Senior PPC/SEM Specialist

Scale Army Careers; United States; Remote; USD 80,000 - 120,000; Full time

Job summary

Scale Army Careers is seeking a seasoned SEM/PPC Specialist to own and optimize multiple client paid search accounts across education, automotive aftermarket, manufacturing, and direct‑response verticals. The role emphasizes ROAS, CPA/CPL, and cost per enrollment or sale.

You will work directly in Google Ads and Microsoft Advertising, enhance campaign architecture, track conversions, forecast performance, and report results.

Qualifications

• 4+ years of hands‑on paid search experience.
• Agency experience is strongly preferred.
• Daily hands‑on experience operating Google Ads and Microsoft Advertising.
• Proven ability to demonstrate account‑level improvements (ROAS, CPA).
• Experience with lead generation and offline conversion environments.
• Experience with Performance Max and AI Max.
• Current Google Ads certification; Microsoft Advertising certification is a plus.

Responsibilities

• Own multiple client accounts across education, automotive aftermarket, manufacturing, and other direct‑response verticals.
• Manage Google Ads across Search, Display, Remarketing, YouTube/Demand Gen, Performance Max, and Local/LSAs where relevant.
• Manage Microsoft Advertising across Search and Audience Network.
• Improve campaign architecture through intent mapping, negatives, match types, geo targeting, audiences, asset groups, and brand vs non‑brand segmentation.
• Use Performance Max and AI Max with appropriate controls, including brand exclusions and feed quality.
• Identify and reduce wasted spend while improving ROAS, CPA/CPL, cost per enrollment or sale, and qualified inquiry volume.

Skills

Paid search management

Google Ads

Microsoft Advertising

ROAS optimization

Conversion tracking

Landing page optimization

ChatGPT Ads

Data analysis

Tools

GA4

Google Tag Manager

Looker Studio

Conversions API

Job description

_ This role is open to candidates based in LATAM, Africa, and Eastern Europe. Please note that as this role supports U.S.-based clients, candidates must be available to work during U.S. business hours aligned with the client’s time zone. _

Our client is a full-service direct-response agency with a performance-focused approach across paid search, SEO, pay-per-lead, paid and organic social, creative, analytics, and traditional media. A primary revenue driver is the higher education sector, with a focus on measurable response.

The agency also operates a performance division focused on automotive aftermarket and related industrial brands. The SEM / PPC Specialist will support paid search efforts across both areas, including education, automotive aftermarket, manufacturing, and other direct-response verticals.

Role Overview

The SEM / PPC Specialist will own and optimize multiple client paid search accounts with a focus on ROAS, CPA/CPL, cost per enrollment or sale, qualified inquiry volume, and wasted-spend reduction.

This is a hands‑on role for an experienced paid search practitioner who will work directly within Google Ads and Microsoft Advertising, improve campaign architecture and conversion tracking, forecast performance, report results, and expand paid search efforts into ChatGPT Ads and other high-intent networks.

Location

Fully Remote | 8:30 AM – 5:30 PM CT

Key Responsibilities

Paid Search Management & Optimization

• Own multiple client accounts across education, automotive aftermarket, manufacturing, and other direct-response verticals.

• Manage Google Ads across Search, Display, Remarketing, YouTube/Demand Gen, Performance Max, and Local/LSAs where relevant.

• Manage Microsoft Advertising across Search and Audience Network.

• Improve campaign architecture through intent mapping, negatives, match types and AI Max discipline, geo targeting, audiences, asset groups, and brand versus non-brand segmentation.

• Use Performance Max and AI Max with appropriate controls, including brand exclusions, search themes, and feed quality.

• Identify and reduce wasted spend while improving ROAS, CPA/CPL, cost per enrollment or sale, and qualified inquiry volume.

Ad Copy & Performance Planning

• Write and test direct-response ad copy and extensions designed to generate inquiries and sales.

• Forecast spend, inquiries, and expected CPA/ROAS for proposals and monthly plans.

