Lead PPC Specialist

This is a fully remote position, open to applicants in Thailand, +4 more countries.

📋 Description

• Take ownership and enhance the global Paid Search strategy across our product portfolio, primarily focusing on Google Ads and additionally overseeing Microsoft Advertising when applicable.

• Lead, mentor, and develop the Paid Search team: establish objectives, distribute workload, evaluate performance, enhance execution standards, and assist with recruitment and onboarding.

• Manage portfolio-level budget distribution, forecasting, and performance across products, markets, and funnels, including Tier-1 regions and six-figure+ monthly search expenditures.

• Create scalable account and campaign frameworks that encompass keyword strategies, match types, negative keywords, search-query analysis, bidding strategies, RSAs, DSA, and Performance Max where suitable.

• Spearhead the implementation and optimization of pLTV-based conversions and conversion values: collaborate with Analytics and Engineering to confirm predicted lifetime value, conversion mapping, value uploads, and signal quality, then utilize these signals in value-based Smart Bidding.

• Develop a comprehensive experimentation program utilizing Google Ads Experiments to A/B-test bidding strategies, campaign architectures, match types, advertisements, landing pages, and pLTV optimization techniques.

• Employ robust statistical methods for experiment design and analysis, including hypothesis formulation, sample size and power considerations, confidence intervals, significance testing, seasonality, and test contamination.

• Supervise conversion tracking, Enhanced Conversions, offline conversion imports, attribution, and reporting across app, mobile web, and desktop; identify data discrepancies and initiate corrective actions.

• Evaluate search demand, auction dynamics, marginal returns, and conversion-funnel performance to pinpoint scalable growth opportunities and present actionable recommendations.

• Collaborate with Analytics, Engineering, Product, CRO, Creative, and Localization teams to enhance acquisition economics and landing-page performance in international markets.

⛳️ Requirements

• In-depth knowledge of Google Ads Search, including account structure, keyword and search-query strategy, match types, negative keywords, RSAs, DSA, auction dynamics, policy compliance, and international scaling.

• Advanced expertise in Google Smart Bidding: Maximize Conversions, Target CPA, Maximize Conversion Value, Target ROAS, portfolio bid strategies, and the conditions necessary for stable learning and scaling.

• Practical experience in implementing and optimizing campaigns based on predicted lifetime value (pLTV) conversions or conversion values, including offline conversion imports, Enhanced Conversions, API-based value uploads, signal validation, and bidding calibration.

• Demonstrated experience in designing and executing A/B tests through Google Ads Experiments, focusing on bidding, campaign structure, match-type, ad-copy, and landing-page experiments.

• Strong statistical foundation: hypothesis formulation, experimental design, sample size and power considerations, confidence intervals, statistical significance, variance, seasonality, multiple-testing risks, and common bias sources.

• Advanced understanding of performance economics and funnel metrics: CAC/CPA, pLTV, ROAS, LTV-to-CAC, payback period, conversion lag, marginal CPA/ROAS, CVR, CPC, CTR, and impression share.

• Thorough understanding of measurement and attribution across app, mobile web, and desktop, including GA4, Google Tag Manager, Enhanced Conversions, offline conversion tracking, and data-driven attribution.

• Proficient in Excel/Google Sheets and working knowledge of SQL, BigQuery, and BI tools for campaign, cohort, and funnel analysis.

• Strong aptitude in budget allocation, forecasting, scenario modeling, marginal-return analysis, pacing, and executive-level reporting for high-spend international accounts.

• Familiarity with Microsoft Advertising, Search Ads 360, Google Ads Scripts, or other automation tools is a significant advantage.

• Proven capability to establish scalable campaign management, experimentation, analytics, and quality assurance processes for a team.

🏝️ Benefits

• REMOTE OPPORTUNITY to work full-time.

• Vacation entitlement of 28 calendar days per year.

• 7 wellness days per year (time off) that can be utilized for personal matters, to rest, and recover without needing to take sick leave.

• Bonuses up to $5000 for referring successful candidates for positions within the company.

• 50% reimbursement for professional training, international conferences, and meetings.

• Corporate discount for English language lessons.

• Health benefits: if you do not qualify for corporate medical insurance, the company will provide up to $1,000 gross per year per employee. This can be used for personal health insurance purchases or medical expenses for yourself and close family members (spouse, children).

• Workplace organization: The company supplies all employees with an equipped workspace and necessary equipment (desk, chair, wifi, etc.) at our offices or co-working locations. For other locations, the company offers reimbursement of workplace costs up to $1,000 gross every three years, according to paychecks. This funding can be spent on co-working space rental or furnishing your home workspace (desk, chair, internet, etc.) within those three years.

• Internal gamified gratitude system: earn bonuses from colleagues and exchange them for our merchandise, team-building activities, massage vouchers, etc.