Paid Media Specialist, Google Ads

Job purpose: The Paid Media Specialist is responsible for driving profitable online growth through the strategy, execution, and optimization of high-impact digital advertising campaigns. This role focuses on high-intent acquisition channels, with particular emphasis on Google Ads and on-site conversion performance, using a data-driven approach to increase qualified traffic, improve conversion rates, and enhance data quality. Through continuous testing, analysis, and performance optimization, the role plays a critical part in maximizing ROI and supporting broader business growth.

Responsibilities:

• Lead the end-to-end management of the Google Ads account, including campaign strategy, structure, bidding, and ongoing optimization across Performance Max, Search, Shopping, Display, and YouTube
• Implement and manage value-based bidding strategies and enhanced conversion tracking to align campaign performance with revenue outcomes
• Lead optimization of product feeds within Google Merchant Center, including title enhancements, image quality improvements, UPC accuracy, and product grouping
• Partner with SEO and web teams to ensure alignment between paid campaigns and landing pages, and to support ongoing conversion rate optimization initiatives
• Integrate and leverage competitive pricing insights (e.g., PriceShape) to inform bidding strategies and campaign performance
• Develop and execute campaign strategies focused on our Preferred Brands to strengthen visibility, competitiveness, and overall digital performance
• Build and deliver regular performance reports, providing clear insights and actionable recommendations to stakeholders
• Conduct ongoing search term analysis, maintain and refine negative keyword lists, and optimize audience targeting and segmentation

Qualifications:

• Bachelor’s degree in marketing, Communications, Digital Media, Business Administration, or a related field.
• 3–5+ years managing Google Ads accounts with $1M+ annual spend
• Strong experience with Performance Max, Shopping, and Search campaigns
• Hands-on experience with Google Merchant Center and product feed management
• Google Ads certification (an asset)
• B2B ecommerce or industrial/distribution experience (an asset)

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