About the role
Are you a highly skilled Google Ads / SEM expert with a track record of driving growth and delivering exceptional lead gen ROI on paid search and contextual networks? Excel™ is seeking a Senior Media Buyer (SEM & Contextual) to take full ownership of creating and optimizing high-performing campaigns across Google Ads — primarily Search, plus Performance Max, Demand Gen, and Display/YouTube and contextual networks such as MediaAlpha, SureHits, and Delty, while managing substantial budgets to generate insurance leads at scale. This is a role for top-tier professionals who are strategic, data-driven, and passionate about pushing the boundaries of paid search and contextual advertising.
Key responsibilities
- Grow and manage substantial advertising budgets across Google Ads and contextual networks — scaling spend while meeting margin, efficiency, and lead-quality targets to meet and exceed company performance goals.
- Strategize and lead large-scale Google Ads lead generation campaigns (Search, Performance Max, Demand Gen, and Display/YouTube), optimizing keyword targeting, audience signals, asset and creative impact, and campaign structure to maximize profitability and scalability.
- Drive account expansion through effective keyword targeting, search-term mining, and audience optimization across Google Ads and contextual networks.
- Leverage advanced analytics to uncover actionable insights, drive optimizations, and continuously improve campaign performance.
- Collaborate with creative teams to develop high-performing responsive search ads, Performance Max asset groups, and Demand Gen video creative (headlines, descriptions, images, and video) that resonate with high-intent audiences.
- Conduct detailed keyword, search-term, and audience research to refine targeting precision and unlock new growth opportunities.
- Proactively test and implement new Google Ads features, AI Max, Smart Bidding Exploration, and contextual-network tools to stay ahead in the ever-evolving paid search and contextual landscape.
- Analyze and communicate performance insights and strategic recommendations to leadership and stakeholders and implement them effectively.
- Experiment with various marketing angles, ad formats, and video content, building a pipeline of experimentation to accelerate test velocity and identify winning creatives and assets.
- Lead the paid search / SEM function, focusing on profitable growth and account/media expansion across Google Ads and contextual networks.
Qualifications
- Minimum of 5 years of advanced experience in paid search / SEM, with a focus on Google Ads (Search, Performance Max, Demand Gen, and Display/YouTube), with Microsoft (Bing) Ads as a secondary search engine; hands-on experience buying on contextual networks strongly preferred.
- Proven ability to scale campaigns profitably while navigating complex auction dynamics and algorithmic changes.
- Mastery of performance analytics, with expertise in using data to shape decisions and optimize outcomes.
- Demonstrated creativity and innovation in developing ad concepts and testing strategies.
- Strong communication and collaboration skills, with experience working cross-functionally to achieve performance goals.
- Proactive and forward-thinking, with a passion for leveraging new tools and techniques to maintain a competitive advantage.
- Deep expertise in keyword research, match types, keyword composition, SKAG/STAG strategy, Quality Score management, audience targeting, asset group and creative experimentation strategy, and Smart Bidding (tCPA/tROAS).
- Track record of growing account spend to budget and margin targets while maintaining lead quality.
Reporting relationships
- Reports to: Chief Growth Officer
- Direct reports: 0
Compensation mix
- Fixed base salary
- Transactional Bonus
- Company-sponsored benefits
- Health insurance
- Vision insurance
- Life insurance
- Short term disability insurance
- Long term disability insurance
- 401(k) plan
- Paid time off
- Parental leave
Benefits
- Holidays, vacation, and personal paid time-off
- Work-life flexible while committed to growth
- The entire company is remote/work from home
- Company provided computer hardware/software
- Unlimited growth and development opportunities
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