Sr. Performance Marketing Manager - SEM & Contextual

About the role

Are you a highly skilled Google Ads / SEM expert with a track record of driving growth and delivering exceptional lead gen ROI on paid search and contextual networks? Excel™ is seeking a Senior Media Buyer (SEM & Contextual) to take full ownership of creating and optimizing high-performing campaigns across Google Ads — primarily Search, plus Performance Max, Demand Gen, and Display/You Tube and contextual networks such as Media Alpha, Sure Hits, and Delty, while managing substantial budgets to generate insurance leads s is a role for top-tier professionals who are strategic, data-driven, and passionate about pushing the boundaries of paid search and contextual advertising.

• Grow and manage substantial advertising budgets across Google Ads and contextual networks — scaling spend while meeting margin, efficiency, and lead-quality targets to meet and exceed company performance goals.
• Strategize and lead large-scale Google Ads lead generation campaigns (Search, Performance Max, Demand Gen, and Display/You Tube), optimizing keyword targeting, audience signals, asset and creative impact, and campaign structure to maximize profitability and scalability.
• Drive account expansion through effective keyword targeting, search-term mining, and audience optimization across Google Ads and contextual networks.
• Leverage advanced analytics to uncover actionable insights, drive optimizations, and continuously improve campaign performance.
• Collaborate with creative teams to develop high-performing responsive search ads, Performance Max asset groups, and Demand Gen video creative (headlines, descriptions, images, and video) that resonate with high-intent audiences.
• Conduct detailed keyword, search-term, and audience research to refine targeting precision and unlock new growth opportunities.
• Proactively test and implement new Google Ads features, AI Max, Smart Bidding Exploration, and contextual-network tools to stay ahead in the ever-evolving paid search and contextual landscape.
• Analyze and communicate performance insights and strategic recommendations to leadership and stakeholders and implement them effectively.
• Experiment with various marketing angles, ad formats, and video content, building a pipeline of experimentation to accelerate test velocity and identify winning creatives and assets.
• Lead the paid search / SEM function, focusing on profitable growth and account/media expansion across Google Ads and contextual networks.

• Minimum of 5 years of advanced experience in paid search / SEM, with a focus on Google Ads (Search, Performance Max, Demand Gen, and Display/You Tube), with Microsoft (Bing) Ads as a secondary search engine; hands-on experience buying on contextual networks strongly preferred.
• Proven ability to scale campaigns profitably while navigating complex auction dynamics and algorithmic changes.
• Mastery of performance analytics, with expertise in using data to shape decisions and optimize outcomes.
• Demonstrated creativity and innovation in developing ad concepts and testing strategies.
• Strong communication and collaboration skills, with experience working cross-functionally to achieve performance goals.
• Proactive and forward-thinking, with a passion for leveraging new tools and techniques to maintain a competitive advantage.
• Deep expertise in keyword research, match types, keyword composition, SKAG/STAG strategy, Quality Score management, audience targeting, asset group and creative experimentation strategy, and Smart Bidding (tCPA/tROAS).
• Track record of growing account spend to budget and margin targets while maintaining lead quality.

• Reports to:
  
  Chief Growth Officer
• Direct reports: 0

• Fixed base salary
• Transactional Bonus
• Company-sponsored benefits
• Health insurance
• Vision insurance
• Life insurance
• Short term disability insurance
• Long term disability insurance
• 401(k) plan
• Paid time off
• Parental leave

• Holidays, vacation, and personal paid time-off
• Work-life flexible while committed to growth
• The entire company is remote/work from home
• Company provided computer hardware/software
• Unlimited growth and development opportunities