Senior Google Ads Specialist - Google Search / B2B Lead Generation / PPC

THE COMPANY

IT-Specialists.ca (the “Company”) is a Canadian IT service provider that was built to disrupt the IT industry through speed, precision, and cost efficiency. We offer a full suite of IT staffing & recruitment solutions including contract placements, temporary placements, permanent placements, contract-to-hire, temp-to-hire, service-to-hire, plus a wide range of IT services. Our advantage comes from a growing national talent pool; proprietary data-profiling system that tracks over 2,800 data points per IT professional; and an SMS mobilization system designed to identify, notify and assemble highly-skilled candidates in hours rather than weeks. We are preparing to scale across Canada, beginning with IT staffing & recruitment services through a national Google Search campaign. This will be focused on generating qualified B2B inquiries from businesses that need IT staffing for their cybersecurity, cloud, AI, data, network infrastructure, and other technical roles. Google Search advertising will be one of the primary engines for generating scalable client demand for IT staffing services in over 3,000 cities & towns across Canada; supporting city-level managers in the 47 largest cities; building IT Specialists into Canada’s largest available talent pool; and establishing our Company as a go-to source for employers who need IT staffing solutions with a faster turnaround, better talent, and lower costs.

COMPENSATION SUMMARY

• This opportunity is open to qualified applicants in Canada and internationally;
• For Canadian-based applicants, full-time compensation may range from $100,000 to $150,000 CAD per year, depending on experience, role, responsibilities and campaign performance;
• Compensation may exceed $150,000 CAD per year over time, if the role expands to include building and managing a team, building a Google Ads business inside our business, or potentially supporting future campaigns for additional IT services across Canada;
• For international applicants, full-time compensation may vary based on location, local market rates, experience, role, responsibilities, campaign performance, and how the arrangement is structured;
• This role will begin on an advisory basis for approximately 1 to 2 hours per week in your spare time, allowing both parties to evaluate fit, expertise, strategy, communication, and early campaign progress during a probationary period. The hourly rate during this initial period will be discussed and agreed upon in advance.

JOB DESCRIPTION

We are looking for a Senior Google Ads Specialist (the “Specialist”) to take ownership of our national Google Search campaign for IT staffing & recruitment services, focused on B2B lead generation, and help turn paid search into a predictable, measurable, and scalable source of new clients. This is NOT a general awareness, social media, branding, or entry-level digital marketing role. We need an experienced Specialist who can build and manage our campaign with precise keyword selection, strong negative keyword discipline, controlled testing, continuous optimization, reduced wasted spend, regional bidding strategies, disciplined budget management, reliable conversion tracking, and a clear strategy for improving CPL and working toward CAC targets over time. The ideal candidate will have a combination of Google Ads certifications and/or formal training, along with proven hands-on experience managing Google Search campaigns for B2B service companies, professional services, SaaS, staffing & recruitment, IT services, cybersecurity, cloud, data, or other high-value B2B markets where lead quality, buyer intent, and conversion value matter as much as lead volume. This role will focus on campaign management, strategic recommendations, execution, reporting, and campaign growth. As you become more familiar with the Company and the opportunity during the probationary period, we can discuss your long-term goals, career path, and preferred level of involvement (i.e. advisory, part-time, full-time, contractor, or management), subject to campaign performance.

THE OPPORTUNITY

The digital marketing industry is full of job postings where the employer decides everything – and the applicant has no say. In other words, most employers create a box and then hire someone to fit inside it. We are taking the opposite approach. For the right Specialist, this role is intended to be shaped collaboratively over time. We are looking for someone who can begin by proving their expertise through measurable improvements to our Google Search campaign, then help define the long-term role as we scale it. You’ll have input into your position and title; whether you’d prefer to work independently or build and manage a team; annual compensation and pay structure; bonuses or performance-based incentives; advancement path; weekly schedule for work/life balance; and holiday schedule. You can also relocate to a city of your choice in Canada; or work remotely from a country or beach community of your choice. This is an opportunity for someone who wants more than a routine campaign-management position. They can help build the paid search function inside our Company, influence how Google Search advertising supports national growth, and potentially support future campaigns for additional IT services across Canada. For the right person, there may also be an opportunity to develop a profitable Google Ads business inside our business, with a roadmap for building long-term wealth based on campaign performance. We believe that giving talented people meaningful input into their career path creates stronger commitment, better performance, and a willingness to go the extra mile. To unlock this opportunity, the Specialist must first demonstrate the expertise, discipline, communication, and work ethic needed to reduce wasted spend, improve lead quality, generate new clients, and help turn our Google Search campaign into a scalable engine for national growth.

