PPC (Google Ads) Lead Generation Specialist

Lightsail Solutions is a venture-backed, US-based freight forwarding startup making global freight and procurement simpler, more transparent and more efficient. As an early-stage company, our priorities and processes evolve quickly. We are looking for someone who can take ownership of our paid search acquisition channel, continuously improve campaign performance, and independently identify opportunities to generate more qualified leads at a lower cost.

We are looking for a PPC / Google Ads Specialist to own and grow Lightsail Solutions' paid search campaigns. This role is primarily focused on Google Ads and performance marketing. You will be responsible for the full acquisition funnel, from keyword research and campaign creation to ad optimisation, conversion tracking and landing page development.

You should be comfortable working independently with campaign data, identifying areas for improvement and testing new approaches to increase qualified leads while reducing cost per acquisition. This is not simply an ads-monitoring role. We are looking for someone who can actively identify new opportunities, create new campaigns and landing pages, improve targeting and continuously optimise the entire paid search funnel.

Key Responsibilities
* Own the day-to-day management and optimisation of Google Ads campaigns
* Create and launch new Search campaigns, ad groups and advertisements
* Conduct keyword research to identify high-intent and commercially valuable search terms
* Analyse search term reports and continuously expand positive and negative keyword lists
* Optimise bidding strategies, budgets, targeting and campaign structure to improve performance
* Write and test ad headlines, descriptions and calls-to-action
* Monitor campaign metrics including CPC, CTR, conversion rate, CPA and lead quality
* Identify underperforming campaigns, keywords and advertisements and implement improvements
* Develop and test new landing pages tailored to specific keywords, customer segments and campaigns
* Improve landing page conversion rates through changes to copy, structure, calls-to-action and user experience
* Conduct A/B tests across advertisements, landing pages and campaign strategies
* Set up and maintain accurate conversion tracking through Google Ads, Google Analytics and Google Tag Manager
* Analyse lead quality and downstream conversion data to optimise campaigns for actual business results rather than simply clicks or form submissions
* Research competitors, their advertisements, keywords and positioning to identify new acquisition opportunities
* Build campaigns targeting new customer segments, industries and geographic markets
* Produce regular reports explaining campaign performance, key findings and recommended actions
* Independently identify and test new approaches to improve paid acquisition performance

Requirements
* Hands-on experience managing Google Ads Search campaigns
* Strong understanding of PPC fundamentals, including keyword match types, bidding strategies, Quality Score, negative keywords and campaign structure
* Demonstrated experience conducting keyword research and identifying high-intent commercial keywords
* Strong understanding of campaign metrics including CPC, CTR, conversion rate, CPA and ROAS
* Experience setting up and troubleshooting conversion tracking
* Familiarity with Google Analytics 4 and Google Tag Manager
* Experience creating or modifying landing pages for paid advertising campaigns
* Strong understanding of conversion rate optimisation and landing page best practices
* Comfortable analysing campaign data and making decisions based on performance
* Able to write clear and persuasive B2B advertising and landing page copy
* Proactive and resourceful, with the ability to independently identify problems and opportunities
* Strong attention to detail, particularly when managing budgets, keywords and conversion tracking
* Able to manage multiple campaigns and experiments simultaneously
* Comfortable working in a fast-paced startup environment where priorities may change quickly
* Strong written English
* Available to start immediately or within a short notice period is an advantage

Nice to Have
* Previous experience running Google Ads for B2B services
* Experience advertising logistics, freight forwarding, supply chain, procurement, SaaS or other high-value B2B services
* Experience with lead-generation campaigns where conversions happen through forms, phone calls or sales conversations rather than direct e-commerce purchases
* Experience with Google Ads Editor
* Experience with landing page builders such as Webflow, WordPress, Unbounce, Framer or similar platforms
* Basic HTML/CSS knowledge
* Experience with tools such as SEMrush, Ahrefs, SpyFu or similar keyword and competitor research platforms
* Experience connecting advertising data with CRM systems such as HubSpot or Pipedrive
* Experience with Microsoft Ads is an advantage

Compensation
Up to US$1,500 per month, depending on relevant experience and technical capabilities.

Performance-based incentives may also be payable based on qualified leads generated and improvements in campaign performance.