Paid Media Strategist: Google & LI

Overview

Are you a hands-on paid media strategist who turns ad spend into pipeline you can prove? Have you personally run $100k+ per month budgets on a single channel, and scaled them without the numbers falling apart? Do you have 5+ years of hands-on SEM experience and a strong command of Google Ads, Meta Ads, LinkedIn Ads, and performance marketing?

If so, we'd love to meet you. We're looking for a Senior Paid Media Strategist with 5+ years of experience running lead generation campaigns to the US market, who's comfortable owning our largest accounts from day one.

Join us and help architect campaigns that fuel real, provable growth.

The Basics

This role is for a builder first. You enjoy being inside Google Ads and LinkedIn Ads every day: launching, testing, tuning, and scaling. You run a real testing program, you know what to change when a number moves the wrong way, and you fix broken tracking yourself instead of waiting on a developer.

It's also a strategic role. You'll partner with Account Directors on campaign planning, funnel strategy, messaging, segmentation, and channel mix. You'll own the paid media side of our biggest client relationships and explain results in plain business language.

Our clients are wealth management firms. They're SEC and FINRA regulated, which means ad copy has real limits (no "guaranteed," no "best," no unsubstantiated claims). You'll write and approve copy inside those limits and still make it convert.

Our team spans several continents, but most of our clients are US based. We require C1/C2 English fluency and full-time availability on US East Coast hours.

About Us

ProperExpression is a boutique growth marketing agency specializing in wealth management, SaaS, and professional services. For 7 years, we've been the behind-the-scenes growth engine for some of the most innovative firms in the space.

We're a HubSpot Platinum Partner, recognized by Excellence.com and Clutch. Our clients choose us because we don't chase vanity metrics. We focus on measurable ROI, revenue accountability, and full-funnel performance, and our paid media team carries a big share of that.

We also laugh a lot, don't take ourselves too seriously, and look for any excuse to eat good food. Sharing food experiences has become an internal culture with a life of its own.

Why ProperExpression?

• High-impact work: run campaigns that move revenue, not just impressions.
• Real scale: own $100k+ per month per channel budgets on accounts that matter.
• Real growth: we're expanding fast, and strong performers rise quickly.
• A culture that works: fast-paced, collaborative, supportive, and built for people who love winning together.
• Fully remote: work from Canada, the USA, or Latin America, on a schedule that matches US East Coast time.

Requirements

The Fundamentals:

• Hands-on. You build and run campaigns yourself and you like it.
• Data-driven. You talk in CPL, pipeline, and CAC, and you know which one the client cares about.
• Organized under load. You run several large accounts at once without dropping quality.
• Clear communicator, written and spoken, with clients and with the team.
• Driven, self-starting, and always learning what's new on the platforms.

Direct Experience (The Must-Haves):

• 5+ years of hands-on paid media experience in B2B or B2C lead generation to the US market.
• You've personally managed $100k+ per month budgets on a single channel for a single client, and scaled them.
• You've run paid accounts for multiple clients at once at a marketing agency.
• Deep Google Ads and Bing Ads experience: account structure, bidding, match types, negatives, Performance Max judgment, pacing at scale.
• Deep LinkedIn Ads experience: audience design, lead gen forms vs landing pages, frequency and creative fatigue.
• Technical tracking: GTM, GA4, conversion tracking, offline conversion imports, CRM-fed optimization. You can diagnose a broken conversion path on your own.
• A real testing practice: hypothesis, control, read, decision. You can name your last 3 tests and what you killed.
• Reporting that ties spend to pipeline and revenue. Google Sheets fluency (pivots, lookups, blended data).
• Hands-on Meta Ads experience: audience building, lead forms vs landing pages, and creative testing for lead generation.
• CRO and landing page judgment: you know what to change on the page when the ad is fine.
• Creative direction: you brief and QA ad creative and copy with a design team.

Direct Experience (Preferred but Not Required):

• Paid media for wealth management, RIAs, broker-dealers, or other SEC/FINRA-regulated financial brands. This puts you at the front of the line.
• Display and programmatic experience.
• HubSpot experience (reporting, attribution, lifecycle stages).
• Google Ads certifications.
• AI in your daily workflow: you use it to draft ad variations, mine search terms, and speed up reporting, and you know when it still needs a human check.

You're Probably a Fit If

• You've spent $100k+ in a month on one channel and you know what breaks at that scale.
• You've fixed a broken offline conversion import yourself.
• You've killed a test you were sure would win.

You're Probably Not a Fit If

• You've managed paid media through a team but haven't been inside the account in years.
• Your biggest monthly budget on one channel was under $50k.
• You need a developer to tell you why conversions dropped.
• Your paid media experience is all ecommerce, with no lead generation.

Responsibilities

• Own paid media strategy and execution for your assigned client accounts, including our largest.
• Build, launch, optimize, and scale campaigns on Google Ads, Bing Ads, LinkedIn Ads, and Meta Ads. Manage budgets, bids, and pacing.
• Run a documented testing program on every major account and scale what wins.
• Own conversion tracking end to end so every account optimizes on CRM-qualified leads, not form fills.
• Partner with Account Directors and clients on campaign planning, funnel strategy, messaging, segmentation, and channel mix.
• Brief and QA ad creative and copy with the creative team, inside SEC/FINRA constraints.
• Build and present reports that connect spend to pipeline and revenue, and turn findings into next steps.

Benefits

• Health Insurance
• Dental Insurance
• Vision Insurance
• 401K
• PTO
• Annual Retreat
• Fully remote work environment

Application Instructions

Please read and follow these instructions so your application is considered.

1. This role requires direct, hands-on paid media experience. If you don't have it, your application won't be considered.

2. Submit your resume in PDF format.

3. In the "Additional Comments" field, tell us: what is your favorite food and why?

4. Please don't email or message us on LinkedIn until we've reached out to you.

5. If we schedule an intro call, be sure to ask how a bison became the spirit animal of ProperExpression.

We're looking forward to getting to know you!