About This Role
This role focuses on planning, launching, and optimizing paid advertising campaigns across various platforms, with a strong emphasis on Google Ads. The specialist will be responsible for generating qualified leads and sales opportunities for software development, IT services, and SaaS offerings, particularly targeting international B2B audiences in the US market.
Responsibilities
- Plan, launch, and optimize Google Ads campaigns, including Search, Display, Performance Max, and Remarketing
- Manage approximately 80% of paid activities through Google Ads and 20% across relevant platforms such as LinkedIn and Meta
- Conduct keyword research, competitor analysis, audience targeting, campaign structuring, and ad copy development
- Manage budgets, bidding strategies, and campaign allocation based on performance and business priorities
- Develop and optimize campaigns targeting international B2B audiences, particularly the US market
- Focus on generating qualified leads and sales opportunities for software development, IT services, and SaaS offerings
- Monitor CPL, conversion rates, cost per qualified lead, MQL progression, and overall campaign efficiency
- Identify underperforming campaigns and take corrective actions through keyword refinement, negative keywords, audience adjustments, ad testing, and landing page recommendations
- Collaborate with SEO, content, design, and sales teams to improve landing pages, messaging, and conversion rates
- Continuously test campaign structures, ad creatives, targeting approaches, and bidding strategies
- Set up and maintain conversion tracking through Google Tag Manager, GA4, and Google Ads
- Ensure accurate tracking of form submissions, calls, and other meaningful conversion actions
- Analyze campaign performance and identify opportunities to improve lead quality and reduce acquisition costs
- Prepare weekly and monthly performance reports with actionable insights and recommendations
- Maintain clear visibility into budget utilization, campaign performance, and lead generation outcomes
- Stay updated with Google Ads developments, paid media trends, automation, and AI-powered campaign optimization
- Proactively identify new paid acquisition opportunities and recommend experiments
- Evaluate the effectiveness of different platforms and campaigns based on actual business outcomes
- Take ownership of campaign performance and proactively suggest improvements
Requirements
- 3–5 years of hands-on experience in PPC / Paid Media
- Mandatory experience managing paid campaigns for SaaS, software development, IT services, or technology businesses
- Strong practical expertise in Google Ads, especially Search campaigns and B2B lead generation