Sr Digital Marketing Specialist

About Progressive Dental Marketing

Progressive Dental Marketing is a full-service dental marketing and growth agency specializing in helping dental practices across the country attract new patients, increase case acceptance, and grow their businesses. Our services include paid digital advertising, search engine optimization, website development, video production, and comprehensive marketing strategy.

We work with hundreds of dental practices nationwide, with a particular focus on high-value procedures such as dental implants, full-mouth rehabilitation, and cosmetic dentistry. Our approach goes beyond generating clicks and leads. We focus on connecting marketing performance to actual patient acquisition and practice revenue.

As our organization continues to grow, we're looking for experienced digital marketing professionals who bring technical expertise, accountability, and a genuine interest in developing high-performing teams.

Position Overview

We are seeking a highly experienced Senior Digital Marketing Specialist to help lead our paid digital advertising department while maintaining direct responsibility for a select portfolio of Platinum-tier client accounts.

This is a player-coach role designed for someone who is exceptionally knowledgeable in both Google Ads and Meta Ads, understands the complexities of local lead generation, and can confidently build, manage, and optimize campaigns from start to finish. Working alongside an existing Team Lead, this individual will help oversee our Digital Marketing Specialists, providing technical guidance, reviewing campaign performance, improving execution standards, and supporting professional development.

In addition to these leadership responsibilities, the Senior Specialist will personally manage a smaller book of our highest-tier clients, developing advanced advertising strategies and ensuring strong, measurable results.

Key Responsibilities

Team Leadership & Development

• Share responsibility for the day-to-day leadership, development, and performance of Digital Marketing Specialists alongside another Team Lead.
• Provide ongoing coaching, technical training, and mentorship in Google Ads, Meta Ads, TikTok Ads, OpenAI ads, campaign strategy, and optimization.
• Conduct regular account audits and quality assurance reviews to ensure campaigns meet company performance and execution standards.
• Assist specialists in troubleshooting underperforming campaigns, identifying root causes, and implementing corrective strategies.
• Establish consistent best practices for campaign structure, budget management, bidding, targeting, conversion tracking, and creative execution.
• Support the onboarding and training of new specialists, helping them develop the technical skills necessary to independently manage client accounts.
• Collaborate with department leadership to identify opportunities for operational improvements, workflow efficiencies, and stronger campaign performance.

Client Marketing Management

• Independently manage a select portfolio of dental practice accounts, maintaining responsibility for strategy, execution, optimization, and results.
• Develop comprehensive advertising strategies based on each practice's geographic market, competitive landscape, treatment offerings, and patient acquisition objectives.
• Build and execute sophisticated campaigns across Google Ads and Meta Ads, ensuring budgets are allocated effectively to maximize qualified lead generation.
• Regularly evaluate campaign performance, identify opportunities for improvement, and proactively implement changes.
• Collaborate with Account Executives and other internal stakeholders to align advertising strategies with client goals, lead quality feedback, and business outcomes.

Paid Advertising Strategy & Execution

• Develop and launch complete advertising campaigns, including keyword selection, audience targeting, campaign structure, ad copy, creative production, conversion tracking, and ongoing optimization.
• Demonstrate advanced proficiency in Google Ads bidding strategies, including Maximize Conversions, Portfolio Bidding, Target CPA, Maximize Conversions, and other applicable bidding approaches.
• Understand when and how to apply bid adjustments, geographic targeting, device targeting, scheduling, exclusions, and other optimization controls based on campaign objectives and bidding strategy compatibility.
• Develop effective local advertising strategies utilizing geographic targeting, radius targeting, location exclusions, and market-specific budget allocation.
• Manage Meta Ads campaigns across Facebook and Instagram, including audience targeting, campaign objectives, creative testing, retargeting, and lead generation optimization.
• Analyze performance metrics such as cost per lead (CPL), click-through rate (CTR), conversion rate (CVR), cost per click (CPC), and qualified lead volume to guide strategic decisions.
• Develop static and video advertising creative using Canva, including ad variations, promotional messaging, and platform-specific creative formats.

Required Qualifications

• Minimum of 5 years of hands-on paid digital advertising experience, with demonstrated expertise in both Google Ads and Meta Ads.
• Advanced knowledge of Google Ads bidding strategies, bid adjustments, geographic targeting, and campaign optimization.
• Demonstrated success managing local lead generation campaigns with a focus on generating qualified inquiries, appointments, or sales opportunities.
• Proven ability to independently build, launch, manage, and optimize campaigns across both Google and Meta.
• Experience developing static and video-based advertising creative using Canva.
• Strong understanding of conversion tracking, attribution, campaign reporting, and lead generation performance metrics.
• Experience managing multiple advertising accounts and budgets simultaneously.
• Demonstrated ability to mentor, train, or provide technical guidance to other marketing professionals.
• Experience with Google Analytics 4, Google Tag Manager, and call tracking or attribution platforms.
• Strong analytical and problem-solving skills, including the ability to diagnose underperforming campaigns and implement effective solutions.
• Excellent organizational, communication, and time management skills.

What Success Looks Like

• Client accounts consistently meet established lead generation and performance objectives.
• Digital Specialists demonstrate measurable improvements in technical proficiency, campaign execution, and independent problem-solving.
• Campaigns are consistently structured, tracked, and optimized according to established company standards.
• Underperforming accounts are identified early and addressed through proactive, data-driven optimization.
• Preventable campaign errors, budget discrepancies, and tracking issues are minimized through effective quality control.
• Team performance improves through consistent coaching, accountability, and the implementation of advertising best practices.
• Client retention and satisfaction are supported through strong advertising performance and proactive account management.