Senior PPC/SEM Specialist

This role is open to candidates based in LATAM, Africa, and Eastern Europe. Please note that as this role supports U.S.-based clients, candidates must be available to work during U.S. business hours aligned with the client’s time zone.

Our client is a full-service direct-response agency with a performance-focused approach across paid search, SEO, pay-per-lead, paid and organic social, creative, analytics, and traditional media. A primary revenue driver is the higher education sector, with a focus on measurable response.

The agency also operates a performance division focused on automotive aftermarket and related industrial brands. The SEM / PPC Specialist will support paid search efforts across both areas, including education, automotive aftermarket, manufacturing, and other direct-response verticals.

ROLE OVERVIEW

The SEM / PPC Specialist will own and optimize multiple client paid search accounts with a focus on ROAS, CPA/CPL, cost per enrollment or sale, qualified inquiry volume, and wasted-spend reduction.

This is a hands-on role for an experienced paid search practitioner who will work directly within Google Ads and Microsoft Advertising, improve campaign architecture and conversion tracking, forecast performance, report results, and expand paid search efforts into ChatGPT Ads and other high-intent networks.

LOCATION

Fully Remote | 8:30 AM – 5:30 PM CT

KEY RESPONSIBILITIES

PAID SEARCH MANAGEMENT & OPTIMIZATION

• Own multiple client accounts across education, automotive aftermarket, manufacturing, and other direct-response verticals.

• Manage Google Ads across Search, Display, Remarketing, YouTube/Demand Gen, Performance Max, and Local/LSAs where relevant.

• Manage Microsoft Advertising across Search and Audience Network.

• Improve campaign architecture through intent mapping, negatives, match types and AI Max discipline, geo targeting, audiences, asset groups, and brand versus non-brand segmentation.

• Use Performance Max and AI Max with appropriate controls, including brand exclusions, search themes, and feed quality.

• Identify and reduce wasted spend while improving ROAS, CPA/CPL, cost per enrollment or sale, and qualified inquiry volume.

AD COPY & PERFORMANCE PLANNING

• Write and test direct-response ad copy and extensions designed to generate inquiries and sales.

• Forecast spend, inquiries, and expected CPA/ROAS for proposals and monthly plans.

• Evaluate account performance and identify opportunities for efficient scale.

CONVERSION TRACKING & ANALYTICS

• Maintain conversion tracking across GA4 and Google Ads.

• Work with enhanced conversions and offline conversion imports where leads close offline.

• Use Google Tag Manager, conversion diagnostics, and call tracking where applicable.

• Ensure campaign performance is measured against business outcomes such as enrollments, sales, and qualified inquiries.

LANDING PAGES & CROSS-FUNCTIONAL COLLABORATION

• Partner with landing-page/UX and SEO teams to support paid traffic performance.

• Work with Client Services, Digital Media, SEO, and Creative teams.

• Participate in client and internal calls.

REPORTING & CLIENT PERFORMANCE

• Report campaign performance in terms of spend, results, costs, and planned changes.

• Provide visibility into ROAS, CPA/CPL, cost per enrollment or sale, qualified inquiry volume, and wasted spend.

• Explain account-level performance changes and the actions taken to improve results.

PLATFORM EXPANSION & TESTING

• Build a testing playbook for ChatGPT Ads.

• Develop tests around CPC and outcome-optimized bidding, pixel and Conversions API, creative, and query-context fit.

• Evaluate other SEM and high-intent networks using clear kill-or-scale criteria.

• Explore relevant opportunities across Amazon Ads, Apple Ads, Microsoft Copilot ad surfaces, and selective native or intent networks.

• Recommend which secondary SEM networks deserve budget based on performance and unit ec