Paid Search Specialist

This is a full-time role for Paid Search Specialist - Working From Office in Ahmedabad.

Role Description

We are seeking a dedicated Paid Search Specialist who will be responsible for covering full-funnel paid campaign strategy, executing, optimizing campaigns, data analysis and reporting across various platforms such as Google Ads, Bing Ads, SA360 and CM360. This role demands both strategic insight and flawless execution to deliver best-in-class results on the platforms.

As a key member of the team, you will collaborate with platform partners, support senior managers, and deliver actionable insights to both internal stakeholders and the client ensuring campaign goals are not just met, but consistently exceeded.

What Will You Be Doing?

- End-to-End Campaign Management: Plan, execute, and optimize paid media campaigns for a chain of hotels across Philippines, Malaysia, Singapore, Vietnam on Google Ads and Microsoft Bing
- Cross-Channel Execution: Manage Search, Performance Max, AI Max, Brand Search, Generic Search, RLSA, and Remarketing campaigns
- Daily Optimization: Conduct ongoing monitoring of pacing, bids, budgets, search terms, asset performance, and targeting efficiency to achieve KPIs (ROAS, BFA, Revenue, CPC, CPM, CVR, Bookings)
- Client Communication: Lead weekly calls for designated markets with the teams, presenting performance, insights, optimization updates, and next steps
- Reporting & Insights: Build and maintain and deliver weekly/monthly reports with data-driven insights and recommendations
- Process Adherence: Follow internal activation, QA and finance compliance processes, ensuring timely and error-free campaign delivery
- Cross-Team Collaboration: Work closely with analytics, creative, planning, and client servicing teams to ensure seamless campaign execution and alignment
- Strategic Ownership: Own the paid marketing roadmap, test agenda, audience strategy, and platform experimentation

1. Strategy & Planning

1.1. Campaign Strategy Development

1. Develop property-level and market-level paid media strategies aligned to client’s KPIs (BFA, ROAS, Revenue, ADR, Occupancy)
2. Identify demand trends for leisure/luxury travel markets and tailor strategies for Philippines, Malaysia, Singapore, Vietnam
3. Align strategies with global paid media frameworks and brand guidelines

1.2. Media Planning

1. Build quarterly/monthly media plans with budget allocation for campaigns such as Performance Max, Search (Brand & Generic), AI Max, Remarketing, Microsoft Bing Search
2. Forecast KPIs including reach, impressions, CPC, CPA, conversion volume, ROAS, and pacing

1.3. Audience & Funnel Planning

1. Define custom intent and in-market audiences for luxury travel, honeymooners, families, and destination-specific demand
2. Structure funnel: Awareness → Consideration → Conversion → Retention
3. Build remarketing pools for website visitors, engaged audiences, and high-intent segments

2. Campaign Setup & Execution

2.1. Platform Setup

1. Set up campaigns end-to-end across Google Ads and Bing Ads.
2. Configure geo-targeting for priority source markets (India, GCC, China, Australia, EU, Southeast Asia)
3. Device, demographic, and audience layering
4. Asset groups for Performance Max (copy, images, videos, audience signals)

2.2. Creative & Asset Management

1. Collaborate with client's team to manage creatives for PMax asset groups, Responsive Search Ads
2. Ensure creatives adhere to client's brand tone and quality

2.3. Tracking & Measurement

1. Verify GA4 tracking, Floodlight/Conversion tag QA, UTM tracking for hotel-level analytics

3. Optimization & Scaling

3.1. Daily / Weekly Optimization

1. Optimize performance for KPIs like ROAS, BFA Rate, Revenue, CPC / CTR, CPA, CVR
2. Monitor search terms, asset performance, audience insights, and auction trends
3. Improve PMax performance by optimizing asset groups, audience signals, and landing pages

3.2. A/B Testing & Experiments

1. Run experiments on RSA headlines & descriptions, PMax asset variations, Audience lists, Bid strategies (tROAS vs Maximize Conversions), Landing page variants
2. Scale high-performing markets and campaigns while reducing inefficiencies

3.3. Budget & Pacing Management

1. Maintain efficient pacing across regions and hotel clusters
2. Redistribute budgets based on seasonality, occupancy trends, and demand shifts

4. Analytics, Tracking & Reporting

4.1. Measurement & Attribution

1. Track performance using SA360 & CM360, Google Ads UI, client's internal dashboards
2. Analyze full-funnel performance including Impression share, Search demand trends, Assisted conversions, Cross-channel contribution

4.2. Reporting

1. Deliver Weekly WIP decks, Monthly performance reviews, Quarterly business reviews
2. Provide insights on Audience performance, Creative effectiveness, Geo-wise results, Room category pe