BUILD YOUR DREAM JOB

This role is ideal if you already have a job, but would like to start building your dream job in your spare time. Begin as an advisor and start shaping a long-term career designed by YOU. As our campaign grows, you’ll be able to collaborate on creating a long-term role YOU are passionate about. Here are some examples of long-term goals for different Specialists (individual goals may vary):

• SPECIALIST #1) Keep your current job and become a part-time advisor. Eventually transition to full-time at a higher annual pay rate. Work in the fall, winter and spring, but vacation every summer;
• SPECIALIST #2) Build and manage a team to work underneath you. Get paid based on performance while your team does the work. Help scale our Google Search campaign and build wealth for your retirement;
• SPECIALIST #3) Currently have a job, but unhappy with the people, pay, clients, daily routine and/or work schedule. Start with 1 to 2 hours per week in your spare time and gradually build a dream job designed by YOU. Transition to your new role when the time is right;
• SPECIALIST #4) Get in on the ground-level with IT-Specialists.ca. Work on a part-time basis initially, but transition to a full-time salaried, independent contractor or management position as the Company expands;
• SPECIALIST #5) You love to travel. Work remotely from a city, country or beach community of your choice. Casual work schedule of 4 days per week with every Friday, Saturday and Sunday off;
• SPECIALIST #6) Keep your job at another company or agency; or maintain your existing clients or your side-hustle on a freelance platform. Keep the security of what you currently have, and transition once the new role has developed into the right long-term fit.

KEY BENEFITS

Here are some of the benefits you’ll enjoy as a Specialist with our Company:

• Keep your current job initially, while supplementing your income on the side;
• Work remotely from the comfort of your home, wherever that may be;
• Build your dream job over time and collaborate on key aspects of your role, responsibilities, work/life balance, compensation structure, and career path;
• Opportunity to earn more than industry-standard compensation for similar roles, depending on campaign performance;
• Unmatched opportunity to build a team, advance to management, develop a lucrative performance-based compensation structure and build long-term wealth;
• Option to work as an employee or contractor; or take an entrepreneurial path by building a Google Ads business inside our business;
• Option to relocate to a city or country of your choice; or travel and work from anywhere in the world;
• Get in on the ground-level with a national IT service provider, with significant opportunities for advancement as the Company grows.

RESPONSIBILITIES

The following responsibilities may vary depending on the role developed in collaboration with management:

