Google Performance Lead | Dayshift | Eastwood (Onsite)

Acquire Intelligence; Quezon City; On-site; PHP 1,339,000 - 2,009,000; Full time

Job summary

LoansOne is seeking a Google Performance Lead in the Philippines to build and lead our in-house Google Ads function, owning strategy, team performance, and profitable growth.

You will drive scalable paid acquisition with a 3x+ ROAS focus, working cross-functionally to optimize the full funnel from search to revenue.

Qualifications

• 3+ years of Google Ads experience.
• Experience managing or leading at least $250,000 per month in Google Ads spend.
• Strong background in lead generation advertising and hands-on Search campaigns.
• Ability to generate leads profitably at scale.
• Experience with PPC account structure and keyword strategy.

Responsibilities

• Own the overall Google Ads strategy and team performance.
• Lead the Google Media Buyer and coordinate with creative, analytics and technical teams.
• Develop testing roadmaps across keywords, bidding, ads and landing pages.
• Monitor ROAS, CPL, and downstream conversion metrics across the funnel.
• Translate growth targets into acquisition plans and manage budget.

Skills

Google Ads

lead generation

account structure

analytical skills

English fluency

Tools

Google Analytics 4

Google Tag Manager

Job description

Position Summary

We are seeking a Google Performance Lead to build and lead our in-house Google Ads function, owning strategy, team performance, and profitable growth. The role requires strong hands‑on Google Ads expertise, with a focus on scaling paid acquisition while maintaining a 3x+ ROAS based on funded revenue.

Key Responsibilities

Google Ads Strategy and Leadership

• Own the overall Google Ads strategy, with a strong focus on capturing high intent demand through Search.

• Determine where Performance Max, Demand Gen and YouTube can contribute profitable growth alongside Search.

• Set campaign objectives, account structure, keyword strategy, budget allocation, bidding approach, scaling plans and testing priorities.

• Lead the Google Media Buyer and coordinate work with creative, analytics and technical teams.

• Set clear daily and weekly priorities for the Google Ads team.

• Develop structured testing roadmaps across keywords, match types, bidding strategies, ad copy, offers, landing pages and campaign structures.

• Ensure the team maintains a consistent testing cadence rather than relying on ad‑hoc campaign changes.

• Translate company growth targets into clear acquisition plans and hold the team accountable for performance, execution speed and testing quality.

Performance and Profitability

• Own Google Ads performance from advertising spend through to funded customer outcomes.

• Target and maintain 3x+ ROAS as the primary commercial performance benchmark.

• Monitor CPL closely as advertising spend scales while ensuring lower CPL does not come at the expense of lead quality or downstream performance.

• Analyse performance across the full acquisition funnel:

Search or Ad → Landing Page → Lead → Contacted → Application → Approval → Settlement → Revenue

• Work with the Data Analyst, sales team and management to understand lead quality and downstream conversion performance.

• Identify where acquisition performance is being lost across the funnel and recommend corrective action.

• Separate brand and non‑brand performance so existing demand does not obscure the economics of acquiring new customers.

• Make budget allocation decisions based on revenue and customer outcomes rather than Google Ads platform metrics alone.

Search Intent and Keyword Strategy

• Build a clear strategy for reaching customers actively searching for business finance and relevant lending solutions.

• Research customer intent, keyword themes, search demand and commercial opportunities.

• Set match type and negative keyword strategies that balance reach, relevance and lead quality.

• Review search terms regularly to identify profitable intent, wasted spend and new keyword opportunities.

• Align campaign and ad group structure with customer needs, lending products and relevant landing pages.

• Evaluate broad match and automated targeting through controlled tests supported by reliable conversion data.

• Assess location, device, time of day and search partner performance against qualified leads and funded outcomes.

• Monitor search impression share, lost impression share and auction insights to understand growth constraints and competition.

Campaign Management, Bidding and Scaling

• Set clear rules for scaling winning campaigns, keyword themes, ads and landing pages.

• Identify when campaigns should be scaled, consolidated, reduced or stopped.

• Select and test bidding strategies based on conversion volume, data quality and commercial objectives.

• Understand and work with Smart Bidding, including Maximise conversions, target CPA, Maximise conversion value and target ROAS where appropriate.

• Account for conversion lag and learning periods when assessing results and changing budgets or bid targets.

• Diagnose deteriorating performance, rising CPCs, wasted spend and loss of lead quality.

• Monitor:

  • ROAS
  • Cost per click
  • Cost per lead"
  • Cost per qualified lead
  • Application conversion rate
  • Approval rate
  • Settlement rate
  • Customer acquisition cost
  • Funded revenue
  • Search term quality
  • Impression share
  • Spend efficiency

• Protect acquisition economics as monthly spend increases.

• Maintain the ability to personally launch, modify and optimise campaigns when required.

Ad Messaging and Asset Strategy

• Own the strategic direction of Google Ads messaging and asset testing.

• Develop a consistent testing system for responsive search ad headlines, descriptions, calls to action and relevant ad assets.

• Ensure ad messaging reflects search intent and accurately represents LoansOne's lending proposition.

• Test different customer problems, benefits, offers and messaging angles.

• Use performance and downstream conversion data to identify winning messages.

• Turn performance insights into actionable briefs for creative support and the Video Editor when image or video assets are required.

• Where Performance Max is used, test asset groups and audience signals; test audiences and creative concepts in Demand Gen against lead quality and funded outcomes.

• Review automated assets and landing page destinations to ensure relevance, accuracy and appropriate brand controls.

• Build repeatable systems for turning winning ads and assets into new variations and tests.

Funnel and Conversion Optimisation

• Work with internal teams to improve landing pages, application forms and conversion paths.

