Job Summary
The Senior Paid Search Manager owns paid search performance across every ProSites vertical, from account structure and bid strategy in Google Ads and Microsoft Advertising to day-to-day budget management and campaign optimization. The role is accountable for driving qualified traffic and pipeline through the channel, not only for keeping existing campaigns running.
The role also owns paid social advertising within Facebook, Instagram, and LinkedIn, treating search and social as one integrated acquisition strategy rather than two disconnected channels. The Senior Paid Search Manager works across Divisional Presidents, Marketing, Sales, and other cross-functional teams to keep that strategy aligned across all four ProSites lines of business.
This role also brings AI tools and automated bidding systems into the day-to-day workflow, from AI-assisted ad copy generation and reporting to feeding performance data back into machine-learning bidding loops, and stays ahead of how AI Overviews and other AI-driven search behavior are changing what paid search traffic looks like.
Essential Duties and Responsibilities
1. Paid Search Strategy & Campaign Management
- Own campaign performance across Google Ads, Microsoft Advertising, and other search platforms for all ProSites verticals, including day-to-day management of bids, budgets, impression share, and Quality Score.
- Build and maintain keyword strategy, including large-scale keyword lists and negative keyword hygiene, to keep spend efficient as accounts scale.
- Provide creative direction on ad copy and, where needed, graphical ad templates, and manage Display Network placement lists and other contextual advertising channels.
- Set campaign structure, targeting, and account architecture in line with defined goals and KPIs, and adjust strategy in response to keyword capture share, market shifts, and competitor activity.
- Identify and act on approaches to minimize click fraud risk across accounts.
- Maintain working relationships with key internal stakeholders on paid search accounts.
2. AI-Forward Execution & Automated Search Technology
- Run an AI-native workflow. Use AI tools (for example, Claude, ChatGPT, or similar) as a standard part of campaign execution: drafting and testing ad copy at scale, accelerating data analysis, and building reporting faster than manual methods allow.
- Oversee automated and smart bidding. Supervise algorithmic bidding strategies and machine-learning-driven bid constraints, and make sure down-funnel quality data (leads, MQLs, closed revenue where available) feeds back into those automation loops so the algorithm is optimizing against the right outcome, not just clicks.
- Track the shift to AI-driven search behavior. Stay current on how AI Overviews, conversational search engines, and answer engines are changing how buyers research before they ever reach a paid ad, and adjust bidding, keyword, and landing page strategy as that behavior changes traffic quality and intent.
- Maintain fluency with the modern platform stack, including Performance Max, Google Demand Gen, and comparable automated campaign types across Google Ads and Microsoft Advertising.
- Use Google Analytics 4 and Google Tag Manager to build and maintain accurate conversion tracking and attribution as automation takes on more of the day-to-day bidding decisions.
3. Paid Social
Paid social sits under this role as part of a single, integrated acquisition strategy. The Senior Paid Search Manager is expected to:
- Take ownership of paid social advertising campaigns within Facebook, Instagram, and LinkedIn, providing ongoing optimization alongside paid search programs.
- Build ad campaigns, audiences, and creative across paid social platforms, and set up structured A/B tests across placement, audience segmentation, and copy or image variations.
- Partner with brand, content, and social teams to keep paid social messaging aligned with the broader acquisition strategy.
- Bring the same automation and AI-assisted mindset from paid search into paid social execution, reporting, and testing.
4. Analytics, Reporting & Testing
- Own weekly and monthly reporting across paid search and paid social, covering major metrics, goals tracking, and revenue contribution.
- Design and run structured A/B and incrementality tests, and use statistical significance to decide what scales and what gets cut.
- Monitor and administer web analytics dashboards and key reporting tools, calling out the areas that matter most against defined goals.
- Provide data analysis, performance insights, and clear next steps to internal stakeholders and leadership.
5. Cross-Functional Collaboration
- Work closely with Divisional Presidents, Marketing, Sales, and other cross-functional teams to keep paid search and paid social aligned with the broader acquisition strategy across all four ProSites lines of business.
- Collaborate with Sales to ensure paid search and paid social delivery supports company targets for new customer acquisition.
- Communicate campaign performance, timelines, and priorities clearly to marketing leadership as needed.
6. Attendance
Regular and reliable attendance is required, as this is a full-time position.
7. Other Duties as Assigned by Management
Key Skills, Knowledge and Qualifications
Required
- 5+ years of experience in Search Engine Marketing (SEM) and Paid Search (PPC), including managing moderate-to-large scale accounts across multiple verticals.
- Demonstrated hands-on use of AI tools in daily campaign work, whether for ad copy generation, reporting, data analysis, or workflow acceleration; this is a working requirement, not a nice-to-have.
- Skilled in managing automated and smart bidding strategies within Google Ads and Microsoft Advertising, including Performance Max and Google Demand Gen.
- Understands automated and smart bidding well enough to catch it when the algorithm is making a bad call, not just when to trust it.
- Proficient with Google Analytics 4 and Google Tag Manager for tracking, attribution, and conversion measurement.
- Comfortable designing and analyzing A/B or multivariate tests, with the ability to speak to statistical significance.
- Track record running paid social campaigns in Facebook Ads Manager, Instagram, and LinkedIn as part of a broader acquisition strategy.
- Strong analytical and Excel skills, with the ability to build and interpret reporting that ties back to pipeline and revenue goals.
- Experience with dashboarding and visualization tools such as Looker, Tableau, and/or DataBox.
- Familiarity with how AI Overviews, conversational search engines, and other answer-engine experiences are changing paid search intent and traffic quality, even without owning organic GEO/AEO strategy.
- Excellent written and verbal communication skills, with the ability to translate performance data into a clear point of view for non-specialist stakeholders.
- Experience with Salesforce or a comparable CRM.
Preferred
- Google Ads and/or Microsoft Advertising certification.
- Meta Blueprint certification.