• Develop, manage and optimize our Google Search campaign to generate qualified B2B leads and client inquiries from businesses with strong buyer intent for IT staffing services;
• Manage campaign settings, demographics, search terms, keywords, geographic strategy, bidding strategy, negative keywords, match types, ad copy, and conversion tracking;
• Create, test and optimize keywords, long-tail keywords, and negative keywords using exact match, phrase match, carefully controlled broad match, ad groups, and frequent review of search terms, clicks, and conversions;
• Build and maintain strong negative keyword lists, including job-seeker terms, irrelevant industries, competitor noise, low-intent searches, and irrelevant clicks;
• Reduce unwanted traffic from job-seekers, consumers, students, researchers, and other irrelevant or low-quality traffic;
• Review, test, and optimize RSAs and related ad assets, including headlines, descriptions, sitelinks, callouts, structured snippets, call assets, lead form assets, and other relevant Google Ads assets;
• Support CRO by aligning ad copy, landing page messaging, offer positioning, qualification criteria, keywords, content, SEO, and lead-quality feedback to improve conversion quality and generate more qualified B2B inquiries;
• Create, test, and refine geographic bidding strategies to identify lower-CPC opportunities in smaller cities and rural areas where there may be less competition;
• Evaluate bidding strategies such as Manual CPC, Maximize Conversions, Target CPA, and portfolio strategies, and determine when each strategy is appropriate or inappropriate based on conversion volume, conversion quality, data reliability, budget control, and campaign objectives;
• Use broad match, AI Max, automated recommendations, and other Google Ads expansion or automation features only when supported by proper testing, controls, performance data, and ongoing review;
• Make practical recommendations based on testing, performance and data, rather than blindly applying Google’s automated recommendations and/or Google’s campaign strategist recommendations;
• Set up, audit, or advise on conversion tracking using Google Ads, Google Analytics 4, Google Tag Manager, call tracking, form tracking, CRM feedback, and offline conversion imports to distinguish qualified B2B client opportunities from low-quality leads;
• Monitor core performance metrics such as spend, CTR, CPL, CPA, CAC, ROAS, search impression share, conversion rate, lead quality, disapproved ads, irrelevant spend, and budget pacing;
• Improve campaign performance through organized research, analysis, controlled testing, and continuous optimization;
• Educate management, partners, and city managers on campaign strategy, performance issues, and solutions in an easy-to-understand manner, regardless of their level of technical expertise;
• Obtain management and/or city manager approval before increasing campaign budgets, ad spend or other spend commitments;
• Take ownership of campaign performance, identify issues early, and drive problems through to resolution;
• Schedule calls or meetings with internal stakeholders during business hours in Canada based on Mountain Standard Time (MST).

MINIMUM REQUIREMENTS

• 3+ years of hands-on Google Ads experience personally building, running and optimizing Google Search campaigns;
• 2+ years of hands-on experience personally building, running and optimizing Google Search campaigns for B2B lead generation;
• Strong understanding of search intent, search-term analysis, keyword and negative keyword strategy, match types, ad relevance, Quality Score, Ad Rank, landing page alignment, and conversion quality;
• Passionate about generating high-intent B2B client inquiries through disciplined campaign management, continuous optimization, and improving spend efficiency;
• Excellent troubleshooting and problem-solving skills, with the ability to research, test, diagnose, and resolve campaign performance issues with a “never give up” attitude;
• Ability to audit conversion tracking and clearly communicate what needs to be fixed, including forms, calls, GA4, Google Tag Manager, CRM tracking, and lead-quality feedback loops;
• Experience managing budgets responsibly and explaining trade-offs between lead volume, lead quality, CPC, CPL, CPA, CAC, impression share, conversion data reliability, and ROAS;
• Fluent in English, with strong verbal and written communication skills, attention to detail, and professional clarity;
• Excellent time management, organizational skills, attention to detail and reliability;
• Punctual for scheduled phone calls and/or meetings;
• Prompt response to phone calls, emails or other work-related communications within one business day;
• Willing to follow Company policies, procedures, and best practices;
• Committed to confidentiality, integrity, accountability, honesty, fairness, loyalty, trust, and respect;
• Access to a quiet home office or private room with a door, suitable for professional phone calls, video calls, and confidential work;
• Access to required and approved equipment for remote work, professional communications, video calls, and confidential campaign management, including a reliable computer, secure internet connection, webcam, audio equipment, and mobile phone;
• Ability to provide references and/or copies of relevant education, Google Ads certifications, marketing certifications, or related professional credentials upon request by the Company;
• Ability to complete a security screening check and/or criminal background check upon request by the Company.

WORK EXPERIENCE

Here are examples of work experience that would be an asset, in order of priority:

