Google ads lead gen expert (pmax, demand gen & search)

We're a performance media company running lead generation and pay-per-call campaigns at scale, and we're hiring a Google Ads expert who thinks like an owner.
This is a performance role at its core. We're looking for someone who measures success in cost per lead and return on investment — not impressions or reach. If you're energized by lowering CPL while growing qualified lead volume, you'll fit right in here.
What you'll own:
- Building, launching, and scaling Search, Performance Max, and Demand Gen campaigns focused on lead gen and inbound calls
- The full conversion funnel: signal architecture, bidding strategy (t CPA/t ROAS), audience signals, and asset testing
- Continuous optimization of negative keywords, search terms, and placements to eliminate wasted spend
- Structured A/B testing across landing pages, ad copy, and offers — and acting decisively on the results
- Diagnosing shifts in campaign profitability and resolving them quickly
- Reporting on the metrics that drive the business: CPL, CPA, ROAS, lead quality, and close rates
What we're looking for:
- A proven track record of reducing cost per lead and improving ROI on real lead gen budgets (we'd love to see your numbers)
- Deep, hands-on experience across PMax, Demand Gen, and Search
- Strong command of conversion tracking and offline conversion imports
- Comfort operating in high-volume accounts where decisions are made daily
- Bonus: experience in regulated verticals such as insurance, healthcare, home services, or finance