Manager, Paid Search

Overview

The Manager, Paid Search is an accomplished, hands-on performance marketing expert responsible for improving and scaling an established, internally managed paid search program that drives profitable new-patient acquisition across Dental Care Alliance (DCA) general and specialty practices. Reporting to the VP, Patient Acquisition, this manager brings advanced technical expertise, strong analytical judgment, and fresh approaches to account architecture, automation, experimentation, and local-market optimization across Google Ads, Microsoft Advertising, and other approved search advertising products. DCA already manages paid search in-house. This new position adds capacity and complementary expertise to an existing team, working collaboratively with the Sr. Manager, Paid Search to elevate performance, introduce rigorous testing, strengthen measurement, and improve acquisition economics.

Responsibilities

Independently manage and continuously improve assigned paid search accounts and campaigns across Google Ads and Microsoft Advertising, including hands-on planning, setup, daily optimization, testing, and performance analysis. 2. Audit and improve existing campaign and account structures for locally branded practices, including location and service-line segmentation, geo-targeting, conversion definitions, audience signals, and account scalability. 3. Apply advanced keyword and query analysis, negative keyword strategy, bidding and budget controls, ad assets, scheduling, and landing-page alignment to maximize qualified demand and downstream patient acquisition outcomes. 4. Evaluate and intelligently deploy automated bidding, Performance Max, search-platform AI features, audience signals, and other emerging capabilities; apply appropriate controls and validate incremental business impact. 5. Partner closely with the Sr. Manager, Paid Search and VP, Patient Acquisition to identify high-value improvement opportunities in DCA's existing in-house program and implement agreed priorities without disrupting performance. 6. Bring new technical methods, platform knowledge, and external best practices to the team; share practical learnings, constructively challenge established assumptions, and contribute to capability development across the paid search function. 7. Improve repeatable operating standards for account audits, naming conventions, launches, optimization, budget changes, experimentation, quality assurance, documentation, and issue escalation in coordination with Marketing Operations.

. Partner with General Practice and Specialty Marketing Directors, Local Marketing Managers, and specialty field teams to translate practice priorities and local market conditions into proactive search investment and optimization recommendations. 9. Use local data on consumer demand, competition, payer participation, services, patient access, appointment availability, provider capacity, and practice maturity when recommending campaign changes; avoid indiscriminate increases in spend. 10. Coordinate with the Director, Digital Experience & Web Strategy and Conversion Rate Optimization team on destination-page relevance, calls to action, forms, phone experiences, online booking, and lead-to-appointment conversion. 11. Manage assigned search budgets and spend pacing within CMO-approved investment plans and delegated authority; quickly escalate material overspend, underspend, performance deterioration, or material changes in market conditions. 12. Analyze performance from media investment through qualified calls/leads, booked appointments, completed new-patient visits, acquisition cost, and production/revenue where reliable business data is available. 13. Partner with the VP-owned acquisition measurement and attribution infrastructure and with Analytics, IT, and Operations to validate call and form tracking, event definitions, source mapping, and reconciliation to business outcomes. 14. Ensure ad copy, clinical claims, patient testimonials, promotional offers, insurance statements, financing language, and practice information follow approved brand standards and appropriate Legal/Compliance review procedures. 15. Partner with Privacy, Legal/Compliance, Technology, and IT Security on HIPAA applicability, patient-data usage, advertising-platform tracking, consent, remarketing, and third-party information sharing; do not independently authorize sensitive data use

01 Search Expertise Applies advanced Google Ads skill to account structure, bidding, keywords, and automation.

02 Performance Optimization Diagnoses performance gaps and implements measurable improvements across many markets.

03 Measurement Integrity Strengthens conversion tracking and links search results to completed new-patient visits.

04 Experimentation Runs structured tests and audits to improve acquisition efficiency over time.

05 Collaborative Influence Works as a credible peer to the Sr. Manager, Paid Search and introduces new approaches diplomatically.

Qualifications

Education: Bachelor's degree in Marketing, Advertising, Business, Analytics, or a related field required; an equivalent combination of education and directly relevant experience may be considered. • Experience: 6+ years of substantive, hands-on paid search/PPC experience, including advanced optimization of live Google Ads campaigns, management of substantial budgets, and demonstrated improvements in acquisition efficiency or conversion quality. • Deep expertise in Google Ads, including Search, automated bidding, search terms and negative-keyword strategies, creative assets, conversion signal quality, and appropriate use of Performance Max or other automation; working experience with Microsoft Advertising. • Demonstrated success improving an existing paid search program across multiple markets, locations, or brands, including diagnosing performance gaps, prioritizing opportunities, and implementing measurable improvements. • Strong analytical and commercial judgment, with the ability to distinguish media performance from lead quality, scheduling, capacity, and measurement issues and to link recommendations to downstream patient or customer outcomes. • Practical proficiency with GA4 and conversion measurement, including Google Tag Manager, call tracking, enhanced/offline conversions, or CRM-linked attribution, and the ability to partner with technical teams to improve data reliability. • Preferred: Experience with paid search for dental, healthcare, veterinary, or other multi-site, locally branded consumer service platforms. • Preferred: Experience managing campaigns across hundreds of locations or similarly complex distributed portfolios with varied budgets, services, and local market conditions.