Digital Media Buyer - Google

Media Buyer, Google Ads (Auto Loans – Canada) Reports to: Head of Performance Marketing Location: Remote, Canada (overlap with Eastern or Mountain business hours) Employment type: Full-time, permanent Compensation: Base salary plus performance bonus ABOUT THE ROLE You will own Google as a lead source for our Canadian auto loan business, turning spend into qualified, compliant applications at a target cost per lead. Consumer Genius connects Canadians shopping for car financing with lenders and dealers, and Google Search is where many of those buyers go when they are ready to act. This is a hands-on role. You will plan, launch, test and scale campaigns yourself, work closely with creative and compliance, and report results directly to leadership. KEY RESPONSIBILITIES - Plan, build and manage Google Ads campaigns for auto loan lead generation across Search, Performance Max, YouTube, Demand Gen and Display - Own keyword strategy: research, match types, negative keyword lists and search term mining to cut wasted spend on low-intent queries - Write and test responsive search ads, assets and extensions, and improve Quality Score and landing page experience - Own daily budget pacing and bidding strategy (Target CPA, Maximise Conversions, value-based bidding) against CPL, cost per qualified lead and lead-to-funded rate - Run a structured testing roadmap across keywords, ad copy, audiences, bid strategies and landing pages - Implement and maintain tracking: Google tag, GA4, enhanced conversions for leads, Consent Mode and offline conversion imports from our CRM - Feed downstream lender outcomes (approved, funded) back into bidding with conversion values so spend follows lead quality, not just volume - Brief YouTube and Demand Gen creative with the content team - Build weekly and monthly reporting on spend, CPL, lead quality and ROAS, with clear recommendations - Make sure every ad, keyword and landing page meets Google's financial services and personal loan policies and Canadian advertising rules before launch - Manage account health: advertiser verification, financial services verification where required, policy reviews and appeals MUST-HAVE QUALIFICATIONS - 3+ years of paid search experience, with at least 2 years managing Google Ads directly - Proven track record in lead generation (not only e-commerce), managing $50K+ CAD in monthly spend - Deep knowledge of Search campaign structure, match types, negative keywords and search term analysis - Experience with Performance Max for lead gen, including steering it away from low-quality leads - Hands-on experience with GA4, Google Tag Manager, enhanced conversions and offline conversion import - Strong grasp of CPL, CAC, conversion rate and lead-quality metrics, and how they trade off - Confident with spreadsheets and reporting tools (Excel or Google Sheets, Looker Studio or similar) - Legally eligible to work in Canada NICE-TO-HAVE QUALIFICATIONS - Google Ads certifications (Search, Performance Max, Measurement) - Experience in automotive, auto finance, lending, insurance or another regulated financial vertical - Familiarity with the Canadian subprime and near-prime auto loan market - Experience with Microsoft Ads to extend search reach - Bilingual English and French, or experience running French-language search campaigns in Quebec - Experience with CRM and lead-distribution platforms (e.g. HubSpot, Salesforce, LeadsPedia, boberdoo) - Scripting or automation experience (Google Ads scripts, Sheets automation) COMPLIANCE EXPECTATIONS Auto loans are consumer credit, so every campaign must be accurate, transparent and fair to borrowers. You will work with our compliance lead and be expected to understand: - Google's financial services and personal loan policies, including required disclosures and verification where they apply - Google's personalised advertising restrictions for credit products, which limit audience targeting by age, gender, postal code and similar signals - The Competit…

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