Paid Search Specialist at VML · Guatemala…

Who We Are

VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning human-first work for clients including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. In 2026, VML was named Campaign’s Global Network of the Year and ranked #2 Creative Network of the Year at Cannes Lions. VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.

VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.

For more information, please visit www.vml.com and follow along on  LinkedIn #WeAreVML.

OVERVIEW

As part of the performance marketing team at VML, the Paid Search & PMax Specialist acts as the strategic and operational engine for our conversion-driven campaigns. This role is strictly focused on mastering Google Search Ads and Performance Max (PMax) to drive high-quality leads for a premium brand.

We are looking for a highly analytical professional who understands how to navigate complex lead-generation ecosystems. The successful candidate will have proven experience using Smart Bidding strategies to maximize conversions and hit target CPLs. You will work closely with the Connections Supervisor to execute and shape search strategies, ensuring budgets are maximized, campaigns are optimized for the best possible leads, and performance consistently meets client goals.

PRIMARY RESPONSIBILITIES

• Campaign Architecture & Lead Generation: Build, launch, and manage Paid Search and Performance Max campaigns tailored for lead generation. This includes structuring PMax asset groups and refining audience signals to capture high-intent users.
• Conversion-Based Optimization: Continuously optimize campaigns focusing on lead quality and volume. Master the use of Smart Bidding (such as Target CPA and Maximize Conversions) to train Google’s algorithm to prioritize high-intent actions.
• Budget Management & Forecasting: Lead the daily monitoring of media spend and pacing. Strategically reallocate budgets across campaigns based on Cost Per Lead (CPL) efficiency and search trend seasonality.
• Deep Search Operations: Manage day-to-day mechanics, including extensive Search Query Reports (SQRs), dynamic search ads (DSA) optimization, rigorous negative keyword mapping, and ad copy A/B testing to improve CTR and conversion rates.
• Reporting & Actionable Insights: Analyze performance data to extract actionable insights. Understand the relationship between upper-funnel search behavior and bottom-funnel lead capture, providing strategic recommendations.
• QA & Tracking Verification: Conduct rigorous quality assurance on live ads. Work collaboratively with the client’s analytics team to ensure conversion tags are firing correctly on the media side before any campaign goes live.
• Platform Leadership: Act as the internal expert for Google Ads. Stay ahead of the curve on new Google Betas, PMax updates, and automation tools, implementing them proactively.

DESIRED SKILLS/EXPERIENCE

• 2+ Years Dedicated SEM/PMax Experience: Proven hands-on experience managing Paid Search and Performance Max campaigns, with a strong focus on lead generation and direct response.
• Smart Bidding Expertise: Solid understanding of how to manage campaigns focused on lead generation, using automation and Smart Bidding strategies effectively to hit CPL targets.
• Core Platform Expertise: Advanced, daily hands-on knowledge of Google Ads is mandatory.
• Advanced Excel Proficiency: Mastery of Excel (Pivot Tables, VLookups, large data sets) for pacing, forecasting, and data analysis.
• Analytical Aptitude: Strong ability to calculate and analyze core media metrics (CTR, CPC, CPL/CPA, Conversion Rate) and pivot strategies accordingly.
• Attention to Detail: Demonstrated ability to manage complex setups flawlessly.

OPTIONAL BONUS SKILLS (Not required to apply)

• Certifications: Google Ads Search and Measurement certifications.
• Additional Platforms: Prior exposure to Search Ads 360 (SA360) or Google Merchant Center (GMC).

En VML, estamos comprometidos a fomentar un entorno laboral totalmente inclusivo que sea gratificante y propicie el desarrollo profesional. Creemos en la creación de un entorno de trabajo dinámico que valore la diversidad y la inclusión, y nos esforzamos por reclutar una lista diversa de candidatos para ayudarnos a lograr ese objetivo. Estaremos encantados de proporcionar acomodos razonables a las personas con discapacidades que necesiten un acomodo para usar o acceder al sitio de carreras de VML o para participar plenamente en el proceso de solicitud. Si necesita un acomodo para completar su solicitud u otro aspecto de nuestro proceso de reclutamiento debido a una discapacidad, comuníquese con nuestro departamento de Recursos Humanos o envíe un correo electrónico a (contacto de RR. HH.) para solicitarla.

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We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

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