• Evaluate account performance and identify opportunities for efficient scale.

Conversion Tracking & Analytics

• Maintain conversion tracking across GA4 and Google Ads.

• Work with enhanced conversions and offline conversion imports where leads close offline.

• Use Google Tag Manager, conversion diagnostics, and call tracking where applicable.

• Ensure campaign performance is measured against business outcomes such as enrollments, sales, and qualified inquiries.

Landing Pages & Cross-Functional Collaboration

• Partner with landing-page/UX and SEO teams to support paid traffic performance.

• Work with Client Services, Digital Media, SEO, and Creative teams.

• Participate in client and internal calls.

Reporting & Client Performance

• Report campaign performance in terms of spend, results, costs, and planned changes.

• Provide visibility into ROAS, CPA/CPL, cost per enrollment or sale, qualified inquiry volume, and wasted spend.

• Explain account-level performance changes and the actions taken to improve results.

Platform Expansion & Testing

• Build a testing playbook for ChatGPT Ads.

• Develop tests around CPC and outcome-optimized bidding, pixel and Conversions API, creative, and query-context fit.

• Evaluate other SEM and high-intent networks using clear kill-or-scale criteria.

• Explore relevant opportunities across Amazon Ads, Apple Ads, Microsoft Copilot ad surfaces, and selective native or intent networks.

• Recommend which secondary SEM networks deserve budget based on performance and unit economics.

Qualifications

Experience

• 4+ years of hands‑on paid search experience.

• Agency experience is strongly preferred.

• Daily hands‑on experience operating Google Ads and Microsoft Advertising.

• Proven ability to demonstrate account-level improvements such as increased ROAS, reduced CPA, or efficient scale.

• Experience with lead generation and offline conversion environments.

• Experience with Performance Max and AI Max.

• Current or recently current Google Ads certification.

• Microsoft Advertising certification is a plus.

• Experience with education, career college, trades, automotive aftermarket, manufacturing, or insurance/financial services direct response is a plus.

• Experience with ChatGPT Ads/OpenAI Ads Manager is a plus.

• Experience with Amazon Ads is a plus.

• Experience with other intent inventory such as Apple Ads, Reddit ads, or other intent networks is a plus.

Skills

• Strong ability to manage and optimize Google Ads across Search, Display, Remarketing, YouTube/Demand Gen, Performance Max, and Local/LSAs where relevant.

• Ability to manage Microsoft Advertising across Search and Audience Network.

• Strong understanding of campaign architecture, including intent mapping, negatives, match types, geo targeting, audiences, asset groups, and brand versus non-brand segmentation.

• Ability to write and test direct-response ad copy and extensions.

• Ability to forecast spend, inquiries, CPA, and ROAS.

• Strong understanding of GA4, Google Tag Manager, conversion diagnostics, enhanced conversions, and offline conversion imports.

• Ability to analyze ROAS, CPA/CPL, cost per enrollment or sale, qualified inquiry volume, and wasted spend.

• Ability to work with lead-generation campaigns where conversions may occur offline.

• Familiarity with Looker Studio, BigQuery, or similar reporting tools is a plus.

• Basic CRO and landing page testing experience is a plus.

• High ownership and willingness to work directly within advertising accounts.

• Curiosity and willingness to learn and operationalize new advertising inventory, including ChatGPT Ads and adjacent AI/search networks.

What Success Looks Like

Within the first 60–90 days:

• Account structures are cleaner.

• Conversion tracking is tighter.

• Priority accounts achieve higher ROAS and/or lower CPL.

• A written test plan for ChatGPT Ads is developed.

• A recommendation is provided on which secondary SEM networks deserve budget.

Opportunity

This role provides the opportunity to own hands‑on paid search execution across multiple direct-response client accounts while helping expand the agency’s capabilities beyond Google and Microsoft Advertising. The SEM / PPC Specialist will help build the agency’s approach to ChatGPT Ads and evaluate additional high-intent advertising networks based on measurable performance.