Senior Paid Search Manager

About Ziplines

Ziplines Education is a category-leading education company that partners with universities to deliver industry-focused certificate courses that prepare professionals for today’s digital-first workforce. Each year, we have the opportunity to help thousands of career advancers build the knowledge, skills, and credentials they need to move their careers forward. 92% of learners would recommend our programs, and our net promoter score is consistently in the excellent range. Together, we empower adult learners to confidently pursue the career they’ve always wanted.

Job Summary: The ultimate goals of this role are achieving revenue and CAC targets through our search channel. This role is responsible for balancing lead volume with quality leads.  You  will drive lead volume through Google Ads, target conversion rates from lead to enroll, and scale Google Ads as a core contributor to overall revenue. . The ideal candidate will be analytical, detail-oriented, and adept at managing campaigns across multiple accounts in a fast-paced, growth-driven environment.The Senior Paid Search Manager will focus exclusively on managing and optimizing Google Ads campaigns Similar to an agency role, this in-house position involves marketing on behalf of multiple university partners, with each partner having dedicated campaigns that require customized attention.

 Key Responsibilities:

Campaign Management and Optimization

• Build, manage, and optimize Google Ads campaigns with a dual focus on driving lead volume and ensuring lead quality to achieve revenue and CAC targets.

• Develop and maintain a scalable, repeatable playbook for campaign management, incorporating best practices for keyword quality, ad copy development, and bid optimization tailored to multiple university partners.

• Strategically balance high-converting and cost-efficient keywords, implementing data-driven bidding strategies to optimize conversion rates and ROI.

• Analyze performance metrics (e.g., CTR, CPA, conversion rates) to identify trends, opportunities, and areas for improvement, ensuring campaigns remain efficient and effective.

• Conduct keyword and audience expansion efforts to maximize reach while prioritizing leads most likely to convert.

• Implement ongoing A/B testing across ad creatives, audience segments, and landing pages, using insights to drive continuous improvements in campaign performance.

• Collaborate with cross-functional teams to ensure campaigns align with overall marketing objectives and deliver measurable contributions to partner-specific goals.

Strategic Growth and Performance Tracking

• Scale Google Ads as a key channel for lead generation, increasing lead volume in alignment with efficiency targets and company financial targets.

• Collaborate with data and analytics teams to develop reporting tools that provide insights on campaign performance against lead and enrollment goals.

• Monitor industry trends, competitor activities, and Google Ads updates, utilizing insights to inform strategy and improve campaign performance.

Collaboration and Cross-Channel Alignment

• Partner with analytics and creative teams to develop strategies that balance keyword quality, conversion likelihood, and lead volume for Google Ads campaigns.

• Collaborate with Paid Social and Product Marketing teams to align Google Ads efforts with overarching marketing objectives and audience insights.

• Implement advanced bidding strategies that prioritize high-converting keywords while ensuring cost-efficiency and ROI optimization.

• Conduct regular cross-functional reviews to analyze campaign performance, share actionable insights, and refine strategies for continuous improvement.

• Leverage cross-channel performance data to enhance ad relevance, optimize budget allocation, and improve audience targeting.

Qualifications:

• 5+ years of hands-on experience managing Google Ads with a proven track record of scaling campaigns while meeting cost-per-acquisition goals.  Agency experience a plus

• Expert in Google Ads, with relevant certifications preferred.

• Strong analytical skills and proficiency in using Google Analytics, Excel, and other reporting tools to drive data-based decisions.

• Experience in the education or EdTech industry is a plus.

• Excellent organizational skills, with the ability to manage multiple campaigns, priorities, and timelines for distinct university partnerships.

• Effective communicator with the ability to present data, insights, and strategies to stakeholders at all levels.

Our core values:

• Focus on outcomes — students come first, always.

• Be trustworthy — deliver, be honest, have our backs.

• Be humble — we’re in this together.

• Be curious — continuous learning drives innovation.

• Be you — diverse thinking creates opportunity.

• You value and will contribute to a transparent, no B.S. culture.

Perks and benefits at Ziplines Education (full-time employees): 

Equity: Ownership is a core value, and each full-time employee can invest in Ziplines Education via a stock option (equity) grant, which will vest across four years.

Time off: We offer a flexible paid time off policy, in addition to 10 paid holidays. 

Flexible, remote work environment: We are a fully distributed team with folks all over the U.S. We meet as a full team at least one time per week and have in-person gatherings or team offsites one or more times per year. 

Family health and wellness: Choose from a range of medical, dental, and vision insurance plans (premiums start at $0/month) for yourself or your family. 

401K: We know your future self will thank you when you start contributing to your company-sponsored 401k. 

Plus, additional benefits we’d be happy to share with you during the hiring process. 

Salary range: 

• $110,000 - 130,000 USD annually for candidates located in the San Francisco Bay Area (this is considered the Ziplines Education virtual home base). Individual compensation packages are based on a few different factors unique to each candidate, including their skills, location, experience, qualifications, and other job-related considerations.

To ensure fairness and consistency in our hiring process, we kindly ask all applicants to refrain from reaching out to our team members via LinkedIn, phone, or email regarding this position. All applications must be submitted through our job board, where they will be reviewed by our recruitment team. Thank you for respecting this policy and for your interest in joining our team. We look forward to reviewing your application.

Ziplines, Inc. is proud to be an equal-opportunity employer. We do not discriminate based on race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other protected characteristics under applicable law.