[Hiring] Google Ads Manager - Paid Search Specialist @Driven Properties

Role Description

Your primary directive is to capture high-intent demand via Google Search to drive a qualified pipeline (SQLs). You will be the guardian of our keyword strategy, ensuring we never waste budget on low-intent queries while maximizing coverage of our property inventory.

The 80%: Paid Search Mastery (What You Will Own)

• Dynamic Search Ads (DSA) & Feeds: Manage the strategy for DSA to capture long-tail traffic across thousands of property listings. Be an expert in using Page Feeds to control precisely which URLs Google indexes, ensuring we only spend on high-availability inventory.
• Ad Customizers & Parameters: Implement dynamic ad customizers to inject real-time data into ad copy (e.g., “Starting from [Price]”, “Only [X] Units Left”, countdowns to project launches) to increase CTR and urgency.
• Advanced Account Architecture: Build and maintain a granular structure (STAGs or intent-based groupings) that isolates high-value keywords. You understand that “Luxury Apartments” and “Cheap Rent” require fundamentally different funnel flows.
• Ruthless Query Mining: Execute daily/weekly Search Query Reports (SQRs). Aggressively build negative keyword lists to block irrelevant traffic and competitor terms where unit economics don’t make sense.
• Bidding & Auction Logic: Manage tCPA and tROAS strategies specifically for Search. You know how to manipulate bid adjustments for audiences, devices, and locations to win the right auctions, not just the cheapest ones.
• Ad Copy & RSA Optimization: Write and test Responsive Search Ads (RSAs) systematically. Utilize asset pinning where data supports it to maximize Quality Score.
• Quality Score Engineering: Obsess over Ad Relevance, Expected CTR, and Landing Page Experience to lower our actual CPCs.

The 20%: Supporting Channels & Tech

• PMax Containment: Run Performance Max carefully to supplement Search, ensuring it does not cannibalize high-value exact match keywords (Brand Exclusions).
• Retargeting: Manage Display and YouTube strictly for remarketing to non-converting Search clicks (RLSA).
• Landing Page CRO: Collaborate on landing pages to ensure message match between the search query, the ad copy, and the H1 tag.

Data, Tracking & Integrations

• Business Data & Feeds: Manage the “Business Data” section of Google Ads to keep ad customizers and location groups up to date.
• Offline Conversion Import (OCI): Feed CRM data (SQLs, Deals) back into Google Ads to train Smart Bidding on revenue, not clicks.
• Tagging: Manage GA4 events and GTM (server-side, where needed).
• Call Tracking: Implement Dynamic Number Insertion (DNI) to attribute phone calls to specific keywords.

90-Day Outcomes

• Search Efficiency: Reduce Search CPL by 20% by cutting wasted spend on broad match bleed and irrelevant queries.
• Inventory Coverage: Launch a Page Feed-based DSA campaign that successfully generates SQLs for specific off-plan projects that do not have dedicated keywords.
• Quality Score: Audit the top 20% of spend keywords and implement a plan to raise Quality Scores to >7/10 average.
• Market Dominance: Achieve >75% Absolute Top Impression Share on our core “high intent” brand and project keywords.
• Feedback Loop: Successfully implement Offline Conversion Imports for Search campaigns to optimize toward “Qualified Leads.”

Qualifications

• 4–7 years specialized in Google Search. You are a Search specialist, not a generalist “digital marketer.”
• Dynamic Ads Expertise: Proven experience setting up DSAs with Page Feeds and using {param} customizers in ad copy.
• Complex Account Structures: Experience managing accounts with 100+ ad groups and thousands of keywords.
• Keyword Match Type Strategy: Deep understanding of how Broad Match, Phrase, and Exact match types interact with Smart Bidding in the modern era.
• Conversion Tracking & Attribution: Hands-on experience with GA4, GTM, Offline Conversion Import, and call tracking.
• Excel/Editor Fluency: You live in Google Ads Editor and Excel (Pivot tables, VLOOKUPs) to bulk edit campaigns.
• Remote-work discipline: You are self-directed, write clearly, document your thinking, and don’t need someone behind you to ship work.

Nice to Have

• Scripts: Experience using Google Ads Scripts to automate harmful keyword conflicts or broken-link checking.
• Real estate vertical depth: Understanding the difference between “off-plan” investment intent and “secondary market” end-user intent — and the very different SQL definitions each requires.
• Bilingual (English + Arabic): Ability to write and QA RSAs in both languages and read Arabic SQRs without a translator.
• Server-side GTM: Hands-on with sGTM containers and conversion stitching.

Hiring Process

• 30-minute Screen: Fit and background check.
• Technical Deep Dive: Bring an anonymized Search Query Report analysis and a restructuring plan you’ve executed previously.
• Live Build Exercise: Draft a campaign structure for a new project launch, including how you would use Dynamic Ad Customizers for the launch countdown.
• References.