Position Type Company Location Posted On Interested?
Paid Search Strategist Full Time True Media Toronto, ON May 15, 2024 Apply Now

Open position in True Media office locations including Toronto, ON or Calgary, AB; Hybrid work schedule:  3 days in office, 2 days remote.

The Activation Strategist, Search (Paid Search Strategist) manages campaigns within the Google Ads and Microsoft Ads ecosystem for an assigned portfolio of True Media search clients. Must have a strong understanding of paid search campaign management practices and the ability to implement those practices to deliver exceptional results on behalf of True Media clients. The Activation Strategist, Search responsible for adhering to processes, workflow and established best practices that enable the Search team to continually perform in an efficient and organized manner. Responsible for consistently making optimizations within the scope of work, but also recommending additional optimizations that may be out of scope but would benefit the client and their goals. Will assist with advanced Analytics and data measurement tracking responsibilities.

Responsible for the tactical planning, purchase, execution and delivery of approved media plans in the areas of traditional, digital and emerging media. Assist in establishing appropriate tactical media channel strategies and budgets for clients. Must have a working and proficient understanding of media measurements and how to creatively apply them in the Agency’s objective of exceeding the client’s goals.

Essential Duties and Responsibilities. (Other duties may be assigned)

  • Conduct thorough keyword research to identify relevant and high-performing keywords.
  • Analyze keyword competition, search volume, and trends to inform campaign strategies.
  • Continuously refine and expand keyword lists to capture new opportunities.
  • Develop, set up, and manage paid search campaigns across various platforms (e.g., Google Ads, Bing Ads).
  • Implement ad groups, ad extensions, and other campaign components for optimal performance.
  • Ensure that campaigns are structured logically for better organization and targeting.
  • Create compelling ad copy that aligns with client goals and speaks to the target audience.
  • Design and test ad creatives, including images, videos, and ad variations.
  • Stay updated on ad copy best practices and apply persuasive writing techniques.
  • Regularly monitor campaign performance metrics, such as click-through rates (CTR), conversion rates, and cost per click (CPC).
  • Analyze data to identify trends, anomalies, and areas for improvement.
  • Provide data-driven insights to optimize and refine campaigns in real-time.
  • Issue reports, as needed, on the effectiveness of paid search campaigns.
  • Set and adjust bidding strategies to meet client objectives, such as maximizing ROI or achieving specific conversion goals.
  • Manage daily and monthly budget allocations to ensure efficient spending.
  • Implement bid automation strategies where applicable.
  • Assist in the creation of proposals and estimates for paid search campaigns
  • Keep up-to-date with search engine algorithms, industry trends, and emerging technologies.
  • Proactively incorporate new features and innovations into campaigns to stay competitive.
  • Plan and execute A/B tests for ad variations, landing pages, and other elements to improve conversion rates.
  • Utilize A/B testing results to refine and enhance campaign performance.
  • Utilize Google Tag Manager to verify placement of conversion and retargeting tags. Work with the Campaign Operations team to ensure correct tracking is in place.
  • Foster strong client relationships by serving as the primary point of contact for campaign updates, questions, and feedback.
  • Schedule regular meetings or calls with clients to discuss campaign progress, address concerns, and provide strategic recommendations.
  • Act as a trusted advisor, offering insights and solutions to align campaigns with client objectives.
  • Maintain strong communication of campaign performance, challenges and status updates to the core internal team.
  • Collaborate with clients to gain a deep understanding of their business objectives, target audience, and key performance indicators (KPIs).
  • Translate client goals into actionable paid search strategies that deliver measurable results.
  • Communicate supervisor, search engine representatives ( i.e. Google and Bing) and consultants to ensure that search campaigns meet performance goals.

Qualifications – To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • 2-4 years of hands-on experience in managing paid search campaigns.
  • Proven track record of achieving and exceeding campaign goals and KPIs.
  • Proficiency in Google Ads and Bing Ads, including advanced features and settings.
  • Familiarity with other PPC platforms like Facebook Ads and LinkedIn Ads is a plus.
  • Strong analytical and data interpretation skills.
  • Ability to use analytics tools and data visualization to derive actionable insights.
  • Proficiency with keyword research tools like Google Keyword Planner, SEMrush, or Moz.
  • The capability to identify valuable long-tail keywords and competitive opportunities.
  • Must be able to analyze metrics from search campaigns and provide insightful and constructive observations/recommendations to Activation Strategists, Client Strategists and/or AMD Activation Strategy and clients.
  • Effective communication skills to collaborate with clients and internal teams.
  • Experience in generating clear and concise reports to showcase campaign performance.
  • Experience with other digital marketing channels such as social media advertising, display advertising, or email marketing is advantageous.
  • Demonstrate a high level of understanding of paid search campaign management and optimization best practices.
  • Maintain ability to implement advanced optimization techniques for search campaigns.


  • College Certificate with concentration in advertising, marketing or communications preferred.
  • Google Ads and Bing Ads certifications are a plus and demonstrate your expertise in these platforms.