Google Ads Lead

About this Role

We're looking for a Google Ads Lead to own and scale Google as a key acquisition channel across Valerie's portfolio of ecommerce brands.

You'll own Google Ads strategy, budgets, performance, experimentation, and channel growth across Search, Shopping, Performance Max, YouTube, Display, and emerging Google products. You'll be responsible for turning growth targets into channel strategy, making informed investment decisions, and ensuring campaigns consistently deliver against revenue and profitability goals.

You'll work closely with Creative, Analytics, Ecommerce, Product, and POD teams to improve acquisition through better search strategy, creative, feeds, bidding, measurement, and experimentation. You'll also help set the direction for other Google Ads practitioners and build the playbooks and systems that allow Google performance to scale across brands. Success in this role isn't measured by campaign volume or reporting; it's measured by how effectively Google drives profitable growth, how quickly the team identifies winning opportunities, and how consistently the channel improves against business targets.

You could be a great fit if...

• You naturally balance channel strategy with being hands-on in Google Ads when the business needs it.

• You are comfortable owning significant budgets and making commercial decisions around growth, efficiency, and profitability.

• You understand how Search, Shopping, Performance Max, YouTube, and Display work together as part of a broader acquisition strategy.

• You enjoy going deep into account performance and can quickly identify what is working, what isn't, and why.

• You are highly experimental and constantly test creative, copy, bidding, audiences, feeds, landing pages, and campaign structures.

• You understand the relationship between search intent, creative, product feeds, conversion quality, and business outcomes.

• You proactively identify opportunities and risks rather than waiting for performance problems to be escalated.

• You enjoy coaching other buyers and raising the quality of Google Ads execution across the team.

• You can translate complex performance data into simple, actionable recommendations for founders and senior stakeholders.

• You stay ahead of Google's product changes, automation, AI, and emerging advertising capabilities.

• You enjoy building systems, frameworks, and playbooks that make Google performance more scalable across multiple brands.

Requirements

• 7+ years of experience in Google Ads / paid search, with significant experience leading Google performance for ecommerce or DTC businesses.

• Proven experience owning and scaling significant Google Ads budgets across multiple brands, markets, or business units.

• Deep expertise across Search, Shopping, Performance Max, YouTube, Display, and Demand Gen.

• Strong understanding of Google Ads bidding strategies, including Target ROAS, Target CPA, Max Conversions, Max Conversion Value, and value-based bidding.

• Proven experience developing channel strategy against revenue, CAC, ROAS, CPA, and profitability targets.

• Strong understanding of keyword strategy, search intent, campaign architecture, ad copy, audience strategy, budget allocation, and optimisation.

• Deep expertise in Google Merchant Center and product feed optimisation.

• Strong experience with structured experimentation across creative, copy, bidding, targeting, feeds, landing pages, and campaign structures.

• Strong understanding of ecommerce metrics including ROAS, CAC, CPA, MER, CVR, revenue, contribution margin, and profitability.

• Strong knowledge of measurement and attribution, including GA4, GTM, Enhanced Conversions, offline conversion tracking, and server-side tracking.

• Ability to audit complex Google Ads accounts and identify both tactical issues and broader growth opportunities.

• Experience managing, mentoring, or providing strategic direction to other paid media practitioners.

• Excellent analytical, communication, and stakeholder management skills.

• Ability to work closely with Creative, Analytics, Ecommerce, Product, and leadership teams.

• Comfortable operating in a fast-moving environment with multiple brands and changing priorities.

Bonus Points

• Experience scaling multiple DTC/ecommerce brands across international markets.

• Experience managing $500K+ monthly Google Ads budgets.

• Experience with YouTube and Display as part of full-funnel acquisition strategies.

• Experience with advanced Merchant Center/feed management and large product catalogs.

• Experience with first-party data, offline conversions, incrementality, or advanced attribution.

• Familiarity with Looker Studio, Google Ads Scripts, automation, AI-driven optimisation, or advanced reporting systems.

• Experience building Google Ads playbooks, training programmes, or operating systems for multiple teams.

• Google Ads certifications.

• Experience working within founder-led startups or high-growth ecommerce businesses.

You probably shouldn't apply if...

• You prefer managing campaigns without owning the broader Google growth strategy.

• You are uncomfortable being hands-on with accounts, data, feeds, bidding, and troubleshooting.

• You rely on automated bidding without understanding the commercial objectives and data behind it.

• You focus on ROAS without understanding revenue, CAC, margins, and profitability.

• You see Search, Shopping, Performance Max, and YouTube as separate channels rather than parts of a broader acquisition strategy.

• You rely on others to identify performance issues instead of proactively finding opportunities and risks.

• You are uncomfortable challenging existing strategies or testing new approaches.

• You don't enjoy coaching other practitioners or raising the quality of execution across a team.

• You prefer highly structured environments where priorities and strategies rarely change.

• You are not interested in keeping up with Google's evolving products, automation, and AI capabilities.

The best time to join Valerie was yesterday. The next best time is now 🤓

👋Our Hiring Process

We want interviews to be valuable for both sides. Throughout the process, you'll meet the people you'll work with, learn more about the role, and get a chance to understand how we think and operate.

Our process typically includes:

• Introductory conversation with our Talent team <> 30 mins

• Hiring Manager interview <> 30-45 mins

• Role-specific assessment or practical exercise (where applicable)

• Cross-functional or stakeholder interviews <> 30-45 mins

• Final conversation with leadership <> 30-45 mins

We'll always let you know what to expect before each stage.

💪🏾What You Can Expect

• Meaningful work with visible impact

• High ownership from day one

• Collaboration with experienced founders, operators, and specialists

• A team that values curiosity, initiative, and continuous improvement

• Competitive compensation and the tools you need to do your best work

• Opportunities to grow as Valerie grows

Valerie is committed to building an inclusive workplace where people from different backgrounds, experiences, and perspectives can thrive. We hire based on skills, potential, and the ability to contribute to our team.