Key Responsibilities and Required Skills for Google Ads Specialist

🎯 Role Definition

Are you passionate about leveraging the power of Google Ads to drive measurable business results? We're on the hunt for a dynamic and analytical Google Ads Specialist to join our growing marketing team. In this pivotal role, you will be the architect and steward of our paid search strategy, responsible for the entire lifecycle of our Google Ads campaigns—from initial strategy and keyword research to execution, optimization, and reporting. You will manage significant ad budgets and be tasked with maximizing return on ad spend (ROAS), generating high-quality leads, and increasing our online visibility. If you thrive in a data-driven environment and have a proven track record of PPC success, we want to hear from you!

📈 Career Progression

Typical Career Path

Entry Point From:

Junior PPC Analyst
Digital Marketing Coordinator
Marketing Assistant with a focus on paid media

Advancement To:

Senior PPC Manager / Senior Google Ads Strategist
Digital Marketing Manager
Head of Performance Marketing

Lateral Moves:

SEO Specialist
Social Media Ads Manager
Marketing Analyst

Core Responsibilities

Primary Functions

Develop, execute, and continuously optimize cutting-edge PPC campaigns across the full suite of Google Ads platforms (Search, Display, Shopping, YouTube, Performance Max) from conception to launch.
Conduct extensive keyword research, analysis, and expansion to identify new opportunities, refine targeting, and maximize campaign reach and relevance.
Manage and allocate large-scale campaign budgets effectively across multiple channels to ensure maximum return on ad spend (ROAS) and adherence to strict cost-per-acquisition (CPA) targets.
Perform daily account management and rigorous optimization activities, including strategic bid management, budget pacing, ad copy testing, and landing page performance analysis.
Create compelling, engaging, and high-performing ad copy, continuously implementing A/B and multivariate testing frameworks to improve click-through rates (CTR) and conversion rates.
Monitor, analyze, and report on key performance indicators (KPIs) such as impressions, clicks, CTR, conversions, CPA, and ROAS, providing actionable insights and clear recommendations for improvement.
Develop and implement sophisticated bidding strategies, leveraging both manual and automated bidding models (e.g., tCPA, tROAS, Maximize Conversions) to achieve specific business objectives.
Set up, manage, and troubleshoot conversion tracking using Google Tag Manager (GTM) and Google Analytics (GA4) to ensure accurate data collection, attribution, and reporting.
Perform in-depth competitor analysis to understand their strategies, ad copy, and landing pages, identifying tactical opportunities for gaining a competitive advantage.
Segment audiences and personalize ad experiences based on user behavior, demographics, remarketing lists, and intent signals to enhance campaign performance and user journey.
Manage and optimize Google Shopping campaigns, including product feed management in Google Merchant Center, product grouping, and bidding strategies to drive e-commerce sales.
Stay at the forefront of PPC and digital marketing trends, platform updates, and new technologies to proactively identify and implement innovative strategies for growth.
Collaborate closely with the SEO team to foster a holistic search strategy, aligning paid and organic efforts for maximum search engine results page (SERP) visibility and efficiency.
Work with creative and content teams to develop engaging ad creatives, video assets, and landing page content that aligns with campaign goals and brand messaging.
Generate detailed weekly, monthly, and quarterly performance reports for stakeholders, translating complex data into clear, concise insights and strategic recommendations.
Conduct landing page optimization tests in collaboration with the web development and UX teams to improve user experience, quality score, and conversion rates.
Manage remarketing and retargeting campaigns to re-engage past website visitors and nurture leads through the conversion funnel.
Audit existing and new PPC accounts and campaigns to identify areas for improvement in structure, settings, and overall strategy.
Develop and manage Display and YouTube video advertising campaigns to increase brand awareness and reach top-of-funnel audiences effectively.
Utilize Performance Max campaigns strategically, providing the right asset inputs and guidance to leverage Google's AI for powerful cross-channel optimization and results.
Ensure all campaigns are compliant with Google's advertising policies and best practices to avoid account suspensions or ad disapprovals and maintain a healthy account status.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis to uncover new marketing insights.
Contribute to the organization's broader data strategy and digital marketing roadmap.
Collaborate with business units to translate marketing needs into technical and campaign requirements.
Participate in sprint planning and agile ceremonies within the marketing team.
Assist in forecasting and budget planning for quarterly and annual paid media initiatives.

Required Skills & Competencies

Hard Skills (Technical)

Expert-level proficiency in the Google Ads platform (Search, Display, Shopping, YouTube, PMax).
Deep, hands-on understanding of Google Analytics (GA4), including conversion tracking, event setup, audience building, and analysis.
Strong proficiency with Google Tag Manager (GTM) for implementing and managing tracking pixels, tags, and triggers.
Proven experience with PPC management and optimization tools (e.g., SEMrush, Ahrefs, SpyFu, Optmyzr, WordStream).
Advanced skills in Microsoft Excel or Google Sheets for data manipulation, analysis, pivot tables, and reporting.
Demonstrated experience with A/B and multivariate testing methodologies for ad copy, creative, and landing pages.
Strong knowledge of advanced keyword research, selection, and organization strategies.
Experience managing and optimizing Google Shopping campaigns and product feeds via Google Merchant Center.
Familiarity with data visualization tools like Google Looker Studio (formerly Data Studio), Tableau, or Power BI to create insightful dashboards.
Solid understanding of digital marketing funnels, customer journeys, and various attribution models.
Current Google Ads Certifications (Search, Display, Shopping, etc.) are highly required.

Soft Skills

Exceptional analytical, problem-solving, and critical-thinking abilities.
Strong verbal and written communication skills, with the ability to present complex data clearly to non-technical stakeholders.
Meticulous attention to detail and a commitment to accuracy.
A proactive, self-motivated, and results-oriented mindset.
Excellent time management and organizational skills with the ability to manage multiple projects simultaneously.
A collaborative team player who can also work independently.
Innate curiosity and a passion for continuous learning in the ever-evolving digital marketing landscape.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree in a relevant field or equivalent practical, hands-on experience.

Preferred Education:

Bachelor's or Master's Degree in Marketing, Business, or a quantitative field.

Relevant Fields of Study:

Marketing / Digital Marketing
Business Administration
Statistics / Economics
Communications

Experience Requirements

Typical Experience Range: 3-5+ years of dedicated, hands-on experience managing PPC campaigns, with a strong focus on Google Ads.

Preferred: Experience managing large, complex accounts with six-figure (or more) monthly ad spends, either in a fast-paced agency environment or a high-growth, in-house marketing team. E-commerce or lead generation experience is a significant plus.