Paid Search Specialist, Analytics
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Job Description
Paid Search & Analytics Specialist scaling Google Ads and Microsoft Advertising for Releaf, a UK medical cannabis clinic. Owning analytics, compliance, budgets, testing, and reporting.
Responsibilities:
- Own day-to-day management of Google Ads and Microsoft Advertising accounts, including structure, keywords, bids, budgets, negatives, audiences and ad copy
- Manage and pace significant monthly media spend against CPA and volume targets
- Forecast performance and make in-month course corrections
- Build and optimise Search and Performance Max campaigns
- Run continuous testing across ad copy, landing pages, bidding strategies, match types, audience layers and creative
- Conduct search query mining, competitor monitoring and market/keyword expansion
- Ensure ads, extensions and landing pages comply with advertising policy and sector-specific regulatory restrictions
- Manage advertising appeals and disapprovals
- Work with Google and Microsoft account teams on betas, support and alpha access
- Analyse end-to-end performance in GA4 from acquisition through conversion and revenue
- Build and maintain GA4 conversion tracking, events, audiences and custom reports using Google Tag Manager
- Own weekly performance reporting, monthly business reviews and ad hoc leadership deep dives
- Reconcile platform data with GA4 and internal data, explaining discrepancies
- Build and maintain reporting in Data Studio
- Provide insights for landing pages, offers and creative
- Report to the Head of Performance Marketing and work closely with the Paid Social Specialist
Requirements:
- Strong, demonstrable, hands-on paid search experience across both Google Ads and Microsoft Advertising
- Proven track record managing significant paid search budgets with direct accountability for performance
- Strong working knowledge of GA4, including reporting, event and conversion configuration, audience building and analysis
- Comfortable using spreadsheets to model scenarios, forecast and spot anomalies
- Ability to work independently and prioritise
- Agency background or in-house experience in a tightly regulated industry is desirable
- Working knowledge of German is useful but not required
- Knowledge of Google Tag Manager and Data Studio is desirable
- Experience with server-side or consent-mode tracking setups is desirable
- Experience with paid social, programmatic or wider performance channels is desirable
- Google Ads and GA4 certifications are desirable
Benefits:
- Certified B Corp status
- Reasonable adjustments throughout the recruitment process
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