• Align landing page content with keywords, search intent and ad messaging.

• Test landing page messaging, form structure, qualification questions and user journeys.

• Analyse conversion performance by campaign, keyword theme and landing page.

• Identify irrelevant, duplicate or low quality enquiries and recommend changes to targeting, forms or measurement.

• Recommend changes where funnel performance is limiting Google Ads ROAS.

Tracking, Attribution and Measurement

• Work with the Data Analyst and technical team to ensure Google Ads performance can be accurately measured.

• Understand and work with:

  • Google Ads conversion tracking and conversion goals
  • Google tag and Google Tag Manager
  • Google Analytics 4
  • Auto-tagging, GCLID and UTM tracking
  • Enhanced conversions for leads
  • Offline conversion imports and Google Ads Data Manager
  • CRM attribution and funded revenue reconciliation
  • Conversion values and value-based bidding
  • Funnel conversion tracking

• Ensure campaign decisions are based on reliable data rather than raw form submissions alone.

• Work towards optimising campaigns using qualified leads, converted leads and meaningful downstream outcomes where reliable data and sufficient volume support it.

• Identify missing conversions, duplicate events, incorrect values and attribution issues that may distort performance.

• Distinguish the commercial 3x+ funded-revenue ROAS target from any platform bid target based on estimated lead values.

• Work with technical teams to maintain accurate, timely CRM feedback and appropriate customer data handling.

Reporting and Forecasting

• Provide management with clear reporting on advertising performance.

• Explain what happened, why it happened and what the team is doing next.

• Produce forecasts and recommended budget changes based on current performance, search demand and conversion lag.

• Clearly communicate:

  • Current ROAS
  • Spend
  • Lead volume
  • CPL
  • Lead quality
  • Application volume
  • Funded outcomes
  • Revenue
  • Brand and non-brand performance
  • Testing results
  • Scaling opportunities
  • Performance risks

• Avoid vanity metrics and focus reporting on commercial outcomes.

Google Ads Account Management

• Maintain strong account hygiene and advertising compliance.

• Monitor account health, disapprovals, advertising restrictions and policy risks.

• Work with management to maintain any required advertiser or financial services verification.

• Ensure appropriate access, security, billing and Google Ads manager account processes are followed.

  Must be capable of accessing and managing Google Ads assets through authorised account access and following company security requirements.

• Maintain clear change records and ensure campaigns, conversion actions and tracking assets remain under company control.

Role Requirements

Essential

• 3+ years of Google Ads experience.

• Proven experience managing or leading at least $250,000 per month in Google Ads spend.

• Strong background in lead generation advertising, with substantial hands on Search campaign experience.

• Proven ability to generate leads profitably at significant scale.

• Strong understanding of Google Ads account structure, search intent, keywords, match types and negative keywords.

• Strong understanding of acquisition economics, ROAS and lead quality.

• Experience developing and executing structured testing strategies.

• Strong understanding of Smart Bidding, budget management and conversion-based or value-based optimisation.

• Experience analysing campaign performance beyond CPC and CPL.

• Ability to connect advertising performance with lead quality, customer acquisition and funded revenue.

• Experience leading or directing other performance marketing team members.

• Strong analytical skills and the ability to turn data into clear actions.

• Practical understanding of Google Analytics 4, Google Tag Manager, enhanced conversions for leads and offline conversion measurement.

• Ability to work hands on inside Google Ads when required.

• Strong written and verbal English communication.

• Must be capable of working through authorised Google Ads account access and complying with company security processes.

• Must be based in the Philippines and able to work full time from our Eastwood office.

Highly Preferred

• Experience generating leads within:

• Business finance

• Commercial lending

• MCA or merchant cash advance

• Financial services

• Motor vehicle accident lead generation

• Insurance

• Other high value or high volume lead generation industries

• Experience managing $500,000+ per month in Google Ads spend will be highly regarded.

• Experience using CRM outcomes and conversion values to improve Google Ads bidding and lead quality will be highly regarded.

• Experience running profitable Performance Max, Demand Gen or YouTube campaigns for lead generation, and current relevant Google Ads certifications, will be highly regarded.

• Experience building or scaling an internal performance marketing team will also be highly regarded.

What Success Looks Like

The Google Performance Lead will be responsible for building an internal acquisition function that can progressively replace LoansOne's reliance on external lead providers.

Success will include:

• Building a disciplined and commercially focused Google Ads team.

• Scaling Google advertising towards hundreds of thousands of dollars in monthly spend.

• Maintaining a target of 3x+ ROAS based on funded revenue attributable to Google advertising.

• Capturing relevant search demand while reducing wasted spend and low quality enquiries.

• Building a consistent pipeline of keyword, bidding, messaging and landing page tests.

• Improving acquisition performance across the complete customer funnel.

• Making decisions based on revenue and funded outcomes, not simply cheap clicks or leads.

• Building reliable conversion measurement and CRM feedback that support profitable scaling.

• Giving management clear visibility into performance, risks and growth opportunities.

Recruitment Evidence

• Candidates should be prepared to discuss and demonstrate:

• Previous monthly Google Ads budgets managed.

• Lead generation campaigns they have personally managed or led.

• Examples of campaigns scaled beyond $250,000 per month.

• ROAS or customer acquisition outcomes achieved.

• Examples of keyword, search term, bidding, ad copy and landing page testing strategies they developed.

• How they diagnosed and corrected declining performance or rising acquisition costs.

• How they controlled irrelevant search traffic and improved lead quality.

• How they have used offline conversions, CRM outcomes or conversion values to improve advertising decisions.

• Examples of teams or marketers they have previously led.

• How they managed account access, conversion tracking and advertising policy requirements. Client and company information may be redacted where confidentiality requires it.