Job Overview

Our client is seeking an experienced SEM Specialist to manage and optimise paid search campaigns across Google Ads and Bing Ads (Microsoft Advertising), with a focus on generating qualified leads at the target cost per acquisition (CPA).

The ideal candidate will have hands-on experience managing campaigns across both platforms, using data-driven strategies to improve performance, maximise advertising budgets, and generate leads that convert into sales. They should understand campaign automation, conversion tracking, keyword research, and performance reporting, and be able to explain results and recommendations clearly to non-specialist team members.

The ideal candidate is analytical, proactive, and comfortable collaborating with marketing, sales, and call centre teams to balance automated campaign features with strategic oversight, accurate conversion tracking, and disciplined testing. They focus on generating qualified leads that convert into sales, rather than simply increasing clicks or form submissions.

Schedule: Monday - Friday, 9:00 AM - 5:00 PM Melbourne Time, with 30 minutes paid break (37.5 work hours per week)

Responsibilities

• Manage, monitor, and optimise paid search campaigns across Google Ads and Bing Ads (Microsoft Advertising) to generate qualified leads and achieve target cost-per-acquisition goals.
• Work closely with marketing, sales, and call centre teams to improve campaign performance, messaging, lead quality, and lead-to-sale conversion rates.
• Develop and implement campaign strategies to achieve qualified lead volume, CPA, and ROAS targets.
• Build and optimise Google Search, Performance Max, Demand Gen, and AI Max campaigns, where appropriate.
• Manage Microsoft Search campaigns and other relevant Microsoft Advertising formats.
• Conduct keyword research and analysis based on search volume, competition, relevance, and lead-generation potential.
• Optimise bidding strategies, budgets, audience signals, negative keywords, ad copy, and campaign settings.
• Test and improve ad copy, creative assets, and campaign structures to increase performance.
• Set up and maintain conversion tracking using Google Tag Manager, Google Analytics 4 (GA4), Microsoft UET, and enhanced conversions.
• Import offline conversions and call centre or CRM data to help optimise campaigns for qualified leads and actual sales.
• Monitor advertising spend, campaign performance, and tracking accuracy, identifying issues and opportunities for improvement.
• Prepare performance reports, present findings, and recommend actionable next steps.
• Keep up to date with Google Ads and Microsoft Advertising updates, features, and best practices.

Day-to-Day Tasks

• Monitor campaign spend, budget pacing, and conversion volume against targets.
• Review search terms and placements, adding negative keywords and exclusions where necessary.
• Adjust bids, bidding strategies, budgets, and campaign targets based on performance.
• Write, test, and refresh ad copy and creative assets.
• Check conversion tracking, CRM integrations, and offline conversion imports for errors.
• Review feedback from sales and call centre teams regarding lead quality.
• Record campaign changes, tests, and results to measure their impact.
• Identify underperforming campaigns and implement improvements.

Reporting and Workflow

• Daily: Check campaign spend, budgets, conversions, and tracking accuracy.
• Weekly: Review search terms, campaign performance, optimisation opportunities, and key results.
• Fortnightly: Review lead quality and conversion feedback with sales and call centre teams.
• Monthly: Evaluate performance against KPIs, review testing results, and provide budget recommendations.
• Quarterly: Review account structure, campaign strategy, and opportunities to adopt relevant platform features. Note: New campaigns and significant budget changes must be approved by the reporting manager before launch.

Key Performance Indicators (KPIs)

The successful candidate will be assessed against the following performance measures:

• Qualified lead volume: Number of qualified leads generated per month.
• Cost per qualified lead (CPA): Advertising cost compared with the agreed target.
• Return on ad spend (ROAS): Revenue generated relative to advertising spend, where sales data is available.
• Lead-to-sale conversion rate: Percentage of leads that convert into customers.
• Conversion tracking accuracy: Consistency between advertising platform data and CRM or call centre records.
• Budget efficiency: Ability to manage advertising spend within agreed budgets while achieving performance targets. Note: Performance targets will be agreed upon with the reporting manager during the first 30 days.

Requirements

• At least 3 years of hands-on experience managing Google Ads campaigns, preferably in lead generation.
• Practical experience managing paid search campaigns on Bing Ads (Microsoft Advertising).
• Experience with Google Search campaigns and relevant automated campaign types, such as Performance Max, Demand Gen, and AI Max for Search.
• Hands-on experience with conversion tracking tools, including Google Tag Manager, GA4, Microsoft UET, enhanced conversions, and offline conversion imports.
• Experience analysing campaign data and using insights to improve lead quality and campaign performance.
• Proficiency in Excel or Google Sheets and reporting tools such as Looker Studio or similar platforms

Nice to have:

• Google Ads and Microsoft Advertising certifications (Preferred / Nice to Have).
• Experience in B2B lead generation or comparison and quote-based businesses (Preferred).
• Experience working with sales teams or call centres to improve lead quality and conversion rates (Preferred).
• Knowledge of landing page optimisation and conversion rate optimisation (CRO) (Preferred).
• Familiarity with CRM integrations, call tracking tools, and offline sales attribution (Preferred).
• Experience using automated bidding strategies and first-party data to improve campaign performance (Preferred).

Key Skills and Competencies

• Google Ads and Microsoft Advertising campaign management
• Paid search strategy and optimisation
• Keyword research and competitor analysis
• Conversion tracking and attribution
• Data analysis and performance reporting
• Budget management and bid optimisation
• Lead generation and quality improvement
• A/B testing and continuous improvement
• Problem-solving and attention to detail
• Communication and stakeholder collaboration

Independent Contractor Perks

• Permanent work from home
• Immediate hiring
• Health Insurance Coverage for eligible locations

Note

Please click the "Apply" button to complete your application, including the assessment questions, technical check, and voice recording. Your hourly pay rate will be established based on your performance in the application process; submissions with all requirements fulfilled will receive priority review.

One application, multiple possibilities: When you apply, our team reviews your background against all current openings, not just this one! If a different role fits your skills, we'll get in touch! We also encourage you to keep exploring our job board and apply directly to any position that excites you.