Senior Paid Search Specialist
Own day-to-day execution and optimization of a large-scale paid search program across Therapy and Psychiatry, using value-based bidding and LTV frameworks to drive patient starts. Requires 4+ years of hands-on paid search experience, significant budget management, and strong analytical skills.
About the job
Responsibilities
- Execute and optimize Rula’s paid search program across Therapy and Psychiatry service lines.
- Optimize campaigns for patient starts and lifetime value.
- Manage value-based bidding strategies in Google Ads, including tROAS and Smart Bidding value rules.
- Manage Google Ads and Microsoft/Bing Ads campaigns, including audience segmentation, Smart Bidding strategies, and automated rules.
- Partner with Analytics, Finance, and Brand.
- Apply LTV-based performance frameworks and analytical insights.
Requirements
- 4+ years of hands-on paid search experience in programs with significant scale ($20M+ annual spend).
- Deep practical expertise managing and optimizing value-based bidding strategies in Google Ads.
- Strong command of Google Ads and Microsoft/Bing Ads campaign management.
- Proficiency with Looker or comparable business intelligence tools.
- Strong analytical foundation.
Nice-to-haves
- Experience in healthcare or health-tech businesses where customer LTV is central to growth economics.
- Experience managing multi-service-line or multi-brand paid search programs.
- Familiarity with feed-based or audience-driven value signals, including Customer Match and value rules based on predicted LTV segments.
- Exposure to media mix modeling or incrementality testing in paid search.
- Familiarity with first-party data activation and audience segmentation strategies.
Compensation and benefits
- 100% remote work environment for employees based in the United States; Hawaii is currently excluded.
- Transparent pay ranges regardless of U.S. location.
- Medical, dental, vision, life, disability, and FSA/HSA benefits.
- 401(k) plan access.
- Generous time off, including two company-wide shutdown weeks annually for most employees.
- Paid parental leave for birthing, non-birthing, adopting, and fostering parents.
- Employee Assistance Program.
- Quarterly department stipend.
- Community and employee resource groups.
- New-hire home office stipend and $50 monthly internet or cell phone stipend.
- Wellness initiatives and a $50 monthly wellness stipend.
Skills
Paid Search, Google Ads, Microsoft Ads, Bing Ads, Value-Based Bidding, Smart Bidding, Troas, Audience Segmentation, Looker, Lifetime Value, Customer Match, Media Mix Modeling, Incrementality Testing, First-Party Data
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