Paid Search Manager

Rural King•Mattoon, IL

3d•$72,500 - $77,500

About The Position

Rural King is seeking a Paid Search Manager to lead paid digital advertising strategy, execution, and optimization across Google Ads, Meta Ads, connected TV, and other advertising platforms. The role drives campaign performance, manages budgets and audience targeting, identifies opportunities to improve advertising efficiency, and provides data-driven recommendations to support business goals. It leads and develops the paid search team and supports marketing initiatives across Rural King and its affiliated businesses, including Rural King Tractors and Rural King Guns. Working within the digital branch of Rural King's marketing team, the manager translates campaign objectives and business priorities into channel strategies, platform tactics, and execution plans. The role oversees decisions involving audience targeting, bidding, campaign structure, placements, creative testing, keyword management, and conversion optimization. It manages day-to-day performance and budget pacing, evaluates campaign results, and recommends changes based on data and trends. The Paid Search Manager also provides platform expertise for broader campaign planning and investment decisions, collaborates with creative, merchandising, e-commerce, analytics, and other teams, and supervises and develops assigned team members. The position reports channel-level performance, insights, and recommendations to the Division Manager of Digital Marketing and Customer Engagement.

Requirements

Bachelor’s degree in Marketing or a related field.
At least 6 years of hands-on paid search management experience.
Strong analytical and strategic thinking skills.
Experience overseeing budgets and performance reporting.
Excellent communication and collaboration abilities.
Proficiency with Microsoft Office Suite or related software.
Robust experience with Google, Meta, OpenAI, and other digital advertising platforms.
Working knowledge of Microsoft Office Suite.
Comfort navigating computer systems and software to assist customers or manage activities.
Excellent verbal and written interpersonal and communication skills.

Responsibilities

Develop and execute channel-level strategies across Google Ads, Meta Ads, CTV/OTT/ZTV, and other paid advertising platforms.
Translate marketing objectives and campaign direction into platform-specific strategies, campaign structures, audience plans, and execution priorities.
Make strategic adjustments to advertising campaigns based on performance trends, audience behavior, platform developments, and testing results.
Oversee campaign targeting, bidding strategies, placements, keyword management, creative testing, and conversion optimization.
Identify opportunities to improve platform performance, test new advertising capabilities, and refine channel tactics.
Establish best practices, workflows, and quality standards for campaign execution and optimization.
Oversee the development, launch, monitoring, and optimization of paid advertising campaigns.
Evaluate campaign performance against objectives and recommend adjustments to improve traffic quality, conversions, customer acquisition efficiency, and return on advertising spend.
Lead testing across audiences, creative assets, ad formats, bidding strategies, and landing pages.
Ensure campaigns align with approved messaging, promotional priorities, brand requirements, and marketing direction.
Monitor advertising platform updates, algorithm changes, and industry developments to inform optimization.
Manage day-to-day budget pacing and deployment within approved channel and campaign allocations.
Monitor spending, forecast performance, identify variances, and recommend tactical budget adjustments.
Analyze platform and campaign performance and provide channel-level reporting, insights, and recommendations to the Division Manager of Digital Marketing and Customer Engagement.
Recommend changes to channel allocations, investment levels, or execution priorities; escalate material budget changes and investment recommendations requiring divisional approval.
Partner with the Division Manager of Digital Marketing and Customer Engagement to translate campaign strategies into paid advertising execution.
Collaborate with creative, merchandising, e-commerce, analytics, and other teams to coordinate campaign requirements and improve performance.
Guide paid advertising creative requirements, format recommendations, and testing priorities in partnership with creative teams.
Coordinate with stakeholders on promotional calendars, product launches, seasonal campaigns, and other major business initiatives.
Communicate channel performance, optimization opportunities, and execution needs to leadership and cross-functional partners.
Supervise, mentor, and develop assigned team members, providing technical and strategic guidance on advertising platforms, campaign management, testing, and optimization.
Foster initiative, collaboration, analytical decision-making, accountability, and continuous improvement.
Demonstrate Rural King's Values: People First, Integrity, Attitude, Initiative, Teamwork, Accountability, and Continuous Improvement.
Perform other duties as assigned.