Senior Paid Marketing Manager - Google & Social (all genders)

Lingoda; Berlin; Remote; EUR 67,000 - 112,000; Full time

Benefits offered by this job

Free access to language classes

30 vacation days per year

Corporate benefits & pension funds

Job summary

Lingoda is seeking a Senior Paid Marketing Manager to take ownership of our in-house paid media across Google and Meta. You will transition from agency, scale spend across B2C and B2B brands, and drive high-quality leads while reducing cost per lead. The role supports both remote work in Germany and potential Berlin-based collaboration.

You will optimize across core verticals, collaborate with sales, and leverage AI, Looker Studio reporting, and fast feedback loops to improve performance.

Qualifications

• 5+ years hands-on performance marketing across Google Ads & Paid Social in B2C/B2B.
• Niche & long-cycle verticals experience in healthcare, education, recruitment or insurance-backed services.
• Deep Google Ads & Meta competence (Search, PMax, Smart Bidding).
• Data fluency with visual reports and presenting to leadership.
• German (C1–C2) & English (C1) proficiency.

Responsibilities

• Transition active Google & Meta accounts from agency; audit, restructure & scale spend across brands.
• Own testing of new tactics, bidding strategies and angles to raise lead volume while reducing CPL.
• Manage Google Ads engine: Search, PMax, YouTube; target high-intent and niche terms.

Skills

Performance marketing (5+ yrs) with €S

Tools

GA4

Google Tag Manager

Meta CAPI

Looker Studio

Job description

Senior Paid Marketing Manager - Google & Social (all genders)

Department: B2B Growth

Employment Type: Full Time

Location: Remote - Germany

Description

About Lingoda

Founded 12 years ago, Lingoda addresses a pressing global challenge: meeting the demands of growing economies and aging populations through the mobility of global talent. Driven by its mission "to empower global talent with the language, cultural, and technical skills for integration and success", Lingoda has established itself as a leader in education.

What We Do

Lingoda’s highly effective Small Group Learning Model is delivered via over 800,000 classes a year, powered by 2,400 qualified teachers and a unique proprietary curriculum designed to help learners achieve their goals, whether that be career progression or integration into a new country.

Who We Serve

A rapidly growing and ambitious company, Lingoda operates in both B2B and B2C: while the B2B business has a strong focus on the healthcare sector in Germany and a credible ambition to expand into other professions and geographies, Lingoda’s B2C business has a global presence, teaching German, English, Spanish, French, and Italian to students worldwide.

Why Join Us?

Joining Lingoda means becoming part of a team that's committed to getting better, together. We foster an inclusive culture of bravery, curiosity and growth, where insight turns into actions, and every team member contributes to igniting positive change.

Be part of our journey to transform lives through Education!

We are bringing our paid acquisition in-house and looking for an analytical, execution-driven Senior Paid Marketing Manager (all genders) to take direct ownership of our multi-brand paid media portfolio. Ideally you are based in Berlin, however we are open to working in other parts of Germany.

Your mission with us:

You will take over our paid acquisition from an external agency and build a unified, in-house growth engine. Your immediate focus will be our core B2C verticals: scaling our approbation support for international doctors with Match Doctors (approbation guidance and preparation courses) and driving sign-ups for Curani (100% health‑insurance‑funded home care courses for family caregivers under § 45 SGB XI).

As these funnels mature, you will expand into our B2B brands: driving clinic partnerships for Match Pflege, institutional medical German training for Lingoda Healthcare, and corporate language programs for Lingoda for Business.

Because our conversions involve high consideration and distinct qualification cycles (approbation pathways, statutory care insurance coverage, and B2B clinic procurement), you won’t just optimize for form‑fills. You will connect the dots between ad spend and closed outcomes, partnering directly with our sales teams.

You will have strong backing and project ownership with following resources: in‑house creative and video talent to produce assets on demand, plus support with tracking infrastructure.

