Paid Search Specialist

Who We Are VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. About WPP WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com . OVERVIEW As part of the performance marketing team at VML, the Paid Search & PMax Specialist acts as the strategic and operational engine for our conversion-driven campaigns. This role is strictly focused on mastering Google Search Ads and Performance Max (PMax) to drive high-quality leads for a premium brand. We are looking for a highly analytical professional who understands how to navigate complex lead-generation ecosystems. The successful candidate will have proven experience using Smart Bidding strategies to maximize conversions and hit target CPLs. You will work closely with the Connections Supervisor to execute and shape search strategies, ensuring budgets are maximized, campaigns are optimized for the best possible leads, and performance consistently meets client goals. PRIMARY RESPONSIBILITIES Campaign Architecture & Lead Generation: Build, launch, and manage Paid Search and Performance Max campaigns tailored for lead generation. This includes structuring PMax asset groups and refining audience signals to capture high-intent users. Conversion-Based Optimization: Continuously optimize campaigns focusing on lead quality and volume. Master the use of Smart Bidding (such as Target CPA and Maximize Conversions) to train Google’s algorithm to prioritize high-intent actions. Budget Management & Forecasting: Lead the daily monitoring of media spend and pacing. Strategically reallocate budgets across campaigns based on Cost Per Lead (CPL) efficiency and search trend seasonality. Deep Search Operations: Manage day-to-day mechanics, including extensive Search Query Reports (SQRs), dynamic search ads (DSA) optimization, rigorous negative keyword mapping, and ad copy A/B testing to improve CTR and conversion rates. Reporting & Actionable Insights: Analyze performance data to extract actionable insights. Understand the relationship between upper-funnel search behavior and bottom-funnel lead capture, providing strategic recommendations. QA & Tracking Verification: Conduct rigorous quality assurance on live ads. Work collaboratively with the client’s analytics team to ensure conversion tags are firing correctly on the media side before any campaign goes live. Platform Leadership: Act as the internal expert for Google Ads. Stay ahead of the curve on new Google Betas, PMax updates, and automation tools, implementing them proactively. DESIRED SKILLS/EXPERIENCE 2+ Years Dedicated SEM/PMax Experience: Proven hands-on experience managing Paid Search and Performance Max campaigns, with a strong focus on lead generation and direc…