Paid Search Manager
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Job Description
Paid Search Manager scaling Google Ads revenue and ROAS across Vida’s D2C footwear brands. Owning campaigns, feeds, budgets, testing, optimization, and performance reporting.
Responsibilities:
- Independently manage and optimize paid search programs across multiple D2C/e-commerce brands
- Build, manage, and optimize Google Search, Google Shopping, Performance Max, Demand Gen, and Microsoft Ads campaigns
- Own campaign performance against revenue, ROAS, conversion, and profitability goals
- Develop campaign structures and segmentation strategies based on product performance, category, brand, margin, seasonality, and business priorities
- Conduct product-level performance analysis to identify top-performing products, underperformers, wasted spend, and scaling opportunities
- Manage and troubleshoot Google Merchant Center, product disapprovals, warnings, feed errors, account issues, and product eligibility
- Optimize product feed attributes, custom labels, product segmentation, product data quality, and feed health
- Develop keyword and search strategies across brand, non-brand, category, product, competitor, and seasonal campaigns
- Conduct keyword research, search-term analysis, and negative keyword management
- Develop and manage automated bidding strategies including Target ROAS, Maximize Conversion Value, Target CPA, and Maximize Conversions
- Manage budgets and pacing and recommend reallocations based on performance and incremental growth opportunities
- Develop structured testing roadmaps across bidding, campaign structure, Performance Max, Broad Match, landing pages, ad copy, audiences, feeds, promotions, and emerging Google Ads products
- Analyze revenue, ROAS, spend, conversion rate, CPA, CPC, average order value, impression share, and other e-commerce KPIs
- Diagnose performance changes and communicate causes and recommended actions
- Prepare weekly, monthly, and ad hoc reporting with actionable insights
- Identify performance risks, account issues, testing opportunities, and incremental growth areas
- Stay current on Google Ads product updates, automation, AI-driven campaign capabilities, and paid search trends
- Collaborate with the Senior Manager, Paid Search, Director of Paid Media, internal teams, and feed management partners
Requirements:
- 5–6+ years of hands-on paid search / Google Ads experience, preferably within an agency, multi-brand organization, or D2C/e-commerce business
- Strong experience independently managing multiple paid search accounts simultaneously
- Demonstrated experience managing significant paid media budgets and being accountable for revenue and ROAS goals
- Strong D2C/e-commerce experience
- Advanced hands-on knowledge of Google Search, Google Shopping, Performance Max, Demand Gen, Google Merchant Center, and Microsoft Advertising
- Advanced understanding of Google Smart Bidding, including Target ROAS and value-based bidding strategies
- Strong experience with Shopping campaign structures, product segmentation, and product-level performance analysis
- Hands-on experience working with Google Merchant Center and product feeds
- Strong understanding of campaign structures, match types, keyword strategy, search-term analysis, and negative keyword management
- Ability to diagnose performance issues across bidding, budget, feed quality, campaign structure, conversion rate, tracking, competition, and seasonality
- Strong understanding of e-commerce KPIs including revenue, ROAS, conversion rate, CPA, AOV, CPC, impression share, and profitability
- Strong analytical and problem-solving skills
- Advanced proficiency in Excel and/or Google Sheets
- Strong attention to detail and ability to QA campaign setups, budgets, conversion tracking, feeds, URLs, promotions, and account changes
- Strong written and verbal communication skills
- Ability to independently manage multiple brands, projects, priorities, and deadlines
- Preferred: experience with D2C retail, footwear, fashion, apparel, accessories, or consumer brands; large e-commerce catalogs; high-spend Google Ads accounts; third-party feed management platforms; custom-label and product segmentation strategies; GA4, conversion tracking, attribution, enhanced conversions, and e-commerce measurement; Microsoft Ads; Performance Max channel analysis; new customer acquisition and incremental growth; Looker Studio or other reporting platforms
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