Head of Paid Acquisition (Google Ads, SEM)

View full description

Requirements:

• Extensive Experience with Large-Scale Google Ads Campaigns: You’ve managed high-budget paid search campaigns in industries like travel, ticketing, or home services, working with multiple brand/domain strategies.
• Proven Leadership in Paid Search: You’ve led successful paid search teams and have a track record of implementing search strategies that deliver significant wins.
• Technical and Analytical Strengths: You’re highly skilled in spreadsheets, comfortable with SQL, and have a deep understanding of data-driven decision-making. Scripting languages and experience with data integration tools are a plus.
• Hands-On Approach: While this is a leadership role, you're not afraid to get into the weeds. You'll be a hands-on contributor and also a mentor.

Responsibilities:

• Grow Paid Search Revenue: Lead and optimize Google Ads paid search campaigns that drive nearly all of our paid acquisition efforts. You'll leverage advanced strategies—bid optimization, copy tests, audience-based rules, and more—combined with internal customer data to maximize ROAS across multiple markets.
• Lead a High-Performing Team: Build and mentor a team of paid search experts. Define performance metrics, establish best practices, and foster a culture of continuous improvement and innovation.
• Manage Complex Campaign Structures: Oversee large-scale Google Ads campaigns across multiple brands and service lines. You'll bring extensive experience managing complex, multi-market campaigns with varied seasonality, demographics, and pricing.
• Drive Strategic Growth: Develop and execute paid search strategies for new verticals as we expand beyond lawn care. Tailor campaigns to fit each unique market, identifying and capitalizing on opportunities for growth.
• Cross-Functional Collaboration: Work closely with product, sales, and customer service teams to align paid search strategies with broader business goals. Your ability to integrate paid search insights into the company’s overall marketing efforts will be crucial.
• Own the P&L for Ad Spend: You'll be responsible for all paid search spending, ensuring that we hit revenue and efficiency targets. Prepare detailed plans (3-year, 1-year, and quarterly) and own the financial outcomes.
• Analyze Data for Insights: Use data to inform strategy—identifying trends in lifetime value, keyword performance, conversion rates by market, and more. You'll also work closely with engineering and data teams to integrate ad platforms with internal data systems.
• Explore New Channels & Test Strategies: While 90% of your focus will be on Google Ads, you'll also explore new paid channels and test innovative strategies to enhance performance.