Strategy & Campaign Management:
• Own the end-to-end Google Ads strategy across US and AU markets — 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 — from Google Ads through to our CRM (Zoho) — 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 — 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 — 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 — 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 — 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 — the goal is placements, not form fills
• Flag opportunities and risks to leadership proactively — 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