• 5+ years of hands-on Google Ads experience, with a strong focus on Google Search campaigns, keyword strategy, campaign structure, ad copy testing, bidding strategy, Manual CPC, conversion tracking, landing page performance, spend efficiency, budget management, and ongoing optimization;
• 3+ years of hands-on Google Search campaign experience with B2B lead generation, preferably for service-based businesses, professional services, staffing and recruitment, IT services, SaaS, cybersecurity, cloud, AI, data, managed services, or other high-value B2B markets;
• Experience reducing irrelevant traffic and low-quality clicks through search-term review, keyword and negative keyword strategy, match types, ad group structure, testing, targeting controls, and continuous optimization;
• Experience improving campaign ROI through continuous optimization of lead quality, CPC, CPL, CPA, CAC, conversion quality, budget efficiency, performance targets, and ROAS;
• Experience connecting Google Ads performance with downstream sales outcomes through conversion tracking, call tracking, form tracking, offline conversion imports, lead scoring, and CRM attribution;
• Experience working in freelance, agency, in-house, consulting, contract, part-time, or full-time roles managing Google Search campaigns for real businesses with measurable B2B lead generation goals, lead-quality requirements, budget-efficiency targets, and proven results;
• Experience with search-term reports, Google Ads audits, campaign recommendations, performance reports, and prioritized optimization plans;
• Relevant work experience in senior roles related to Google Ads, Paid Search, Paid Media, Search Engine Marketing, PPC Marketing, Performance Marketing, Growth Marketing, B2B Marketing, B2B Lead Generation, Demand Generation, Digital Marketing, Digital Advertising, Online Marketing, Staffing Agency Marketing, or Recruitment Marketing.

EDUCATION & CERTIFICATIONS

Here are examples of education and/or certifications that would be an asset, in order of priority:

• Google Ads certification(s), especially Google Ads Search Certification and Google Ads Measurement Certification, with additional certifications such as Google Ads Display Certification, Google Ads Video Certification, or other relevant Google Skillshop certifications;
• Formal training or continuing education in Google Ads, PPC, SEM, SEO, digital marketing, performance marketing, marketing analytics, conversion tracking, or a related field;
• Formal training or certifications related to marketing platforms, analytics tools, or conversion-tracking systems, including Google Ads, Google Analytics, Google Tag Manager, Looker Studio, Search Console, HubSpot, Salesforce, Zoho CRM, Pipedrive, Microsoft Dynamics, CallRail, WhatConverts, Unbounce, Instapage, WordPress, or similar tools;
• University or college degree or diploma in a relevant field, including but not limited to Marketing, Digital Marketing, Digital Advertising, Business Administration, Communications, Data Analytics, E-Commerce, or a related discipline.

BONUS POINTS

Here are additional skills or experience that would be considered an asset:

• Experience managing Google Search campaigns in Canadian markets, including regional targeting, service-area targeting, rural or smaller-market opportunities, national campaigns segmented by geography, and regional strategies for reducing CPC while maintaining lead quality;
• Willingness to go the extra mile to improve lead quality, maximize campaign performance, and meet campaign targets through continuous optimization;
• Ability to work additional hours when necessary to address urgent campaign issues, meet deadlines, or support important optimization targets.

CLOSING

Are you interested in a ground-level opportunity with a national IT services provider and significant opportunities for advancement? Are you excited about building your dream job in Google Search based on your ideal role, responsibilities, work/life balance, compensation structure, and long-term career path? If you are a proven Senior Google Ads Specialist with strong B2B Google Search experience, and you want to make a meaningful contribution to building an incredible company while being well compensated for your work, we invite you to submit your resume.

TAGS

Google Search Specialist, Paid Search Specialist, Search Ads, Google Search Ads, Search Campaign Optimization, Search Terms Report, Google Ads Expert, Google Ads Consultant, Google Search Console, SEM, GTM, Google Data Studio, Cost Per Click, Pay Per Click, Cost Per Lead, Return on Ad Spend, Search Engine Optimization, Conversion Rate Optimization, Ad Copy Testing, Responsive Search Ads, Offline Conversion Tracking, WP Engine, B2B SaaS, Customer Relationship Management

Job Types: Full-time, Contract, Casual, Freelance

Pay: $100,000.00-$150,000.00 per year

Benefits

• Casual dress
• Flexible schedule
• Profit sharing
• Work from home

Flexible language requirement:

• French not required

Application question(s):

• Will any portion of the work be assigned to another person or team?

Experience

• hands-on B2B lead generation: 2 years (required)
• hands-on Google Search campaign: 3 years (required)

Work Location: Remote