Paid Ads Specialist

This role is open to candidates based in LATAM, Africa, and Eastern Europe. Please note that as this role supports U.S.-based clients, candidates must be available to work during U.S. business hours aligned with the client’s time zone.   Our client is an established custom manufacturing company operating a quote-driven, lead-generation sales model. The company has a mature paid search program and is transitioning its advertising operations from an external agency to an in-house specialist. ROLE OVERVIEW The Paid Ads Specialist will take full ownership of paid search strategy and execution, primarily managing Google Ads, with additional responsibility for Microsoft Advertising and Meta retargeting. This role requires an experienced, hands-on specialist who can quickly understand an established advertising account, identify optimization opportunities, manage budgets, and improve lead quality and cost efficiency. The ideal candidate is proactive, analytical, and comfortable independently managing paid advertising performance while providing actionable recommendations to leadership. LOCATION Fully Remote (Work from Home) | 9:00 AM – 5:00 PM EST KEY RESPONSIBILITIES PAID SEARCH STRATEGY & CAMPAIGN MANAGEMENT - Own Google Ads strategy and day-to-day campaign execution, including account structure, keywords, bidding, ad copy, audiences, and negative keywords. - Build, launch, and restructure campaigns based on historical performance and identified opportunities. - Conduct search term reviews, refine match types and bidding strategies, and test advertising creative and offers. - Stay current with Google Ads automation, Smart Bidding, and AI-driven advertising features. - Identify and implement opportunities to improve campaign efficiency and conversion rates. BUDGET MANAGEMENT & LEAD GENERATION - Manage monthly advertising budgets and allocate spend across campaigns based on performance. - Monitor budget pacing and shift investments toward campaigns generating stronger results. - Optimize campaigns to reduce cost per lead while maintaining or improving lead quality. - Use CRM and offline conversion data to evaluate leads that convert into quotes and orders. - Track campaign performance against lead generation and conversion objectives. CONVERSION TRACKING & ANALYTICS - Collaborate with internal teams to maintain accurate conversion tracking across GA4, Google Tag Manager, offline conversion imports, and call tracking. - Identify tracking discrepancies and recommend improvements. - Analyze advertising performance using spreadsheets and reporting tools such as Looker Studio. - Translate campaign results into actionable recommendations for leadership. MULTI-CHANNEL ADVERTISING & COLLABORATION - Manage and expand Microsoft Advertising campaigns alongside Google Ads. - Oversee Meta retargeting campaigns to support lead generation. - Participate in SEO and email marketing discussions to identify cross-channel opportunities. - Collaborate with internal teams to align paid advertising initiatives with broader marketing objectives. AGENCY TRANSITION & REPORTING - Work with the existing agency during the transition to understand account history, campaign structure, and performance. - Assume full ownership of the paid advertising program following the transition. - Monitor and report on campaign KPIs, performance trends, and optimization opportunities. - Proactively communicate findings, recommendations, and campaign updates to leadership and internal teams. QUALIFICATIONS EXPERIENCE - 5+ years of hands-on experience managing paid advertising campaigns, with Google Ads as the primary platform. - Proven experience independently owning paid search strategy and execution. - Demonstrated success managing lead-generation campaigns focused on form submissions, quote requests, or phone calls. - Track record of improving cost per lead, lead quality, and conversion performance. - Experience managing substantial monthly advertising budgets and reallocating spend based on results. - Experience managing Microsoft Advertising and Meta retargeting campaigns. - Experience working with conversion tracking, offline conversion imports, and CRM-based lead attribution. - Experience with B2B, made-to-order, or quote-based sales cycles is preferred. - Experience with Pipedrive or similar CRM systems is a plus. - Experience transitioning paid advertising programs from an agency to an in-house team is preferred. - Google Ads or Microsoft Advertising certifications are a plus. SKILLS - Advanced proficiency in Google Ads, including campaign structure, keyword strategy, match types, negative keywords, Smart Bidding, Performance Max, responsive search ads, and remarketing. - Strong ability to optimize paid campaigns based on lead quality, conversion rates, and cost per lead. - Proficiency in managing advertising budgets, monitoring spend pacing, and adjusting allocations based on performance. - Strong working knowledge of GA4, Google Tag Manager, enhanced conversions, offline conversion imports, and call tracking. - Ability to analyze advertising performance using spreadsheets and reporting platforms such as Looker Studio. - Ability to interpret CRM conversion data and use downstream sales outcomes to guide advertising optimization. - Knowledge of Microsoft Advertising and Meta Ads retargeting strategies. - Familiarity with SEO and email marketing as part of a broader acquisition strategy is preferred. - Familiarity with AI tools such as Claude or ChatGPT for campaign analysis, reporting, and ad copy development is a plus. - Strong analytical and problem-solving skills with the ability to identify performance trends and recommend improvements. - Ability to independently develop strategies, execute campaigns, and take ownership of results. - Ability to present technical advertising findings and recommendations to non-specialist stakeholders. OPPORTUNITY The Paid Ads Specialist will have the opportunity to take full ownership of an established paid advertising program, transitioning it from agency management to an in-house operation. This role offers autonomy to shape campaign strategy, optimize advertising investments, and directly influence lead generation performance while working closely with company leadership. APPLICATION PROCESS: TO BE CONSIDERED FOR THIS ROLE THESE STEPS NEED TO BE FOLLOWED: - Fill in the application form - Record a video showcasing your skill sets