Job Title:  Senior Digital Marketing Specialist- Paid Search

Position Summary

We are seeking a highly analytical and results-driven Paid Search Specialist with deep expertise in Google Ads, Microsoft Ads, and LinkedIn Advertising to drive demand generation, lead acquisition, and pipeline growth for our B2B businesses. The ideal candidate will have hands-on experience managing multi-country campaigns, optimizing campaign performance, and delivering measurable ROI through paid search and paid social initiatives.

This role requires expertise in campaign strategy, audience targeting, keyword management, conversion tracking, bidding strategies, landing page optimization, and performance reporting across B2B marketing environments.

Key Responsibilities

Paid Search Management

• Plan, build, execute, and optimize search campaigns on:
• Google Ads
• Microsoft/Bing Ads
• Manage Search, Performance Max, Demand Gen, Remarketing, and Display campaigns.
• Conduct keyword research, competitor analysis, and search intent analysis.
• Monitor campaign performance and continuously optimize bids, budgets, ad copy, and targeting.
• Improve CTR, Conversion Rate, Quality Score, and Cost per Lead (CPL).

LinkedIn Advertising

• Develop and manage LinkedIn campaigns
• Create audience targeting strategies
• Optimize LinkedIn campaigns to improve lead quality and marketing pipeline contribution.
• Manage LinkedIn Insight Tag implementation and audience development.

Campaign Optimization & Analytics

• Track and analyze campaign performance using:
• GA4
• Google Tag Manager
• LinkedIn Campaign Manager
• Looker Studio
• Power BI
• Implement and monitor conversion tracking and attribution models.
• Generate actionable insights to improve ROI and campaign effectiveness.

Demand Generation & Lead Acquisition

• Develop and execute paid acquisition strategies that generate qualified leads and support business growth objectives.
• Build campaigns focused on acquiring new contacts, new accounts, and new opportunities within targeted industries, applications, and customer segments.
• Create full-funnel strategies that support awareness, consideration, lead generation, and conversion.
• Partner with business units to identify growth opportunities, target personas, and priority market segments.
• Continuously improve lead quality, conversion rates, and marketing contribution to pipeline development.

Conversion Optimization

• Partner with web and content teams to improve landing page performance and conversion rates.
• Recommend improvements to page content, calls-to-action, user experience, and form design.
• Conduct A/B testing and conversion optimization initiatives.
• Identify and address funnel bottlenecks impacting lead generation performance.

Performance Analytics & Insights

• Use data to identify opportunities for campaign expansion, optimization, and improved ROI.
• Analyze customer acquisition trends, conversion paths, and engagement behavior.
• Develop actionable recommendations that improve campaign effectiveness and lead quality.
• Translate campaign data into business insights that support marketing and commercial decision-making.
• Create clear reporting on marketing impact, lead generation, and pipeline contribution.

Reporting & Performance Management

• Build weekly and monthly performance dashboards.
• Present campaign results and strategic recommendations to stakeholders.
• Monitor KPIs including:
• Leads
• MQLs
• SQLs
• Cost per Lead
• Cost per Opportunity
• Conversion Rate
• ROAS
• Pipeline Influence

Collaboration

• Partner with marketing, content, SEO, web, and sales teams to align campaign strategy with business objectives.
• Work with marketing automation teams to improve lead nurturing and conversion performance.
• Coordinate with business units to understand campaign goals and target audiences.

Required Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 3–7 years of experience managing paid search and LinkedIn advertising campaigns.
• Hands-on experience managing annual media budgets of $100K+.
• Strong expertise in:
• Google Ads
• LinkedIn Campaign Manager
• Microsoft Ads
• Google Analytics 4
• Google Tag Manager
• Experience with conversion tracking and attribution modeling.
• Advanced Excel skills and data analysis capabilities.
• Experience working in a B2B lead generation environment.

Preferred Qualifications

• Experience in industrial, manufacturing, instrumentation, life sciences, technology, or B2B sectors.
• Knowledge of account-based marketing (ABM) programs.
• Familiarity with CRM and marketing automation platforms such as:
• Salesforce
• MS Dynamics
• Experience using AI-powered advertising and bid optimization tools.
• Exposure to global or multi-region campaign management.

Preferred Certifications

• Google Ads Search Certification
• Google Analytics Certification
• LinkedIn Marketing Labs Certification
• Microsoft Advertising Certification

Ideal Candidate Profile

The ideal candidate is a data-driven digital marketer who can independently manage and optimize both Google Ads and LinkedIn Ads, understands B2B buyer journeys, and can demonstrate a track record of generating high-quality leads and pipeline through paid media campaigns.