Digital Ads Manager
Overview
Craft & Communicate is seeking an experienced Digital Ads Manager to lead the strategy, execution, optimization, and performance of paid digital advertising campaigns for our senior living clients.
This role serves as the primary paid media expert for assigned accounts, ensuring advertising investments generate qualified leads and measurable business results. The Digital Ads Manager is responsible for proactively managing campaign performance, identifying opportunities, solving challenges before they become issues, and continuously improving results across Google Ads, Microsoft Ads, Meta, and other digital advertising platforms.
Success in this role requires someone who enjoys analyzing performance data, making strategic recommendations, testing new ideas, and taking ownership of campaign outcomes. Strong communication, organization, and proactive thinking are just as important as technical advertising expertise.
Core Responsibilities
Paid Advertising Strategy & Account Ownership
- Own the paid advertising performance of assigned client accounts.
- Develop advertising strategies aligned with each client's business goals, occupancy needs, budgets, and target audiences.
- Build and maintain campaign roadmaps that prioritize the highest-impact opportunities.
- Proactively identify opportunities to improve lead quality, conversion rates, and return on investment.
- Recommend new campaign types, targeting opportunities, and platform features as they become available.
Campaign Management & Optimization
- Build, launch, and manage campaigns across Google Ads, Microsoft Ads, Meta, and other advertising platforms.
- Continuously optimize campaigns using performance data and industry best practices.
- Monitor search terms, audiences, bidding strategies, budgets, quality scores, conversion tracking, and campaign health.
- Conduct ongoing A/B testing of headlines, ad copy, creative assets, landing pages, audiences, bidding strategies, and calls-to-action.
- Identify underperforming campaigns and implement corrective action quickly.
- Ensure advertising budgets are allocated effectively to maximize performance.
Performance Analysis & Reporting
- Regularly analyze campaign performance using key performance indicators including:
- Cost Per Lead (CPL)
- Cost Per Acquisition (CPA)
- Conversion Rate
- Click-Through Rate (CTR)
- Return on Ad Spend (ROAS)
- Impression Share
- Lead Quality
- Translate advertising data into meaningful business insights.
- Prepare clear recommendations and strategic action plans based on campaign performance.
- Partner with reporting and analytics teams to ensure accurate tracking and attribution.
Cross-Department Collaboration
- Work closely with SEO Strategists to maximize search visibility and keyword opportunities.
- Collaborate with Content Writers to improve ad messaging and landing page performance.
- Partner with Web Developers and Designers to improve conversion rates and user experience.
- Coordinate with Email Marketing and PR teams to support integrated marketing campaigns.
- Share advertising insights that can strengthen broader marketing initiatives.
Innovation & Continuous Improvement
- Stay current on advertising platform updates, AI-powered advertising features, automation tools, and emerging best practices.
- Recommend new advertising opportunities that create measurable value for clients.
- Identify internal process improvements that increase efficiency and campaign quality.
- Continuously look for ways to improve reporting, workflows, and overall account performance.
Qualifications
- 3+ years managing Google Ads campaigns professionally.
- Experience managing Meta Ads campaigns.
- Experience with Microsoft Ads preferred.
- Strong understanding of search, display, remarketing, Performance Max, local campaigns, and lead generation.
- Experience managing multiple client accounts simultaneously.
- Strong analytical skills with the ability to interpret performance data and make informed recommendations.
- Excellent written and verbal communication skills.
- Highly organized with exceptional attention to detail.
- Ability to prioritize multiple projects and deadlines in a fast-paced agency environment.
- Self-motivated with a proactive, solution-oriented mindset.
Preferred Experience
- Google Ads Certification.
- Google Analytics 4 experience.
- Google Tag Manager experience.
- Call tracking and conversion tracking implementation.
- Experience working within a digital marketing agency.
- Experience marketing healthcare or senior living organizations is a plus.
What Success Looks Like
Within your first 90 days, you will:
- Build strong relationships with assigned clients and internal teams.
- Become the primary paid media owner for your accounts.
- Demonstrate a clear understanding of each client's goals and advertising strategy.
- Proactively identify optimization opportunities across every assigned account.
- Present recommendations confidently during client meetings.
- Deliver measurable improvements in campaign performance while maintaining exceptional client communication.
Why Craft & Communicate?
Craft & Communicate is a team passionate about helping senior living organizations grow while improving the lives of older adults and their families.
Our culture values kindness, accountability, excellence, and continuous curiosity. We're always looking for people who take ownership, communicate well, and strive to improve every day.
Benefits
- Fully Remote Position
- Medical Insurance
- Paid Time Off
- Paid Holidays
- 401(k) with Company Match
- Professional Development Opportunities
- Collaborative, Supportive Team Environment
How to Apply
In order to be considered for this role, you must apply on our Careers page at https://craftandcommunicate.com/.
This position begins as an up to 90-day contract-to-hire period before transitioning to full-time employment based on performance and mutual fit.
Pay: $32.00 - $36.00 per hour
Benefits:
- 401(k) matching
- Health insurance
- Paid time off
Work Location: Remote
