Senior Google Ads Performance & Growth Manager

About ----------

---------- is a U.S.-based e-commerce retailer specializing in ink cartridges, toner cartridges, and printer supplies.

We operate a large product catalog across multiple printer brands and models, serving customers through our Shopify store.

Our Google Ads program currently represents approximately $70,000–$75,000 in monthly advertising spend, with around 1,500 advertised products across Performance Max, Google Shopping, and Search campaigns.

We have developed an internal analytics platform that consolidates Google Ads performance with Shopify sales, product-level trends, inventory, pricing, margins, and listing-quality information.

We are looking for a highly experienced Google Ads professional who can take ownership of advertising performance, continuously improve profitability, and drive sustainable revenue growth.

The Role

This is not a basic PPC campaign management position.

We are seeking someone who understands how to operate and optimize a sophisticated Google Ads program for a catalog-heavy e-commerce business.

The ideal candidate can analyze performance at both the campaign and individual product level, identify opportunities, diagnose performance declines, and implement strategies that increase profitable sales.

You will have access to detailed product-level data and are expected to turn that information into measurable improvements.

Key Responsibilities

1. Google Ads Strategy & Campaign Management

• Take ownership of our Google Ads program, including Performance Max, Standard Shopping, Search, and remarketing where applicable.
• Continuously evaluate campaign structure, segmentation, bidding strategies, budgets, and targeting.
• Optimize budget allocation across campaigns, product categories, brands, and individual products.
• Identify underperforming campaigns and implement corrective actions.
• Evaluate when products should be managed through Performance Max versus Standard Shopping or Search.
• Manage negative keywords, search-term relevance, brand versus non-brand traffic, and campaign exclusions where supported.
• Develop controlled experiments to improve campaign performance.
• Monitor Google Ads platform changes and apply relevant improvements.

2. Product-Level Performance Optimization

Our catalog includes approximately 1,500 advertised products, each with different demand patterns, competition, pricing, and profitability.

Responsibilities include:

• Analyze impressions, clicks, CTR, CPC, conversions, conversion value, and ROAS at the product level.
• Identify high-potential products that are receiving insufficient advertising exposure.
• Identify products consuming advertising spend without generating adequate returns.
• Recommend product segmentation based on sales velocity, margin, profitability, demand, and competitive position.
• Identify products that should receive increased investment, reduced investment, or different advertising strategies.
• Investigate products experiencing significant traffic or sales declines.
• Identify opportunities to increase advertising coverage across our catalog.

3. Profitability & Revenue Growth

Our objective is not simply to increase traffic or achieve a high reported ROAS. We want to maximize profitable growth.

You will:

• Optimize advertising investment based on product economics, not just Google-reported conversion value.
• Work with product margins, pricing, and Shopify sales data to evaluate advertising profitability.
• Identify opportunities to grow revenue while maintaining sustainable acquisition costs.
• Evaluate incremental revenue opportunities and diminishing returns from advertising spend.
• Recommend budget increases where the expected financial return justifies additional investment.
• Reduce inefficient spending without unnecessarily sacrificing profitable sales volume.

4. Sales Decline Investigation & Recovery

We have an internal analytics platform that combines Google Ads and Shopify performance data.

You will be expected to use this information to:

• Identify products experiencing meaningful sales declines.
• Determine whether declines are associated with reduced advertising exposure, lower CTR, rising CPC, conversion deterioration, campaign changes, or other factors.
• Distinguish advertising problems from pricing, inventory, product-page, or market-demand issues.
• Develop and execute recovery plans for advertising-related problems.
• Collaborate with our Shopify Listing Manager and Operations team on issues outside Google Ads.
• Measure whether corrective actions successfully recover sales and profitability.

5. Google Shopping Feed & Merchant Center Optimization

• Monitor Google Merchant Center product eligibility, disapprovals, and warnings.
• Identify and resolve feed-related issues in coordination with the Shopify team.
• Recommend improvements to product titles, descriptions, product types, Google product categories, and feed attributes.
• Improve product visibility and relevance for high-intent searches.
• Evaluate the effectiveness of product segmentation and custom labels.
• Ensure important products are appropriately represented in Google Shopping.
• Coordinate product data improvements without disrupting existing Shopify catalog processes.

