement and manage conversion tracking using Google Tag Manager and Google Analytics 4 (GA4).
• Administer bid strategies such as Target CPA (tCPA), Target ROAS (tROAS), and Maximize Conversions, adjusting them based on campaign performance.
• Regularly audit Quality Scores and ensure alignment between ads and landing pages.
• Create remarketing audiences and execute RLSA campaigns to re-engage potential customers.
• Maintain the agency's standard of achieving a 10%+ conversion rate on all Google Ads accounts.
• Build and manage Meta (Facebook & Instagram) campaigns for various objectives including lead generation, traffic, retargeting, and brand awareness.
• Formulate audience strategies utilizing Custom Audiences, Lookalike Audiences, and interest/behavioral targeting.
• Collaborate with the content team to define creative requirements (images, video, carousels) that resonate with local service businesses and drive conversions.
• Execute structured A/B tests on creative assets, ad copy, audience segments, and ad placements.
• Set up and maintain the Meta Pixel and Conversions API for accurate campaign attribution.
• Manage daily and lifetime budgets, optimizing ad delivery to meet Cost Per Lead (CPL) targets.
• Utilize Advantage+ campaigns where appropriate, while retaining manual control over critical accounts.
• Generate and maintain monthly performance reports using the agency dashboard, GA4, and CallRail.
• Interpret performance data into clear, plain-English insights, detailing successes, failures, and future strategies.
• Present campaign results during monthly client review calls, in conjunction with the assigned account manager.
• Proactively identify and flag underperforming campaigns to internal stakeholders before month-end.
• Contribute to new client onboarding by recommending optimal budgets, platform mix, and campaign structures.
• Identify opportunities for account expansion, such as introducing retargeting or new platforms.
• Stay abreast of the latest changes in Google Ads and Meta Ads platforms, and propose innovative strategies to the team.
• Coordinate with SEO and content teams to ensure paid and organic strategies are mutually reinforcing.