Strategy & Campaign Management:
⢠Own the end-to-end Google Ads strategy across US and AU markets â Search (RSA & DSA), Brand, Competitor, and any new campaign types you recommend
⢠Audit and restructure the current account within the first 30 days: pause waste, fix budget allocation, resolve policy violations, and implement a clear performance framework
⢠Build and iterate on campaign structure, ad copy, landing page alignment, bidding strategy, and audience targeting
⢠Manage a combined monthly budget of USD $50,000+ with the discipline of someone spending their own money
Tracking, Attribution & Reporting:
⢠Fix and maintain end-to-end conversion tracking â from Google Ads through to our CRM (Zoho) â so leadership can see exactly which campaigns are generating placements, not just clicks
⢠Implement proper UTM parameter management so every lead source is accurately attributed
⢠Build a monthly performance report that goes beyond vanity metrics â cost per acquisition, pipeline contribution, and placement conversion rate matter here
⢠Set up and maintain Google Analytics 4 integration with Ads accounts
Optimisation & Growth:
⢠Conduct ongoing keyword research, search term analysis, and negative keyword management across both accounts
⢠Write and test ad copy â understanding that our audience (US and AU business owners looking to hire Filipino VAs) requires nuanced, benefit-led messaging
⢠Run structured A/B tests on ad variants, landing pages, and bidding strategies â with a hypothesis, results, and a decision, not just experiments
⢠Monitor competitor activity via auction insights and adjust strategy accordingly
⢠Proactively action or justify Google's optimisation recommendations â target 90%+ optimisation score on both accounts
Collaboration:
⢠Work directly with the Australian and US sales managers to understand lead quality, not just lead volume â the goal is placements, not form fills
⢠Flag opportunities and risks to leadership proactively â you should be the most informed person in the business about our paid search performance
⢠Recommend landing page and website changes that would improve conversion rates, with data to back them up
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