Your tasks:

• In-House Campaign Ownership: Transition active Google and Meta accounts away from our agency; audit, restructure, and scale spend from €70k/month upwards across brands.
• Proactive Growth & Initiative: Take full ownership of testing bold new tactics, bidding strategies, and untapped angles with a clear mandate to drive lead volume up while driving CPL down.
• Google Ads Engine (Search, PMax, YouTube): Run high‑intent search campaigns capturing niche medical terms, foreign medical qualification recognition (Approbation, FSP/KP), insurance‑funded caregiving education, and corporate language solutions.
• Paid Social & Channel Expansion: Scale Meta lead generation and spearhead testing across emerging channels, prioritizing YouTube, TikTok, and conversational/AI search discovery.
• Lead Quality & Downstream Funnel Feedback: Partner closely with sales teams to analyze downstream lead quality. Optimize bidding algorithms around qualified leads and customers rather than top‑of‑funnel clicks.
• Structured Experimentation Rhythm: Establish and run a weekly testing sprint—hypothesizing, deploying, and analyzing 2–3 new hooks, audiences, form variations, or value propositions every week with clear, documented learnings.
• AI‑Assisted Workflows: Leverage generative AI tools (ChatGPT, Claude, Midjourney) to accelerate German ad copy ideation, translate technical/medical nuances, and rapidly brainstorm hook variations before briefing the creative team.
• Visual Reporting & Strategic Storytelling: Build and maintain clean, visual dashboards (Looker Studio) tracking blended CAC, brand‑level CPL, and downstream conversion rates. Present clear, actionable optimization roadmaps directly to leadership.
• Landing Page & CRO Optimization: Partner closely with our Product Marketing Manager to optimize landing pages and post‑click user journeys; formulate conversion rate optimization (CRO) hypotheses, test form friction (multi‑step vs. single‑page questionnaires), reinforce trust signals, and align messaging around insurance‑funded benefits.
• Creative Direction: Feed real‑time performance data back to our in‑house video and design team with precise, actionable creative briefs for hooks, angles, and visual formats.
• Tracking Collaboration: Define technical tracking requirements (GA4, Google Tag Manager, Meta CAPI, offline conversion uploads) and partner with our developers to implement and maintain them.

You bring to Lingoda

• Relevant Experience: 5+ years of hands‑on performance marketing experience managing at least €50k+/month in direct ad spend across Google Ads and Paid Social in B2C and B2B focused businesses.
• Niche & Long‑Cycle Expertise: Proven success generating leads in niche, high‑consideration verticals with multi‑step or extended qualification journeys (e.g., healthcare, education, recruitment/staffing, insurance‑backed services, or B2B).
• Deep Google Ads & Meta Competence: Hands‑on mastery of Google Ads (Smart Bidding strategies, Search, PMax) and Meta Ads Manager.
• Data Fluency & Visual Presentation: Strong ability to build visual reports (Looker Studio or similar), spot funnel drop‑offs, and present data‑backed recommendations to leadership.
• Experimentation Drive: Demonstrated track record of taking initiative—testing new channels, ad formats, and angles autonomously to systematically bring down acquisition costs.
• Tracking & Attribution Acumen: Solid understanding of conversion pixels, UTM hygiene, event tracking, and how offline CRM conversions map back into Google and Meta.
• Language Proficiency:
• German (C1–C2): Required for deep keyword research, nuanced ad copy, landing page messaging, and understanding German healthcare/regulatory terminology.
• English (C1): Required for internal team collaboration as working language is English.

Bonus Skills:

• Understanding of publicly funded or insurance‑subsidized education/care models in Germany (Pflegekasse, § 45 SGB XI, or Bildungsgutschein), previous experience in health/education industry in Germany

What you can expect from Lingoda:

• Approachable leaders and transparent communication - every voice counts at Lingoda!
• Company events and colleagues who are always happy to socialise + budgets towards team building events!
• An inclusive environment with great team spirit and passion for languages
• A well‑structured and exciting onboarding process to set you up for success!
• The possibility to work remotely from your home or in the office located in the heart of Berlin
• Learning & development opportunities
• Free access to our language classes
• Mental Health programs
• Corporate benefits & pension funds
• 30 vacation days per year
• Free snacks & drinks at the office
• The modern hardware necessary for your work (n/a for freelancers)
• Flexible working hours

Lingoda is dedicated to promoting diversity and inclusion in the workplace. As an equal opportunities and affirmative action employer, we strive to create a workforce that reflects the diversity of our user base. Our commitment ensures that every applicant is assessed on the basis of their skills and qualifications, regardless of age, gender identity, ethnicity, sexual orientation, disability, or religion.