Paid Search Specialist

This role plans and manages paid search activities for assigned accounts, turning client objectives, promotional calendars, and business priorities into practical campaign strategies that drive efficient customer acquisition. The position conducts keyword, query, and audience research, develops compliant and persuasive ad copy, and continuously optimizes campaign structure, targeting, and bidding to improve reach, relevance, and conversion performance. It closely monitors budget pacing, forecasts spend, and validates tracking and measurement setup to ensure campaigns stay aligned with performance goals and that reporting is based on accurate data. The job also interprets results to identify performance drivers and risks, communicates actionable insights to stakeholders, and maintains strong coordination, documentation, and quality control across cross-functional teams and campaign activities.

• Develop tactical search strategies — Translate client objectives, seasonality, promotions, and business priorities into tactical paid search plans for assigned accounts, selecting campaign structures, targeting approaches, and optimization priorities that support efficient customer acquisition.
• Conduct keyword and audience research — Build and refine keyword, query, and audience strategies using search intent, competitive insights, and market trends to expand qualified reach, improve relevance, and uncover new growth opportunities for client campaigns.
• Write compliant, high-performing ad copy — Create and refine search ad messaging that aligns with brand standards, promotional calendars, and platform policies while improving click-through rate, ad relevance, and conversion performance across campaigns.
• Monitor pacing and forecast spend — Track budget pacing and performance trends across assigned accounts, identify risks to delivery or efficiency early, and recommend budget shifts or forecast adjustments to keep campaigns aligned with monthly and promotional targets.
• Ensure measurement accuracy — Validate tagging, conversion tracking, URL parameters, and platform-to-analytics alignment so campaign performance is measured accurately and optimization decisions are based on reliable data.
• Identify and communicate performance insights — Interpret campaign data to surface clear drivers of performance, explain variances against goals, and provide actionable recommendations to internal teams and clients in a concise, business-focused manner.
• Coordinate cross-channel execution — Partner with media, analytics, creative, and client stakeholders to align paid search initiatives with broader marketing efforts, launch dependencies, and local or franchise-specific business needs.
• Maintain operational accuracy and documentation — Keep campaign settings, naming conventions, QA checklists, testing records, and optimization notes organized and up to date to support efficient execution, knowledge sharing, and account continuity.

• Paid Search (PPC) Advertising
• Google Ads
• Budget Pacing
• Google Analytics
• Microsoft Advertising
• AB Testing
• Search Ads 360
• Audience Targeting
• Ad Copywriting
• Google Merchant Center
• Keyword & Search-Query Strategy
• Paid Search Bid Management

• Uphold our agency values — Humanity. Diversity. Integrity.  Tenacity. Curiosity.

• Analytical Thinking
• Functional & Technical Knowledge
• Precision & Accuracy
• Effective Communication
• Client Focus
• Technology Readiness
• Continuous Learning
• Strategic Thinking

• Teamwork & Collaboration
• Building Alignment
• Emotional Intelligence

• Analytics Coursework — Formal academic coursework or documented training in statistics, digital marketing, media planning, analytics, or Excel-based data analysis is preferred because the role requires defensible optimization decisions based on performance data, pacing, and testing results.
• Relevant Degree — Bachelor's degree in marketing, advertising, business, communications, analytics, or a closely related field, or equivalent work experience demonstrating the ability to apply quantitative analysis, campaign planning, and client-facing communication in paid search environments.
• Platform Scope — Demonstrated experience supporting multiple client accounts or business lines with responsibility for conversion tracking validation, performance analysis, promotion launches, and cross-functional coordination in agency, retail, services, QSR, or other multi-location marketing environments.
• SEM Experience — 2 to 4 years of hands-on experience managing and optimizing paid search campaigns in Google Ads and Microsoft Advertising, including campaign setup, keyword development, ad copy testing, bid and budget management, and weekly performance reporting.
• Google Ads — Current Google Ads Search Certification or equivalent verifiable credential is preferred as evidence of up-to-date platform knowledge in search campaign setup, optimization, measurement, and policy compliance relevant to daily execution.
• Measurement Credential — Current certification in Google Analytics, Microsoft Advertising, Search Ads 360, or another recognized search measurement or bid-management platform is preferred when the credential validates the ability to troubleshoot tracking, interpret performance data, and optimize efficiently at account level.

We're committed to creating an environment where people can do great work and build meaningful careers. Eligible employees have access to a comprehensive benefits program including:

• Medical, dental, and vision coverage
• 401(k) with company match
• Generous PTO, paid holidays, and give back time for volunteering
• Hybrid work
• Mental health and wellbeing resources
• Fitness reimbursement
• Paid parental and child-bonding leave

At Moroch, we believe that local changes everything. We unearth specificity from local culture to create impact at scale for regional, national and multi-location brands. We anchor every decision in business insights, unleashing our teams to develop relentlessly fresh creative and intentional media strategies that change behaviors. Every solution we create closes the proximity gap, helping brands get closer to consumers and communities. Moroch is a proudly independent agency dedicated to helping franchisees and local marketers drive business results. Visit moroch.com to learn more about our clients and current work.

This job description reflects the general details considered necessary to describe the principal functions of the job. It shall not be construed as a detailed description of all work requirements, nor is it intended to be an exhaustive list of responsibilities and duties necessary to perform the job. Moroch is an Equal Opportunity Employer.

Travel may be required for this position, up to approximately 10% of the time.