[Hiring] Manager, Paid Search @Dental Care Alliance

Role Description

The Manager, Paid Search is an accomplished, hands-on performance marketing expert responsible for improving and scaling an established, internally managed paid search program that drives profitable new-patient acquisition across Dental Care Alliance (DCA) general and specialty practices. Reporting to the VP, Patient Acquisition, this manager brings advanced technical expertise, strong analytical judgment, and fresh approaches to account architecture, automation, experimentation, and local-market optimization across Google Ads, Microsoft Advertising, and other approved search advertising products.

• Independently manage and continuously improve assigned paid search accounts and campaigns across Google Ads and Microsoft Advertising.
• Audit and improve existing campaign and account structures for locally branded practices.
• Apply advanced keyword and query analysis, negative keyword strategy, bidding and budget controls, ad assets, scheduling, and landing-page alignment.
• Evaluate and deploy automated bidding, Performance Max, search-platform AI features, audience signals, and other emerging capabilities.
• Partner closely with the Sr. Manager, Paid Search and VP, Patient Acquisition to identify high-value improvement opportunities.
• Bring new technical methods, platform knowledge, and external best practices to the team.
• Improve repeatable operating standards for account audits, naming conventions, launches, optimization, budget changes, experimentation, quality assurance, documentation, and issue escalation.
• Partner with General Practice and Specialty Marketing Directors, Local Marketing Managers, and specialty field teams.
• Use local data on consumer demand, competition, payer participation, services, patient access, appointment availability, provider capacity, and practice maturity when recommending campaign changes.
• Coordinate with the Director, Digital Experience & Web Strategy and Conversion Rate Optimization team.
• Manage assigned search budgets and spend pacing within CMO-approved investment plans.
• Analyze performance from media investment through qualified calls/leads, booked appointments, completed new-patient visits, acquisition cost, and production/revenue.
• Partner with the VP-owned acquisition measurement and attribution infrastructure and with Analytics, IT, and Operations.
• Ensure ad copy, clinical claims, patient testimonials, promotional offers, insurance statements, financing language, and practice information follow approved brand standards.
• Partner with Privacy, Legal/Compliance, Technology, and IT Security on HIPAA applicability and patient-data usage.

Qualifications

• Education: Bachelor's degree in Marketing, Advertising, Business, Analytics, or a related field required.
• Experience: 6+ years of substantive, hands-on paid search/PPC experience.
• Deep expertise in Google Ads, including Search, automated bidding, search terms and negative-keyword strategies.
• Demonstrated success improving an existing paid search program across multiple markets, locations, or brands.
• Strong analytical and commercial judgment.
• Practical proficiency with GA4 and conversion measurement.
• Preferred: Experience with paid search for dental, healthcare, veterinary, or other multi-site, locally branded consumer service platforms.
• Preferred: Experience managing campaigns across hundreds of locations or similarly complex distributed portfolios.

Requirements

• Advanced Google Ads skill to account structure, bidding, keywords, and automation.
• Diagnoses performance gaps and implements measurable improvements across many markets.
• Strengthens conversion tracking and links search results to completed new-patient visits.
• Runs structured tests and audits to improve acquisition efficiency over time.
• Works as a credible peer to the Sr. Manager, Paid Search and introduces new approaches diplomatically.