Working As A Paid Search Specialist

At Webrunner, our mission is to offer the best agency experience to home improvement contractors and help them achieve consistent results that contribute to the growth of their companies.

My role as a Paid Search Specialist requires me to manage the development of Google Ads strategies from start to finish. First off, I must do the essential task of researching as deeply as possible the keywords that can help attract the qualified traffic that the client is looking for. Once that is done, I need to come up with a campaign structure that groups these keywords as closely as possible to help create more relevant ad copy that will achieve the highest possible CTR. As the account evolves, I constantly have to A/B test ad copy, extensions and landing pages to ensure that we are squeezing the maximum out of the client investment and giving them back the best results possible.

Moreover, apart from the day-to-day management of accounts, the position requires me to adapt Google Tag Manager to the specific tracking needs of each project and set up Google Analytics for reporting and future decision-making. I also have the responsibility to report performance to our contractors based on their guidelines and tactfully educate them about the reasons why we design our strategies the way we do.

During my tenure, I have contributed to Webrunner by creating a scalable solution that used our existing internal resources and a simple javascript snippet to transition in less than a month all the Google Ads accounts we have under management from standard conversion tracking to enhanced conversion tracking. I have also created internal standard operating procedures to migrate our Analytics account from universal to GA4 and a process to standardize how we request clients to create Bing accounts to ensure they can be added and removed from our MCC.

At the end of each day, there is satisfaction in the knowledge that your work and strategies are making a real impact on the bottom line of companies and helping contractor teams from the smallest to the largest to achieve and retain profitability.