Manager, Paid Search

Dental Care Alliance•Florida City, FL

About The Position

The Manager, Paid Search is a hands-on performance marketing expert responsible for improving and scaling Dental Care Alliance’s established, internally managed paid search program. The program supports profitable new-patient acquisition across DCA general and specialty practices. The role brings advanced technical expertise, analytical judgment, and new approaches to account architecture, automation, experimentation, and local-market optimization across Google Ads, Microsoft Advertising, and other approved search advertising products. This position adds capacity and complementary expertise to the existing team and works collaboratively with the Sr. Manager, Paid Search to elevate performance, strengthen measurement, and improve acquisition economics. The manager independently manages assigned paid search accounts and campaigns, translates practice and local-market priorities into investment recommendations, and coordinates with marketing, analytics, operations, technology, privacy, and compliance partners. The role manages assigned budgets within approved plans and delegated authority, evaluates results through downstream patient-acquisition outcomes where reliable data is available, and follows applicable brand, legal, privacy, and security procedures.

Requirements

Bachelor's degree in Marketing, Advertising, Business, Analytics, or a related field; an equivalent combination of education and directly relevant experience may be considered.
At least 6 years of substantive, hands-on paid search/PPC experience, including advanced optimization of live Google Ads campaigns, management of substantial budgets, and demonstrated improvements in acquisition efficiency or conversion quality.
Deep expertise in Google Ads, including Search, automated bidding, search terms and negative-keyword strategies, creative assets, conversion signal quality, and appropriate use of Performance Max or other automation.
Working experience with Microsoft Advertising.
Demonstrated success improving an existing paid search program across multiple markets, locations, or brands, including diagnosing performance gaps, prioritizing opportunities, and implementing measurable improvements.
Strong analytical and commercial judgment, including the ability to distinguish media performance from lead quality, scheduling, capacity, and measurement issues and link recommendations to downstream patient or customer outcomes.
Practical proficiency with GA4 and conversion measurement, including Google Tag Manager, call tracking, enhanced or offline conversions, or CRM-linked attribution, and ability to partner with technical teams to improve data reliability.

Nice To Haves

Experience with paid search for dental, healthcare, veterinary, or other multi-site, locally branded consumer service platforms.
Experience managing campaigns across hundreds of locations or similarly complex distributed portfolios with varied budgets, services, and local market conditions.

Responsibilities

Manage and continuously improve assigned paid search accounts and campaigns across Google Ads and Microsoft Advertising, including planning, setup, daily optimization, testing, and performance analysis.
Audit and improve campaign and account structures for locally branded practices, including location and service-line segmentation, geo-targeting, conversion definitions, audience signals, and scalability.
Use keyword and query analysis, negative keyword strategy, bidding and budget controls, ad assets, scheduling, and landing-page alignment to maximize qualified demand and downstream patient-acquisition outcomes.
Evaluate and deploy automated bidding, Performance Max, search-platform AI features, audience signals, and emerging capabilities with appropriate controls and validation of incremental business impact.
Partner with the Sr. Manager, Paid Search and VP, Patient Acquisition to identify and implement improvement priorities in the existing in-house program while protecting performance.
Bring technical methods, platform knowledge, and external best practices to the team; share learnings, constructively challenge assumptions, and contribute to paid-search capability development.
Improve operating standards for audits, naming conventions, launches, optimization, budget changes, experimentation, quality assurance, documentation, and issue escalation in coordination with Marketing Operations.
Partner with General Practice and Specialty Marketing Directors, Local Marketing Managers, and specialty field teams to translate practice priorities and local market conditions into search investment and optimization recommendations.
Use local data on consumer demand, competition, payer participation, services, patient access, appointment availability, provider capacity, and practice maturity to recommend campaign changes; avoid indiscriminate spending increases.
Coordinate with the Director, Digital Experience & Web Strategy and the Conversion Rate Optimization team on destination-page relevance, calls to action, forms, phone experiences, online booking, and lead-to-appointment conversion.
Manage assigned search budgets and spend pacing within CMO-approved investment plans and delegated authority; promptly escalate material overspend, underspend, performance deterioration, or material market changes.
Analyze performance from media investment through qualified calls and leads, booked appointments, completed new-patient visits, acquisition cost, and production or revenue where reliable business data is available.
Partner with acquisition measurement and attribution infrastructure, Analytics, IT, and Operations to validate call and form tracking, event definitions, source mapping, and reconciliation to business outcomes.
Ensure ad copy, clinical claims, patient testimonials, promotional offers, insurance statements, financing language, and practice information follow approved brand standards and Legal/Compliance review procedures.
Partner with Privacy, Legal/Compliance, Technology, and IT Security on HIPAA applicability, patient-data usage, advertising-platform tracking, consent, remarketing, and third-party information sharing; do not independently authorize sensitive data use.