At **Humand**, we help companies digitize their internal communication, culture, and HR processes—all in one place. We are looking for a **Google Ads Specialist (EMEA/NA)** to lead our Google paid media initiatives focused on Europe (EMEA) and North America. This is a **strategic and highly hands-on role**, responsible for planning, executing, and optimizing performance campaigns that drive **awareness, qualified lead generation, and sales pipeline** in these markets. This person will serve as the **single point of contact for all Google Ads-related matters** in the EMEA/NA region and act as a **bridge between the global marketing team and local business needs**, working closely with the Sales team (AEs and BDRs), as well as CX and other key stakeholders. They must ensure campaign strategy, targeting, messaging, and landing pages align with business objectives. They will be responsible for **prioritizing growth opportunities in Google Ads**, defining scalable campaign structures (keywords, audiences, ads, assets, landing pages), managing budget, and **maximizing ROI**. This includes in-depth campaign performance analysis (by market, industry, offering, campaign type), proposing and executing experiments (A/B tests of ads, bids, creatives, landing pages), and translating results into actionable decisions. The ideal candidate has **proven experience managing Google Ads in B2B environments (preferably SaaS) across international markets**, is accustomed to aggressive performance goals, and possesses a **strong data-driven mindset**. They must be able to **analyze metrics, identify actionable insights, and make evidence-based decisions** to continuously improve both the volume and quality of leads generated in EMEA and North America. ### **Key Responsibilities** 1️⃣ Strategy & Market Intelligence (EMEA/NA) * Continuously deepen understanding of **EMEA and North American markets**: pain points, search intent, competitors, key verticals, and decision-making processes. * Analyze user behavior on Google (searches, queries, trends, devices, times, geographies) to identify **opportunities for new campaigns, keywords, and audiences**. * Maintain ongoing communication with internal stakeholders (Marketing, Sales, CX) to understand commercial priorities, lead feedback, and areas for improvement in paid strategy. * Leverage CRM and analytics data (e.g., HubSpot and GA4) to understand **lead sources, quality, market-level performance**, and growth potential via Google Ads. 2️⃣ Campaign, Messaging & Creative Strategy in Google Ads * Design and maintain **scalable campaign structures** (Search, Performance Max, Display, YouTube) aligned with business objectives (lead generation, pipeline, revenue). * Define and optimize **keywords, audiences, ads, extensions, and assets** to ensure relevance, strong CTR, and high commercial intent. * Collaborate with Content, Web, and Design teams to **align messaging, value propositions, and landing pages** with EMEA/NA market needs. * Review and propose improvements to **ads, copy, assets, and landing pages** to maximize conversion rates and lead quality. * Ensure ad messaging aligns with **brand positioning, ICP, and priority offerings**. 3️⃣ Performance, Continuous Optimization & Demand Generation * Own **end-to-end performance of Google Ads campaigns**: from click through to lead and its impact on pipeline. * Launch, monitor, and continuously optimize **prospecting, retargeting, and brand campaigns**, focusing on CPL, CAC, lead volume, and lead quality. * Design and implement **A/B tests** (ads, bids, targeting, landing pages, campaign types) and document actionable learnings. * Ensure robust **tracking and measurement setup** (conversion tracking, enhanced conversions, GA4 events, CRM integration). * Identify and prioritize **growth levers** (new campaigns, new audiences, new messages, new offers) that directly contribute to demand generation in EMEA/NA. 4️⃣ Cross-Functional Coordination & Collaboration with Sales * Serve as the **go-to person for Google Ads** in EMEA/NA, aligning paid strategy with Marketing and Sales objectives. * Work closely with **AEs, BDRs, and CX** to understand lead quality, adjust targeting and messaging based on real pipeline feedback. * Collaborate with **Revenue Operations / Ops, Global Marketing, Content, and Web teams** to ensure consistency across campaigns, funnels, processes, and reporting. * Contribute the **paid search and paid media perspective** to integrated campaign planning (email, events, content, social). * Clearly communicate results, insights, and next steps to stakeholders through regular reports and actionable recommendations. ### **What We Value** * **3+ years of experience** in B2B digital marketing (preferably SaaS), with a **strong focus on performance, paid media, and Google Ads campaigns geared toward demand generation**. * Solid experience **managing and optimizing Google Ads campaigns** (Search, Performance Max, Display, YouTube) with objectives including lead generation, pipeline, and/or revenue. * Demonstrated experience working with **international markets (ideally EMEA and/or North America)**, understanding audience differences, digital maturity, and competitive dynamics. * Practical knowledge of tools such as **Google Tag Manager, GA4, CRM (e.g., HubSpot), and/or attribution/reporting platforms**, with ability to connect campaign data to business outcomes. * Proven ability to **collaborate with global teams and multiple stakeholders** (Marketing, Sales, CX, Revenue Ops), manage diverse priorities, and align paid strategy with commercial goals. * Strong **analytical and problem-solving skills**, with a data-driven mindset and experience working with metrics such as CPL, CAC, CTR, CVR, Quality Score, and ROAS. * **Fluency in English** (spoken and written) to coordinate with global teams; Spanish and/or Portuguese are a plus. * Comfort operating in a **hands-on, agile, fast-growing environment**, taking ownership of campaigns and driving continuous improvements in lead volume and quality. Join Us! Our **mission** is to empower people at work so they become happier and more successful. Our **purpose**: Bring happiness to the world of work. Learn more about us at: https://humand.co/en/