Paid Search Specialist

Job Description

Job Description

COIT Services, Inc. is a national leader in specialty cleaning and restoration, currently seeking a full-time  Paid Search Specialist to own and elevate our SEM strategies across the corporate and franchise system.

In this role, you will serve as the internal expert on paid search strategy and performance with the goal of increasing online orders, phone calls and enhancing conversion rates across our diverse portfolio. You will manage paid search accounts directly, oversee COIT’s digital agency relationships across a multi-location network, and act as a trusted resource for navigating the complexities of digital advertising.

The ideal candidate has several years of hands-on paid search experience, a strong analytical foundation, and the ability to communicate complex data clearly to both internal stakeholders and non-technical business owners. This candidate should be a detail-oriented team player who will enjoy collaborating across multiple departments at COIT. This is a high-visibility role with direct impact on lead generation and revenue across a large, multi-location brand.

Responsibilities

• Directly manage Google Ads, Microsoft Ads (Bing), and Local Services Ads (LSA) accounts, including ongoing campaign builds, optimizations, bid strategy, and budget management
• Monitor and optimize campaigns continuously for impression share, CTR, conversion rate, CPL, and ROAS, making data-driven adjustments to improve performance
• Conduct keyword research, ad copy testing, and landing page alignment reviews to drive quality score improvements and reduce cost per acquisition
• Manage negative keyword lists, audience targeting, match type strategy, and ad scheduling across all active campaigns
• Stay current on Google Ads, Microsoft Ads, and LSA platform updates, betas, and best practices; proactively identify and test new opportunities

· Develop and implement a comprehensive digital marketing strategy to increase brand awareness, engagement, and lead generation

· Support day-to-day administration of search engine marketing (SEM) campaigns and strategies with the digital agency

· Facilitate reocurring communication calls with COIT’s digital agencies working to improve impression share, CTR, conversion rate and more

· Faciliate reocurring performance calls with COIT franchisees. Develop strong working relationships with the franchise owners, providing training and support to drive their business growth

· Utilize analytics tools to monitor and assess the performance of campaigns, making data-driven decisions to optimize strategies

· Build and maintain performance dashboards that give leadership and franchise owners clear, real-time visibility into paid search results

· Collaborate with other departments to align digital marketing efforts with broader marketing and business objectives

· Keep up to date with industry trends, emerging platforms, and best practices to ensure our digital marketing strategy remains innovative and competitive

· Analyze website and Google Ads campaign performance, adjusting strategies as needed, and conducting regular competitive research on top-performing pages and ad creatives

· Anticipate trends and keep a pulse on digital marketing innovation, such as paid search opportunities through AI and LLMs

· Assist with other Marketing projects as needed

Qualifications

· 3 to 5 years of hands-on paid search experience managing Google Ads, Microsoft Ads, and Local Services Ads campaigns

· Deep working knowledge of paid search fundamentals: bid strategy, match types, Quality Score, ad extensions, audience targeting, and conversion tracking

· Experience managing or overseeing agency relationships, with the confidence to evaluate recommendations, ask the right questions, and hold partners accountable to performance

· Personable, relationship-driven communicator who can build genuine trust with franchise owners, agency partners, and internal stakeholders

· Proficiency with Google Analytics 4 (GA4) and Google Tag Manager for conversion tracking and performance analysis

· Strong reporting skills with the ability to build dashboards and translate campaign data into clear insights for non-technical stakeholders, including franchise owners and leadership

· Advanced Excel or Google Sheets proficiency for data analysis, budget tracking, and performance modeling

· Excellent verbal and written communication skills, particularly the ability to explain paid search concepts in plain language

· Highly organized self-starter who can manage multiple accounts, agency relationships, and competing priorities simultaneously

· BS/BA in Marketing, Business, Communications, or the experiential equivalent

Preferred

· Google Ads certification (Search, Performance Max) strongly preferred

· Experience in a franchise, multi-location, or co-op advertising environments

· Experience in home services and/or restoration environments

· Experience with call tracking platforms and connecting paid search leads to downstream revenue

· Exposure to paid social advertising as a complement to paid search expertise

Benefits

· Medical, dental, and vision coverage

· 401k match

Note: This position description in no way states or implies that these are the only duties to be performed by this employee. The employee will be required to follow any other instructions and to perform any other duties upon the supervisor's request.

Candidate must be located in or near Phoenix, AZ | Houston, TX | Burlingame, CA | Minneapolis, MN. Hybrid/In-Office preferred; open to remote for the right candidate.

Pay: $52,000.00 - $60,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Life insurance
• Paid time off
• Vision insurance

Work Location: Hybrid remote in Eden Prairie, MN 55344