Paid Marketing Manager

Best Friends Pet Care is growing fast — more centers, more markets, and more happy pets. We’re looking for a hands-on Performance Marketing Manager who lives inside the Google Ads interface and knows how to grow a local, service-based business through data-driven paid search.

This role isn’t about managing agencies or sitting behind dashboards — it’s about pulling levers, testing ideas, and finding what drives performance market by market. You’ll own campaign execution for dozens of locations, each with unique dynamics, and turn paid media into real business growth.

Key Responsibilities

Campaign Management

• Build, manage, and optimize Google Ads campaigns (Search, Display, Performance Max, and Local Services Ads).
• Maintain organized campaign structures by region, service line, and location.
• Manage budgets daily to meet spend, lead volume, and efficiency goals.
• Continuously test ad copy, creative, keywords, and bidding strategies to improve performance.

Local Search Strategy

• Develop hyper-local paid search strategies that reflect each center’s market, competition, and service mix (boarding, daycare, grooming, training).
• Identify and scale spend in high-opportunity markets using occupancy and booking data.
• Align paid media with local promotions, events, and seasonal needs.

Optimization & Growth

• Monitor impression share, quality scores, and conversion data to uncover growth opportunities.
• Leverage automation, scripts, and performance alerts to optimize at scale.
• Collaborate with the data team to ensure accurate tracking (GA4, Tag Manager, conversion actions, etc.).
• Partner with marketing and operations to test new campaign approaches that directly drive reservations and revenue.

Collaboration

• Work closely with the Marketing VP and Data team to translate business goals into actionable performance plans.
• Coordinate with creative resources for new ad copy, landing page assets, and visuals that improve CTR and conversion rates.
• Provide insights and recommendations that inform cross-channel strategy (email, social, organic).

Qualifications

• 3–5+ years of hands-on Google Ads management experience — service-based, multi-location experience strongly preferred.
• Deep understanding of local search, lead generation funnels, and Google Ads’ evolving automation (Performance Max, LSAs).
• Proven ability to manage large, segmented budgets ($500K–$1M+ annually).
• Strong analytical instincts with the ability to translate performance data into actionable changes.
• Familiarity with GA4, Tag Manager, and CRM integrations for conversion tracking.
• Experience managing campaigns across multiple markets with differing goals and customer dynamics.

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