Google Ads Media Buyer

# Google Ads Media Buyer **Full-Time | Remote | DTC Ecommerce** We’re looking for an experienced **Google Ads Media Buyer** to take ownership of our Google Ads accounts across multiple international markets. This is a performance-focused role for 8-figure skincare brand founded in 2019. Your job is to **profitably manage, optimize and scale Google Ads**, while understanding the relationship between Google, Meta, branded demand and the wider customer journey. We’re looking for someone who understands that platform-reported ROAS isn't always the full story. You should be able to determine **where Google is genuinely creating incremental revenue and where it may simply be capturing demand generated elsewhere.** ## What You'll Own ### Google Ads Management You'll be responsible for the day-to-day management of our Google Ads accounts, including: * Performance Max * Google Shopping * Search * Brand Search * Non-Brand Search * Remarketing * YouTube where appropriate * Feed-based campaigns * Campaign testing and experimentation You'll manage campaigns across multiple countries and product categories while maintaining a clean, logical account structure. ### Performance Analysis & Optimization You'll constantly analyze performance to understand: * What's working * What's wasting spend * Where we can scale * Where spend needs to be reduced * Which products and markets are most profitable * Search terms generating genuine customers * Brand vs non-brand performance * New vs returning customer performance * Campaign-level and product-level profitability * Marginal performance as spend increases You should be comfortable working with metrics including: **ROAS, MER, CPA, CVR, CPC, CTR, AOV, gross margin, contribution margin and net profit.** We care about **profit**, not vanity metrics. ### Attribution & Incrementality A major part of this role is understanding what Google is actually contributing to the business. You should understand the interaction between: **Meta → Google Search → Website → Purchase** and recognize that a customer clicking a Google ad before purchasing does not necessarily mean Google created that customer. You'll be expected to analyze: * Google Ads attribution * GA4 * Shopify data * Customer attribution surveys * Brand vs non-brand traffic * Meta spend changes * Branded search volume * Blended MER * Incremental revenue * Marginal ROAS/MER For example, if Meta spend doubles and Google suddenly reports significantly more conversions, you should be asking: **“Did Google actually generate this additional demand, or is it capturing demand created by Meta?”** We want someone who thinks beyond the dashboard. ### Bidding & Budget Management You'll manage: * Target ROAS * Target CPA * Maximize Conversion Value * Maximize Conversions * Campaign budgets * Portfolio strategies where appropriate * Scaling decisions * Budget allocation between campaigns, products and markets You should understand how Google's bidding algorithms respond to changes and avoid unnecessary adjustments that constantly reset or destabilize campaigns. You'll be expected to scale when the economics justify it and aggressively control spend when they don't. ### Google Shopping & Product Feeds For our ecommerce brands, Shopping is a major component of Google Ads. You'll work with: * Google Merchant Center * Product feeds * Product titles * Product descriptions * Product categorization * Custom labels * Product segmentation * Feed optimization * Disapprovals and Merchant Center issues You should understand that improving the feed itself can often have as much impact as changing campaign settings. ### Search & Keyword Management You'll manage our Search campaigns including: * Keyword research * Brand campaigns * Non-brand campaigns * Match types * Search term analysis * Negative keywords * Competitor terms where appropriate * Landing page alignment * Ad copy testing You should be able to identify the difference between **high-intent profitable search traffic and expensive traffic that looks good inside Google but contributes little incremental value.** ### Testing We expect structured testing rather than random changes. You'll continuously identify opportunities to test: * Campaign structures * Bidding strategies * ROAS targets * Product segmentation * Search terms * Landing pages * Shopping feeds * Ad copy * Creative assets * Geographic markets * New vs returning customer strategies Every meaningful test should have a clear hypothesis. **What are we testing? Why are we testing it? What happened? What did we learn? What do we do next?** ## Working With Meta Google does not operate in isolation. Meta is a major demand-generation channel for our brands, so you'll need to understand how changes in Meta spend can influence: * Branded searches * Direct traffic * Google conversions * Shopping performance * Remarketing audiences * Overall Google spend You'll work alongside our Meta team and analyze performance from a **whole-business perspective**, rather than fighting over attribution between platforms. The objective is not: **“Make Google Ads report the highest possible ROAS.”** The objective is: **“Use Google Ads to generate the highest possible incremental profit for the business.”** ## Reporting You'll provide clear reporting on: * Spend * Revenue * ROAS * CPA * Performance by campaign * Performance by country * Performance by product * Brand vs non-brand * New vs returning customers * Major changes made * Tests currently running * Opportunities you've identified * What should be scaled * What should be reduced We don't need enormous reports filled with screenshots. We want someone who can look at the account and clearly explain: **What happened → Why it happened → What we're doing next.** ## What We're Looking For You should have: * Strong hands-on Google Ads experience * Ecommerce/DTC experience * Experience managing meaningful advertising budgets * Strong Google Shopping and Performance Max knowledge * Strong Search experience * Google Merchant Center experience * Understanding of GA4 and ecommerce tracking * Strong understanding of attribution * Strong analytical skills * Understanding of ecommerce unit economics * Ability to work independently * Experience scaling campaigns internationally * Excellent attention to detail Experience with Shopify is highly preferred. ## The Type of Media Buyer We Want We're looking for someone who thinks like a **business owner**, not just a Google Ads operator. If Google tells you: **ROAS = 6.0x** your first reaction shouldn't automatically be: **“Great, let's scale.”** You should be asking: **Where did those customers come from?** **How much of that revenue was branded?** **How many were already going to purchase?** **What happens to total business revenue if we increase or decrease this spend?** **What's the marginal return on the next $1,000?** That's the level of thinking we're looking for. ## What Success Looks Like You'll be successful in this role if: * Google spend is consistently profitable * Waste is identified and eliminated quickly * Strong campaigns are scaled intelligently * Brand and non-brand performance are clearly understood * Product feeds continuously improve * Search terms are actively managed * Google works effectively alongside Meta * Budget is allocated toward the highest-return opportunities * Decisions are based on business profitability rather than platform vanity metrics * We understand the true incremental value Google is creating Ultimately, your job is simple: **Deploy our Google Ads budget where it generates the greatest incremental profit — and continuously find opportunities to make that budget work harder.**