Google Ads Manager - Paid Search Specialist

Driven Properties Marketing Role

Founded in 2012, Driven Properties is an award-winning real estate market leader. We are more than a brokerage — we operate a full-service real estate ecosystem including Property Management, Mortgage Services, Relocation, and Interior Design.

Our Marketing Culture: We reject vanity metrics. We combine strong brand reach with capital-efficient performance marketing, measuring success down to the SQL (Sales Qualified Lead) and Closed Deal revenue in our CRM.

The Mission

Own the bottom of the funnel. Your primary directive is to capture high-intent demand via Google Search to drive a qualified pipeline (SQLs). You will be the guardian of our keyword strategy, ensuring we never waste budget on low-intent queries while maximizing coverage of our property inventory.

The 80%: Paid Search Mastery (What You Will Own)

• Dynamic Search Ads (DSA) & Feeds: Manage the strategy for DSA to capture long-tail traffic across thousands of property listings. Be an expert in using Page Feeds to control precisely which URLs Google indexes, ensuring we only spend on high-availability inventory.

• Ad Customizers & Parameters: Implement dynamic ad customizers to inject real-time data into ad copy (e.g., "Starting from [Price]", "Only [X] Units Left", countdowns to project launches) to increase CTR and urgency.

• Advanced Account Architecture: Build and maintain a granular structure (STAGs or intent-based groupings) that isolates high-value keywords. You understand that "Luxury Apartments" and "Cheap Rent" require fundamentally different funnel flows.

• Ruthless Query Mining: Execute daily/weekly Search Query Reports (SQRs). Aggressively build negative keyword lists to block irrelevant traffic and competitor terms where unit economics don't make sense.

• Bidding & Auction Logic: Manage tCPA and tROAS strategies specifically for Search. You know how to manipulate bid adjustments for audiences, devices, and locations to win the right auctions, not just the cheapest ones.

• Ad Copy & RSA Optimization: Write and test Responsive Search Ads (RSAs) systematically. Utilize asset pinning where data supports it to maximize Quality Score.

• Quality Score Engineering: Obsess over Ad Relevance, Expected CTR, and Landing Page Experience to lower our actual CPCs.

The 20%: Supporting Channels & Tech

• PMax Containment: Run Performance Max carefully to supplement Search, ensuring it does not cannibalize high-value exact match keywords (Brand Exclusions).

• Retargeting: Manage Display and YouTube strictly for remarketing to non-converting Search clicks (RLSA).

• Landing Page CRO: Collaborate on landing pages to ensure message match between the search query, the ad copy, and the H1 tag.

Data, Tracking & Integrations

You must be comfortable working 'under the hood' of the marketing stack.

• Business Data & Feeds: Manage the "Business Data" section of Google Ads to keep ad customizers and location groups up to date.

• Offline Conversion Import (OCI): Feed CRM data (SQLs, Deals) back into Google Ads to train Smart Bidding on revenue, not clicks.

• Tagging: Manage GA4 events and GTM (server-side, where needed).

• Call Tracking: Implement Dynamic Number Insertion (DNI) to attribute phone calls to specific keywords.

90-Day Outcomes

1. Search Efficiency: Reduce Search CPL by 20% by cutting wasted spend on broad match bleed and irrelevant queries.

2. Inventory Coverage: Launch a Page Feed-based DSA campaign that successfully generates SQLs for specific off-plan projects that do not have dedicated keywords.

3. Quality Score: Audit the top 20% of spend keywords and implement a plan to raise Quality Scores to >7/10 average.

4. Market Dominance: Achieve >75% Absolute Top Impression Share on our core "high intent" brand and project keywords.

5. Feedback Loop: Successfully implement Offline Conversion Imports for Search campaigns to optimize toward "Qualified Leads."