Senior Specialist Paid Search; SEM

Paid search will be one of the largest and most important channels in this engine, and this is the seat that runs it. You will own day to day management of high-volume, performance/ROI focused Google Ads and Microsoft Ads programs with real profitability targets, rebuild account structures for a modern, AI driven platform era, and help vet and onboard the advertising and Mar Tech vendors that power the channel.

Your campaigns feed a National Inside Sales team, so success is measured by tracking KPIs such as qualified lead volume, connected leads, sold subscriptions, and customer acquisition costs (CAC). This is a hands-on role with a clear growth path as the channel and the team scale.

• Day to day management of Google Ads and Microsoft Ads portfolios at high volume, against profitability, CPL, and CAC targets
• Account architecture: rebuilding and restructuring campaigns, ad groups, keywords, and assets for how the platforms actually work today and to capture demand at scale.
• Bidding strategy: smart bidding fueled by offline conversion values, so the algorithms optimize toward sold subscriptions rather than simply raw lead volume. This will be a work in progress.
• The platform frontier: hands on use of the newest Google and Microsoft capabilities, including Performance Max, AI powered search campaigns, Demand Gen, asset and audience signal strategy, and coordination with Local Services Ads and more.
• Structured testing: bid strategy experiments, incrementality reads, ad copy and landing page tests, and clean documentation of what wins.
• Vendor evaluation: helping vet, pilot, and onboard new advertising and Mar Tech vendors in the paid search space, with clear recommendations to the Director.
• Budget pacing and forecasting for the search channel, with weekly reporting on spend, CPL, CAC, and ROAS.
• Conversion tracking integrity in partnership with the analytics team, including call tracking and offline conversion feeds

• 4+ years of hands-on paid search experience building and managing profitable, high-volume programs, including meaningful annual budgets.
• Experience creating, managing, and optimizing local focused digital marketing campaigns.
• Deep, current knowledge of Google Ads and Microsoft Ads, including the newest campaign types, bidding features, and AI powered capabilities in both platforms.
• Experience vetting, piloting, and onboarding advertising or Mar Tech vendors.
• Strong analytical skills: exceptionally skilled in Microsoft Excel, comfortable in reporting tools, and rigorous about test design.
• A builder mentality: comfortable rebuilding accounts and processes from a basic state to a sophisticated one.

• Experience driving leads for an inside sales or call-based conversion environment, including call tracking platforms.
• Local Services Ads management experience.
• Home services and/or local services category experience.
• Current Google Ads certifications (not required)

Straight talk about what this is. We are building a lead generation and online customer acquisition engine from the ground up, in an industry that has never seen one built this well. The pace will be fast, team culture will be one of winning and collaboration, and the celebrations will be exciting as we grow and hit our targets. That is exactly what makes it fun.

• You build, you do not maintain. Your fingerprints will be on something that did not exist before you showed up.
• Real budget, real backing. Direct line to a fully committed CMO and executive team.
• Outcomes over activity. You will be measured on what you actually produce, and when it works, everyone will know exactly who built it.
• It will ask a lot of you. This is not a…