6. Search Campaign Optimization

• Analyze search-term performance and identify wasted spending.
• Expand high-intent keyword coverage.
• Optimize match types, negative keywords, bidding strategies, and ad copy.
• Evaluate Dynamic Search Ads and other Search campaign structures.
• Separate branded and non-branded performance where appropriate.
• Identify search opportunities for printer models, cartridge numbers, product compatibility, and related customer intent.
• Improve landing-page relevance in collaboration with the Shopify team.

7. Conversion Tracking & Measurement

• Monitor Google Ads conversion tracking accuracy and consistency.
• Understand Google Ads attribution, conversion lag, and differences between Google Ads and Shopify reporting.
• Identify potential tracking problems, duplicate conversions, or misleading conversion metrics.
• Validate that advertising decisions are based on reliable data.
• Recommend measurement improvements and structured experiments to evaluate incremental performance.

8. Continuous Testing & Growth Opportunities

We expect proactive experimentation rather than routine campaign maintenance.

Examples include:

• Testing alternative Performance Max campaign structures.
• Testing product segmentation by profitability or sales velocity.
• Testing bidding strategies and target ROAS levels.
• Identifying underserved printer brands, cartridge families, or customer search intents.
• Testing different advertising approaches for high-margin products.
• Identifying opportunities to increase average order value through appropriate product and bundle promotion.
• Expanding advertising coverage to newly added products.

Each meaningful experiment should have a clear hypothesis, success criteria, and measurable results.

Performance Expectations

Success will be measured primarily through:

| KPI | Objective |
|---|---|
| Advertising profitability | Improve contribution profit after advertising costs |
| Google Ads ROAS | Improve efficiency without sacrificing profitable growth |
| Revenue growth | Increase profitable Shopify sales |
| Product coverage | Improve advertising exposure for commercially attractive products |
| Wasted ad spend | Identify and reduce unproductive spending |
| Sales recovery | Recover declining products where advertising is a contributing factor |
| Merchant Center health | Minimize unresolved product eligibility issues |
| Experimentation | Consistently test and implement measurable improvements |

We value business outcomes over activity metrics.

Reporting & Accountability

The manager will be expected to:

Daily

• Monitor campaign performance and unusual changes.
• Investigate major spend, traffic, and conversion anomalies.
• Address urgent product eligibility or campaign issues.

Weekly

• Review campaign and product-level performance.
• Identify growth and recovery opportunities.
• Recommend and execute optimization actions.
• Report meaningful changes, actions taken, and results.
• Review ongoing experiments.

Monthly

• Evaluate overall advertising profitability.
• Review campaign structure and budget allocation.
• Present a growth and optimization plan.
• Identify opportunities to expand profitable revenue.
• Report the financial impact of implemented changes.

Our internal portal provides much of the required data, so the emphasis should be on analysis, decisions, and execution—not manually assembling spreadsheets.

Required Qualifications

• At least 5 years of hands-on Google Ads experience, with substantial recent e-commerce experience.
• Demonstrated responsibility for Google Ads accounts spending $50,000+ per month.
• Advanced expertise in Performance Max, Google Shopping, and Search campaigns.
• Strong knowledge of Google Merchant Center and product feed optimization.
• Experience managing large product catalogs with hundreds or thousands of SKUs.
• Deep understanding of ROAS, CPA, conversion tracking, attribution, and advertising profitability.
• Strong analytical skills and ability to diagnose performance problems.
• Experience designing and evaluating advertising experiments.
• Ability to make independent optimization decisions and explain the business rationale.
• Strong written and spoken English.
• Comfortable working with custom analytics dashboards and cross-functional teams.

Preferred Qualifications

• Experience in ink, toner, printer supplies, electronics accessories, or similar catalog-heavy retail categories.
• Experience with Shopify and product-feed management tools.
• Experience optimizing campaigns using product-level gross margins or contribution margins.
• Experience with Google Ads