• The Sr. Paid Media Specialist directly manages a high-volume portfolio of paid media accounts • They build, launch, and optimize campaigns across Google Ads, Meta Ads, and other relevant platforms • Conduct regular account audits to identify optimization opportunities • Develop and execute comprehensive account strategies for new client onboarding and significant account expansions • Monitor budget pacing and allocation across the assigned portfolio • Provide guidance on campaign builds, optimization strategies, and troubleshooting • Contribute to the development and refinement of standardized workflows, optimization checklists, and campaign build guides

• The Paid Media Specialist builds, launches, and manages paid media campaigns across Google Ads and Meta Ads according to established agency best practices and SOPs. • They execute routine optimizations, including keyword expansion, negative keyword management, bid adjustments, and ad copy testing. • Monitoring daily performance and budget pacing across a high volume of assigned accounts is critical to ensure targets are met. • They troubleshoot basic underperforming campaigns and implement corrective actions based on data analysis. • This role involves generating accurate and timely performance reports for assigned clients using internal tools. • The specialist analyzes campaign data to identify basic trends and provide actionable insights for performance improvement. • They also ensure conversion tracking and pixels are functioning correctly, escalating complex technical issues to senior team members or the Analytics team. • The specialist actively participates in 1:1 meetings, team training, and mentorship sessions to develop technical skills and strategic knowledge.

• Lead the day-to-day supervision of client paid search programs including strategic approaches, bid recommendations, execution details, budgets/accounting and overall goal achievement • Develop relationships with search community, vendors and Directors for optimal service levels and results • Understand client’s product, marketing objectives and digital goals with an emphasis on paid search • Monitor, track and evaluate campaign performance analytics based on client KPI targets • Stay informed on updates regarding tools and User Interfaces (AdWords, Bing, etc.) • Think creatively to improve efficiencies or advance the practice • Contribute to corporate initiatives, automation projects, process changes and roll-outs • Build or assist in crafting, POVs, standard methodologies and key process documentation • Define and implement campaign strategy working closely with other internal departments • Stay current on industry trends focusing on how changes can improve offerings

Role Description This position drives strategy, execution, and optimization of paid media campaigns across Google and Microsoft Ads — including Search, Performance Max, AI Max, YouTube, and Demand Gen — to meet advertiser objectives. This includes all elements of campaign execution: - Proposal research - Competitive analysis - Bid and budget management - Ongoing performance monitoring - Optimization and performance analysis Compensation for this position is comprised of a base salary plus incentive compensation. The base salary range is $53,000 to $65,000 per year. Additional incentives bring total potential compensation to $58,300 to $71,500. What you’ll be doing: - Build and manage campaigns across Search, Performance Max, AI Max, Demand Gen, and Shopping formats aligned to client KPIs - Structure PMax campaigns with asset group segmentation, audience signals, and brand exclusions; apply AI Max URL expansion controls - Maintain traditional Search campaigns alongside automated formats to preserve keyword-level control and protect branded traffic - Develop onboarding plans, budget forecasts, and bid strategy recommendations for new and existing clients - Implement and manage Smart Bidding strategies (tCPA, tROAS, Maximize Conversions/Value) matched to funnel stage and client goals - Feed quality signals via Enhanced Conversions, consent mode (v2), Customer Match, and audience list layering - Monitor pacing, adjust budgets, and manage learning periods during seasonal shifts or strategy changes - Implement and audit conversion tracking via Google Tag Manager, GA4 event tagging, and Enhanced Conversions - Conduct ongoing optimizations: search term analysis, asset reporting, audience reviews, and landing page alignment - Build performance reports and communicate insights, trends, and recommendations in client status calls (weekly/bi-weekly/monthly) - Proactively identify opportunities to improve CPA/ROAS, grow conversion volume, and scale client investment - Translate client objectives into actionable PPC tactics; partner with internal teams, search engine reps, and client stakeholders - Stay current on Google/Microsoft product updates, AI tool changes, and industry best practices; share learnings with the team Qualifications - Bachelor's degree in marketing, business, communications, or related area or equivalent experience - Minimum 1 year’s relevant experience executing and optimizing paid Google Ads and Microsoft Ads campaigns - Active Google Ads certifications required: Search and GA4; Microsoft Advertising preferred - Google Ads AI-Powered Performance Ads or Google Ads Measurement certification a plus - Hands-on experience with YouTube, Demand Gen and Performance Max campaign types required - Experience managing multiple clients across varied industries and budgets simultaneously - Demonstrated experience with Higher Education, Advocacy and/or B2B clients preferred - Google Tag Manager, GA4, Enhanced Conversions, and consent mode (v2) implementation and troubleshooting - Strong analytical skills; proficient in Excel, Google Sheets, or Data Studio for performance reporting - Familiarity with Display/Video and paid social campaigns a plus - Exceptional organizational and time management skills; thrives managing multiple priorities in a fast-paced environment - Clear communicator able to translate complex PPC strategy for non-technical stakeholders - Proactive, adaptable, and current on evolving platform capabilities and automation best practices