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Paid Search Specialist

Brand: VML

Capability: Connections

Expertise: Enterprise Solutions

Location: Guatemala City, Guatemala

Requisition ID: 13685

Who We Are

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About WPP

WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com.

OVERVIEW

As part of the performance marketing team at VML, the Paid Search & PMax Specialist acts as the strategic and operational engine for our conversion-driven campaigns. This role is strictly focused on mastering Google Search Ads and Performance Max (PMax) to drive high-quality leads for a premium brand.

We are looking for a highly analytical professional who understands how to navigate complex lead-generation ecosystems. The successful candidate will have proven experience using Smart Bidding strategies to maximize conversions and hit target CPLs. You will work closely with the Connections Supervisor to execute and shape search strategies, ensuring budgets are maximized, campaigns are optimized for the best possible leads, and performance consistently meets client goals.

PRIMARY RESPONSIBILITIES

  • Campaign Architecture & Lead Generation: Build, launch, and manage Paid Search and Performance Max campaigns tailored for lead generation. This includes structuring PMax asset groups and refining audience signals to capture high-intent users.
  • Conversion-Based Optimization: Continuously optimize campaigns focusing on lead quality and volume. Master the use of Smart Bidding (such as Target CPA and Maximize Conversions) to train Google’s algorithm to prioritize high-intent actions.
  • Budget Management & Forecasting: Lead the daily monitoring of media spend and pacing. Strategically reallocate budgets across campaigns based on Cost Per Lead (CPL) efficiency and search trend seasonality.
  • Deep Search Operations: Manage day-to-day mechanics, including extensive Search Query Reports (SQRs), dynamic search ads (DSA) optimization, rigorous negative keyword mapping, and ad copy A/B testing to improve CTR and conversion rates.
  • Reporting & Actionable Insights: Analyze performance data to extract actionable insights. Understand the relationship between upper-funnel search behavior and bottom-funnel lead capture, providing strategic recommendations.
  • QA & Tracking Verification: Conduct rigorous quality assurance on live ads. Work collaboratively with the client’s analytics team to ensure conversion tags are firing correctly on the media side before any campaign goes live.
  • Platform Leadership: Act as the internal expert for Google Ads. Stay ahead of the curve on new Google Betas, PMax updates, and automation tools, implementing them proactively.

 

DESIRED SKILLS/EXPERIENCE

  • 2+ Years Dedicated SEM/PMax Experience: Proven hands-on experience managing Paid Search and Performance Max campaigns, with a strong focus on lead generation and direct response.
  • Smart Bidding Expertise: Solid understanding of how to manage campaigns focused on lead generation, using automation and Smart Bidding strategies effectively to hit CPL targets.
  • Core Platform Expertise: Advanced, daily hands-on knowledge of Google Ads is mandatory.
  • Advanced Excel Proficiency: Mastery of Excel (Pivot Tables, VLookups, large data sets) for pacing, forecasting, and data analysis.
  • Analytical Aptitude: Strong ability to calculate and analyze core media metrics (CTR, CPC, CPL/CPA, Conversion Rate) and pivot strategies accordingly.
  • Attention to Detail: Demonstrated ability to manage complex setups flawlessly.

 

OPTIONAL BONUS SKILLS (Not required to apply) 

  • Certifications: Google Ads Search and Measurement certifications.
  • Additional Platforms: Prior exposure to Search Ads 360 (SA360) or Google Merchant Center (GMC).

 

En VML, estamos comprometidos a fomentar un entorno laboral totalmente inclusivo que sea gratificante y propicie el desarrollo profesional. Creemos en la creación de un entorno de trabajo dinámico que valore la diversidad y la inclusión, y nos esforzamos por reclutar una lista diversa de candidatos para ayudarnos a lograr ese objetivo. Estaremos encantados de proporcionar acomodos razonables a las personas con discapacidades que necesiten un acomodo para usar o acceder al sitio de carreras de VML o para participar plenamente en el proceso de solicitud. Si necesita un acomodo para completar su solicitud u otro aspecto de nuestro proceso de reclutamiento debido a una discapacidad, comuníquese con nuestro departamento de Recursos Humanos o envíe un correo electrónico a (contacto de RR. HH.) para solicitarla.

Al hacer clic en "Enviar solicitud", la información que ingrese a continuación se enviará a VML. Antes de continuar, le sugerimos que revise nuestra Política de Privacidad de Reclutamiento. Los residentes de California deben revisar nuestro Aviso de Privacidad de Reclutamiento de California. En estos documentos se explica cómo utilizamos sus datos personales cuando solicita un puesto con nosotros, así como la forma en que puede actualizar o eliminar la información que nos ha proporcionado.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers. 

VML is a WPP agency (NYSE: WPP). For more information, please visit  www.vml.com, and follow along on Instagram, LinkedIn, and X.

When you click "Submit Application", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. This explains what we do with your personal data when you apply for a role with us, and, how you can update the information you have provided us with or how to remove it.

When you click "Submit Application", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. This explains what we do with your personal data when you apply for a role with us, and, how you can update the information you have provided us with or how to remove it.